Talent attraction, News

Expat survey – How Berlin identified reasons to come and stay for global talent


We are proud to introduce the Berlin Expat Survey, which we at Future Place Leadership have developed in collaboration with long term client and collaborator Berlin Partner.

Post pandemic, Berlin like many other cities had to deal with changes in talent drivers and relocation patterns. Consequently, they sought out to have a data driven approach to understand their target group a lot better. Together we developed the Berlin Expat Survey, seeking to get insights to the pain points of the expat experience, as well as leveraging these insights to optimize communication about Berlin.

From the survey respondents, which was targeted for Expats currently living in Berlin, some of the key insights were:

  • Asked if the first interest in Berlin came from the place itself or a job offer, 67% of the total respondents in the Berlin Expat Survey points to the place.
  • A large proportion of expats in Berlin did not arrive directly from their home country, but a third country.
  • Most typical “go to” reason is a recommendation from a friend through personal relations.
  • Work life balance, live in Berlin and improve career are the top 3 reasons for accepting a job in Berlin.
  • Cultural diversity, healthcare system, and  EU membership are ranked highest as decision making factors for choosing a location to work abroad, but the respondents point to many different aspects as well within statistical range.
  • A lot of the satisfaction of the Berlin experience is tied to good work conditions at the job related to both personal and professional career opportunities.
  • Meanwhile dealing with authorities in English is the most disappointing experience.

Burkhard Volbracht from Berlin Partner:

At Berlin Partner, we aspire to be at the forefront of place branding and talent attraction. To achieve this, we also need consultants who are a step ahead and have approaches to take the next step. That’s why we will continue to work with FuturePlaceLeadership in the future. The result is always Champions League.

At Future Place Leadership we are in dialogue with the places amongst others through our European Talent Mobility Forum partnership with the idea of developing benchmark surveys based on the Berlin Expat Study in order to compare the decision making factors for choosing a given location as well as providing a given place a relative score on their performance as perceived by the target group of global talents.

Let’s discuss how we can develop a benchmark survey?

Do get in touch with Morten if you want to explore an expat survey in your region and co-create a new benchmark tool to profile a more data driven benchmark approach to your human capital activities within global talent.

About Berlin Partner:

Berlin Partner works on economic growth, promotes business, technology and innovation, and presents the advantages of the capital to companies, investors and talents.

Berlin Partner supports companies and scientific institutions that are already established in the region in their expansion plans and connects them within the strong Berlin Partner network. In addition, Berlin Partner’s experts provide information on funding opportunities and advise on the search for suitable locations or highly qualified personnel.

More news on Talent Attraction cases here.

Get in touch with our

Morten King-Grubert

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