HOLLAND, Mich.—Lakeshore Advantage today released a comprehensive report on the wants and needs of emerging workers in the Lakeshore region—a critical initiative aimed at helping the region’s business community attract and retain top talent. Research was conducted by the Frost Center for Data and Research at Hope College. The survey gathered insights from 216 emerging workers between the ages of 18 and 34 during late summer and early fall 2024.
These findings will be used to help guide the future strategic focus for Lakeshore Advantage’s efforts to attract and retain young professionals.
“As competition for talent intensifies, we must stay laser-focused on ensuring the Lakeshore region remains anattractive, viable option for emerging workers,” said Mandy Cooper, vice president of strategic initiatives at Lakeshore Advantage.
“The fact that so many young adults would recommend living here and see themselves staying long-term is incredibly promising. Now is the time to tackle issues and secure the talent our businesses needtoday and in the future.”
The survey found that 66% of respondents say they would pick the Lakeshore region over any other location. If theycan find the right job and housing, they want to stay here. Additionally, the report pointed to several key positive attributes related to living and working in the area including:
– Access to Lake Michigan
– Outdoor recreation
– Living close to family
– A sense of safety
Participants also shared constructive feedback:
Affordability and Compensation: Respondents rated local salary/benefits 24 out of 5.0, while cost of living earned only 2.78 out of 5.0. Fewer than one-fifth consider the region “affordable”.
Inclusivity and Advancement: Only about half of respondents said they feel the Lakeshore region isinclusive, and fewer than half see ample opportunities for career advancement or professional networking.
“As a young professional, I want to build my career in a place that offers both opportunity and a great quality of life,” said Noah Walters, journeyman eyelet tool and die maker at Trans-Matic. “It’s encouraging to see a focus on talent retention and community investments that make it easier for people like me to stay and grow here.”
As a next step, Lakeshore Advantage plans to actively promote the region’s high-demand career opportunities and engage a diverse group of emerging talent to guide its strategic initiatives. The organization will connect local employers with key resources and forge partnerships with educational institutions and government leaders to createvibrant, supportive communities. These efforts are designed to strengthen the talent pipeline, ensuring a skilled workforce is ready to meet the region’s future needs.
Read the complete Lakeshore Advantage: Emerging Worker Survey Report for additional data and insights.
About Lakeshore Advantage:
Lakeshore Advantage is the nonprofit economic development organization serving Allegan and Ottawa Counties in West Michigan. Since 2003, it has supported the growth of primary employers—ranging from startups to globalcorporations—by solving economic challenges and fostering long-term regional prosperity. Last year, Lakeshore Advantage facilitated $243.9 million in private sector investments, secured $44.7 million in support funds, and helped create or retain over 550 jobs. Learn more at www.lakeshoreadvantage.com.