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SOUTHDAKOTAEmployeeRecruitment
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Relocation Motivations
Job Seeker s Perceptions of SD
Sparking Curiosity in SD Jobs
AGENDA
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HOW DO WEENTICERELOCATIONTO SD?
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Identify South Dakota s Imagein Relocation Target Markets
ASSIGNMENT
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Approach & Methodology
SecondaryResearch
New SD MoverInterviews10 Total Interviews
104PARTICIPANTSFrom business leaders tothose who have recentlymoved to South Dakota topotential job seekers in targetmarkets, throughout theresearch study, L&S spoke to
more than 100 participants oneverything from the vision forSouth Dakotas workforce toconsumers perceptions whenthey hear SD was ranked in atthe top for job creation indexby Gallup.
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SD BUSINESSLEADERS
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We need to look outside of that box and howwe communicate to people who arent familiarwith SD. Its not just oh, its a great state come
work here. Its broader on how we make thatmessage more unique .
-SD Business Leader
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Focus Group Participants
Group Participants(8-10/group)
Familiar Group A Unfamiliar
Working with a research recruiting partner, we secured 84 total participants for the 10 market focus groups. To determineif those with a solid familiarity or established ties to SD were more interested in relocating, each market included a group
of those who were familiar and those who were unfamiliar with South Dakota.
Age 21-45
Open to relocating Skilled workers &
technical trade
White collar Family/close friends in SD
Visited SD more than 1X
Used to live in SD
Age 21-45
Open to relocat Skilled worker
technical trade
White collar No family/clos
in SD
Visited SD 1X
50% 50%Of Participants
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Focus Group Markets
MINNESOTA
IOWA
ILLINOIS
40%
37%
23%
Peoria
Davenport
Des Moines
Rochester
Minneapolis
MINNESOTA
IOWA
ILLINOIS
Of All GroupParticipants
Of All GroupParticipants
Of All GroupParticipants
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IN-MARKETFOCUSGROUPS
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63%58%
43%39% 38%
32% 31% 30%
20%
10%6% 6%
0%
10%
20%
30%
40%
50%
60%
70%
The 5 factors mentioned most ofthings we would want from an
foundational "must hav
If I Was Changing Jobs, I Would Look for
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If Looking Elsewhere For That Job, I Would Want
40%
36%
31%27%
25% 25%
17%14%
10% 10% 8% 7
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
The 5 factors mentioned most oftthings that give us a similar exto where we currently live
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Factors That Rank Most Important
38%
21%
11% 11%
6%
2%
7%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Quality of Life Job Opportunitiesin My Profession
Cost of Living Proximity toFriends/Family
Housing Prices & Availibility
Quality ofSchools
Crime Rates Things to Do Com
Ranked #1
When asked to put the factors they consider for relocating in order of least to most importance, rational and emotional factors were interthe top, indicating the decision for relocating is a balance of both rational must haves and emotional qualities.
Quality of Life and Job Opportunitiesmost often rated the most important
consider when relocating
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Factors That Matter Least
61%
50%
35% 33% 31%24% 24% 21%
-13%-13%
-23%
-36%
-19%
-36%
-27%-33%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
Quality of Life JobOpportunities inMy Profession
Cost of Living Proximity toFriends/Family
Housing Prices & Availibility
Quality ofSchools
Crime Rates Things to Do Com
Ranked in Top 3 Ranked in Bottom 3
I t s n o t g o i nt h e r e b e c a u g r e a t , w h o
- M
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What Matters When Considering Relocating?
1
2
3
Something Familiar and Comfortable
Sameness
People have become accustomed to the amenities, activities and surroundings they experience every day. Whimoving implies experiencing new things, when relocating, we still want to be able to enjoy a life or wthat were used to . We want to be able to have surroundings that match what make us comfortable and whneed to survivewhether thats a Starbucks or a similar city size, similar weather or a similar commute.
Upward Potential and MobilityPeople want to move to have the chance at upward mobility and to reap the benets that come with moving toplacewhether thats economic benets of a higher salary, more take home pay, a nicer house or even just quof life factors like being closer to family and friends, having better schools for my kids, etc. We move tupward growthboth rationally and emotionallyso locations that can provide this are more appealing.
Can I Imagine a Life Here?Once a location meets the sameness and upward mobility needs, people want to know if they can imagine litherenot just existing there. This speaks to job seekers ultimate desire for quality of life, which includes enactivities, having experiences, meeting people, etc., as well as the foundational things from sameness andupward mobility. Can I live a life thats worth living here and a life that seems full?
When considering places to relocate, job seekers are looking for clues that a location can meet their three overarchingneeds, which stretches across three main criteria:
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Maslow s Hierarchyof Needs
Hierarchy Of Relocation N
A Life I CanImagine
Sameness
Upward Mobi
Self Actualization
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A Life I CanImagine
Sameness
Upward Mobility
Can States LiveUp To TheseThreeExpectations?
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C%33,5)
How Job Seekers Assess Relocating
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Can States LiveUp To TheseThreeExpectations?
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RELOCATINGTOKEY STATES
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Images Help Us DetermineIf Relocation Is Worth
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Imagine Relocating
+
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Imagine Relocating To
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North Dakota
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North DakotaJob Experience
No Opportunities andLimited Growth Potential
Long term employment, very difcult to recruit
Probably dont have the same job
Fewer opportunities, less competition with people, morecompetition for jobs
Worse pay, worse hours, not happy
Make the best of it
Less opportunity for advancement, fewer job options tochoose from
Good people, colleagues have a high work ethic
F o r m e y o u h a v e F a r g o o n t h e e v e r y t h in g e l s e f a r t h e r w e s t i s a l l ov e r y v e r y s m a l l c o m m u n i t ie s c o m m u n i t y o t h e r t h a n F a r g o i n- R o c h e s t e r , G r o u p
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North DakotaLifestyle
Secluded and Cold
Less outdoor time (too cold), weather is more severe, cold
Lower quality education, less cultural opportunity
Less to do, small towns, boring, fewer choices for activities
Lower taxes, more for your money, cost of living lower than MN
Rural living, blue collar communities, live in missile silo
Seeing more of the current friends circle
Missing family and friends, less connection with friends &family, far from home, no friends
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Minnesota
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MinnesotaJob Experience
Big Business and Growth Opportunity
More opportunities, hopefully more jobs, opportunity in my
industry
Making more money, better pay, nice ofce, exible hours
Work in a city, big business, more work, white collar
Cold work, cold weather breaks things, the weather, dresswarmer
8-5, Monday though Friday, more work, similar type of job
Hard work, always rushing
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MinnesotaLifestyle
Recreation and Variety but Cold
Biking, hiking, outdoor activities, shing, outdoor sports,
House on a lake with no neighbors
Lots to do, downtown MSP/St. Paul, more metropolitan
Concerts at First Ave. or Target Field, shopping
Music, nightlife, dancing, variety of things to do/activities
Going out for dinner, access to cultural events and restaurants
Laid back, happy, safe
Too cold, bad cold, snow shoveling, short summer
New friends, family, being able to go home on weekends
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Wisconsin
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WisconsinJob Experience
Similar Job ExperienceWith Opportunity
Harleys, lots of auto shops, IT
Small to midsize (100 or so people), lots of opportunities
Milwaukee, fewer cities and competition
Teamwork, people are nice, good people
Making same hourly rate, lower pay, less money
Anti-union, different types of projects
Similar hours (typical 8-5), similar work, roughly the same as Des Moines
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WisconsinLifestyle
A Rich, Relaxed Life
More time for recreation, hunting, shing, hiking, lakeMichigan, snowmobiling
Eating cheese curds and drinking beer, going to the bar,artsy, go to sporting events
Beautiful views of the lake
Wouldnt work as much so I could go outdoors, more social,enjoyable, meeting new people
Same values, same as my life now, laid back
Family oriented, family together, friendly neighbors
Ranch home w/ garage and fenced in yard, middle incomeneighborhood
More enjoyable, life is easier
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Imagine Relocating To Wisconsin
Theres more things I like to do inWI, so I think Id be more excited
going there.- Des Moines, Group B
I t hink in
W isc onsin, y ou d
hav e mor e t o of f er .
-Des Moines, Gr oup B
L i f e i s e a s i e r [ i n W I ] . - D e s M o i n e s w o r k b o o k
I w o u l d f e e l m o r e o uW I t h a n i n S D- D e s M o i n e s , G r o u p
What industSD]? I have n
what industry isIm gonna need
you ask mindustry in WI, name Harley D
like tha-Peoria, Gro
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South Dakota
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South DTheyre rich tourist sp
time you say South think of that.
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I i R l ti
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Imagine Relocating
+
South Dakota is mainly
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South Dakota is mainlycattle, sheep, horses,
livestock living off theranch, taking care of the
ranch its not as industrial,not as technical. Des Moines, Group B
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I think it would be harder because its a veryseasonal state with their tourism. -Rochester, Group B
South Dakota to me is more seasonal if you'renot in that Tourism industry, I dont think theopportunities are there. -Des Moines, Group A
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Theres a great position for evebut theres not a lot of variety in
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positions so you'd have to be wimove laterally. -Minneapol
Living in Rochester, taking a step upwould be moving to the cities and getting
a job in that competitive market.-Rochester, Group B
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Im pretty sure that any job I nd there theyd be like, youregoing to sit in the ofce all
-Minneap
South Dakota
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South DakotaJob Experience
Less Competitive, Slower Pace andLimited Opportunity
Small organizations, suburban ofce parks
Not many opportunities to change employers, limited opportunityfor movement within company, lifetime employer
Less employees, not as big of corporations, less projects,
Lower salary, tough market No weekends, less stress
Saving money, cost of living is less
Not as technical, not as much growth, factories, industrial
12 people at my work, basic hours (M-F), 10-15 minutecommute
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I was there for a week and loved it, but I dontpicture myself living there. -Minneapolis, Group B
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In SD, Id be more
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stressed because Idfeel more depressed you feel like that
quality of life isdiminished.
-Des Moines, Group B
South Dakota
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South DakotaLifestyle
A Life That s Relaxed, But Not Fulfilling
Camping, pheasant hunting, national parks, more travel,outdoor, nature activities
Relaxed, quiet and reserved, proper mix between work/home
Laid back, less stress, friendly people, socialize withneighbors
Maybe too quiet, isolated, limited social life, secluded living,staying home
Having res, watching movies, getting to know yourcoworkers
No variety, nothing to do, not a lot of places to go, couldbecome a hermit, limited excitement
Bored, far from close family & friends, my life is going no where
G
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I dont see that there would be awhole lot to do anywhere else buton the college campus. I imaginemyself walking through nothing.
Like a at road leading tonowhere ... barren, not a whole lotto do outside of where Id be
working.-Davenport, Group B
G o i n g o f f w h a t I k n o w , y o u d e n dw o r k i n g m o r e j u s t t o l l t h e v o i d w a s t e d t i m e a t h o m e . - P e o r i a , G r o u p
You could really become a
hermit. You could reallyisolate yourself fromeveryone else. - Minneapolis, Group B Y o u d
b e t t e r b e g o o d a t f ami l y and
f r i end s b ec aus e i n S i o ux F a l l s
t he r e s no t a l o t o f g r ea t r ec r ea t i o n.
-M i nnea p o l i s , Gr o up A
My frienIm crazy tthe Dakota
probably barren wtheres no
notopportunitthere, rea
-Des M
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South Dakota, quite frankly, Ive never been there Idont even know how to think about living there
because Im so unfamiliar with it Im sure theres acity and things to do. Im sure its a great life there, but
Im just so unfamiliar, I cant really talk about it.-Minneapolis, Group B
Imagine Relocating To South Dakota
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g g
Consumers lack salient imSD can be similar and provi
mobility, so they fill in thportion of the triangle wi
they ve seen in the past obecause they know nothi
those, they must be la
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If a job wants me to move to SD, they have to sellme on SD before they sell me on the job.
-Peoria, Group A
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SELLINGSOUTHDAKOTA
What Creates Curiosity?T d t i if SD ti ld h g ft ti i t k b t S th D k t th h
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To determine if SD perceptions would change after participants knew more about South Dakota, they were shown aseries of statements about the state. They were not directed to whether these statements were true or false but wereasked to describe what their impression was after hearing the trait and then to order it 1-5 on how appealing it was to
them. Traits were randomized for each group to prevent order bias.
Which of these statements is most appealing?
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Rated In Top 3 For
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Job Creation IndexAlthough this factor didnt receive the highest proportion of 1s & 2s for appeal, workbook comments indicate that
this factor also created interest and curiosity. Curiosity was sometimes in the form of skepticism or n eeding tovalidate the information; however it stemmed from the lack of job images participants knew of for SD. Hearing
that SD was creating jobs didnt match expectationscreating curiosity and questions.
I t w o u l d m a k e m e c u r i o u s t o l o o k a t j o b s i n S D , b u t I m n o t r e a l l y b u y i n g i t . T h e r e s n o t a n y o n e t h e r e , a n d I h a v e n t h e a r
d a n y t h i n g . - D a v e n p o r t , G r o u p B
I was wondering if the jobs wereproducing some sort of product or if they
were service type jobs .-Rochester, Group B
Sounds like thereslot of new
opportunities. Whatkind of jobs?
-Rochester (workbook), Group B
W hat k i nd s o f j o b s .
And w ha t i s t hi s
c o mp ar ed t o ?
-P eo r i a ( w o r k b o o k ), Gr o up B
Id google that stat. I wantconrmation.- Davenport (workbook), Group B
Personal Income Growth
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54Rated it a#2 Most Ap
CURIO
Helping Close The Image Gap
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Hearing that SD personal income is on the rise and that the state rates high on job creation index shows that SD has potential--that theactivity and that theres a potential for economic growth. These factors add new pictures to the bucket of images job seekers already hSouth Dakota and, combined with what they know, create a new overall pictureone thats more interesting and unexpected.
Hearing news about SD thats unexpected and appealing generates curiosity and starts to close the gap in SDs perception that it development and a forward economy.
SD Led the Nation in Personal IncoGrowth in 2013 & 2014
SD was Ranked in the Top 3 forCreation Index by Gallup in 2
+
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I was really shocked to hear the personal incomegrowth and new jobs. Those were awesome. That
should be publicized. If you want people to go there,start sharing that work. -Peoria, Group A
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You dont hear much about that state in general ifits true, I would be completely shocked you dont
hear much about it, you dont see anything on the news you kinda just write it off as even being there.
-Peoria, Group A
Potential To Make SDMore Appealing
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I f e e l l i k e I m a l i t t l e m o r e o p e n m i n d e d a b o u t S o u t h D a k o t a t h a n b e f o r e I w a l k e d i n h e r e . - R o c h e s t e r , G r o u p B
You dont want to uproot yourfamily and your life to go therethinking its going to be better,
you want to know. It eliminates alittle bit of the fear & unknown
when you hear that.-Peoria, Group A
More AppealingBuildin
Requi
Fundame
While focus group participants came in with pre-conceived notions about SD and limitedexperience with the states job climate, sharing more about SD and informing them of what thestate had to offer was inuential in prompting fresh curiosity and making them consider nding
more information about SD.
When I picture SouthDakota, I picture like a TV
show where I'm stranded in aforest with my little house andwood re going the fear of
the unknown .-Peoria, Group A
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RELOCATIONSOLUTION
Build Brand Equity By AddingBuilding South Dakotas brand equity requires adding more images to the bucket job seekers have to draw from so that
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g q y q g g jit gives them more references and insights into what life could really be like when they relocate.
Although consumers have an image of the state that currently leads with travel-related images, these elements helpcreate an appealing lifestyle, so its important we dont take those away. Instead, we need to add to them.
SD Led the Nation inPersonal Income Growth in
2013 & 2014
SD was Ranked in theTop 3 for Job Creation
Index by Gallup in 2013
+
Brand Equity Comes from Adding to What Consumers Already Know About SD
The Path To Brand Equity
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Progress with Possibilities
Diversity & variety of industries
New advancements around the nation
South Dakota has grown & developed, signalinglarger progress within the Midwest
How To Build SD Buzz
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SD has Progresswith Possibilities
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KEYTAKEAWAYS
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Summary
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When Relocating, Job Seekers Consid
Summary
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Relocating to SD Has an ImageBarrier
Lacks Development &a Forward Economy
Summary
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Curiosity from Creating New Images RatherReinforcing Old Ones
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SOUTHDAKOTAEmployeeRecruitment