Yesterday, we showed how local employers are beginning to take notice of the YP movement. Today, we examine our final point, how local college students are taking notice of the region and its efforts to retain them.

Many years ago, when I worked as a career advisor at Virginia Tech, there were many companies trying to find ways to tap into the college – base for short-term, internship and full-time employment. We created a semester internship class matching students with local companies. In six semesters, we made about 200 of these connections. From that program, we knew this was just the tip of the iceberg. Since we started that program in 2001, we have seen more and more students wanting to stick around in the area.

Perhaps one rationale is Northern Virginia students come to the RNR for college and are removed for 4+ years from the congestion and realize they do not want to return to it. Also, since that time, you have seen more professional opportunities locate in places such as the Virginia Tech Corporate Research Center. 

Back in 2006 when I first started speaking to student groups, I asked one graduating senior from Hampton Roads if she were gonna stick around and work in the region. Her response was surprising. She said she would not stay because of a lack of arts and theatre. Knowing Roanoke has a lot of those amenities for its size, I asked her if she had been to downtown Roanoke. Her response was, “yeah, I have been to downtown Roanoke, I have been to Valley View Mall.”

Of course, Valley View Mall is not downtown Roanoke and she did not know the difference. From that exchange, we knew we had to get more college students to experience downtown Roanoke. Therefore, we created Roanoke Want U!

We partnered with student groups, primarily at Virginia Tech, and gave them free tickets on the Smart Way Bus from Blacksburg to the Higher Ed Center. At the Higher Ed Center, we held an info session with relevant local companies matching the majors of the student groups. After the session, we gave them a guided walking tour of downtown Roanoke, a free meal at a popular late night attraction, and sometimes a gift to get them to return at a later time. We have repeated this about 15 times with at least 5 more on the books for this spring. And we have heard stories of the college students returning on their own time. 

A couple weeks ago, we partnered with a number of groups to create the Reverse Job Fair at Virginia Tech (which the students loved) and are planning some other exposures on all college campuses too.

But perhaps the most successful way we are connecting to college students was found in this unsolicited editorial by the Collegiate Times editorial board staff suggesting to the student body they should look to Roanoke upon graduation. We are not completely there yet, but there does seem to be a growing interest in our local college students to seek local employment opportunities upon graduation.

So where does this leave us? What is next? What work still needs to be done? Tomorrow, I will discuss some things we need to make happen to reach the tipping point – a point in time in which all our efforts are occurring naturally and the message of the RNR being a place for YPs is ingrained in the culture.      

Okay, the first five parts to this series looked at he examples at how progress is being made in Roanoke and RNR to attract and retain young professionals.

1. The movement is bigger than Roanoke
2. Qualitative stories of people returning
3. Media influence
4. Champions have been established
5. It’s now a political issue

Employers are now beginning to take notice of the real threat of not attracting and retaining young professionals as it relates to maintaining and growing local companies. More and more are asking for strategy assistance. They are asking to come in and talk to their young professionals to get them connected, so they do not loose them to other areas. In fact, NewVa Connects, a YPO, is planning to establish a greeter’s program for local companies for their new young adult hires.

At a recent Roanoke Valley Society of Human Resource Managersmeeting, I spoke to them about some of the facts, communication challenges, and programs that we are offering to address the issues. Over 80 employers attended and I received about 10 follow up emails from the event. Further, the NewVa Corridor Technology Council executive director shared the common issue facing its technology-company membership was attracting candidates with the relevant skill sets with 5-15 years of experience (i.e. 26-40 years of age).

Succession planning is also getting more attention. I have sat in on meetings with very large institutions who employ thousands of workers and they are growing more and more concerned with the mass exodus of Boomers from their organization and a very thin set of middle managers to keep the ships moving.

All of these examples illustrate that employers have finally taken notice of the importance of the issue. Our final installment tomorrow will look at how local college students are embracing Roanoke and the RNR after graduation.   

Previously in our 7-part series, we discussed the fourth part, the impact champions of the YP movement had made over time by organizing specific niche groups. Their efforts have enabled YPs to have a growing voice in politics.  

Disclaimer: This blog does not support or reject any of the proposals, groups or individuals mentioned.  

Certain projects presented by YP groups have become political issues in the upcoming election. Attracting and retaining young adults has been on nearly every candidates platform. Political candidates have become regular attendees at YP events, thus recognizing, the impact and support the YPs may have in the upcoming elections. It appears there is undisputed, consensus support in Roanoke for the need to attract and retain young adults. 

Further, one 29-year-old candidate was the top vote getter in the Democratic firehouse primary, and was endorsed by the local Business Leadership Fund PAC.   

Potentially contributing to the effect has been an increased participation at the national level of YPs supporting Barack Obama. Popular social networking sites such as Facebook are enabling more YPs who have never been active in politics to join in the discussion. The nation’s presidential election and the role YPs are having in that election is having a similar effect in local elections.   

How does this growing political influence expand to other constituent groups, specifically employers and college campuses? These groups will be the next blog post topics tomorrow.  

Last time, we talked about how the media has helped influence community awareness and urgency of the YP movement. In parts 1 and 2 of the series, we stated that the YP movement is bigger than Roanoke, and as a result, a plethora of qualitative stories of people staying and returning to the region have emerged.

These first 3 components created a positive momentum, which leads to our 4th piece –  champions have been established  for the YP movement.  Front and center are the YPOs (Young Professional Organizations).  At least eight have emerged or resurrected offering a unique opportunity based on one’s interest in arts, entertainment, business, service, political advocacy, etc.  Ad2Roanoke, Contemporaries, First Fridays, NewVa Connects, Roanoke Jaycees, Square Society, Valley Forward, Young at Art are just a few of the  groups who have made an impact, and countless other informal groups found on MeetUp.com, and other online communities who are bringing people together. 

The YPOs also stressed throughout the last two years the need for a “things to do” comprehensive site. Two sets of friends both stepped up to offer a solution to a common communication struggle. MyScoper.com offers fancy technology in a fun interactive way to learn more about the comprehensive events in the region. RoanokeNights.com provides a look at Roanoke’s vibrant nightlife.

Finally, we are beginning to see more government, non-profit and charitable organizations asking for YPs to serve on their boards. These groups are beginning to ask how they can tap into this creative energy and fresh ideas.  As a result from building a decentralized group of champions, the YP movement is pulling more weight in the political environment. The next blog post will examine this tomorrow.  

We looked at the YP movement is bigger than Roanoke, and as a result, a plethora of qualitative stories of people staying and returning are being told through more informal channels. Today, we look at how traditional media has helped influence community awareness and urgency of the issue.

On just programs we are involved in over the last 2 years, we have 90 unique tradional media exposures through print, TV and radio. Our programs have been featured in local, state and national outlets. That equates to nearly one per week. However, recently we have been seeing more unsolicited stories on the topic, which are being engrained into other stories and articles.

Perhaps the greatest example of this is that the Collegiate Times - the Virginia Tech student newspaper, wrote this unsolicited editorial saying student should seek opportunities to work in Roanoke. We had no knowledge this was going to hit and we could not have written it better ourselves.

Closely related has been the more than usual editorials written about the young adult movement from paid staffers and ordinary citizens. There have been countless refereneces to the movement in many other print, TV and radio content.

Ultimately, media outlets such as WDBJ7, City Magazine, The Roanoker and The Roanoke Times among others have been more than willing to partner on our programs and events such as the Reverse Job Fair and the Holiday Career and Lifestyle Fair. 

As a result, of this traditional media exposure, we have been able to identify and engage many others for the movement. We will talk more about that component in our next blog post tomorrow.