Ep. 023: Attracting Talent to Des Moines w/ Courtney Shaw
- Ryan Snaadt
- Mar 27
- 4 min read
Attracting Top Talent to Des Moines: Insights from Courtney Shaw on Regional Marketing
Building a business in the Midwest comes with a unique set of challenges and opportunities. For business owners and marketers in the Greater Des Moines (DSM) area, the primary hurdle isn’t just selling a product—it’s selling a community.
In a recent episode of the Rhymes with Odd podcast, host Ryan Snaadt sat down with Courtney Shaw, the Chief Communications Officer (CCO) at the Greater Des Moines Partnership. With over 12 years of experience in the region and a background spanning from tech startups to major advertising agencies, Courtney shares the "secret sauce" behind Des Moines’ status as the fastest-growing city in the Midwest.
The Power of the "DSM USA" Story
As the CCO of the Greater Des Moines Partnership, Courtney Shaw’s mission is to tell the DSM story "loud, bold, and broad." But what does that actually mean for local stakeholders?
Courtney oversees a niche team of nine experts—covering everything from graphic design and web administration to social media and media relations. Their collective goal is to showcase why the 11-county region is a premier destination to live, work, and play. For business owners, this regional marketing acts as a "rising tide" that lifts all boats. When the city looks attractive, recruiting top-tier talent becomes significantly easier.
Why 27 People Move to Des Moines Every Day
One of the most staggering statistics Courtney shared with Ryan Snaadt is that Des Moines averages 27 new residents per day. While many Midwestern hubs are battling population decline, DSM is thriving.
"We have a momentum that we collectively have... it makes my life a lot easier when you have a great place already to promote," Courtney noted.
For marketers, this growth represents a shifting demographic. New residents bring new spending power, diverse perspectives, and a fresh labor pool.
From Austin to Iowa: A Talent Attraction Case Study
Courtney’s own story serves as a perfect example of the "talent retention" cycle the Partnership strives for. Originally from Austin, Texas, Courtney and her husband (who works in Ag-Tech) moved to Iowa with a "two-to-three-year plan."
Twelve years later, they are still here.
Courtney explained to Ryan Snaadt that the "Community Connection" in Des Moines is unlike anything she experienced in the South. The ease of getting involved and the openness of the local business community transformed a temporary career move into a permanent home. This is a key takeaway for Des Moines business owners: the culture of your community is your strongest retention tool.
Lessons from the "Agency Life" and "Chili Explosions"
Before joining the Partnership, Courtney spent five years at Strategic America (SA), a powerhouse West Des Moines advertising agency. This experience sharpened her understanding of the intersection between business needs and communication strategy.
1. The Value of Time (and Time Sheets)
Courtney admitted to Ryan Snaadt that while she doesn't miss the "nightmare" of filling out time sheets, the agency world taught her a vital lesson: Every hour spent in a meeting has a dollar value. For small business owners, being efficient with your team’s time isn't just about productivity; it’s about protecting your bottom line.
2. Embracing "Bad" Jobs
Ryan Snaadt shared a hilarious (and slightly traumatizing) story about his time working a third-shift job at a meat plant, which involved shoveling "burned lava chili" after a tank explosion. Courtney agreed that these "worst job" experiences are foundational. They provide the "aha moment" that drives professionals to pursue excellence in fields they are actually passionate about.
How the Greater Des Moines Partnership Supports Local Businesses
Many entrepreneurs know the Partnership for the Downtown Farmers’ Market, but Courtney clarified that their work goes much deeper. The organization operates on a dual-membership model, meaning if you are a member of a local affiliate Chamber of Commerce (like those in Ankeny, Urbandale, or Pella), you are automatically a member of the Partnership.
Key Resources for DSM Marketers:
The Scorecard: Each year, the Partnership creates a scorecard based on investor feedback to drive a five-year vision for the region.
Small Business Success Summit: Targeted programming designed to help boutique and local shops scale.
Top Five Series: Monthly learning sessions focused on specific professional skills.
DEI Services: Helping businesses foster inclusion and belonging to better reflect the growing diversity of the 11-county region.
The Strategy: "Today’s Tourists are Tomorrow’s Talent"
One of the most insightful marketing strategies Courtney discussed is the collaboration with Catch Des Moines.
In regional marketing, the "funnel" starts with tourism. When people visit for a conference, a youth sports tournament at the skate park, or a weekend at the Sculpture Park, they see the high quality of life. Courtney and Ryan Snaadt discussed how "placemaking"—the intentional development of public spaces—is the ultimate marketing hook.
For a marketer, this means your brand should leverage the city’s landmarks. Aligning your business with the "vibrancy" of the city makes your company appear more established and connected to the local pulse.
Final Thoughts for Des Moines Business Owners
Marketing a region is a team sport. Whether you are a solo entrepreneur or a CEO of a large firm, Courtney Shaw’s insights suggest that the success of your business is inextricably linked to the success of the DSM brand.
By leaning into the "DSM USA" story, participating in local chambers, and focusing on the community-driven culture that keeps people like Courtney here for the long haul, Des Moines businesses can continue to outpace the rest of the Midwest.
Key Takeaways from the Episode:
Regional Growth: Des Moines is the fastest-growing city in the Midwest.
Efficiency: Understand the cost of your team's time to maximize marketing ROI.
Collaboration: Use the Partnership’s 15+ social channels and newsletters to amplify your business’s "good news."
Retention: Focus on community involvement to turn new hires into lifelong residents.
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