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At the latest Investor Meeting in April, the Partnership’s director of talent strategies, Julia Boas, gave a comprehensive overview of the state of talent, both locally and nationwide. While the talent shortage continues to be a concern nationwide, the Roanoke Region is well positioned with a high quality of life and a strong diversity of industry, and Get2KnowNoke (the Partnership’s talent attraction brand) has developed a road map to lead us in the right direction.

Unlike many larger metros, in-migration to the Roanoke Region continues to grow, leading us to believe that our livability and placemaking efforts already give us a leg up on the competition. However, we are not ones to rest on our laurels—Boas has been working diligently with regional partners to learn specifics about existing efforts, where they need help, and what the region is missing when it comes to talent efforts. Here are her major takeaways:

• Communication  between high schoolers and their families, higher education institutions, and employers could be strengthened.
• Employers want experienced employees, while recent graduates need employment now. When recent graduates leave the region, they often do not return, and if they do, employers are paying a premium for them.
• We must be better at connecting people to the resources they need and amplifying our partners’ talent attraction and workforce development efforts, while combining efforts where necessary.

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Higher education institutions and regional employers have opportunities for recent high school graduates. Local colleges offer degrees and training programs that directly correspond to employer needs. Both programs are underutilized.

Conversely, there are many high school students who are not pursuing a four-year degree, but still need to earn a comfortable living. The National Skills Coalition recently released a Skills Mismatch report. In Virginia, there are too many students going to four-year colleges and not enough correlating positions upon graduation. There are also too few workers pursuing skills training even though those jobs make up nearly 50 percent of all available positions.

As a region, we need to be better at directing students toward training programs related to in-demand fields, many of which make more than folks graduating with a four-year degree.

One way partners are tackling this issue is through Student Registered Apprenticeship (SRA) programs.  Through educational workshops, area schools are helping businesses understand the benefits of offering apprenticeships while removing the barriers for starting their own program. The apprenticeships are specifically for high school students in their junior and senior years, and upon graduation, they will have skills they can use to obtain gainful employment; additionally, employers will (hopefully) have trained people to continue employment post-graduation. This SRA program helps employers develop their future workforce from within while creating a loyal employee base.

Boas also believes in opening more dialogues among secondary schools, higher educational institutions, high school students, and their parents. The more these parties talk and collaborate, the more they will all benefit. Through continued education and communication about all the opportunities available, the information gap will begin to close, and these programs will be successful.

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At the Investor Meeting, Boas explained that when companies do not hire new graduates due to lack of experience, those graduates leave for other markets. Once that happens, it is much harder to get them back; thus, we need to work to keep them here and engage them early with the quality-of-life benefits the region offers. Following the meeting, one local CEO said the following:

“Your logic on trading the old notion of hiring young professionals that have a few years of experience (compared to hiring fresh grads) was an amazing epiphany to me. I’ve been struggling with our talent quandary where we’re (more and more) having to look out of market—and from larger, more tech-savvy metros—but the cost-to-benefit ratio can be a killer as you can imagine.

By looking at this problem with a new lens, I can clearly see tangible outcomes of investing in fresh talent now for the bigger win later. Yes, it may create its struggles in the beginning, but I can see how you may actually be building an even stronger team for the future.”

– CEO of Roanoke Region Employer

So, in addition to encouraging employers to offer more internships and apprenticeships, we are also educating employers on the compounding interest of shifting their hiring practices. There will be an investment by employers up front, but developing our long-term talent pipeline will have a big payoff.

We know, however, that attraction is not enough; talent retention is just as important. In addition to employment, interns and recent graduates also need to feel connected to the community if we want them to stay. That is why Get2KnowNoke has launched Onboard|ROA, an eight-week program for young professionals ages 18-25 that onboards them to the region through social outings married with career-readiness training. Onboard|ROA begins in June, and interested parties can learn more and register here.

Additionally, there is the Roanoke Regional Professionals Network (RRPN), a free professional network open to anyone in the region. There are quarterly networking socials that have proven to be extremely popular and welcoming to all people in the region.

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Right now, we have a lot of parties doing great work in the talent space. We want to consolidate information about those efforts into one place where prospective and current residents can learn about internships and jobs, housing, entertainment, resources, professional development, etc. We are working on a talent portal to address all those needs.

The first step was creating a regional jobs board. Powered by JobsEQ, our API scrapes over 14,000 websites for employment opportunities in the region and displays it all in one place. This alleviates the need for employers to place their job openings on several different sites to try and reach as many people as possible. They can just let us know that they want their website to be scraped, and we’ll add it to the list. Job seekers can also rest easy knowing they can check one site instead of several when looking for employment. You can see the jobs board here.

Thanks to a grant from GO Virginia in partnership with Greater Roanoke Valley Workforce Development Board, Get2KnowNoke is actively working on a brand-new website that will serve as a talent portal for the region. Whether people are looking for jobs, housing, workforce training, internships, or places with great patio dining, this website will fulfill all those needs. And those partners in the region who are doing great work? This site will serve to amplify their efforts and connect them with the people who need their services.

Once we launch the talent portal, we plan to roll out a co-branded marketing campaign with Visit Virginia’s Blue Ridge and Roanoke Blacksburg Technology Council. By combining our resources, we will use this campaign to target talent in other regions to encourage them to make the Roanoke Region their new home.

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Talent is a real concern for all communities throughout the nation, but we feel confident in the strategies we have outlined in providing the Roanoke Region with a distinct competitive advantage. And these are just the major initiatives. In addition to these larger efforts, we continue to work with employers and partners to address specific concerns and issues they encounter.

If we can help, we will. If we can’t, we will find the people who can. We are already ahead of the curve as far as in-migration goes. Coupled with the Partnership’s strategic efforts, we are confident that talent will continue to choose the Roanoke Region in the future, and employers (and employees) will flourish.

Contact us to get connected or find resources on talent attraction and retention.

The Foot Levelers Blue Ridge Marathon was one of the Roanoke Region’s first global events and has since become a weekend where residents go all out to welcome runners from nearly every state and around the globe to this mountain wonderland we call home. This weekend is SO much more than just a race.

Neighborhoods along the course throw huge tailgating parties, there is music coming from nearly every venue in downtown Roanoke for four straight days, volunteers show up for their community in a big way, and we all celebrate at the end with donuts and mimosas. The only way to fully appreciate the experience is to see it for yourself. Below are our favorite ways to spend marathon weekend every year.

Roanoke Regional Professionals Network Rolled 200 Deep at First Social of 2023 

Mild spring weather, a new venue, and regional excitement—these were the makings of a successful Roanoke Regional Professional Network social. Around 200 people joined Get2KnowNoke and fellow regional professionals at Fire Station One and Stock Café (Check out its recent feature in Garden & Gun Magazine).  

Attendees wore nametags donning their current podcast or streaming obsessions, favorite fictional character, or favorite place in the region. They could sip and shop Txtur or tour the new boutique hotel.

The room was buzzing with conversation and excitement, and those that preregistered were entered to win a Cotapaxi cooler. “Networking can often be considered a dirty word, but simply put—networking means building connections,” Julia Boas, Roanoke Regional Partnership director of talent strategies (and leader of the Get2KnowNoke brand). “In a community like ours, there are endless ways we can lift each other up and support each other’s missions in a symbiotic way.” 

These events are an integral part of Get2KnowNoke’s mission—bring and keep top-tier talent here in the Roanoke Region. The best way to do that is to create a “stickiness” within the region by building social connections. Studies show that those relationships are what make people feel the most connected to a place. When you feel like you belong, you’re an advocate, ambassador, and evangelist for the community.  

And this was a great start. People around the room were excited just to be there. “This was a room full of friendly people who were just so excited about Roanoke. No agendas, no quid-pro-quos. Just genuine kindness and enthusiasm for all the wonderful things we have going on here!” said Kelly Brammer, one of the attendees.  

“Tonight wasn’t all about exchanging business cards and making small talk. It was a chance to connect with like-minded people, build authentic relationships, and hear valuable perspective,” RRPN member Nolan Hamilton said. “There was a lot of excitement around Julia re-joining the Partnership, and there was a renewed energy at the event. It was very inclusive, and I walked away feeling more connected to our region and peers.” 

What do we do with this renewed enthusiasm?  

Boas is big on feedback loops, so she’ll be reaching out in the future to keep her finger on the pulse of the state of talent. She also hopes people will reach out to her with things they’d like to see, gaps they notice in the region’s offerings for professional services, or new ways to collaborate. 

The next quarter’s social is already being planned for June, so be on the lookout for that, and Get2KnowNoke hopes to host a Brewery by Bike tour in May to celebrate bike month! To stay in the loop, please make sure you’re signed up to receive Get2KNowNoke emails and join the RRPN group on LinkedIn. We’ve got something special going here, and we’re going to do great things! 

Julia Boas has been named the director of talent strategies for the Roanoke Regional Partnership’s talent attraction brand, Get2KnowNoke. Boas previously worked at the Partnership for nearly eight years, serving as the director of events and marketing for the Roanoke Outside Foundation  before moving into the role of director of marketing.

“I am delighted to welcome Julia back to the Partnership team,” said John Hull, executive director of the Roanoke Regional Partnership. “Julia’s foundation in marketing and communications, combined with her experience in building the regional outdoor/livability brand in her previous role with the Roanoke Outside Foundation, will serve her well as she implements the talent strategies identified in the Thrive 2027 strategic plan.”  

As part of Thrive 2027, the Partnership recognized the importance of expanding the Roanoke Region’s ability to attract and retain in-demand talent as one of the top priorities over the next five years. This position will focus on marketing and brand-building around the talent narrative, supporting expansion needs of Partnership projects, as well as supporting the advancement of the education pipeline and workforce development initiatives. She will implement strategies to market the region as a top destination for talent and work to create and foster connections among academic institutions, employers, local governments, students, and other stakeholders. Julia’s previous work with the Partnership and her natural drive to work hard and create change make her a perfect fit for this role.

“I see so much potential for the Roanoke Region and what we can accomplish when policymakers, educational institutions, and regional businesses align efforts. We’ve made big strides with our outdoor branding initiatives, and I feel confident we can have a major impact in the realm of talent attraction and filling workforce gaps,” Julia said. “Coming back to the Partnership feels like coming home, and together this amazing team is going to make big things happen.”

Prior to rejoining the Partnership, Julia spent a year as the director of marketing for Highwater Management, a local LLC that oversees the management of well-known brands including Cardinal Bicycle, The River and Rail Restaurant, Crystal Spring Grocery Co., and Yard Bull Meats. She holds a bachelor’s degree in mass communications from the University of South Carolina. She was honored with the Roanoker Magazine 40 under 40 distinction in 2020 and selected by Virginia Business as one of the 100 Virginians to Meet in 2020.

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The Roanoke Regional Partnership, founded in 1983, is the public-private economic development marketing and strategy organization supported by Alleghany, Botetourt, Franklin, and Roanoke Counties, the cities of Covington, Roanoke, and Salem, and the town of Vinton as well as more than 200 businesses. The organization has worked with its partners to create more than 19,000 primary jobs and $19 billion in investment by attracting companies such as Orvis, Altec, McAirlaids, Bimbo Bakeries, Cardinal Glass, Balchem, Eldor, Mack Trucks, Traditional Medicinals, Constellation Brands and others to the region.

The Roanoke Regional Partnership is looking for someone to enhance and grow their program focused on talent outreach strategies, partnerships, communications, and marketing to attract talent for our region and its employers. The Partnership has already changed the region’s narrative to that of an active, outdoor mecca through the work of the Roanoke Outside Foundation. This is an opportunity to leverage that narrative to attract and retain top talent in the Roanoke region. 

This position calls for someone with an entrepreneurial mindset who can create connections with academic institutions, employers, local governments, students, and other stakeholders, and market the region as a destination for top talent. The ideal candidate relishes the challenge of building a program from the ground up, is a creative yet strategic thinker, and a self-motivator who will not shy away from constructing plans and setting goals. 

Continue reading “Job Posting: Director of Talent Strategies”

Flycodes Apparel, born and bred right here in the Roanoke region, makes customized high-performance gear for teams, companies, and individuals in hopes of giving everyone an opportunity to represent their school and city. We sat down with founder Champ Hubbard to hear about his entrepreneurial journey and how our community has impacted the work.

How did your journey with Flycodes start? What was the catalyst for launching your business in the Roanoke Region?

We came back to Roanoke about 17 years ago to take care of our parents. I was a teacher in Northern Virginia, and I was trying to determine where I wanted to teach. As as alum, my heart was at William Fleming. I took a job there and eventually earned the girls’ basketball head coaching position. I was trying to come up with ways to help the girls with camaraderie and becoming a team. My thought was to work on the uniforms to give them a little swag, and the wheels started turning.

We understand that you have come to somewhat trademark our area code as a brand. Tell us where that came from?  

Back in the day, when I was playing basketball, I remember Patrick Henry High School used to have these really cool PH socks. I thought if I could give our players something like that, something personalized to represent their school or community, it would put us on the map.  I was able to start doing custom socks with the uniforms, and I decided to put 540 on the socks. Originally, I thought it was just a cool idea to represent where you are from, but then the socks took off. What I remember most about that first season is the players from the opposing teams weren’t looking at their opponent; they were looking at the socks. Something clicked in my head–maybe I have something here.  

Since the beginning of the business, you have been about representing your community. If it’s not just about the socks and the uniforms, what is it about?

I thought for a while I was just going to bless people in the community, but ironically, this put Flycodes on the map outside the region. From day one, I have always wanted to bring attention to the community. Teams and schools in other places in Virginia got more attention, and we wanted our athletes here in the region to get the same opportunities. This is ultimately why we started highlighting the area code on our apparel to put us on the map and help athletes in the community. The socks set a precedent of college scouts remembering the socks and, ultimately, remembering the player. It opened a door for me as a coach to tell scouts about my kids and other kids in our region that were getting overlooked. It’s strange that it all started with a sock, but it worked out in our favor after we were able to help dozens of kids go to college on their talent alone. We kicked the door down, and opportunity followed.

You share a lot about community and the importance of community involvement. Tell us what that means to you?

Part of the success we have had is due to community support. Starting a company here was always the most important aspect of my business. I always wanted the foundation of having our business here in Roanoke because it means something. People want to support you because you are local. If our business ever blows up to be bigger than we are now, we can always say our business started in little ol’ Roanoke, and that means a lot to the community. It brings attention, opportunity, and jobs here. Ultimately, my goal would be to provide jobs to people in our region and give back to help our schools.

Besides continuing your entrepreneurial journey here in the region, what other aspirations or dreams do you have for our region?

I would love to see joint ventures for the betterment of the community.

Interested in working with Flycodes? Connect with Champ: flycodes@flycodesapparel.com

If you know of someone making a difference in the community or has a great story, we want to hear from you! Email Taylor.

On Monday, June 13, professionals from all over the Roanoke Region could be found listening to speakers, talking with peers, and engaging with other professionals. This was Get2KnowNoke’s 2022 Experience Conference, the region’s annual professional development conference for students, professionals, and job seekers. For the first time in two years, attendees were grateful to finally meet face to face and connect with one another while soaking up all the conference had to offer. “I couldn’t be more thankful to those that made this year’s conference a success,” Taylor Johnson, director of Talent Attraction said. “From the speakers to our volunteers, I felt the day was a great representation of what the future holds for Get2KnowNoke”.

Held at the Hotel Roanoke and Conference Center, over 140 people registered for a day of thought-provoking speakers, networking, and professional development. Delegate Sam Rasoul kicked off the day with a rock-paper-scissors tournament. This set the tone for what would be an energetic and engaging conference. Speakers shared expertise from a variety of topics like pivoting during challenging times, attracting and retaining Gen Z employees, and the importance of a strong small-business community. However, what was probably the most impactful presentation came from the keynote speaker, Archie Messersmith-Bunting.

Archie, AKA the Feelings Guy, gave an impassioned and topical speech about the importance of mental health awareness. He explained the pitfalls of ignoring our feelings, discussed recognizing and talking about our feelings, and gave us practical and easy-to-implement habits for getting ourselves into a healthier state of mind. These little changes can have large impacts in both our personal and professional lives. Mental health is a topic rarely talked about in professional settings, but it clearly resonated with this audience. One attendee said, “When I sign up for a conference, I want to walk away inspired and motivated to imbed new techniques into my work. Archie’s presentation was that inspirational message for the day.”

New this year was the Thrive Market, an exclusive outdoor shopping experience featuring local small businesses. The idea came from the conference’s “pivot” theme. The small business community faced several challenges over the past few years, and they were able to adapt and pivot, resulting in continued success. “I believe entrepreneurship is part of the fabric that makes our region so special,” Johnson said. “Because of their tenacious spirit, I felt it was important to showcase the small business community at the conference.” Despite hot temperatures, attendees enjoyed patronizing these small businesses while sipping on a Deb’s Frozen Lemonade, courtesy of Get2KnowNoke. Of the market, one attendee noted, “I love supporting small business! I have shopped with almost all of these folks and will continue to support!”

Thanks to attendee feedback, steps are already in motion for Experience 2023. We’re already discussing themes, venues, speakers, and increasing capacity. If you haven’t had a chance, please fill out our survey by clicking here. We’re grateful to all who helped make this conference possible, and we can’t wait to do it again next year. In the meantime, stay tuned for other Get2KnowNoke events coming up, including our quarterly Roanoke Regional Professionals Network socials and the summer internship program. You can learn more by following us on Facebook, Instagram, LinkedIn, or by registering for our monthly emails by clicking here.