South Dakota’s “Freedom Works Here” workforce recruitment campaign wins another national award

JUNE 9, 2024:

South Dakota’s Freedom Works Here Ad, “Kiss My Abacus,” won a national award for Art Direction at this year’s Telly Awards. Previously, the “Bright Side” ad also won a national award at this year’s Reed Awards.

Governor Kristi Noem says Freedom Works Here tells South Dakota’s inspiring story to the entire nation. She says over 10,000 people have started the process to move to South Dakota, and thousands are already here .

To learn more, visit FreedomWorksHere.com.

APRIL 8, 2024:

South Dakota has begun a third round of “Freedom Works Here” workforce recruitment campaign advertisements.

The latest ad to be released is titled “Building in America” and features Governor Kristi Noem as a homebuilder inviting workers to move to South Dakota. Noem cites no state income tax and opportunities for on-the-job apprenticeship training as additional benefits to working in South Dakota.

New home construction tends to ramp up in the spring and Noem says that, coupled with families waiting until the end of the school year to make a move,

makes this the perfect time to launch round three of Freedom Works Here. She says “thousands and thousands of families have already moved to South Dakota, and thousands more are in the process of coming here.” Additionally, the Governor says even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

Freedom Works Here first started running ads across the United States in June 2023.

Click on the links below to view the Freedom Works Here ads.

• “On the Job” ad

• “Freedom Flows Here” ad

• “First Day” ad

• “Bright Side” ad

• “Room for More” ad

• “Kiss My Abacus” ad

• “Nurses, STAT!” ad

• “33 in a 65” ad

• “Building in America” ad

FEBRUARY 14, 2024:

South Dakota has released another in its series of “Freedom Works Here” workforce recruitment campaign advertisements.

“33 in a 65” features Governor Kristi Noem as a state Highway Patrol trooper to recruit more law enforcement officers to South Dakota. In the ad, Noem pulls over South Dakota U.S. Congressman Dusty Johnson for driving too slow – “33 in a 65.”

Noem launched Freedom Works Here in June 2023 to tell South Dakota’s story and recruit more workers to the state. Noem’s office says more than 8,800 people have expressed interest in moving to South Dakota. Of those, 2230 have connected with the state’s team to find work, with some already having moved to the state. These numbers represent those working directly through the “Freedom Works Here” program. Even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

You can read about some Freedom Works Here success stories here and here.

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JANUARY 10, 2024:

South Dakota Governor Kristi Noem has released new data demonstrating the success of the state’s Freedom Works Here initiative.

Noem says state licensing boards are reporting increases in out-of-state applicants seeking licenses in South Dakota. Some of those increases are:

• a 78% increase in plumbers,
• a 44% increase in electricians,
• a 43% increase in accountants,
• an 80% increase in cosmetologists,
• a 22% increase in barbers and
• an 11% increase in technical professions.

Noem says the state’s labor force has grown by more than 10,000 people in the last year.

Noem says these numbers represent the increase in calls and emails from licensees in other states requesting information about licensure in South Dakota. She says several of these them giving credit to the Freedom Works Here campaign as a reason for their interest in moving to the state.

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JANUARY 8, 2024:

The South Dakota Legislature’s Executive Board took no action Monday afternoon (Jan. 8, 2024) after hearing testimony on how the state’s “Freedom Works Here” workforce recruitment campaign television ads were developed.

The investigation was prompted, in part, by articles by Sioux Falls Live questioning the propriety of how the request for proposals was developed and how the contract was awarded to Go West.

Nate Welch, former marketing director for the Governor’s Office of Economic Development, said it was clear that officials wanted Go West— which had developed media for Gov. Kristi Noem’s re-election campaign— to get the workforce development project.

“To be brief,” Welch said, “I would say yes, I had multiple conversations with members of GOED that encouraged me to pick Go West.” However, Welch said, ultimately then-GOED Commissioner Steve Westra made the final selection.

Before and after Welch’s public testimony, current GOED Commissioner Chris Schilken said the ads featuring Noem dressed in various much-needed professions has been successful, and the process of selecting Go West was proper.

However, Democratic Rep. Oren Lesmeister thought it was clear that Go West took the concept of Noem posing as a worker from work done by Lawrence and Schiller, a Sioux Falls marketing and advertising company.

“It just looks copyrighted, pasted between these two proposals,” Lesmeister said. “Why no investigation? Didn’t it look that way to your office?”

Schilken said no.

“The (news) article about stealing someone’s idea is not true,” Schilken said. “GOED employees work very hard. That did not happen.”

Republican Sen. Lee Schoenbeck, the board’s vice chair, said the ads are effective, but he did not understand why GOED engaged in “connivery” to pick the vendor they wanted for a personal services contact.

Board Chair Republican Rep. Hugh Bartels said, “We’ve spent enough time second-guessing it. You find someone you like, knows the industry, and has ideas on how to get it done.”

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JANUARY 2, 2024:

Another in a series of commercials hoping to bring workers to South Dakota has been released by the state.

The “Nurses, STAT!” ad is part of the Freedom Works Here nationwide workforce recruitment campaign that began in June (June 21, 2023). The ad features Governor Kristi Noem as a nurse trying to recruit more healthcare workers to the state.

The “Nurses, Stat!” ad is the second ad released as part of phase two of the Freedom Works Here campaign. Sanford Health, Monument Health and Avera Health partnered with the state to sponsor the ad.

Noem’s office says the Freedom Works Here workforce recruitment campaign has reached milestones such as:

• More than 8,000 people have expressed interest in moving to South Dakota;
• Over 2,000 applicants have advanced to the final stage of the process to move to South Dakota, and some of those applicants have already been hired to jobs in our state; and,
• The ads have been viewed more than 850 million times.

Noem’s office says these numbers represent those working directly through the “Freedom Works Here” program, but even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

You can read success stories from the Freedom Works Here campaign here, here and here.

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DECEMBER 4, 2023:

South Dakota has released (Dec. 4, 2023) the “Kiss My Abacus” ad as part of the state’s Freedom Works Here nationwide workforce recruitment campaign.

The ad features Governor Kristi Noem as an accountant with a guest appearance by South Dakota Treasurer Josh Haeder. The two are trying to recruit more workers to South Dakota.

Noem launched Freedom Works Here in June 2023. Her office says it’s been “the most successful workforce recruitment campaign in state history.” Some statistics about the campaign so far include:

• More than 7,500 people have expressed interest in moving to South Dakota;
• Almost 2,000 applicants have advanced to the final stage of the process to move to South Dakota, and some of those applicants have already been hired to jobs in our state; and,
• The ads have been viewed over 800 million times.

These numbers represent those working directly through the “Freedom Works Here” program. Even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

More information about the Freedom Works Here campaign can be found here. You can read about some Freedom Works Here success stories here and here.

Screenshot image of South Dakota Freedom Works Here “Kiss my Abacus” workforce recruitment ad.

Screenshot image of South Dakota Freedom Works Here “Kiss my Abacus” workforce recruitment ad.

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NOVEMBER 15, 2023:

The second phase of South Dakota’s Freedom Works Here nationwide workforce recruitment campaign will be launching very soon.

After seeing the Freedom Works Here ads, Jason moved from California to Britton, South Dakota to work at Horton, Inc. Rocky moved to Pierre with his wife to work as an accountant/auditor with our Department of Social Services. Colin moved to Madison from Minnesota to work and attend Dakota State University. And Chad, a Marine veteran, not only moved his family to Rapid City, but is also moving the headquarters for his nonprofit organization, the Forgotten Fifteen Foundation, to South Dakota as well. You can read more about these success stories from phase one of the campaign here and here.

New Freedom Works Here ads have already been filmed to target four more professions that are in high demand in South Dakota. These ads will recruit more skilled workers to the state.

Since the Freedom Works Here ads began, Noem says they have been viewed over 800 million times. And more than 7,500 people have expressed interest in moving to South Dakota. These numbers represent those working directly through the “Freedom Works Here” program. Even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

The budget for phase two of the Freedom Works Here campaign is approximately $1.5 million.

More information about the Freedom Works Here campaign can be found here.

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SEPTEMBER 5, 2023:

South Dakota has released another ad as part of its “Freedom Works Here” nationwide workforce recruitment campaign.

“Room for More” features Governor Kristi Noem in her office getting back to her job after portraying multiple professions throughout the campaign.

Noem’s office says 6,166 of people have applied to move to South Dakota, and 1,402 individuals are in the final stages of moving here. The most applications have come from California (979), Florida (458), Texas (452), Minnesota (356) and New York (281). 172 South Dakotans have also used the campaign as a tool to get plugged into career opportunities. A map showing where applicants are from can be found here.

These numbers represent those working directly through the “Freedom Works Here” program. Even more people are finding jobs and moving to South Dakota of their own accord after seeing the ads.

Glacial Lakes Rubber & Plastics, a business located in Watertown, had 40 job openings early this spring. Now, they only have 10 job openings. Recently, they hired 14 workers from Texas, California, Colorado and Minnesota.

Demkota Beef in Aberdeen has also hired 82 workers from out of state in the last six weeks. They have been recruiting from Texas, Minnesota, Iowa, Kansas, Indiana, Illinois, Arkansas, Florida, Colorado and Missouri.

More information about the Freedom Works Here campaign can be found here.

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AUGUST 18, 2023:

South Dakota Governor Kristi Noem has released a new ad as part of the “Freedom Works Here” nationwide workforce recruitment campaign.

“Bright Side” features Noem as an electrician inviting workers to move to South Dakota.

Noem says over 1,000 individuals are in the final stages of moving to the state. She says the most applications have come from California (847), Texas (361), Florida (360), Minnesota (309), and New York (223). 157 South Dakotans have also used the campaign as a tool to get plugged into career opportunities. A map showing where applicants are from can be found here.

The “Freedom Works Here” ads have been viewed over 460 million times since the campaign began in June (June 21, 2023). More information about the Freedom Works Here campaign can be found here.

Click on the links below to view the Freedom Works Here ads.

• The “On the Job” ad.

• The “Freedom Flows Here” ad.

• The “First Day” ad.

• The “Bright Side” ad.

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AUGUST 3, 2023:

Over 4000 people have filled out job applications after seeing South Dakota’s “Freedom Works Here” national workforce recruitment ads since the campaign began in June (June 21, 2023).

Governor Kristi Noem says 816 of them are in the final stages of the process of moving to South Dakota. She says the ads associated with the campaign have been viewed more than 370 million times.

The most applications have come from California (751), Texas, (293), Florida (278), Minnesota (267), and New York (171). 131 South Dakotans have also used the campaign as a tool to get plugged into career opportunities.

Click on the links below to view the Freedom Works Here ads.

• The “On the Job” ad.

• The “Freedom Flows Here” ad.

• The “First Day” ad.

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JULY 27, 2023:

South Dakota’s nationwide “Freedom Works Here” workforce recruitment campaign is partnering with Live Fast Motorsports to sponsor a NASCAR stock car in two races.

The “Freedom Works Here” NASCAR stock car team will be racing for South Dakota small businesses, to help them fill their workforce needs. BJ McLeod will drive the #78 Chevy Camaro.

Live Fast Motorsports co-owner Matt Tifft says the “Freedom Works Here” stock car will be used this weekend at Richmond and later this season at Bristol. He says they’re excited to unveil the special stock car and bring recognition to the opportunities in the state of South Dakota.

Governor Kristi Noem says the “Freedom Works Here” ads have been watched more than 300 million times. She says over 3500 people from every state have filled out job applications after seeing South Dakota’s “Freedom Works Here” national workforce recruitment ads since the campaign began last month (June 21, 2023).

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JULY 26, 2023:

Over 3500 people have filled out job applications after seeing South Dakota’s “Freedom Works Here” national workforce recruitment ads since the campaign began last month (June 21, 2023).

Governor Kristi Noem says 675 of them are in the final stages of the process of moving to South Dakota. She says hundreds of applicants who have progressed through the process to move to the state have been sent a “Freedom Works Here” South Dakota license plate.

So far, the most applications have come from California (603), Texas (260), Florida (245), New York (148) and Arizona (130). South Dakotans have submitted 108 applications, to date.

Other actions associated with “Freedom Works Here” include:

• Thousands of calls have already been made to these applicants to help them take the first steps towards moving to our great state;

• Governor Noem also sent personalized emails to applicants that hadn’t yet connected with the Department of Labor. This email broke down next steps and provided them with options to begin their move to South Dakota;

• Mailers have been sent to individuals across the country that have been identified as particularly likely to make the move to South Dakota; and

• Digital advertisements are being targeted to that likely population, as well.

Click on the links below to view the Freedom Works Here ads.

• The “On the Job” ad.

• The “Freedom Flows Here” ad.

• The “First Day” ad.

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JULY 19, 2023:

South Dakota has released another in a series of “Freedom Works Here” nationwide workforce recruitment ads.

The “On the Job” ad features Governor Kristi Noem as a welder inviting workers to move to South Dakota. In the ad, Noem highlights South Dakota’s acceptance of most out-of-state professional licenses and apprenticeship programs. She also mentions that South Dakota is investing in scholarships to help ease financial burden and get folks trained and on the job.

Noem says so far 287 million people have seen the ads and over 3000 have gone through the process of applying. She says more than 500 are in the final stages of moving to the state and have been sent a “Freedom Works Here” South Dakota license plate.

If your South Dakota business has open jobs, find more information here.

Click on the links below to view the Freedom Works Here ads.

• The “On the Job” ad.

• The “Freedom Flows Here” ad.

• The “First Day” ad.

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JULY 14, 2023:

Nearly 250 million people have viewed South Dakota’s “Freedom Works Here” national workforce recruitment ads since the campaign began last month (June 21, 2023).

2,483 people have applied to find career opportunities in South Dakota. So far, the most applications have come from California (388), Texas (197), Florida (185), New York (107) and Arizona (96). South Dakotans have submitted 85 applications, so far.

Hundreds of applicants who have progressed through the process to move to the state have been sent a “Freedom Works Here” South Dakota license plate.

Governor Kristi Noem says the “state that has the workers will be the state that wins the economic race.” She says the ad views are turning into inquiries and the license plate will help seal the deal to bring these families to South Dakota.

Noem says thousands of calls have already been made to these applicants to get them plugged in to career opportunities here in South Dakota.

(L to R): South Dakota Gov. Kristi Noem, Labor and Regulation Secretary Marcia Hultman, Economic Development Commissioner Chris Schilken and Lt. Gov. Larry Rhoden.
Courtesy photo.

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JULY 11, 2023:

Over 2,000 people have applied to find career opportunities in South Dakota through the state’s new “Freedom Works Here” national workforce recruitment campaign.

So far, the states where the most inquiries and applications have come from are California (345), Texas (168), Florida (158) and New York (100). There have also been applications from within South Dakota (76) as well as from other countries.

Governor Kristi Noem says the state is reaching out to the applicants to connect them with Job Services Specialists who can assist them with a one-on-one job search. She says thousands of calls have already been made to the applicants to keep their enthusiasm going.

The initial increase in page views to FreedomWorksHere.com was 1,035%. The contact form for applicants had an 81% conversion rate. The ads have received 92,975,000 total nationwide views.

If your South Dakota business has open jobs, find future talent here.

A map showing where applicants are from can be found here.

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JUNE 27, 2023:

South Dakota’s “Freedom Works Here” national workforce recruitment campaign has prompted over 1300 people to submit applications to find career opportunities in the state.

So far, the top three states for inquiries are California, Texas and Florida. There have been applications from within South Dakota as well.

Governor Kristi Noem says there are currently around 25,000 open jobs in the state. She says the campaign is helping lifelong South Dakotans and new residents alike.

Secretary of the South Dakota Department of Labor and Regulation Marcia Hultman says the state has never had a recruitment marketing effort that’s captured this many people for the entirety of the marketing campaign– let alone in less than seven days.

Chris Schilken, Commissioner of the Governor’s Office of Economic Development, says the next step is to get these folks plugged into South Dakota’s workforce and communities. He says the state needs businesses to work with them so all available job openings are listed.

If your South Dakota business has open jobs, find more information here.

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JUNE 21, 2023:

The State of South Dakota has initiated a nationwide workforce recruitment campaign to recruit people from all over America to live and work in the state.

The campaign is entitled “Freedom Works Here.”

Governor Kristi Noem says the state has 25,000 open jobs and we need to recruit more workers to fill these positions. She says she looks forward to continuing to build the South Dakota’s workforce by welcoming new families to the state.

The advertising campaign includes television ads and direct marketing that will take place over digital ads and direct mail. Noem says the campaign is being guided by research that was done to identify people who would be likely to move to South Dakota. She says the state Department of Labor and Regulation will also provide job search assistance to individuals expressing an interest in working here.

In one video, Noem is working as a plumber. In the other, she’s working as a dentist.

• The “Freedom Flows Here” ad.

• The “First Day” ad.