Inside the Largest Talent Attraction Strategy in the U.S.

At a time when states across the country are scrambling to fill talent gaps, Michigan is taking a bold approach with what is being called the largest talent attraction campaign in the U.S. 

On this episode of Talent Wars, host Patience Fairbrother sits down with Michigan Economic Development Corporation’s (MEDC) Director of Strategic Talent Initiatives, Spencer Lucker, for a behind-the-scenes look at MEDC’s talent initiatives, which include the “You Can in Michigan” campaign. 

Launched in 2023, the campaign has already driven over a billion impressions and thousands of job seekers to the Michigan Career Portal, while helping shift national perceptions of Michigan’s quality of life and career opportunities. But as Spencer shares, this isn’t just a marketing campaign—it’s a movement fueled by regional alignment, compelling storytelling and the belief that talent attraction should be as bold as the challenges we’re facing. 

Listen in to learn: 

• How Michigan aligned state, regional and local partners to deliver a unified talent strategy 

• The reason emotional resonance and authenticity are central to the campaign’s success 

• How MEDC is using TikTok and other digital tactics to meet job seekers where they are 

• What metrics matter most—and what early results can tell us about long-term impact 

If you’re designing a statewide initiative or thinking bigger about your talent strategy, Michigan’s story is proof that bold vision, strategic partnerships and smart marketing can drive real results. 

Listen and subscribe to Talent Wars on Spotify or Apple Podcasts. To submit guest or episode topic ideas, email patience.fairbrother@aboutdci.com.