Metropolis on the margins: talent attraction and retention to the St. John's city‐region

The objective of this research is to examine the factors that influence the attraction and retention of creative and highly educated workers in a small‐sized Canadian city. The study examines two hypotheses: that the social dynamics of city‐regions constitute the foundations of economic success in the global economy; and, that talented, highly educated individuals will be attracted to those city‐regions that offer a richness of employment opportunity, a high quality of life, a critical mass of cultural activity and social diversity. The hypotheses are explored through in‐depth interviews with creative and highly educated workers, employers and intermediary organizations. The evidence from the interviews suggests mixed support for the hypotheses. In view of these findings, we contend that the specificities of place must be more carefully theorized in the creative class literature and be more carefully considered by policy‐makers designing policies directed towards attracting and retaining talented and highly educated workers.