Millennials, those born after 1980, are choosing to live, work, play and stay in places known for innovation, diversity and interconnectivity. To attract and retain these young professionals, West Virginia communities must adapt to the wants and needs of this generation.
By Natalie Roper
In this 21st-century, knowledge-based economy, young talent retention plays an even more decisive role in economic success, and in no place is this more clear than West Virginia. As a large portion of the state’s next generation continues to leave for more diverse and innovative places, one thing has become very clear: West Virginia’s future depends on its ability to become an ideal destination for young talent.
The Importance of Young Talent
West Virginia’s population is aging and shrinking as the next generation of employers and employees continue to leave for opportunities in other states. According to census data from 1950-2000, the Mountain State has lost an average of 44 people per day. The West Virginia University Bureau of Business and Economic Research’s (WVU BBER) 2014 population trends report estimates that by 2030, nearly one in four West Virginians will be more than 65 years old and the state’s population will have dropped by 20,000.
“These demographic trends will put a strain on the state’s budget, limit our ability to attract businesses and put West Virginia’s economic growth at risk,” says John Deskins, director of WVU BBER. “Our state must have an abundance of young, energetic and highly skilled men and women to remain attractive to potential businesses and meet our long-term economic potential.”
There’s no question that West Virginia’s future depends on the state’s ability to better attract and retain young talent. In order to become a state where that can happen, West Virginia needs to make innovation, education, diversity and interconnectivity its top priorities.
The Power of Potential
Millennials are choosing to live and work in innovative communities that are brimming with potential and opportunity. This generation is entrepreneurial, with more than half wanting to start their own business, according to the Kauffman Foundation’s 2011 Young Invincibles Policy Brief. The 2014 Deloitte Millennial Survey showed that the majority of millennials take into account how innovative a company is when deciding whether they want to work there.
“In order to attract and retain this generation of entrepreneurs, West Virginia must embrace innovation, economic change and thoughtful risk taking,” says Matthew Ballard, president and CEO of the Charleston Area Alliance. “By opening ourselves up to new ideas and new ventures, we can create an environment that welcomes new people to the state and brings home those who want to come back.”
While West Virginia may not be the ultimate haven for entrepreneurship just yet, the state has an overabundance of one important prerequisite that is beginning to inspire some young adults to stay: potential. According to The Young and Restless in a Knowledge Economy, a CEOs for Cities report, places with a sense of possibility and where new ideas are welcomed are more likely to attract and retain young adults.
Jake Dougherty, executive director of Reinvent Wheeling, was inspired to return to his hometown of Wheeling after going away to college in Washington, D.C. “There is something exciting about the potential in this state,” he says. “West Virginia is an amazing place that too many have overlooked, but that is changing every day, and I get to be a part of that change.”
Emphasis on Education
Communities with strong education systems, from early childhood to higher education, are also more likely to attract millennials. Education is at the foundation of young talent retention. Businesses consistently cite an educated work force as a key determinant of business location, growth and profitability. Unfortunately, 2010 U.S. Census numbers show that West Virginia’s number of degree holders runs almost 10 percentage points behind the rest of the country.
A strong education system makes the Mountain State more competitive for small businesses too. The 2008 Education and Tech Entrepreneurship report by the Kauffman Foundation found that nearly half of startups are established in the same state where the founder received their education. Without competitive education, West Virginia runs the risk of losing future entrepreneurs and innovators.
In addition to job creation, communities with high-quality education are more attractive to young families when deciding where to live and work. Lillian Graning, the chief communications officer at the New River Gorge Regional Development Authority, is a West Virginian by choice. She was drawn to the state by a job that offered her a unique opportunity to make an impact in her field—something she said she would not have expected to have until later in life. However, West Virginia’s education system is a concern for how long she will be able to stay.
“As a young professional, school quality will absolutely play into my family’s decision to make West Virginia our permanent home,” says Graning. “I love this state and would do anything in my power to help improve it, but without remarkable improvement in the public school system, my family will have to put the education and future of our children first.”
The Value of Diversity
Millennials are the most diverse generation to date and are flocking to communities that recognize the importance of equality. According to a 2014 survey by Harstad Strategic Research, Inc., millennials rank equality as the most important issue given the country’s current challenges. Stephanie Tyree, deputy director at the West Virginia Community Development Hub, has seen firsthand through her work with the hub the important role a community’s diversity has in attracting millennials.
“In order to attract this generation, we need to aggressively create communities and spaces that are welcoming, supportive and excited to include all races, classes and sexual orientations,” she says. “Our generation wants to live in communities where it is recognized that diversity leads to innovation while homogeneity often limits us to stagnation.”
The Importance of Interconnectivity
Millennials are more connected to technology than any other previous generation. They are attracted to places that have sufficient interconnectivity, which has become necessary for job hunting, work, education, entertainment, health care and civic participation.
According to Future Workplace LLC’s 2012 Multiple Generations @ Work survey, flexible hours and generous telework policies are even more important to younger workers than salary. Unfortunately, Federal Communications Commission data shows that less than half of West Virginians have access to high-speed Internet. Alissa Novoselick, executive director of the Tamarack Artisan Foundation, believes interconnectivity plays a major role in attracting young entrepreneurs of all kinds, especially artists.
“Broadband access is foundational to affording our creative entrepreneurs the ability to stay and work in West Virginia,” says Novoselick. “Artist entrepreneurs are drawn to West Virginia for a variety of reasons to start their businesses: the low cost of living, the proximity to large markets and the natural beauty. However, without Internet access, they cannot keep up with new business models or ship their products outside of our state lines.”
Foundation for Success
While the out-migration statistics paint a bleak picture for young talent retention in West Virginia, the state has important assets that are already retaining some of the best and brightest. These assets lay the foundation for creating an ideal destination for young talent to live, work, play and stay.
For instance, West Virginia’s relatively small size means young professionals can land high-responsibility positions quickly, an opportunity that many other states do not offer. “We have short ladders to climb to access leadership,” says Ballard. “With a few years of dedicated work, young professionals can be interacting with the top business and government leaders in the state.”
The Mountain State also has an authenticity that is appealing to millennials, a generation that is eager for communities that feel genuine. “There is a true sense of self here, and that draws people,” says Dougherty. “In West Virginia, you are in a place that knows where it has come from, knows what it is and wants you to help it figure out where it is going. There is an incredible sense of fulfillment in that.”
More and more young people are emerging as leaders, ready to step up and help the Mountain State realize its full potential. West Virginians are also proud and passionate, a winning combination that will help move the state forward. Novoselick seems to best sum up this new determination to fight for the state’s future that is spreading like wildfire: “I love being surrounded by people who understand this is not a perfect place but that it’s worth fighting for.”
2 Comments
I am almost 80 years old, have been involved professionally with the fine arts and museum for almost 40 years. I was involved with the “back-to-landers” of the 60s and 70s at Fort New Salem, Salem College, Salem WV, when the Heritage Arts Program was developed by John Randolph. I saw the influences that WV heritage, our culture, and our beautiful state made on the students coming from out of state. I see bits of this reawakening again. I can only hope that the state and its communities can fulfill the expectations of our new-comers and future mountaineers!
I am still active in the Harrison Co. Historical Society, the fine arts in my county, Preservation Alliance and our WV Association of Museums. I go to extremes to promote my native state and NCWV. I will continue to promote the creative talents and beauty of our people and state. It’s not always easy to convince our politicians, our businesses and, in some cases, our people, to demonstrate the qualities that we have at hand.
All the topics addressed in Ms. Roper’s piece have been bantered since I was in elementary school. One of the first magazine articles I recall reading was a 1958 SATURDAY EVENING POST article titled “ONE OF OUR STATES IS DYING: THE STRANGE CASE OF WEST VIRGINIA.” With the exception of BROADBAND ACCESS, all Ms. Roper’s topics were covered in the SATURDAY EVENING POST article, the 1960 Presidential Primary, The WAR ON POVERTY of the 1960’s, ad nauseum. Also, the term “millenials” did not appear in that article. I believe the term used was migrants referring to West Virginians who migrated North to the cities.
All these things we have heard before, and watched while our more urban surrounding states reaped the benefits as we received lip service.
I respectfully suggest that the times may finally be changing, and not because we are finally receiving the resources we need 80 years following the NEW DEAL and 50 years after THE GREAT SOCIETY. I think the changes will come because of what we have and take for granted now.
The first is WATER. West Virginia is a sources of part of the water for itself, the District of Columbia, and 12 other states. Thus the proposed BIRTHPLACE OF THE RIVERS NATIONAL MONUMENT is paramount. West Virginia has an abundance of water, something California and the Pacific Northwest do not. The available water in those areas will continue to decline, as will the hydroelectric power needed to serve those populations.
Within the next five years, the residents of the Pacific Northwest, California, and other parts of the West will begin to come East. This will be a reversal of the GREAT OKIE MIGRATION of the 1930’s Depression. These people will come to the Appalachians because of water and available space. I suggest West Virginia alone can expect the 2020 decennial census to show 3.5 to 4.5 million residents.
This is new markets, new talent, and new people. All these people will need to be served.
Second, by 2020, China will bring a THORIUM nuclear reactor on line. What does THORIUM do, you may ask?
THORIUM can produce low radiation nuclear reactions as well as consume waste from the old style PLUTONIUM reactions. West Virginia is selling THORIUM for nothing to the coal burning industries who belch it and other rare earth elements into the skies and the ash pits.
West Virginia would be best served to have the Chinese build us several of these reactors on a shares basis since American “entrepreneurs” are unlikely to entertain such a venture.
Within the same coal deposits are some of the largest deposits of rare earth elements in all of North America. These same compounds are responsible for the increasing cancer rates in the strip mining areas of West Virginia.
The same rare earth elements for which we pay thousands of dollars per kilogram are being belched into the air and ash pits with no return but cancer to our residents.
Third, West Virginia sits atop one of four geologic “hot spots” on earth. Less than 3000 to 5000 metres below the surface, temperatures above 1500 degrees C. may be reached. This is GEOTHERMAL ENERGY for the taking, since we have gas and oil wells deeper than this.
But our West Virginia 82nd Legislature, being “penny wise and pound foolish, ” will not even address these topics.
I doubt this will even be read.