The Finding NWA program was created after the Northwest Arkansas Council’s staff consulted with corporate recruiters at the region's largest companies. The program's website provides recruiters working for those companies and out-of-state job seekers with information about living and working in the region, but the overall program will continue to evolve as new needs are identified.

One of the program's goals is to help corporate recruiters find effective ways to tell a cohesive Northwest Arkansas story. The photographs, text, graphics, videos and statistics about Northwest Arkansas on the Finding NWA website provide a full picture of the region.

Creating the Finding NWA program falls within the goals described in the Greater Northwest Arkansas Development Strategy, a three-year plan unveiled by the Council and its partners in January 2015. The plan describes the need to “align placemaking activities to support new talent recruitment, and support a new web/social-media portal to promote the region’s culinary, music, arts and outdoor experiences.”