A creative new marketing campaign is bringing residents, employees, and visitors to York, PA. The effort includes recruitment materials, a revamped website, and guided tours.
The recruitment packet was created for use by local employers. It highlights all the benefits of living in York, and includes a full-color magazine, a USB bracelet loaded with information about the area, and an attractive rack card.
The rack card, which can be used on its own, focuses on the low cost of living in the South Central Pennsylvania city.
“We have a lot of engineering and design industries in York and a lot of recruiters are confronted with students who say they think they will earn more by going to New York, D.C., Baltimore, or Philadelphia. Students don’t realize that the cost of living is key to how far your money goes, so we created the materials to show them,” says says Kim Lentz, the workforce development manager for the York County Economic Alliance, which manages the program.
To further help recruiters show the city in the best light, the Alliance is creating an ambassador team and a set of suggested itineraries, which business recruiters can share with prospective employees.
In cases where an employer doesn’t give out-of-town interviewees the guided tour, an ambassador team will do the honors.
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