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The Rural “Brain Gain” and Regional Recruitment

Ben Winchester, University of Minnesota

Dawn Hegland, Upper MN Valley RDC

All rights reserved. University of Minnesota Extension is an equal opportunity educator and employer.

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Rural Rebound

• Minnesota rural population has increased since 1970!

• Nationally, 1990 and 1999, 2.2 million more Americans moved from the city to the country, than the reverse.

Population Change1990-2000 2000-2010

Age 30-341990-2000 2000-2010

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Age 35-391990-2000 2000-2010

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Age 40-44

1990-2000 2000-2010

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Age 45-491990-2000 2000-2010

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The Newcomer Trend• The growth is primarily in the 30 to 49 age

group – this in-migration into rural communities can be just about equal to that of the out-migration of youth – the “Brain Drain”.

• These people are bringing children aged 10-17 with them.

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Newcomers: Why?

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Newcomers: Who?

• 36% lived there previously• 68%(MN) 40% (NE) attain bachelors degree• 67% (MN) 48% (NE) household incomes over $50k

• 51% (MN) 43% (NE) have children in household• They are generally leaving their career• Underemployed in current situation• Yet, Quality of Life is the trump card

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Newcomers: Future?

• 77%(MN) 60% (NE) say they will be living there 5 years from now.

• The % is lower for younger people.• Those who rate community as friendly and

trusting have higher %• Expectation of staying related to job

opportunities and security, feeling of belonging, suitable housing, opportunities to join local organizations, and others.

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The trend, continued

• The movement of people is consistent and large, it’s not all about outmigration.

• Those moving to rural areas are in their prime earning years.

• This movement has occurred without a concerted effort to recruit or attract them.

• Data Sources: Census, School Enrollment, MN Dep’t of revenue, IRS Migration Data, UHaul, Postal Service

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Cohort Lifecycle

14Source: “For Nearly Half of America, Grass is Greener Somewhere Else”. Pew Research Center

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“On the Map” Strategies

• Provide avenues for potential residents to learn more about the region

• Provide a resource that allows potential newcomers to establish a personal connection to the region

• Engage with real estate agents to track motivations and interests of newcomers

Employment Strategies

• Build upon existing connections to metro businesses that are allowing skilled employees to telecommute from rural MN

• Identify and build upon the auxiliary skills

• Integrate business succession planning

Recruitment Partners

Newcomers are coming to the region on their own…but what if we

Made sure our cities, schools and amenities were easy to find and

learn about what they have to offer

Created systems where newcomers could inquire about local jobs,

homes and businesses for sale

Educated our local units of government about this trend – get people

who do live here excited about living here and inviting others in

Marketed our area to this age group – will we see more newcomers?

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