Five Key Takeaways from Talent Wars 2025

As structural demographic shifts continue to transform the global workforce, the battle for talent is more competitive than ever.

With more people retiring from the workforce than entering it, the ongoing labor shortage could lead to more than 85 million jobs globally by 2030. For the first time ever, this year’s Talent Wars report includes responses from working-age individuals living in both the United States and Canada to gain a better understanding of talents’ perceptions and priorities outside of the U.S.

Now in its ninth year, the Talent Wars study equips places with the insights they need to stand out to potential relocators. Below are five key takeaways from this year’s report that placemakers and economic development organizations can use to attract and retain top talent.  

1. Financial Security is Paramount 

Concerns about financial stability and affordability are more prominent than ever. For the first time in our nearly 10 years of talent research, cost of living was one of the top three triggers inspiring relocation for talent. When asked to define quality of life — the top trigger inspiring relocation — responses overwhelmingly centered around financial security. Places must be able to communicate how their communities can help talent better achieve financial stability, whether that’s through lower grocery and rent costs, competitive salaries or policies that help make homeownership more attainable. 

2. Practicality Supersedes Perks 

On a similar note, year over year, our research shows that talent values practical considerations such as cost of living, healthcare and safety over “cool” factors like nightlife. While communities should continue to embrace their arts districts and craft breweries, it’s critical to make sure you’re addressing the fundamentals — particularly when it comes to safety. When asked what specific information from a city someone would need to seriously consider moving there, the most frequently cited factor was information on crime and safety.  

3. Talent Moves Quickly — Talent Marketing Should Move Just as Fast

One thing that stood out in this year’s report is that talent moves much faster than many of us realized. Two-thirds of those surveyedmoved within just six months of first considering relocation. With social media and internet research providing answers to the questions talent have in mere minutes, it’s critical that places play an active role in engaging with potential residents throughout each step of the path-to-purchase. Communities need to be not only visible but also attention-grabbing early on in the process and respond quickly to interested relocation.

4. Investments in Workforce Development Pay Off

In discussions surrounding the battle for top talent, the topic of talent attraction tends to dominate the conversation. But as more and more communities are proactively recruiting potential relocators, being able to retain your current talent is increasingly important. One way to do so is to take advantage of the rising popularity of upskilling. Eighty-eight percent of our respondents said they would be willing to undergo additional training in order to shift their career paths. Partnering with workforce development organizations and local employers to develop — and advertise! — opportunities for residents to follow their passions and/or better their financial prospects can help your community retain talent who may be looking for new adventures.

5. Marketing Works!

Finally, this year’s research revealed that a majority of talent is looking at talent attraction websites and marketing materials when trying to determine their next move. Seventy-six percent of respondents said they consulted relocation resources at some point during their relocation journey. Additionally, more than half of our survey respondents reported that talent attraction marketing has in fact played a role in shaping their perception of a location.  

There’s no one-size-fits-all strategy for attracting and retaining talent — every community has its own strengths and unique assets that can be used to appeal to newcomers and potential relocators in different ways. But what we can say with certainty is that it’s crucial for communities to invest in marketing resources that shift perceptions in a positive direction and provide tools for talent to make an informed decision about their next move. 

Want to learn more? Read the 2025 Talent Wars report here and listen to our companion Talent Wars Podcast. Reach out to SVP of Talent Attraction Patience Fairbrother at patience.fairbrother@old.aboutdci.com to discuss how DCI can help your destination attract and retain the right workforce.