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NLEA | Choose the North!

August 4, 2023

Michigan Business Network

Local businesses are facing talent challenges and demographic trends are not making things easier.

This year’s NLEA/DTE Energy Foundation Interns have a goal to market Northern Michigan as the place for 18- to 30-year-old individuals to come live, work, and play. Attracting this younger generation is integral to supporting a thriving workforce.

To achieve this, the interns have been using social media and launching the Choose the North brand to promote the unique lifestyle our area has to offer.

So far, interns have filmed over a dozen interviews with locals to showcase how they are living their best lives in Northern Michigan. The Gypsy Twins, Michael, and Adam Kazanowski are a perfect example. Not only are they the owners of the very successful Gypsy Spirits brand, but they are also heavily involved in our tight-knit community, sponsoring and volunteering at Dart for Art, Blissfest, the Friendship Center, and many more.

Choose the North: 2023 Intern Project

To address the talent challenges faced by many local businesses, the 2023 NLEA/DTE Energy Foundation Interns are launching a talent attraction campaign and brand to show what makes living and working in Northern Lower Michigan special. The team’s goal is to target individuals 18- to 30-years-old, a demographic that the region is losing but is integral to the workforce. Social media content will show the unique lifestyle the region has to offer through interviews with locals who are living their best lives in Northern Lower Michigan.

Engage today!