RoleCall North Dakota Case Study - Find the Good Life Logo

North Dakota's ROI

Investing in Talent Attraction with RoleCall

The North Dakota Department of Commerce and its marketing agency partnered with RoleCall to revamp their Find the Good Life (FTGL) campaign, creating a central hub for attracting new residents. Beyond digital tools, RoleCall has worked with the ND team since 2022 to build a statewide ecosystem of economic developers, community leaders, employers, and champions, essential for successful talent attraction.

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Candidates captured, eager to move, representing 50 states and 10 countries.

TRM Results

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Candidates hired, moved and converted to new residents in North Dakota, plus their families.

Candidate Marketplace Results

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Leads connected to Community Champions across all eight economic development regions.

WayFinders Results

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Million dollars in economic impact from new residents moving to North Dakota.

Overall Strategy Results

Case Study Featuring North Dakota

RoleCall North Dakota Case Study - ND Visit in Fargo

Background & Challenges

Starting and growing a talent pipeline to fill open jobs.

The Find the Good Life campaign began in 2013 as a partnership between the North Dakota Economic Development Foundation and businesses to market the state through videos, a website and advertising at job fairs. 

In mid-2022, the Find the Good Life program relaunched with state funding in efforts to address the state’s workforce shortage.

The North Dakota Department of Commerce partnered with RoleCall to address the state’s workforce needs by assisting in making North Dakota a national leader in talent attraction innovation and action. 

FTGL Goals

Fill open jobs and grow North Dakota's economy and communities by welcoming new residents from out of state.

  • Attract new residents to the state of North Dakota targeted by key industries, lifestyle indicators, and/or previous experience with the state.
  • Build a trackable, interactive talent pipeline for the state.
  • Activate current residents and community leaders as ambassadors and connectors.

The purpose of FTGL is to improve awareness and showcase the best of life in North Dakota with the ultimate goal of motivating jobseekers and families to discover their journey to the state.  

RoleCall North Dakota Case Study - RoleCall US Map
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Talent Relationship Management (TRM) System

Capturing leads, hiring candidates and converting them to movers.

After a statewide tour to understand ND's true differentiators first-hand, RoleCall and the Department of Commerce worked to build FTGL's strategy and technology framework for successful and trackable talent attraction efforts. 

RoleCall's TRM immediately began driving candidates to forms — asking strategic questions relevant to candidates' moving journeys. Every question was carefully thought out to ensure the most valuable data was gathered. Then, ongoing automated email campaigns were deployed using each candidate's information, delivering curated content for each lead. These emails nurture candidates further down the funnel and provide qualified leads to employers looking for new talent. 

Beyond the digital tactics, the RoleCall team worked to implement the call-to-action placements, content and custom backend solutions. Key metrics were also identified and monitored to evaluate performance, achieve goals, and celebrate wins.

Community Champions for New Residents

Welcoming new residents with the help of community advocates as resources.

In addition to supplying jobs, FTGL wanted to provide more support for people considering a move to ND. They worked with RoleCall to develop their own WayFinders onboarding program, known as Community Champions, to facilitate meaningful connections between locals and new residents.

Candidates who request a Champion are connected with a trained volunteer. Community Champions offer guidance, respond to inquiries, and provide a firsthand perspective on living and working in North Dakota. Their local knowledge — from amenities and community engagement to outdoor activities— helps newcomers feel welcomed in advance of their arrival and builds a true sense of community.

RoleCall WayFinders Logo

"We’re encouraged by the local buy-in for this initiative as community-led efforts that are strategically designed to complement what we’re doing at the state level will be mutually beneficial as we evolve Find the Good Life in the future." - Katie Ralston Howe, Deputy Commissioner & Director of the Workforce Division, ND Department of Commerce

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Candidate Marketplace Portal for Employers

Connecting qualified candidates with employers.

As leads came pouring in, FTGL's next goal was to get those qualified candidates accessible to local employers. ND worked with RoleCall to develop their own custom portal for employers: Candidate Marketplace.  

ND's new Candidate Marketplace features FTGL's candidate pipeline in a user-friendly, searchable format. As RoleCall strategized to anticipate employer needs, new and valuable features of the portal were delivered, including an Employer Resource Toolkit that centralized assets designed to advance connections and communications.

Only approved employers can access the Candidate Marketplace through secure logins, ensuring candidate information remains protected. Employers are able to view, connect with, and download the information from candidate profiles that best fit their needs. 

Candidate Marketplace creates a single access point for employers to view the Candidate Talent Roster and all related tools, saving time and effort for both the FTGL team and local employers.

“The Candidate Marketplace empowers employers to directly tap into this rich talent pool,” Janna Pastir, Commerce Workforce Deputy Director. “This innovative platform provides employers with another valuable touchpoint to connect with passive leads who may not have actively sought out job opportunities in North Dakota."

Strategy & Expertise

Creating campaigns that capture more opportunities.

From social media campaigns to employer engagement initiatives, community presentations, and hosted events, RoleCall has partnered with North Dakota’s FTGL team to develop tailored strategies that consistently deliver strong results. RoleCall also shares best practices and highlights potential pitfalls, helping the team achieve meaningful outcomes more efficiently.

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"The Fly-In event was an unforgettable experience that gave me a true feel for Grand Forks and life in North Dakota." - New ND Resident from FTGL

"10,000 additional individuals have been employed in North Dakota since the program launched ... [We] believe based on the tremendous marketing metrics and the number of people that have seen our spots it’s making an impact.” - FTGL Boomerang Holiday Campaign

Growing Success in Talent Attraction

Tracking efforts, growing the pipeline, filling open jobs, and welcoming new residents.

Based on the success of the Find the Good Life initiative, Governor Burgum asked for an additional $34M in workforce development funding to expand talent attraction programs and directly support the Department of Commerce’s work.
RoleCall - Keli Rosselli-Sullivan (Minot Chamber of Commerce EDC)

“Find the Good Life is more than just a relocation program. It’s a game-changer for both individuals and communities. By connecting newcomers with the right opportunities and local support, it helps employers fill critical positions while strengthening the communities they join." 

- Keli Rosselli-Sullivan
Workforce Development/Military Liaison,
Minot Chamber of Commerce EDC

FTGL News Headlines

RoleCall North Dakota Case Study - Travis High & Minot Chamber of Commerce EDC Team

Campaign reignited to attract workers to North Dakota

Find the Good Life started as a marketing campaign. The state connected with RoleCall to develop tracking and create a team of community champions across the state who serve as resources for inquiring job seekers.

Minot News
RoleCall North Dakota Case Study - Charles Hopkins in Valley City, North Dakota

Find the Good Life making a difference in ND

According to the Department of Commerce, seventy-seven individuals moved to North Dakota through Find the Good Life —generating a $3.85 million economic impact, plus any impact from accompanying family members.

Valley City news
RoleCall North Dakota Case Study - Community Champions article

Communities rely on local champions to attract workers

A relaunched effort to attract workers and families to settle in North Dakota aims to rely on local “community champions” to act as connectors between newcomers and local employment.

ND News

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