As the transformational Toyota Battery Manufacturing N.C. prepares to launch production in the first quarter at its mammoth plant in Liberty, Randolph economic officials have launched a resident-recruitment campaign.
The Ride the Rise campaign (rcedc.com) from Randolph County Economic Development Corp. aims to spread the word to people considering a move into Randolph and North Carolina.
"We want to redefine the narrative and showcase all the good happening here in the heart of North Carolina," said Kevin Franklin, president of the economic development group.
"Randolph County has seen incredible progress over the past decade, and now is the time to invite others to join us."
The catalysts for the campaign is the Toyota facility that's located on 1,875 acres in the Greensboro-Randolph County megasite that already has a workforce of more than 1,400 toward a pledge of 5,100 at full production.
Meanwhile, construction is under way for a $450 million, 852-job distribution center in Randleman for the national off-price retail apparel chain Ross Stores Inc.
The campaign is being focused on several key demographic groups:
* Community college students pursuing technical skills aligned with local employer needs;
* Military personnel and their families transitioning out of bases in N.C. who want to stay in the state as they pursue career prospects; and
* Workers affected by large layoffs and facility closures, such as Klaussner Furniture and United Furniture Industries over the past two years.
"Whether you're starting a career, transitioning from military service, or looking for new opportunities after a job displacement, Randolph County is a place where you can build your future," Franklin said.
Ride The Rise will deploy targeted advertising on social media and Google ads to direct the audience to consider Randolph County, as well as a Jobs of the Future landing page on the economic development group's website feature video content and up-to-date job information.
There also is a newsletter dedicated to offering insights to those considering a move to the area.
Toyota will make lithium batteries for hybrid and electric vehicles. Toyota said in January it already has hired 1,400 plant workers with a goal of at least 3,000 by the end of 2025 and 5,100 at full production. Jobs at the plant are posted at https://careers.toyota.com/us/en/.
Ross Stores' 1.7-million-square-foot Southeastern region distribution center is being built on 330 acres off Interstate 74 and U.S. 311. The site has a physical address of 4477 Wall Brothers Road in Sophia, but is within the city limits of Randleman.
The city of Randleman and Randolph County offered a combined $38.6 million in performance-based incentives that would be paid out over a 15-year period. Randolph County is conveying 30 acres of county-owned property in the park to Ross, which has a value of more than $1 million.
Also near the planned Ross plant site is Wolfspeed with plans for a $5 billion manufacturing center with 1,800 jobs at the Chatham County megasite in Siler City near Asheboro.
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@rcraverWSJ
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