Talent attraction, News

What is Talent Attraction Management?

Does your city need more talent?

Figure: Talent Attraction Management model (Future Place Leadership, modified from Tendensor, 2013)

The global competition for talent is rapidly intensifying. Not only do employers step up efforts to attract and retain international talent, but also cities, regions and countries are now entering this competition.

More and more European cities and regions are taking active steps to enhance their attractiveness to talent and skilled professionals.

How to attract more talent as a place?

What are the best strategies and tools for this? To answer the demand we have introduced the concept of Talent Attraction Management for places – cities, regions and countries.

Talent Attraction Management is an integrated approach that sees talent attraction and retention as the management of four interrelated types of activities, coupled with coordination of those activities:

Figure: Cornerstones of Talent Attraction Management. (Future Place Leadership, modified from Tendensor, 2013)

  1. Talent Attraction – marketing and recruitment activities
  2. Talent Reception – welcoming and ‘soft landing’ activities
  3. Talent Integration – activities aimed at helping talent to settle in and prosper in the longer term, e.g. networks for professional and social integration
  4. Talent Reputation – place branding and employer branding efforts and ambassador network models
  5. Management of the talent ecosystem – the glue that keeps the regional work to attract and retain talent together.

One key point is that successful talent attraction and retention depend on an active work with all four aspects of the Talent Attraction Management model.

That said, cities and regions could put emphasis on different steps, depending on where insufficiencies or weak links are identified. For example, a city may have a strong brand image and manages to attract many talents without any proactive marketing efforts but face difficulties retaining them. In such cases, an enhanced focus on reception and integration efforts may be needed.

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