Op-Ed: Lilly Barickman: A future worth staying for: The business case for talent retention
April 16, 2026
One of the things I am most proud to say is that I am a West Virginian.
I was born and raised in Wheeling, attended Marshall University in Huntington and now live and work in Charleston. My story isn’t unique, but it’s becoming less common.
At 25, one of the hardest things to experience is watching friends, family members and colleagues leave West Virginia. Sometimes it’s for a job. Sometimes it’s for new opportunities. Sometimes it’s simply the belief that those opportunities don’t exist here.
And in some ways, that perception is grounded in reality.
West Virginia is in a period of workforce transition. After a brief rebound in job creation following the pandemic, we’ve seen a gradual slowdown. Our workforce participation rate remains the lowest in the nation, and many of the jobs currently available are concentrated in sectors like healthcare. While those careers are critical, we must also expand opportunities in professional and business industries—fields that often offer higher wages and long-term stability.
For young professionals just starting out, those higher-paying opportunities can be difficult to find. That reality plays a major role in whether graduates choose to stay, or leave.
But that’s not the whole story.
West Virginia also offers something many places cannot: a strong sense of community and connection. For me, and for many others, it’s family. Not all of my family still lives here, many do—and that mattered when I chose to attend Marshall. I chose to become a daughter of Marshall not only because of the quality of education, but because it kept me close to the people who matter most.
There’s also something different about West Virginians: we are loyal. To our communities, to our workplaces and to each other. That kind of work ethic and commitment is something employers across the country look for, and it’s one of our state’s greatest strengths.
Shortly after graduating from Marshall in 2022, I began working at the West Virginia Chamber of Commerce, often referred to as the voice of business in our state. In that role, I’ve had a front-row seat to both our challenges and our opportunities.
And there is reason for optimism.
As I’ve traveled the state, visiting communities of all sizes, it has become clear how much places like where I grew up in the Northern Panhandle have contributed to the state’s success through continued investment, resilience and strong community involvement.
We’re also seeing encouraging momentum in areas like technology and cybersecurity. Marshall University continues to demonstrate a strong commitment not only to the Huntington community, but to the state as a whole by preparing students for high-demand, high-skill careers. Initiatives like the Institute for Cybersecurity at Marshall University and the Brad D. Smith Schools of Business are helping position West Virginia for the future, while reinforcing the critical role higher education plays in economic growth. These efforts show what is possible when education, industry and government work together with a shared vision.
I only experienced Brad Smith’s leadership at Marshall for one year as a student, but even in that short time, it was clear something was changing. Since 2022, the transformation of both the university and downtown Huntington has been remarkable and it’s a powerful example of how leadership and investment can reshape communities.
At the Chamber, through our Foundation, we are also working to be part of that solution. With initiatives like Workforce Unifiers, we are bringing together educators, employers and policymakers to better align education with workforce needs and strengthen the talent pipeline. Programs like Jobs for West Virginia’s Graduates are helping students overcome barriers and successfully transition into careers, higher education or military service.
These efforts are making a difference, but there is more work to do.
If we want more graduates to stay, we must continue to expand career opportunities, grow high-wage industries and ensure young professionals can see a clear future for themselves here. Retention isn’t about convincing people to stay—it’s about creating a space where they want to.
The conversation around “brain drain” is still relevant, but it’s evolving. We have an opportunity to shift toward “brain gain,” to not only retain our talent, but attract it.
West Virginia has never lacked potential. What we need is continued focus, collaboration and investment to unlock it.
For those of us who choose to stay, the opportunity is not just to build a career, but to help shape the future of this state. And for me, that’s a future worth investing in.
Lilly Barickman is the Communications & Events Coordinator at the West Virginia Chamber of Commerce.
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