Many regions and municipalities are facing growing challenges when it comes to securing the skills they need. When the national labour market cannot meet demand, employers increasingly need to look beyond their borders and attract international talent. However, working strategically with international talent attraction requires more than simply identifying a list of potential countries. It also requires understanding where relevant talent pools exist, what motivates people to relocate, and how they can best be reached.
On behalf of Region Jämtland Härjedalen (Sweden), Future Place Leadership conducted an international target market analysis to identify and prioritise the most relevant international markets for the region’s future talent needs. The aim was to provide a strategic knowledge base for employers, public actors and other organisations working with long-term talent attraction and workforce development.
From skills shortages to priority markets
The project started with an analysis of occupations that are particularly difficult to recruit nationally. Three key competence areas were prioritised for deeper analysis: digital talent, vocational technical talent, and professionals within health and care services.
To identify relevant target markets, we conducted an extensive desk-based analysis combining multiple international datasets and analytical perspectives. The analysis focused on factors such as the size of relevant talent pools, labour market conditions, international mobility patterns and practical feasibility for international recruitment.
As a key methodological step, Future Place Leadership developed a market evaluation matrix in which potential target markets were assessed and compared using a range of criteria related to talent availability, education capacity, mobility and recruitment feasibility. By systematically weighing these factors, it was possible to prioritise the markets with the greatest strategic potential for the region’s employers.
The result was a clear prioritisation of international markets where the likelihood of reaching relevant talent is highest.
Understanding motivations, lifestyle preferences and relocation decisions
Identifying where talent exists is only one part of successful international talent attraction. Equally important is understanding what motivates people to relocate and what they look for in a place to live and work.
To complement the market analysis, we conducted a quantitative survey targeting professionals within the prioritised competence groups in the identified markets. The survey provided deeper insights into:
- motivations and drivers for international relocation
- lifestyle preferences and expectations related to work and place
- what information potential movers look for when considering relocation
- the types of support that are most important when moving to another country
- which channels and platforms people use to explore job opportunities abroad
The quantitative analysis also made it possible to identify target markets where there is a strong lifestyle match between the preferences of the talent groups and what Region Jämtland Härjedalen can offer – such as access to nature, work–life balance and opportunities for an active lifestyle.
These insights are critical for developing relevant messaging and positioning a region in a way that resonates with international talent.
By combining insights about where talent exists with an understanding of what motivates them, the project created a more comprehensive picture of how the region can reach and attract the right audiences.
A strategic and practical decision-making tool
The results were compiled into a strategic and practical framework to support the region’s continued work with international talent attraction.
The final analysis includes:
- prioritised international target markets
- insights into motivations and preferences among different talent groups
- identified lifestyle matches between target groups and the region
- recommendations on messaging and positioning
- guidance on the most effective channels for reaching different talent groups in different countries
By combining multiple data sources, analytical methods and target group insights, the project provides a robust foundation that enables regional actors and employers to work more strategically, effectively and resource-efficiently with international recruitment.
Want to know where your region should start?
Many regions and municipalities recognise that attracting international talent will be essential for future workforce development. However, many lack a clear evidence-based understanding of which markets to focus on and how to approach them.
Future Place Leadership helps regions, cities and organisations identify the right target markets, understand the motivations of international talent and develop data-driven strategies for attracting the skills they need.
Get in touch with us to learn more about how we can help you identify the most relevant tarket markets that can offer talents matching you skills need and lifestyle preferences.
