ChooseATL Ushers in Fresh Approach to Attract and Retain Next-Gen Talent
By Metro Atlanta Chamber
ChooseATL unveiled a fresh approach to attract and retain millennial and Gen Z talent, including a new website and refreshed programming to roll out in metro Atlanta and across the U.S. The website includes a unique “clock in” and “clock out” feature that speaks to native Atlantans, newcomers and future residents with a clear message to “come for the hustle, stay for the culture.”
U.S. Census data shows only 10% of Americans changed residences from 2018 to 2019 – the lowest moving rate on record, creating a unique challenge for cities working to attract talent. At the same time, millennials and Gen Z are the most mobile age groups, willing to relocate in pursuit of opportunities. While Atlanta’s hip-hop and tech scenes create an undeniable appeal for young workers, ChooseATL plays an important role in amplifying Atlanta’s quality of life and success stories to galvanize the community and drive awareness of the region as a premier location to launch or grow a career.
“Five years ago, metro Atlanta was attracting fewer millennials than our peer cities. Businesses, talent acquisition leaders, culture creators, civic leaders and young professionals responded to this challenge through ChooseATL. Today, we’re taking it to the next level,” said Deisha Barnett, chief brand and communications officer at the Metro Atlanta Chamber and ChooseATL. “We have spent months assessing past efforts and studying millennials and Gen Z. Now, we’re ready to launch new ideas to convince young people from all backgrounds that Atlanta is where you can make a mark at work and in the community – no cap.”
“Atlanta is the place to be for young professionals. There is so much opportunity to make an impact, both in your career and in the community,” said Alaysia Brown, new Atlanta resident and marketing associate at Endeavor Atlanta. “I moved to Atlanta from Baton Rouge, Louisiana, and the city welcomed me with open arms. Friends turned into family almost in an instant. I couldn’t imagine starting my career anywhere else.”
ChooseATL will work with community partners, business leaders and influencers to launch new initiatives in 2020 highlighting Atlanta’s careers, community and culture. Examples include:
- A new and improved website that features diverse faces, inclusive technology and tools that allow users to easily switch between career-focused and culture-related content with the click of a button;
- On-campus activations that help college students locally and across the U.S. discover what sets Atlanta apart from other markets as a place to “adult” in a career and all aspects of life;
- An expanded ChooseATL Interns After 5 initiative giving interns from Atlanta-based companies opportunities to get to know our region through six immersive, culturally rich experiences that deepen their connection with Atlanta.
Next-Gen Website for Next-Gen Talent
The new ChooseATL.com goes live today with a “Clock In” interface that helps users explore available jobs and internships, cost of living, regional networking events and testimonials from successful Atlantans. Click to the “Clock Out” interface and see highlights of Atlanta’s diverse neighborhoods, extensive cultural offerings and next-gen talent sharing personal stories of why they chose Atlanta.
From the Homepage to the Vibrant Culture page and other sub-culture pages, ChooseATL.com embodies Atlanta’s diversity, including the region’s rich history, artistic range across genres and mediums and ample activities for every interest. Careers take center stage with the “Find a Job” resource, which spotlights job opportunities with Fortune 500s and startups alike. The message is clear: Atlanta has something for everyone. The website is also ADA-compliant, implementing best practices in accessibility to be user-friendly and inclusive.
“There is no shortage of Instagram accounts, hashtags or celebrities who celebrate all that’s dope about Atlanta. We are proud to be in that crowd, and also take our responsibility to be a resource seriously. We’re re-positioning ChooseATL as a brand whose job is to elevate the people and opportunities that make Atlanta the place we all love,” Barnett said. “We’re also filling a gap for talent attraction teams and others who are looking for tools and information about Atlanta that truly speak to next-gen talent.”
ChooseATL started as a grassroots effort that has since become a rallying cry. The brand has reached millions around the world and helps fuel metro Atlanta’s talent pipeline. In 2019, ChooseATL engaged more than 1,000 interns and worked with more than 60 Atlanta-based organizations, including Coca-Cola, Cox Enterprises, Crawford & Company, Delta Air Lines, Dig South, EY, Georgia Power, HYPE, Invest Atlanta, Novelis, Partnership Gwinnett, Porsche Cars North America, Soccer in the Streets, Southern Company, SunTrust, The Home Depot, Warner Media and Westside Cultural Arts Center. The hashtag and call to action #ChooseATL was used thousands of times in 2019, including notable mentions from the New York Stock Exchange, SXSW, Google, Fast Company and Techstars.
ChooseATL is an initiative of the Metro Atlanta Chamber launched in 2015 to attract and retain the next generation of talent to the region and position Atlanta as a top-tier, globally competitive region. ChooseATL celebrates the region’s expanding career opportunities, inclusive community and unparalleled culture. ChooseATL is a resource to raise awareness about and connect Gen Z and millennials to the region. For more information, visit www.ChooseATL.com.