The campaign, called Work Magnolia Grove, is intended to strengthen talent attraction, retention and workforce participation across the region.
Economic Development Director Melissa Hart described the launch as “a new chapter.”
“We wanted something bold, modern and action-oriented,” Hart said.
The region’s childcare shortage remains unchanged.
So does transportation.
And housing.
And the shortage of skilled trades.
But the logo now features an upward arrow.
Officials say that matters.
“We needed a brand that could bring all of these efforts together,” Hart said. “Before, we had programs. Now we have an identity.”
The identity took approximately four months to develop.
It includes a bright color palette, custom typography and the tagline “Talent Starts Here.”
Several local employers immediately asked whether the talent was available for second shift.
That question was referred to the workforce committee.
The initiative grew out of a regional study that identified several barriers affecting employers and workers, including childcare availability, transportation gaps, wage competition, housing costs and limited awareness of local career opportunities.
Many of those same issues appeared in a 2022 workforce study.
And a 2019 strategic plan.
And, according to one longtime board member, “probably something from 2016.”
“This time feels different,” Hart said.
Asked how, she pointed to the new website.
The site includes sections for employers, job seekers, students and people considering relocation to Magnolia Grove.
Visitors can explore career opportunities, training programs and quality-of-life information.
There is also a downloadable toolkit containing social media graphics and brand guidelines.
Employers praised the effort.
“We absolutely need to do a better job telling our story,” said plant manager Keith Warren.
Warren’s company currently has 63 open positions.
Asked whether the website would help fill them, he said it was “an important piece of the puzzle.”
Asked what the other pieces were, he named wages, housing, transportation and childcare.
Those items are being addressed separately.
The launch event featured remarks from elected officials, educators and business leaders, all of whom emphasized the importance of collaboration.
“We cannot solve workforce challenges alone,” said County Supervisor Daniel Reeves. “This takes everybody.”
The statement was followed by a 20-minute panel discussion on regional partnerships.
No childcare providers participated because several were short-staffed.
Workforce leaders say branding is only one component of the broader effort.
The initiative also calls for stronger employer engagement, expanded career awareness, more training opportunities and improved connections between education and industry.
Several of those strategies are already underway.
Others are scheduled for future discussion.
One is currently being studied.
Another requires funding.
A third has been assigned to a subcommittee.
“We’re building momentum,” said Workforce Development Director Paige Turner.
Turner said the campaign will help create a central point of entry for people seeking information about jobs and careers in the region.
Previously, workforce resources were spread across multiple websites and agencies.
Now they are spread across multiple websites and agencies, plus WorkMagnoliaGrove.com.
“That’s progress,” Turner said.
Local employers also received window decals featuring the new logo.
Several have placed them near existing NOW HIRING signs.
Officials say the visual consistency will help reinforce the message that Magnolia Grove is serious about talent.
“We want people to see opportunity everywhere,” Hart said.
That includes young people who may otherwise leave the region after graduation.
The new campaign features photos of recent graduates, skilled workers and young professionals.
Several of the people pictured currently live outside Magnolia Grove.
“That actually reinforces why this work is important,” Hart explained.
Early response to the campaign has been positive.
The launch video received more than 8,000 views in its first week.
The region's largest manufacturer received 11 applications during the same period.
Officials cautioned against comparing the figures.
“We’re building awareness,” Turner said. “Hiring takes time.”
The initiative’s next phase will focus on implementation.
Regional leaders plan to establish performance metrics around website traffic, employer participation, program awareness and social media engagement.
Asked whether they would also track whether more workers are actually entering the labor force, Hart said those metrics are “more complicated.”
At press time, Magnolia Grove officials were preparing for the first annual Work Magnolia Grove Talent Summit, where regional leaders will gather to discuss childcare, transportation, housing, wages and why more workers have not discovered the new website.
