Xin'an County, Suichang County, Heping County, and Yunyang County—these places are rarely heard of. But they have suddenly gained attention for one reason: the competition to attract talent, specifically master’s and doctoral graduates from top universities. It is clear that county-level cities’ demand for talent extends far beyond recent college graduates. In the past, master’s and doctoral graduates returning to these counties was seen as a step down; now, however, the influx of highly educated professionals into these areas has become a visible trend. Today, the central government’s policy of “county-level urbanization” also sends a significant signal regarding talent. Beyond the return of migrant workers, what is even more in short supply are highly educated professionals. From another perspective, the steady influx of talent into county towns actually injects new ideas and concepts. However, “acting within one’s means” is a fundamental principle: efforts must be based on actual demand—recruiting only as many talents as needed—while ensuring that every person is utilized to their full potential.

Recruiting Talent with High Standards

88 public institutions, 157 job positions, and 190 recruitment openings—of which 176 require a master’s degree or equivalent, while the remaining 14 require a bachelor’s degree or higher. In the past, such recruitment criteria were typically considered “essential requirements” for first- and second-tier cities; now, however, they are being implemented in a county with a permanent population of less than 1 million. Have you noticed? Last year, we saw some local sub-district offices attracting talent from some of the nation’s top universities to work at the grassroots level. Since the beginning of this year, the “talent war” has “spilled over” to districts and counties, with news of county-level cities recruiting high-end talent frequently trending online.

● After Heiping County in Heyuan City, Guangdong Province, announced its talent recruitment drive, the number of applicants exceeded expectations

● In Suichang County, Lishui City, Zhejiang Province, the majority of recruited talent are master’s and doctoral graduates

● Youyi County, Heilongjiang Province, issued a notice proposing to recruit 53 professionals with master’s degrees or higher

To attract these “elite talents,” county-level cities have deployed a range of “hard-hitting” measures. Approaches vary by region: some have allocated special funds for talent development to offer preferential treatment to recruits. Others have set higher educational thresholds, while sectors vital to public welfare—such as healthcare and education—also face a shortage of qualified personnel. In some cases, if one family member returns home, the entire family is offered employment. Regardless of the approach, while county towns call for the return of highly educated talent, a significant number of college graduates also face important decisions. The main reasons boil down to two: First, while big cities are teeming with talent and offer a wide range of choices, housing prices and living costs remain high, and competition is relatively fiercer.Living and working in a county town means being closer to home, facing less pressure in all aspects, and enjoying a higher personal sense of well-being. Second, beyond the generous benefits, due to factors such as the growing number of graduates and the grim employment landscape, master’s and doctoral degree holders are no longer “scarce resources” in society; in recent years, the state has consistently encouraged and guided career choices.

Circulation Before Retention

For many years, the disconnect between urban and rural areas has prevented a virtuous cycle. The root cause lies in county towns failing to fully leverage their role as connectors. When county towns facilitate the flow and circulation between urban and rural areas, both migrant workers and highly educated talent will naturally choose to stay. In the past, China’s urbanization primarily followed the path of large metropolitan clusters; now, the focus must shift to county-level economies, particularly through localized urbanization. This approach must be tailored to local conditions and viewed, analyzed, and coordinated within a broader spatial context. We must examine whether there are major cities beyond the county’s borders and what types of cities surround it; only then can we determine the county seat’s functional positioning and industrial development direction. So, how should counties promote urban-rural integration and circulation? First, integrate urban and rural industrial systems. Establish an agricultural industrial chain linking county seats to towns and villages, with primary processing occurring in towns and villages, while other stages—including technological innovation and agricultural product branding—take place in the county seat. Currently, many regions adopt “company-plus-farmer” or professional cooperative models, featuring mechanisms for sharing value-added benefits, which enable county-level products to achieve scale and brand recognition. Second, streamline the urban-rural logistics system. The primary goal of this process is to reduce costs and improve efficiency, ensuring a truly unimpeded flow from farm to consumer.

Within this system, county-level cold-chain facilities and wholesale centers are the most critical links. Only by completely eliminating bottlenecks in the middle can we shift from production-oriented value to consumption-oriented value. Only when key elements flow freely will people naturally follow. This is akin to a water tank: if the inflow exceeds the outflow within a given time frame, the water level will rise. Similarly, if the number of people attracted to a county town exceeds the number leaving, the “water level” in the population pool will rise.

The Right Fit Is the Best

There is no doubt that the era of large-scale labor migration has come to an end, and population mobility has undergone a structural shift—from low-skilled to high-skilled labor. Whether county towns need highly educated talent is akin to the age-old question of “which came first, the chicken or the egg?” Some argue that most county towns have no need to recruit highly educated talent, especially for entry-level positions, as this seems to lead to talent “involution” and waste. In reality, as county-level regions develop and rural revitalization progresses, the “downward flow” of talent to counties and districts is a natural phenomenon. This not only fills vacancies in county-level positions but also provides more opportunities for a wide range of high-quality talent. Of course, it is important to note that high standards in the competition for talent in county-level areas do not necessarily equate to the most suitable approach. The scale of higher education in China will continue to expand, meaning the talent pool will grow larger, opportunities for placement in county-level areas will increase, and the level of support provided by these areas to talent will correspondingly rise. When attracting talent, county towns should move away from a “degree-centric” approach. Instead, they should base their efforts on their own industrial positioning, actual development needs, and job vacancies. By referencing real-world demands, optimizing job requirements, and closely aligning with county development plans and the specialized strengths of the recruited talent, they can place various types of talent in suitable positions, ensuring that everyone’s talents are fully utilized. Once a county town has attracted a large number of graduates from prestigious universities through preferential policies, the next critical issue is how to fully leverage the advantages of this high-end talent.

While the influx of talent has begun, retention is the key. Talent is crucial to a county’s development, but counties facing population decline should remain objective and level-headed, avoiding blind expansion.