Meet Rockford, IL’s Talent Matchmaker

In Rockford, Illinois, talent attraction comes with a personal touch. Think of it less like marketing and more like matchmaking.  

At the center of this approach is Made for Rockford, a high-touch program run by the tourism bureau GoRockford. Instead of focusing only on jobs, Made for Rockford highlights the city’s “five-to-nine” lifestyle as much as its “nine-to-five” opportunities. From guided tours for potential residents and custom welcome gifts to personalized text invites and community mixers, the program is all about building authentic connections that make newcomers feel at home. 

On this episode of Talent Wars, host Patience Fairbrother speaks with Made for Rockford’s Program Director, Whitney Martin, to explore how Rockford is creating a people-first model for talent attraction that scales through relationships and collaboration. 

Listen in to learn: 

• Why Rockford built Made for Rockford under the tourism bureau rather than the chamber 

• How a small team is managing a deeply personal program with big community impact 

• How Rockford measures success without waiting on census data 

• The role of ambassadors, partners and authentic storytelling in building connections 

• Why small gestures, like sharing a list of local softball coaches with a parent, can make the biggest difference 

If you’re building or refining a talent program, Rockford’s story shows how authenticity, partnerships and personal connection can turn a city into a place that truly feels like home. 

Listen and subscribe to Talent Wars on Spotify or Apple Podcasts. To submit guest or episode topic ideas, email patience.fairbrother@old.aboutdci.com.