Detroit is courting young Texans with promises of “affordable living” and high-paying tech jobs just as Texas’s once-booming technology sector shows signs of slowing.
A state-sponsored campaign called You Can in Michigan has rolled out Instagram ads and a website touting Michigan as “a vibrant hub for young tech professionals.”
The ads, while technically promoting the state as a whole, lean heavily on Detroit imagery — showing the city’s skyline and spotlighting companies with a major presence in Detroit, including DENSO, AISIN, Magna, and Corning.
The messaging is unabashedly aimed at young workers.
The website describes Michigan as a place to live one’s “best life,” offers a BuzzFeed-style quiz to “find your fit,” and promotes a cost-of-living calculator — tools that appear tailored to college graduates entering the workforce.
One section of the website boasts that Michigan offers “a rewarding career, a fulfilling life, economic opportunity and fundamental freedoms — all with proximity to 3,000 miles of freshwater coastline.”
The recruitment push comes as Texas’ tech employment has stumbled.
In San Antonio, TechWerks filed a WARN notice this month for 87 layoffs effective September 15, The Dallas Express reported. Other recent reported layoffs include 101 jobs at the Dallas-based CarOffer plant, part of a string of workforce cuts across the state. A June report by The Wall Street Journal found that while New York and San Francisco gained tech jobs, Dallas, Austin, and Houston experienced job losses.
Detroit’s pitch leans on a narrative of renewal.
Once synonymous with industrial collapse, the Motor City has recently attracted foreign investment and startup energy. A January report in The Guardian described the city’s “revival” centered on a redeveloped Michigan Central Station and technology hubs such as Newlab, where more than 100 startups now work on mobility and clean energy. “It’s buzzing here,” one executive told the outlet.
Still, skepticism remains.
Online forums point to Detroit’s high car insurance rates, troubled public schools, steep taxes, and limited transit options as persistent barriers to growth. The city’s population has fallen more than 65% since its 1950s peak in census data, with large swaths demolished or abandoned.
Moreover, Michigan’s tech industry is relatively smaller compared to Texas, and some firms in the state have had layoffs this year, according to the Michigan Department of Technology, Management & Budget layoff database.
Meanwhile, the very companies backing the campaign compete for talent globally, and not just in the U.S.
According to the U.S. Citizenship and Immigration Services H-1B Data Hub, several firms tied to the Michigan initiative have received approvals to employ foreign workers in the state since 2020.
Michigan Employers Using H-1B Labor (2020–June 2025, USCIS Data Hub)
| Company | Approved H-1B Beneficiaries |
|---|---|
| Magna Electronics Inc. | 35 |
| DENSO International | 16 |
| Magna Services of America | 11 |
| Magna Powertrain of America | 9 |
| AISIN Technical Center of America | 4 |
| Magna Electronics LLC | 3 |
| AISIN Technical Center of America | 1 |
| DENSOTEN America Limited | 1 |
| Magna Electric Vehicle | 1 |
| Magna Exteriors America | 1 |
| Magna Seating America | 1 |
This data underscores a complicated reality for Michigan’s pitch: even if Detroit’s tech sector is expanding, young American graduates arriving from Texas may still find themselves competing with foreign visa holders for the same jobs.
The $20 million You Can in Michigan campaign was launched by Gov. Gretchen Whitmer in conjunction with the Michigan Economic Development Corporation, according to a 2023 press release.
For a city still working to overcome decades of decline after trade deals hollowed out U.S. manufacturing and the 2008 financial crisis gutted auto employment. The campaign signals Detroit’s determination to attract the next generation — but whether young Texans will buy in remains to be seen.