Written by Sally Wilson, Partner,  Interim Leadership – Local Government

For many years, saying “I’m from Bradford” came with baggage.

When I went to a posh, southern university in the early 2000s, saying “I’m from Bradford” often conjured images of closed mills, racial tensions and a city shrouded in deprivation. Like many others, I softened it. “Skipton,” perhaps. “Ilkley.” Anywhere but Bradford.

But at a recent event we hosted alongside The MJ to celebrate Bradford’s journey to UK City of Culture 2025, I did something different.

I stood in front of a room of senior leaders from across the North and simply said: “I’m from Bradford.”

And I meant it with pride.

The Power of Perception

In recruitment, perception is everything.

It shapes whether people choose to work somewhere, visit somewhere or ultimately, live somewhere. Place branding isn’t just about marketing; it’s about emotional connection. It’s how a place feels.

Bradford’s City of Culture journey is a powerful example of how that perception can change.

Back in 2019, when the city first announced its intention to bid, the reaction was mixed. Questions were raised about investment priorities, and whether a cultural bid could sit alongside pressures on local services. Yet Bradford chose to move forward anyway. Making a bold and deliberate decision to reshape its story.

A City That Stayed True to Itself

What Bradford has done exceptionally well since then is remain authentic.

Rather than replicating a typical “City of Culture” blueprint, the approach has been rooted in its people, communities, and lived experience. This was a consistent theme throughout our discussion. Culture here hasn’t been imposed; it has been co-created.

Our event brought together a small but influential group of leaders from across local government, combined authorities, and the cultural sector. Beginning with a guided walk through the city and continuing into a roundtable discussion and dinner, conversation centred on a simple but powerful question:

How can cultural programming drive regeneration while strengthening identity and pride?

The answers were clear. When culture reflects a place’s true identity and genuinely involves its communities, it becomes far more than a programme of events. It becomes a catalyst for confidence.

A Sense of Pride You Can’t Manufacture

One of the most memorable moments of the evening came not from the formal discussion, but from an unexpected interruption.

During dinner at Jinnah, the restaurant owner paused service to share a video of the Leeds Road Festival, a City of Culture event celebrating the diversity and energy of Bradford’s “curry mile”. His pride was unmistakable. That moment captured something important.

The success of Bradford’s story isn’t just visible in strategy documents or investment figures, it’s felt. It’s seen in how residents talk about their city, how businesses engage, and how visitors experience it.

That pride is powerful. It’s also contagious.

From Place to Talent

There’s a direct connection between how people feel about a place and how they engage with it professionally.

In recruitment, the “candidate experience” isn’t limited to the interview room. It starts long before that. Through reputation, word of mouth, and emotional connection.

Bradford’s transformation highlights this perfectly. Creating a sense of pride among residents doesn’t just strengthen communities, it strengthens the talent pipeline. It encourages people to stay, to return, and to advocate.

Because in the end, places like organisations, are defined by experience.

• How people are welcomed
• How they are listened to
• How they feel when they leave

Culture plays a vital role in shaping all of this.

A Model for Other Places

Bradford’s story offers important lessons for other towns and cities:

• Be authentic – don’t try to be somewhere else
• Engage communities early and meaningfully
• Focus on how a place feels, not just how it looks
• Use culture as a connector, not just an attraction

As we heard throughout the evening, cultural investment isn’t a quick fix. But when it is rooted in identity and delivered collaboratively, it can have a lasting impact on perception, pride, and prosperity.

Looking Ahead

The designation of UK City of Culture 2025 is a milestone but it’s also a beginning.

Bradford has already begun to shift how it is seen, both internally and externally. The challenge now is to sustain that momentum, ensuring that culture continues to support inclusive growth and opportunity across the district.

If our event demonstrated anything, it’s this:

When people believe in a place, others start to believe in it too.
And for Bradford, that belief is stronger than it has been for decades.