Graduation Year

2024

Document Type

Dissertation

Degree

D.B.A.

Degree Granting Department

Business Administration

Major Professor

Sharon Segrest, Ph.D.

Co-Major Professor

Paul Spector, Ph.D.

Committee Member

Dahlia Robinson, Ph.D.

Committee Member

Richard Tarpey, D.B.A.

Keywords

Recruiting, Remote, Small Business, Small Towns, Talent Management

Abstract

The problems facing rural America are wide ranging and multilayered. Perceptions can often be reality for those unfamiliar with rural life, which can pose a hurdle for businesses to overcome. With an in-depth literature review and research study, this dissertation aims to provide context and understanding to the problems and misconceptions of rural America. Without context, it is easy to interpret rural America as a dying, outdated part of the country, but the reality is far more complex. A research study was conducted that surveyed 400 actively enrolled college students from schools in 19 American states on three things: 1) rating the importance of sixteen post-college career factors; 2) rating their perceptions of thirteen aspects of rural America; and 3) rating the likelihood they would either seek out or accept a job in a rural area. The findings show that younger workers place a higher value on work-life balance and schedule flexibility, while also placing a lower value on remote or hybrid work. They also show that regardless of whether they grew up rurally or not, many younger people hold similar positive and negative perceptions of rural areas, such as a tight sense of community or the lack of town amenities. Businesses need to better understand these perceptions in order to overcome them.

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