Talent Attraction Management

Berlin – Talent Attraction Management and place branding


Ever since we started working together with Berlin, things have moved fast and smooth. The Talent Services Department of Berlin Partner, the economic development agency of the Berlin region, participated in our Talent Attraction Management for European Cities, Regions and Countries training programme in 2016. This has helped them taking their talent attraction management work to the next level.

We have also been to Berlin to give inspiration talks on place branding and talent attraction, in order to help Berlin mobilise stakeholders and refine their work further.

We co-organised our flagship training programme, ‘Talent Attraction Management for European Cities, Regions and Countries’, with Berlin Partner in May 2017 in Berlin.This was a sequel to the 2016 trainings in Amsterdam and Copenhagen.

Subsequently, we had the great pleasure and honour of being selected by Berlin Partner to help lead a strategy review process of Berlin Brain City in 2018 and 2019.

We facilitated a series of workshops with key stakeholders and did a survey to both evaluate the existing campaign strategy as well as repurpose and reorient the future brand platform and campaign strategy and activities. We could conclude that the current campaign had been successful in general, but that its impact could be improved through new, creative activities, and that the involvement of the science institutions could be enhanced.

We therefore proposed – in close dialogue with the Berlin Partner team and the stakeholder institutions – new strategic concepts and activities such as repurposing the current Brain City Berlin ambassador network to a kind of  ‘Scientists of Berlin’ network and launching a social media takeover programme to showcase what it is like to work for one of the partner science institutions.

The new campaign strategy will also include a new brand message revolving around academic freedom – something that is increasingly important in a world where different freedoms are under attack from populist and extreme right-wing forces.

Berlin Partner is a shining example of a well-coordinated and long-term pursuit of managing a place to make it more attractive and more visible to target groups. We have therefore invited them as speakers at several of our conferences, for example the pre-launch of the European Cities Talent Competitiveness Index in December 2016 in Bilbao and to Helsinki to our Nordic Place Branding Conference in 2017 to share inspiration about the innovative work they do.

Berlin is always beta, as they say – always testing and trying out new things, which is very much in line with how we strive to work.

More info

Contact Marcus Andersson to learn more about place brand management.

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Marcus Andersson

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