By Marcell Bruski, Senior Director of Engagement, Big Sky Economic Development
One of Big Sky Economic Development’s (BSED) strategic priorities for 2025-2026 is to retain and attract quality talent to Yellowstone County. This initiative emphasizes a collaborative approach to strategically attract and retain workers to the area, strengthening the local labor force and fostering business success across the region. BSED’s strategy focuses on developing a long-term plan for talent attraction and retention by working together with strategy partners (Billings Chamber, City of Billings, Downtown Billings, Visit Billings, and Yellowstone County) and industry partners in the community.
To establish a solid foundation for this strategy, BSED partnered with Development Counsellors International (DCI) to conduct a research project focused on talent attraction and retention in Billings and Yellowstone County. The project included three key phases: Target Market Identification, Perception Research, and Results & Talent Workshop. Each phase was designed to provide in-depth insights into the needs and perceptions of talent, laying the groundwork for a robust, collaborative talent strategy to benefit the Billings region.
Phase 1: Target Market Identification
In this initial phase, BSED brought together partners—Downtown Billings, the Billings Chamber, and Visit Billings—to work with DCI in identifying five states to conduct external research: Minnesota, Colorado, Washington, California, and Texas. DCI’s analysis shows that talent relocation tends to be regional, making these states key focus areas for the external research surveying.
Phase 2: Perception Research
The second phase focused on gathering perceptions from Billings residents and potential talent across the selected states. The research showed that Billings and Montana are largely “unknowns” in the minds of potential talent. Rather than a limitation, this presents a unique opportunity to build awareness and educate potential newcomers about what Billings offers in both lifestyle and career opportunities. Billings’ strengths—safety, affordability, and outdoor recreation—are appealing assets, yet there’s room to increase awareness about career possibilities and industry diversity in the area.
Phase 3: Results & Talent Workshop
To transform insights into actionable strategies, BSED and DCI held a “Talent Attraction and Retention” interactive workshop attended by over 60 Billings business leaders. The interactive session included a presentation of the internal and external research findings, breakout discussions, and group exercises, all aimed at brainstorming ways to capitalize on the research as a community. An additional focus was placed on educating local residents about career opportunities within the Billings area and highlighting the industries that make Billings home. This collaborative workshop helped align stakeholders around Billings’ strengths, challenges, and unique qualities to inform creative, impactful strategies for talent attraction and retention.
Key Takeaways
The research led BSED to identify five strategic takeaways for future efforts:
- Address Talent Pain Points
Talent prioritizes practical factors when choosing a new location. Billings is perceived as generally safe, affordable, and rich in recreational assets—qualities to highlight and leverage. - Define Your Brand and Lean Into It
Billings is largely an “unknown” among external talent, offering the chance to build a distinctive brand from the ground up. However, current ratings on lifestyle and career factors fall below average, making brand clarity crucial. - Market the Lifestyle, but Don’t Forget About the Jobs
While the Billings lifestyle is appealing, talent also seeks confidence in job and career advancement. Increased messaging about Billings’ range of industry sectors and career options—both internally and externally—could strengthen its attractiveness. - Don’t Forget About In-State Talent
Retention is as important as attraction. Local residents and stakeholders often face challenges in articulating Billings’ unique value proposition, with moderate levels of community pride and engagement. Efforts to boost internal pride and awareness will support long-term retention. - Target the Right Talent, the Right Way
Billings won’t be the right fit for everyone, and that’s okay. Marketing should strategically align with the interests and values of those who resonate with Billings’ lifestyle and career potential.
Moving forward, BSED will work closely with partners—including Downtown Billings, the Billings Chamber, the City of Billings, and Visit Billings—to coordinate efforts and leverage the region’s assets for impactful talent strategies. Together, these collaborations aim to bring to light Billings’ unique value proposition as an economic hub for the region, driving growth, increasing awareness, and building on the area’s strengths to attract and retain top talent.
For more information about this research project, to access Billings centric talent attraction & retention tools, or to get involved with next-step efforts of this project email marcell@bigskyeda.org.
This article originally published in Winter 2025 Edition of LiNK, powered by Simply Local.
