The Situation
In today’s highly competitive labor market, the physical environment and location of a company’s office space have become pivotal factors in attracting and retaining young, skilled talent. An office’s amenities, setting, and overall atmosphere significantly influence how potential employees view the organization. Recognizing this, one of our Iowa-based manufacturing clients approached us with a specific challenge: while their primary office, located in a scenic rural area, provided an ideal environment for their current workforce, it was proving less appealing to the young talent necessary for continued growth.
Our client understood the advantages of their rural presence and the community impact it offered, but they faced an increasingly difficult time recruiting younger professionals who often seek a more urban environment. To stay competitive, they wanted to explore establishing a secondary location in a metro area that could provide access to a larger talent pool and the amenities that resonate with today’s workforce. Inspired by similar strategies successfully adopted by other rural organizations, the client sought our expertise in identifying and securing a suitable urban space.
The Solution
We began by conducting a targeted analysis of metropolitan areas with a strong base of potential candidates and amenities attractive to young professionals. This included not only reviewing talent availability but also assessing neighborhoods known for their appeal, including proximity to public transportation, flexible workspace options, and access to services that support work-life balance.
After identifying a promising area, we worked closely with the client to determine the specific space requirements that would align with their objectives. Our team provided guidance on layout and amenity options tailored to create a modern and inviting workspace capable of attracting and engaging the younger demographic. We then represented our client in lease negotiations to secure optimal terms, including allowances for space customization and the flexibility needed to adapt as their workforce evolves.
Results
By establishing a metro presence, our client saw a significant increase in their ability to attract qualified applicants, expanding from a small pool of candidates to a highly competitive selection process with hundreds of applicants. This dual-location strategy allowed them to remain rooted in their rural community while enhancing their appeal to a broader demographic of professionals. The metro office not only served as an asset for recruitment but also became a platform for future growth, enabling the company to seamlessly integrate both rural and urban strengths into their workforce strategy.
Conclusion
At The Brookshire Company, we are dedicated to helping companies strategically expand and adapt their real estate portfolios to meet evolving workforce demands. Our expertise in tenant representation and market analysis supports clients in developing locations that balance community engagement with business growth. By helping this client create a thoughtfully positioned urban office, we ensured their continued success in attracting top talent while preserving the vital connections within their rural community.
