A new report sheds light on the barriers and opportunities for rural workers to stay and thrive in their hometowns. The Generating Rural Opportunities in the Workforce (GROW) report found that workers in rural areas are more than twice as likely to feel limited in their employment opportunities—35% compared to 14% for those in cities and suburbs. Additionally, nearly 70% of rural workers would leave their community to pursue employment, compared to just over half of workers in urban and suburban areas.
The report also highlights that almost two-thirds of rural Gen Z workers and over half of rural millennials feel held back in their careers because of where they live. Amanda Weinstein, the research director, emphasized that people want access to economic opportunities where they live. The rise of the “knowledge economy” and the increase in jobs has disproportionately negatively impacted people living in rural areas, mainly because these areas lack the technological infrastructure that larger cities have developed.
Though access to home broadband is increasing, rural areas still trail behind urban and suburban regions. According to the Pew Research Center, 73% of rural residents now have access to home broadband, compared to 77% of urban and 86% of suburban residents. Weinstein explained that rural workforce development has also lagged.
With the expansion of remote work, rural workforce development needs to refocus on national and global opportunities rather than just local labor market needs.
Barriers and opportunities for rural careers
Raghu Krishnaiah, an expert on workforce development, pointed out an employment cliff looming due to the lack of technological infrastructure in rural areas.
However, he also noted that rural workers are just as optimistic about the future of their careers as their non-rural counterparts (68% vs. 71%). The issue lies in their confidence to stay in their hometowns for career advancement.
If we can find solutions and implement them, rural workers will be able to meet their career expectations much more easily,” Krishnaiah said. Weinstein noted that rural residents are highly interested in entrepreneurship, but there is often a mismatch between their interests and their available tools. Businesses, schools, and the government must collaborate to open pathways to economic opportunities for rural residents.
Continued investment in broadband and initiatives to build professional social capital are crucial. Approximately half of rural workers reported needing to develop skills to build a professional network, and about 40% cited not having access to the right tools and resources to achieve their career goals. According to the GROW report, employers and institutions can assist rural workers in connecting with the right pathways for skills development and career advancement.
