Case Study Explores State's Use of AI to Attract Talent

Dr. Jongeun You, assistant professor in Northern Michigan University's Department of Political Science and Public Administration and a member of NMU's Artificial Intelligence (AI) Workgroup, has published a case study examining how Michigan uses AI to compete in the national race for talent. The study focuses on the AI-powered Michigan Career Portal and a statewide workforce plan with a unified brand and messaging strategy to attract talent.

The analysis, released by the IBM Center for The Business of Government as part of the Future Shocks initiative, details how the Michigan Economic Development Corporation (MEDC) utilizes AI for skills-based job matching, clearer career pathways and ongoing upskilling. MEDC's Talent Solutions division laid the groundwork for a future Pure Michigan Talent Connect to become a more effective tool for Michigan.

"The state's AI and the Workforce Plan estimates up to $70 billion in economic impact and 130,000 good-paying jobs if Michigan leads in AI strategy, infrastructure and workforce development," Dr. You said. "These numbers highlight why this work matters to students, employers and communities across Michigan."

The Michigan Career Portal, launched by MEDC, uses AI to analyze a job seeker's experience and skills, then recommends positions, going beyond basic keyword matches to identify relevant opportunities across the state. For users, this means a quicker, more efficient search; for employers, it broadens the pool of qualified candidates.

Dr. You's case study highlights this skills-first approach and the broader collaboration among economic development, workforce development, industry and higher education. By focusing on user experience and real-time labor data, the strategy aims to turn interest into applications and, ultimately, job placements in sectors from advanced manufacturing to healthcare.

"Michigan's skills-first strategy matches how we're approaching AI on campus," said Scott Smith, co-chair of NMU AI Workgroup. "AI has transitioned from being a novelty to a common utility in just a few years, and the pace continues to accelerate. Our focus is on practical, responsible use-verify outputs, cite sources, respect privacy, and select the appropriate tool for the task-so students' skills directly apply to real-world roles."

This statewide approach is reinforced locally through NMU's partnership with MEDC.

"Through innovative work-based learning initiatives and programs like the Rural Leadership Fellowship Program, Northern is eager to collaborate with business and community partners to support students and alumni in achieving their professional goals," said David Nyberg, NMU executive director of Business Engagement and Economic Development. "These initiatives, along with Dr. You's work with MEDC, also align with the university's strategic plan, Our Compass, to foster a thriving and resilient Upper Peninsula where Wildcats make positive impacts as career-ready, community-engaged citizens."

Read the full case study here.