The situation they describe is true in the overwhelming majority of Spanish cities of comparable size. It is an actively discussed topic in Spain that there is a serious problem with people having to move to Madrid or Barcelona for jobs and the rest of the country emptying out. Regions with no coast that aren't Madrid are now often called "la España vaciada" ("the emptied Spain"). Near the sea cities don't empty so much, but often most jobs are in tourism so there is still a lack of high-skilled jobs.

There are a few cities of that size that are more dynamic, because they have managed to attract some IT/biomedical/etc. Santiago, which they mention, probably falls into that bucket, although it's still far from being a skilled jobs powerhouse. And anyway it's an exception rather than the rule, and I'd say it's mostly related to having a university with over five centuries of history and all the ecosystem that generates, not to anything a mayor could do.