Utica, NY – What’s Upstate NY, the premier regional recruitment and retention initiative, has been awarded $260,000 as part of Empire State Development’s (ESD) $10 million Mohawk Valley Empowers Program. This funding will be instrumental in expanding What’s Upstate’s efforts to attract new talent, bolster workforce participation, and showcase the Mohawk Valley as a prime destination for both career seekers and businesses alike.
The Mohawk Valley Empowers Program, launched by Governor Kathy Hochul in April 2024, aims to address the region’s pressing workforce challenges by prioritizing innovative solutions that remove employment barriers and create sustainable career pathways. Over the past decade, the Mohawk Valley has faced declining workforce participation rates and struggles with visibility despite its wealth of cultural, natural, and economic assets. What’s Upstate NY has emerged as a game-changing solution to these challenges, leveraging digital marketing, community engagement, and employer partnerships to reverse these trends.
The What’s Upstate Approach: A Path to Yes
What’s Upstate NY was created as more than just a job board—it’s a comprehensive talent attraction and retention platform. By curating immersive experiences for prospective employees, providing real-life insights into Upstate NY living, and building a network of community ambassadors, What’s Upstate ensures that new residents find more than just jobs—they find a home.
“This grant enables us to take What’s Upstate NY to the next level,” said Sean Farrell, special project officer for What’s Upstate. “We are setting the stage for a major expansion that will connect job seekers with the Mohawk Valley’s vast opportunities while reinforcing our region’s reputation as a great place to live and work.”
Key Initiatives Funded by the Grant
National Digital Marketing Campaign
One of the major components of this expansion will be a data-driven, national digital marketing campaign designed to attract top talent to the Mohawk Valley. This initiative will leverage audience-targeting strategies to reach job seekers in industries where the region has the highest demand, such as healthcare, advanced manufacturing, and technology. By identifying workforce clusters in other states, What’s Upstate will deliver tailored messaging to professionals looking for a career—and lifestyle—change.
Community Integration and Engagement
Moving beyond recruitment, What’s Upstate places a strong emphasis on community integration. The grant will support initiatives such as curated networking events, local meet-and-greet programs, and the expansion of an ambassador network. This will help new residents build personal and professional connections, fostering a sense of belonging and increasing long-term retention.
Partnership Expansion into Schoharie, Fulton, and Montgomery Counties
What’s Upstate has already forged strong alliances with key organizations across Oneida, Herkimer, and Otsego Counties. Now, this grant will allow for targeted expansion throughout the Mohawk Valley, bringing in major employers, local chambers of commerce, and educational institutions to ensure regional workforce efforts remain cohesive and impactful.
Enhanced Online Resource Hub
A significant portion of the funding will be dedicated to refining What’s Upstate’s digital platform. This will include an expanded job database, relocation guides, virtual community tours, and detailed resources for transportation, child care, mental health services, and career advancement opportunities.
Strengthening the Region’s Workforce
With an ongoing labor force decline and a pressing need for talent attraction, What’s Upstate NY’s strategy aligns perfectly with ESD’s mission of tackling workforce challenges through innovative, community-driven solutions. By increasing visibility and accessibility to regional job opportunities, the initiative will help businesses fill crucial vacancies, support economic development, and create a more vibrant, sustainable workforce.
“The Mohawk Valley has always been a place where diverse cultures, backgrounds, and traditions come together to create a rich and vibrant community. This funding allows us to continue that legacy—welcoming new talent, embracing fresh perspectives, and adding to the colorful tapestry that makes Upstate NY such a dynamic place to live and work.”Farrell added.
As What’s Upstate NY embarks on this next phase of growth, it stands as a testament to the power of regional collaboration, strategic marketing, and community investment. Through this grant, the Mohawk Valley is poised to redefine talent attraction and workforce development, ensuring that more people say ‘yes’ to building their futures here. Stay tuned for upcoming retention initiatives!
Photo Credit: M. Suhil
