Maryland’s workforce is among the best in the U.S., and it’s only going to get stronger, thanks to a talent attraction initiative that Maryland Governor Wes Moore just announced. The governor recently joined the Maryland Department of Commerce to unveil the Be Moved branding campaign to attract highly-educated workers to Maryland in an effort to give the state a competitive advantage.

The Be Moved campaign features advertising targeted to young professionals and college students in key markets across the U.S. The campaign’s digital ads (see example below) are running in select cities and targeting professionals with interests in a job change or relocation, as well as students at select colleges and universities.

Ads will drive viewers to a website, liveworkmaryland.com , that highlights what it’s like to live and work in Maryland. The website features video clips and testimonials of current Maryland young professionals sharing their reasons for choosing Maryland, including competitive salaries, a diverse and inclusive environment, and an outstanding quality of life. The site also integrates open jobs listings, and provides information on moving to Maryland, including home buying programs and tax credits for which new workers may be eligible.

"The department's new campaign to bring young professionals to Maryland speaks to the creativity and intentionality at the heart of our administration,” said Gov. Moore. “Together, we will continue to make Maryland the best state in the nation to live, work, and thrive."

The Be Moved campaign, also used in the state’s business attraction efforts, was created by Planit, a full-service marketing agency in Baltimore, and is funded by the Maryland Marketing Partnership , a public-private marketing arm created to develop a branding strategy for the state, market the state’s assets and encourage the location and growth of new businesses in Maryland. Read the full announcement .