HomeMy WebLinkAbout2025-10-16; Carlsbad Life in Action Updates (Districts - All); Rocha, LauraTo the members of th!:
CITY COUNCIL
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Council Memorandum
October 16, 2025
To:
From:
Via:
Subject:
Honorable Mayor Blackburn and Members of the City Council
Laura Rocha, Deputy City Manager, Administrative Services
Matt Sanford, Economic Developmeni o· ctor
Sheila Cobian, Assistant City Manager
Carlsbad Life in Action Update (Distric -All)
{city of
Carlsbad
Memo ID# 2025060
This memorandum provides an overview of updates to CarlsbadlifeinAction.com, the city's
talent attraction and employer connectivity platform. The updates modernize the site's design,
improve accessibility and performance, and add new functionality to help employers connect
with talent and help candidates understand why Carlsbad is a great place to live and work. The
platform is a core tool in advancing the Economic Development Strategic Plan (EDSP) and
supports the Carlsbad Strategic Plan 2023-2027 goal of economic vitality. Following completion
of the refresh, staff continue to iterate features and content to align with employer feedback
and annual action plans.
Background
In October 2022, the City Council adopted the Carlsbad Strategic Plan 2023-2027, which
identifies economic vitality as one of the city's core goals. To advance this priority, the
City Council adopted the EDSP in January 2023. The EDSP provides a long-term framework over
a five-year horizon with annual updates to respond to changing conditions. The EDSP centers
on four goals: supporting small businesses, startups, and entrepreneurs; developing the
workforce and attracting talent; growing and supporting key industries; and encouraging
placemaking and engagement.
Discussion
Workforce and talent have become decisive factors in company location and expansion
decisions. Employers consistently report that access to skilled workers influences retention,
growth, and attraction. The city plays a role by reducing friction between employers and
jobseekers, promoting Carlsbad's quality-of-life advantages, and providing digital tools that
make recruiting more efficient. Carlsbad Life in Action is the backbone of this strategy,
combining a strong place narrative with practical tools, like Life in Action Recruiter, to help
employers fill roles faster.
Administrative Services Branch
Economic Development Department
1635 Faraday Ave I Carlsbad, CA 92008 I 442-339-5987 t
Council Memo -Carlsbad Life in Action Update (Districts -All}
October 16, 2025
Page 2
Program Overview
To improve usability, accessibility, and recruiter functionality, staff partnered with
Development Counsellors International (DCI}, an industry leading economic development
consulting firm, to complete a comprehensive refresh of CarlsbadlifeinAction.com. A
subsequent amendment added targeted features to deepen user engagement and employer
value. Key updates include:
• Content audit & refresh: Updated and streamlined page copy to reduce redundancy,
improve clarity, and align the tone with the city's brand and EDSP messaging.
• New/expanded content: Added updated industry cluster pages, employer spotlights,
and "Why Carlsbad" narratives that highlight quality-of-life, schools, housing, and
transportation.
• Visual modernization: Refreshed imagery and iconography; standardized photo ratios
and captions; compressed media for performance without sacrificing quality.
• Modernized UX/UI & responsive design: Streamlines navigation and improves
mobile/tablet experience; incorporates ADA-focused design enhancements.
• CMS modernization: Upgrades the content management system to align with best
practices, improving site performance, accessibility, and staff efficiency.
• Structured development and quality assurance: Completion of approved updates,
pre-launch testing, and post-launch maintenance and image updates.
• Job board enhancements: New search and filter capabilities to sort opportunities by
industry, skills, and interests, making it easier for employers and candidates to connect.
• Interactive lifestyle content: Updated the outdoor recreation map and related content
highlighting quality-of-life amenities important to recruits and relocating families.
• Recruiter program continuity: Improved the front-end experience that complements
the Life in Action Recruiter tool and strengthens pathways for employers to discover
and contact talent.
Strategic Alignment
The comprehensive overhaul of CarlsbadlifeinAction.com supports business retention and
expansion by improving access to talent pipelines so local firms can remain competitive and
scale in Carlsbad. It also enhances business attraction by demonstrating a proactive, city-
supported talent platform that addresses workforce availability as a key site-selection criterion.
Council Memo Carlsbad Life in Action Update (Districts -All)
October 16, 2025
Page 3
Next Steps
In the next six months, staff will work with DCI to implement additional ADA improvements,
ensuring the site meets the city's defined standard for ADA accessibility.
cc: Geoff Patnoe, City Manager
Cindie McMahon, City Attorney
Amy Ventetuolo, Communications and Engagement Director
Rachel Maltz, Small Business Liaison