As worker shortage looms, Twin Cities businesses launch recruitment campaign


"We like it here. Come join us."

That might paraphrase in a nutshell a new business campaign that aims to stave off a shortage of workers by attracting new talent to the Twin Cities.

The group Greater MSP says a shortfall of workers in the Twin Cities is on pace to reach 100,000 by 2020, the Southwest Journal reports.

The recruitment campaign Make It MSP will try to reduce that by attracting new faces to the area.

The Make It MSP website includes several virtual tours of the Twin Cities (an outdoorsy one, an artsy one, and a sporty one among them). There are also videos, places for current residents to describe what they like about the area, a playlist of local music ... oh, and connections to job openings – 57, 314 of them on Tuesday.

More than 50 groups have joined in the campaign and the Southwest Journal says they include non-profits, government agencies, and educational institutions.

MPR News reports that Minnesota's workforce was growing by 40,000 people a year in the 1990s but lately has been expanding at about one-fifth of that rate.

That's likely to slow even more as baby boomers retire in larger numbers. And since it's happening all over the country, the competition for workers could be fierce.

Those who do come tend to stay

Research by University of Minnesota professor Myles Shaver found that among the nation's 25 biggest metro areas, the Twin Cities area is No. 1 in retaining the workers it attracts. But it ranks 19th when it comes to recruiting workers in the first place, the Pioneer Press reports.

The newspaper says Ecolab CEO Doug Baker cited the weather as one obstacle to recruitment, adding "We've got to do a better job of ... not being defined by the latest blizzard."

Greater MSP's CEO, Michael Langley, noted the 2018 Super Bowl in Minneapolis will give the area a chance to show the rest of the country how it embraces winter, the Star Tribune reports.

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