Let’s be honest. When you think of tech talent, your mind probably jumps to San Francisco, Seattle, or maybe Austin. But here’s the deal: the landscape is shifting. Fast. Secondary tech hubs—places like Raleigh-Durham, Salt Lake City, Pittsburgh, Atlanta, and Kansas City—are booming. They offer incredible opportunity, but they also face a unique, double-edged challenge.
You’re competing with the salary and prestige of the coastal giants, while also battling the perception that “the real action” is elsewhere. So how do you not just find amazing people, but actually get them to stay and build something with you? It’s about playing a different game. One built on authenticity, quality of life, and genuine connection.
The Allure (and Reality) of the Secondary Hub
First, understand your superpower. You’re not selling a cramped apartment and a two-hour commute. You’re offering a different kind of currency. Think shorter commutes, lower cost of living, and communities where people can actually put down roots. For many talented developers, data scientists, and product managers—especially those starting families or craving a better work-life balance—this isn’t a consolation prize. It’s the goal.
Your talent acquisition strategy has to scream this from the rooftops. But it can’t just be marketing fluff. It has to be real.
Acquisition: Finding the Right People, Not Just Any People
You can’t just copy-paste a job post from a FAANG company. You need a tailored approach that resonates with the specific talent pool you want to attract.
1. Lead with Lifestyle, But Back It with Impact
Sure, mention the hiking trails, the affordable neighborhoods, the vibrant local food scene. That gets attention. But then, pivot hard to the work. In a smaller pond, individual contributors have a massive impact. Frame roles around autonomy, visibility, and the tangible effect their code or product will have on the company and community. Use language like “own the architecture” or “see your work go live in weeks, not quarters.”
2. Mine the “Boomerang” and “Relocation” Pipelines
Two golden talent pools exist for secondary hubs. First, the “boomerangs”—locals who left for a big-name gig and are now looking to return home with their world-class experience. Target them with hyper-localized ads and alumni networks.
Second, proactive relocation candidates. Be upfront about offering comprehensive relocation packages. Don’t just give a lump sum; offer “concierge” support—help with finding housing, spousal job assistance, and connections to local social groups. You’re not just moving an employee; you’re relocating a human being.
3. Build the Local Ecosystem (You Have To)
You can’t just take; you have to give. Invest in the local tech talent pipeline. Partner with universities, fund coding bootcamp scholarships, host meetups, and offer internships. This isn’t just charity; it’s long-term talent farming. You become the employer of choice because you helped build the community itself.
Retention: Keeping Your Cornerstone Talent Happy
Acquiring talent is one battle. Keeping them is the war. In a secondary hub, turnover is more visible and more damaging. Your retention strategy is your moat.
1. Rethink Compensation Holistically
You might not win on pure cash salary. So you build a total rewards package that levels the playing field. Think:
- Equity with real potential: In a growing company in a growing hub, stock options can feel more tangible and impactful.
- Benefits that matter locally: Top-tier health insurance, generous parental leave, and maybe even a home-buyer assistance program.
- Radical flexibility: Remote-first or hybrid models aren’t just a perk anymore; they’re table stakes. This also lets you tap into talent in surrounding towns.
2. Create Clear, Accelerated Growth Paths
Stagnation is a retention killer. In big tech, career ladders can be rigid and slow. Here, you can offer faster growth. Create clear technical and leadership tracks. Fund certifications and conference attendance—not just to Silicon Valley, but to industry events everywhere. Show a documented history of internal promotions. Prove that people can build a career here, not just hold a job.
3. Foster Deep Connection and Autonomy
This is where secondary hubs can truly shine. Culture isn’t about ping-pong tables. It’s about connection. Encourage mentorship. Give teams real ownership over projects without layers of micromanagement. Celebrate local wins as company wins. When people feel personally invested and professionally trusted, they stick around.
Honestly, it’s about treating people like adults and neighbors, not just resources.
The Practical Playbook: A Quick-Reference Table
Let’s boil this down. Here’s a side-by-side look at shifting from a generic to a hub-smart strategy.
| Focus Area | Generic Approach | Secondary Hub Smart Strategy |
| Job Marketing | Lists role requirements, generic perks. | Highlights impact, autonomy, and local lifestyle assets authentically. |
| Compensation | Focuses on base salary vs. competitors. | Builds a holistic package: equity, benefits, flexibility, cost-of-living advantage. |
| Growth | Standard promotion cycles, limited training budget. | Accelerated, visible career paths with dedicated learning & development funds. |
| Community | Company-centric events. | Actively invests in and partners with the local tech & broader community. |
The Bottom Line: It’s an Authenticity Play
Ultimately, winning at talent acquisition and retention in secondary tech hubs comes down to authenticity. You can’t fake a great quality of life. You can’t fake meaningful work. And you definitely can’t fake a supportive community.
The companies that thrive will be the ones that deeply understand their unique value proposition—not as a cheaper alternative to the coast, but as a compelling, human-first destination in its own right. They’ll tell that story in every job post, reinforce it with every promotion, and live it in every team meeting.
The future of tech isn’t just being written in a handful of megacities. It’s being coded, designed, and built in the vibrant, growing hubs where people can truly live, work, and belong. The question isn’t if talent will come, but how ready you are to welcome them for the long haul.