Made for Rockford
Even the best workplace culture isn’t enough to keep a loyal employee if they don’t feel at home. What happens from 5-9 p.m. can be more impactful than their 9-5. That little dash in between? That’s where Made for Rockford comes in.
If you’re new to the program, let me introduce myself… I’m Whitney Martin, director of this community-wide initiative. After years of reporting the news as a broadcast journalist, I transitioned to this role with GoRockford to help shape our region’s story in a new way. Made for Rockford is an aggressive, multi-platform approach to talent recruitment and retention. From targeted digital ads and billboards to community partnerships and welcome events, we’re not just bringing people here, we’re giving them reasons to stay.
Some of our success can be measured through data, but the real impact goes beyond a spreadsheet. It’s about connections. You’ll see that in our tailored citywide tours for job applicants and at our new resident mixers.
Our quarterly events at local restaurants and attractions are more than just a night out; they create opportunities for engagement. For some, it’s their first time stepping out since moving here. It’s where phone numbers are exchanged, friendships begin, and new residents get a firsthand look at what Rockford has to offer. Hearing about Friday’s Downtown City Market or Food Truck Tuesdays along the bike path is one thing, having someone to experience it with makes all the difference.
The program also places a strong focus on Boomerangers—those who’ve moved away but are considering a return to the area, often to be closer to family. You may have seen billboards at high-traffic intersections during the holidays, welcoming visitors back with a simple message: “Unpack for the last time.” That tearful goodbye at the end of a visit doesn’t have to be inevitable. This campaign was paired with a digital approach, using nostalgia-driven ads as a heartfelt reminder that no matter how far you’ve gone, Rockford is still home. The opportunities are here; let’s fill them with home grown talent.
Talent attraction is only a piece of the puzzle. Employee retention takes a village. Through partnerships with the City of Rockford, Woodward, OSF Saint Anthony Hospital, UW Hospital, and Mercy Health, we’re putting Rockford on the map as a place where professionals can build a career and a life. With the cost of living nearly 25% below the national average, short commutes, and a strong sense of community, we offer a balance that’s hard to find. It’s no surprise Realtor.com recently named us the Hottest Housing Market in the country. Homes are selling fast—not because people end up here, they’re choosing Rockford.
Those partnerships extend beyond our major employers. We’ve also teamed up with The Greater Rockford Chamber of Commerce (GRCC) on several new initiatives to align with business growth in Winnebago County. Together, we launched a new community guide packed with key resources for new residents and featuring the Made for Rockford Go Team, a network of local ambassadors ready to be a welcoming first friend. Think of it like a match-making service for new neighbors.
This kind of collaboration with the Chamber is vital. A thriving workforce and a thriving business community go hand in hand. One can’t exist without the other. When businesses have access to a strong, engaged workforce, they can innovate, expand, and invest back into the community. Likewise, when employees feel supported with career opportunities, affordable living, and a high quality of life, they’re more likely to stay, contribute, and fuel local economic growth.
At the heart of it all, connection is key. It’s important to consider why an employee might choose to leave the area. Rockford has so much to offer, but people need to experience it to truly feel at home, and that’s where employers can make a difference. Incorporate our Go Guide, filled with local events, into your internal newsletters. Connect with our Go Team to help employees build relationships. Share our mixer flyers with your staff. Small actions can have a big impact. Often, it’s not just about the job, it’s about the life they’re missing after 5 p.m.
The views expressed are those of the author(s) and do not necessarily represent those of the Greater Rockford Chamber of Commerce.