Selling Your Soul: Attracting Community Targets by Engaging Your People

By Zachary Barker, Executive Director, GROWEDO

Earlier this week I published an article challenging how inclusive and accessible communities "really are" versus "how they portray themselves." To my surprise, it got some passionate attention – a call from a friend saying “WOW! Who you mad at buddy?,” another text that said "you talking about us?" (no, I'm not), some praise from a connection for challenging “how it is in 'my city',” and even a text that said, “so, you have a solution, right?”

My response to the last one: Of course.

Inclusion and access are nothing more than attitudes towards outsiders, you could even argue they are cultural values depending on how extreme the inclusion or exclusion is in your community. As such, attitude and cultures can change. You can change the way you think, act, and engage people. Moreover, it is not that difficult to do.

In every community, below the C-level executives that sit on every board in town and behind the leaders that continually are recognized and quoted in the local business journals are the people that make up the “heart of the community” – good or bad. It is us “common-folk” that will ultimately become your neighbors, co-workers, friends (maybe), and community allies (or enemies). 

These people ARE your community advocates for recruiting the best of the best.

As economic and community developers, our primary roles are to market our community to the best companies and talent that complement our communities in an effort to bring better jobs and talent, as well as to provide community support for the businesses that live in our communities and need to be retained (often through having the best talent and quality of life). Having a negative community is not just risky – it can kill cities!

With so much at risk, what can we do? (here’s my answers Jake):

START WITH OPEN ACCESS (Winning their hearts)

My friend Joey Durel, former Mayor of Lafayette, LA, met with me within the first 90 days of moving to Lafayette many years ago. I couldn’t offer him anything other than my volunteerism, ideas for change and the willingness to do the work to back it up. What he said to me was shocking, as he said:

“Zach, I want you to know I am very excited you are here. I love your passion and willingness to jump right in. You will find our community is not one that will ask you to prove yourself to break in. Rather, we will give you all the rope you need… and hope that you don’t hang yourself with it. I am here to help as you need.”

Shazzam! Access to the mayor and his support within 90 days? And it was someone I met at a Young Professional meeting that made the intro. Connectivity, continuity, access and inclusion. Guess who became an immediate recruiter for Lafayette?

GROW WITH ACCESS TO ENGAGE (Winning their minds)

Creating community advocates comes from engaging people in way that shows them the path to inclusion and prosperity within a community.

As a young man, living in Nashville, a recent graduate of THE Middle Tennessee State University, and only a 6-year resident (HS and college) of the area, finding “my” space and place was intimidating. With limited social and professional connections, the road to success look ominous. That is until a friend as me to join a leadership group – The Nashville Junior Chamber (Thanks Todd).

The path to engagement was direct, clear, and valuable. I attended one meeting, signed up immediately, was placed on the marketing/recruitment committee (leveraging my expertise), provided a Board liaison, and BOOM – we were in business! Within 4 years I was President of the organization and helping advocate for the build of the Music City Center expo facility in downtown Nashville. (now a marquee landmark within a boomtown city)

Are you giving your communities new talent a place and the support to access their skills?

Tips to engaging and activating new community members:

• Provide immediate leadership roles in community organizations for those with prior experience (don’t make them wait – they will lose interest)
• Assure that community leaders are meeting and speaking regularly to create direct referrals of talented people (if they don’t fit in your group – they do somewhere, so find it!)
• Embrace a “community starting space” for those without immediate engagement clarity (generalized young professional/leadership groups are great “catch all’s”)

ACCELERATE BY SPOTLIGHTING YOUR PEOPLE (Sharing their souls)

When the Mayor tells me, the city is great or a non-profit leader tells me what great work they do, I believe them… as much as you can believe someone who’s job is to promote and protect the organization for which they work. 

Whose opinion give the most insight? My answer: LeShane Greenhill. Marcie Anderson. Skyra Rideaux. Stafford Barnett. Jenna Bridgewater. Sarah Garza. Frank Frey.

Yes – the people that are NOT (yet) C-Level’s, non-profit directors, city employees, economic developers or others that are paid or incentivized directly to say nice things about the community. These are the people that will share their stories about OPEN ACCESS to the mayor and city leaders, ACCESS TO ENGAGEMENT within community groups, and, will be your social proof that your community is, in fact, inclusive and accessible to those interested in your community (aka your EDO targets).

To do this:

• Go to leaders of your community, civic, and business groups and ask them for the people that will speak openly, honestly, and subjectively, about the great and terrible things of your community.
• Interview those people on camera and record the interview for podcasting.
• Create a video and print series surrounding your people and their thoughts. Make it authentic, inclusive, and be willing to be told your baby is ugly. 
• Now - promote it!

What happens if someone says something bad? Think of this. What happens when a waiter tells you not to order the chicken? They gain your trust, endearment, respect, and loyalty.

Plus, how often do you get to really hear what the “brand” of your community is outside your fancy marketing agency?

Your community can win the hearts, mind and souls of companies and talent, regardless of size or industry. Your community can shift its economics – industry and talent – immediately with a shift in how you allow “outsiders” to not just move to your community, but to LIVE IN IT. 

Most importantly… You can make this happen immediately. Just ask someone new to be genuinely become part of your group. You might just activate the best unknown secret in your community.

Keep growing.

- ZJB

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Zachary Barker serves as Executive Director of GROWEDO, an economic development consultancy providing sustainable community building solutions through entrepreneurial programming, technology utilization, and access to industry leaders. Zachary is a graduate of the Oklahoma University Economic Development Institute (OUEDI) with over 20 years of experience in developing entrepreneurial ecosystems, corporate attraction, talent recruitment, and technology use in community environments. He most recently served as Executive Director of Lafayette Economic Development Authority’s Opportunity Machine, assisting in recruiting over 1,500 tech jobs, assisting in the founding of Acadiana Angels and supporting over 150 startup companies over 5 years.