Over the past few years, I’ve been paying a lot of attention to many of the various outreach efforts designed at “attracting and retaining” the “young professional” population in Columbus. I think the effort is warranted, but I’ve got a few problems with the approach that I wanted to jot down real quick:
1. Young Professional is an awful term.
I’ve tried to beat around the bush about it myself, but let’s face it… the term sucks. The definitions are too vague, and what we’ve ended up with is a generic label that most people end up refusing to self-identify with. The term has become divisive and sometimes negative.
2. Talking to self-identified “YPs” is preaching to the choir.
I’ve been involved with a few YPs groups over the past few years, and they’re generally made up of young people who are already somewhat well connected, and who are interested in new ways to interact, volunteer, or get involved within their communities. Adding more groups and more similar events aimed at these people just spreads the herd thinner without reaching out to everyone else who lives outside this relatively small bubble.
3. Our attract and retain efforts are too direct for their own good.
The majority of what I’ve seen classified as “attract and retain” amounts to one basic concept: telling people why they should think that Columbus is a cool place to “live, work, and play”.
To see organizations and other civic entities communicate this message directly at that coveted young professional audience is really starting to make me cringe. I love telling people that Columbus is a fun place too, but I think we’re spending too much time trying to sell our product and not enough time actually improving the product.
So what can we do to fix all of this?
Ignore the YPs, Focus on the ACEs
The ACEs would be the Artists, Creatives, and Entrepreneurs. They’re the people (both young and old) who are responsible for actually doing the gruntwork of making Columbus a cool city. They are the people creating culture. They are the people creating conversation. They are the people redeveloping old neighborhoods, and adding color and character to existing ones.
And the best part is that their output and efforts can do all of the talking too. If you want to stir up some word-of-mouth conversation about why Columbus is a fun place to live, throw some support behind the people who are making it a fun place to live. Help make their jobs easier. Help them take what may only be a hobby and turn it into a full time job.
At the end of the day, everyone wants a city that is a good place to “live, work, and play”…. young and old, professionals and creatives, families, students, retirees, and even visitors too.
So let’s stop worrying so much about coming up with new ways to tell people why they need to think that Columbus is cool and start coming up with new ways to actually make Columbus a cooler city.
Great post. I’m a young, sustainably minded entrepreneur but the Young Professional stuff has never appealed. I do love connecting with the “ACEs” of Columbus and wish there were more ways to do so.
I think Columbus should focus on the AYFs, Attractive Young Females. If you can get them to move in, the YP and ACE men will follow.
More seriously though, I agree with you, especially regarding entrepreneurship. The city should focus job growth on new small businesses that will grow instead of spending millions on tax cuts and abatements for big businesses to “retain” jobs.
I love this.
So true!! Thank you Walker!
Making the city more pleasant to live in includes everything that you have mentioned plus finding better ways to get around (like light rail) and re-humanizing our spaces (as has been done with the Gay St. modifications). People will naturally be attracted to and populate areas that are human-scale, accessable and adaptable.
Really well put. The acronym sums up where the focus should be.
Word.
amen walker. a) there are too many groups. splinter splinter splinter b) all of the efforts come down from on high. crafted messages telling us what they think we want to hear, or what we ought to hear.
we need to, as you point out, make statements with actions, economic, professional and social progress instead of marketing campaigns.
if we, as a city, spent more time doing (like some other cities out there) we’d be a lot better off.
So true Walker. This town has always worried about “the plastic” facade and never the steel and concrete. In other words, get the nuts and bolts right, first, and then you can be counted amoung the greater cities. It’s all about content.
Well said.
Isn’t part of the “nuts and bolts, the steel and concrete” the cooks, garbage men, truck drivers, cleaners?
Great post. I’d say the YP message is definitely not reaching beyond those who already label themselves as YPs. As evidenced by the need to for the following letter that I received last week.
“Three Commonly Asked Questions From Young Professionals
Friday, January 22, 2010 at 9:31am
By Robbie Banks, Young Professionals Manager, Columbus Chamber
I have thepleasure of meeting many youngprofessionals (YPs)who are looking for opportunities to get involved in Columbus. Whileit isknown that YPs value work/life balance, they sometimes need guidance on narrowing down the many available options for ways to get involved.
Three of the most common questions I am asked when ImeetaYP are: 1.) “Do I qualify as a young professional?” 2.) “What organization(s) should I join or get involved with?” and 3.) “Where do I go to find out about the local YP and professional organizations?”
Here’s how I generally respond.
Do I qualify as a YP? If you identify as a YP, then, by golly,you are! To take part inYP programming,you canself-select if you are a YP (or”young at heart”). For research purposes, aYP is often defined as 24-35 years old. Some young professionals’ organizations (YPOs) may have age requirements that can range from 21 to 45.
What organization(s) should I join or get involved with? Before Irespond to thisquestion, I will ask you to give me your definition of “getting involved” and tell me about yourinterests and passions. Once I learn what makesyou tick, I can help you identify organizations and events thatyou may want to investigate, For example, a YP in the finance industry may tell me that she enjoyssports, is passionate about children, and is interested in networking to meet potential clients. In response, I may suggest that she attend various networking events, join an organization’s athletic leagues, and check out acouple organizations thatare focused on children.
Where do I go to find out about the local YP and professional organizations? To help you in your search,view the Columbus Chamber’s directory ofYPand professional organizations. This handydirectory features nearly 60 local organizations, along with each organization’s mission or description, main contact’s name and email address, Web site, Facebook, LinkedIn and/or Meetup groups, and categories that define each organization. Then, to be “in-the-know,” you can register to receive the Chamber’s weekly YP email,”Activities and Eventsfor Young Professionals.” The email is chock-full of volunteer opportunities, events, and more. Sign up for the email now and look forward to receivinga message from me in your in box each Friday.
Columbus is fortunate to have dozens of unique YP and professional organizations. Shop around for the organizations that are the right fit for you. Attend various events, and be sure to invite your friends and colleagues to go with you. Talk to the organization’s leadership and members, andbring your business cards to each event.A number of theevents are free to attend or cost very little. Whether you are looking for networking, social, volunteer, athletic, or professional development opportunities, I am certain you will find it by staying informed and getting involved!”