“Iowa is the best place in America to live, work, and raise a family,” said Gov. Reynolds. “With the entire country struggling to attract and train a quality workforce, Iowa has taken the lead in addressing this challenge holistically. This is Iowa will raise awareness to the numerous opportunities that exist to establish careers, raise families and have new experiences. There has never been a better time to tell our story and to encourage both businesses and people to make Iowa their home.”
The state is looking to recruit new residents and train existing workers to fill a growing number of high-demand job openings. This is Iowa builds on successful in-state efforts to close the skills gap between employee training levels and business needs, such as Future Ready Iowa, Registered Apprenticeships, internships and other work-based learning opportunities.
Market research commissioned by the Iowa Economic Development Authority (IEDA) shows about two-thirds of travelers seriously consider moving to a new place after visiting. However, most people are unable to relocate without having a job lined up, preferably in an industry with growth potential, and most do not associate Iowa with cutting-edge careers or quality of life attributes like recreational or cultural activities.
“Iowans are humble by nature, so we tend not to brag about life here. As a result, people have outdated perceptions of our state,” said Debi Durham, Director of IEDA and the Iowa Finance Authority. “But the truth is, you can live big in Iowa! The video released today is a perfect example of how This is Iowa will challenge people’s expectations and increase awareness of the benefits of traveling and doing business here.”
Through a variety of communication channels including advertising, social media, digital and influencer outreach, This is Iowa will reach target audiences inside and outside the state showing what it’s really like to visit, live and work in Iowa.
Visit ThisIsIowa.com to see stories and learn about Iowa’s affordability, natural beauty, economic viability and lifestyle/culture. Use #ThisisIowa to join the conversation on Twitter and Instagram.
