The shift in Beijing's priorities to more balanced and people-oriented development has led some localities to make more efforts in developing social policy areas. By investigating the personnel institution, a political incentive mechanism, this article aims to shed light on the structure of political incentives in China and why local political leaders improve public welfare in a non-democratic setting. A content analysis of 69 regulations that cover one-third of all municipal leaders shows that the formal evaluation rules for leaders in some localities have become more welfare-oriented to reflect Beijing's new focus on social policy areas. A statistical analysis further reveals that different political incentives operate for municipal Party leaders and mayors, and that political incentives to develop social policy vary across geographic regions. The statistical analysis exploits an original dataset I compiled from an online archive and statistical yearbooks, and contains biographic and career history data on municipal leaders between 2003 and 2010.