How did Michigan launch the largest talent attraction effort in the U.S.? In this episode of Talent Wars, host Patience Fairbrother sits down with Spencer Lucker, director of strategic talent initiatives at Michigan Economic Development Corporation (MEDC), to go behind the scenes of "You Can in Michigan"—a statewide initiative that's redefining what bold, data-driven and emotionally resonant talent marketing looks like.

Launched in 2023, the campaign has already generated over a billion impressions, driven thousands of job seekers to Michigan's Career Portal and taken bold marketing tactics that are shifting how people across the country perceive life and opportunity in Michigan. Spencer shares how the state aligned stakeholders, centered authentic storytelling and embraced creativity to fuel MEDC's talent initiatives.

Patience and Spencer dig into what it takes to launch a campaign from scratch, the role of regional partners in closing the deal, and why Michigan isn't just selling jobs—it's selling a lifestyle.

Whether you're designing a state-level strategy or simply looking for new ways to reach talent where they are, this episode offers insights on how to create winning talent strategies at a large scale.