Minnesota calls California techies back home
July 15, 1998
by Laura Rich
(IDG) -- One Silicon Valley techie is burned out and ready to go home. "I'm getting gray hair. I'm 26 and I shouldn't have gray hair," he writes in an e-mail to the Minnesota High-Tech Association. Two-hour commutes, pollution and a high-pressure environment, he says, make California a very stressful state. "What a mistake it was leaving Minnesota for such a miserable place," he concludes.
It's exactly the kind of jobseeker remorse MHTA was counting on when it launched a campaign in mid-May on billboards and during drive-time radio in Silicon Valley. Judging by the response, MHTA was right on target.
So far, the campaign has drawn some 2,500 resumes and hundreds of thousands of visits to the www.upgradetominnesota.com site, according to MHTA.
Twelve Minnesota companies supported the campaign, including Fingerhut, Honeywell and Lockheed Martin. Each paid $35,000 – the average cost of recruiting and transferring one hire from California to Minnesota – to fund the effort.
Even if only 5 percent - 125 - of the current bank of applicants are hired, the companies funding the site will save considerably over traditional recruitment costs, figures Craig Evans, VP of interactive marketing at Minneapolis-based Periscope Marketing Communications, which created the campaign.
Rick Krueger, MHTA's president, says he's
encouraged by the response and will keep
the campaign going through the fall. MHTA
may target other parts of the country
next. "We know that former Midwesterners
migrate back after five to 12 years," he
says. He just wants them back a bit
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