Applying Research to Community Recruitment and Retention Cheryl Burkhart-Kriesel, Ph.D. In partnership with team members R. Cantrell, B. Johnson, C. Narjes, & B. Vogt. The University of Nebraska-Lincoln is an equal opportunity educator and employer with a comprehensive plan for diversity.

Research was… USDA – NRI ( ) Census review New resident household survey Focus group interviews Rural, regional perspective

Simpler pace of life53% Less congested place 50% Closer to relatives50% Lower cost of housing 48% Lower cost of living45% Higher paying job39% Desirable natural environment 37% Safer place to live36% Job that better fits skills 35% Community that shares values 34% Better place for kids 32% Closer to friends32% Lower taxes22% Why do people move to the region? % of Respondents indicating Important or Very Important

Where do people find relocation information?

New residents shop around: a job + quality of life = the package  Feature characteristics that make living there special and desirable

Some new residents are coming home – for others, this is a new experience  About 1/3 of the new residents had a previous experience with area – 2/3 were new

The majority are new to small town rural life  New residents are often looking for a “slower pace of life and “safety”

Perceptions may not be correct!

How they find rural communities - they talk to family  Can the community web site be used as a “one-stop” referral site for family and friends?

After family – it is the Web!  Family is the most often used information source in relocation – the Web is next

One example of relocation…

New residents bring talents – they want to contribute to community life  Are there easy ways to connect with organizations, groups or events?

Images are marketing “gold”!

“Slower pace of life…”

Sell your community accurately: don’t hide it - don’t over sell!  New residents often had to work hard to find “hidden treasures”… it should not be that difficult!

Adapting to rural life…

A regional airport shuttle service!

Share history, successes, dreams for the future: communicate vision

An example of vision…  Communicate vision by showing results

Retention? Share easy and fun ways to meet people - develop friendships  A higher level of “sense of belonging “ can translate into higher retention

New resident event

Research – right time & place  Building Entrepreneurial Communities Act (BECA)  Funded by the Nebraska Department of Economic Development  Encouraging new resident recruitment projects  Developing Websites for Community Growth  Funded by the Nebraska Information Technology Commission  Encouraging site development with a purpose

Applying Research to Community Recruitment and Retention Cheryl Burkhart-Kriesel, Ph.D. In partnership with team members R. Cantrell, B. Johnson, C. Narjes, & B. Vogt. The University of Nebraska-Lincoln is an equal opportunity educator and employer with a comprehensive plan for diversity.