Talent Attraction research Vol. 2 Talent attracting communicationof European cities
Research: Katja Lähde/Kilde
Researched ordered byOuti Pekkinen, City Marketing, Helsinki.
Objective – wholeproject
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Helsinki needs talents. How to attract them?Report 1.
1. Relevant benefits of Helsinki2. Uniqueness of Helsinki 3. How should we promote it?Report 2. 1. What are the rival cities doing?
Report 2. Objective & method
• To explore the public city/talent marketing material of following cities
• Amsterdam• Stockholm• Copenhagen• Berlin• Tallinnn/Estonia • Göteborg• Eindhoven
• Special focus in • Official www-pages for visitors/talents• Communication in social media: Instagram,
Twitter, Facebook, Linkedin
Objective & method
Key questions1. What kind of image the rival cities of Helsinki are building?2. What is the key message, key promise? 3. What could Helsinki learn from them?
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• Easy to feel home at Amsterdam.
• Dynamic work environment and lifestyle
• Successful business stories• Great quality of life
• Future oriented green capital• Work-life balance
• Dynamic, never sleeping city 24/7
• City of creatives• Heart of the Europe
• Future oriented• Agile & ambitious
• Sustainable• Good quality of life
• Leading technology region• Strong heritage in technology
Core messages/promises of the city.
Amsterdam
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“In Amsterdam, it’s not about finding the perfect work/life balance. Work is a crucial part of your life, but what a life it is! You work your life in Amsterdam! ”
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https://project.amsterdam/work-life-amsterdam/
Allowing for ease of integration and celebrating the city’s cultural diversity is crucial to making internationals feel at home.
Amsterdam is unique as its multiculturalism goes back as far as the 17th century.
8https://www.iamsterdam.com/en/business/news-and-insights/insights/amsterdams-home-advantage
Jeroen van der Ven, Senior Manager: Foreign Investments
Talent attracting communicationCore message• Diversity• Great career opportunities• It is easy to feel at home in Amsterdam
Way of communicating• Human and relaxed tone of voice• Focus on people (visual outlook full of people, blogs, stories)
Target • No specific target. Amsterdam wants to be profiled as open minded
and serve all targets evenly
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Channels• iamsterdam is the ceiling online channel of information and marketing for attracting talents
and visitor to Amsterdam. Active in Twitter and Facebook, also in Instagram and Linkedin. • IN Amsterdam provides a one-stop-shop service for international newcomers in the
Amsterdam Area. It serves companies and their migrant talents, scientific researchers, international entrepreneurs and international graduates.
• IN Amsterdam follows so called Open Amsterdam strategy. Involving internationals in the discussion through open meetings and workshops is a way in which Amsterdam work together with expats.
• Amsterdam improves the quality of life for internationals through its Deltaplan, aimed at rapidly expanding existing international schools and opening new ones, while also making Dutch schools more international.
• Events. ITEA – International Talent Event Amsterdam is a not-for-profit initiative organised by several actors e.g. amsterdam inbusiness
• Other initiatives e.g.180 amsterdamers. With over 180 nationalities, Amsterdam is scoring high marks on diversity. 180 amsterdamers tell 180 different stories.
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Strong brand I amsterdam
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Open Amsterdam strategy- driving force IN Amsterdam
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Involving internationals in the discussion through open meetings and workshops is a way in which Amsterdam work together with expats to make improvements in areas of international schooling, housing and access to the labour market.
The city is addressing this and strives to improve the quality of life for internationals through its Deltaplan, aimed at rapidly expanding existing international schools and opening new ones, while also making Dutch schools more international through bilingual education streams and special bridge classes for children just beginning to learn Dutch.
The official blog of I amsterdam is place to share stories of life in Amsterdam.There are many internationals having blogs. The blog is quite into culture but also family life, food and drink and style is included in themes.
Blogs
Twitter: heavy focus into startups
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Also in Linkedin
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What to learn fromAmsterdam?
1. Emotional touch. Creating emotional Feel at home –atmosphere.
2. Participating internationals to the communication (blogs, events, open Amsterdam strategy).
3. Comprehensive service package for internationals. Utilizing different channels to build interesting picture of Amsterdam for visitor as well as talents.
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Stockholm
“Modernity meets tranquility. Trend-setting restaurants and vibrant nightclubs next to idyllic archipelago. Welcome to a city where it is easy to breathe –and to feel your pulse. ”
19https://www.visitstockholm.com
“Thanks to startups like Spotify, Skype and King, Stockholm has become a global tech and startub hub. ”
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”The Stockholm tech scene isn’t just passionate and driven – it’s experienced. Generations of entrepreneurs and investors have learned their wayaround and are eager to teach and support the nextround of innovations.”
https://www.investstockholm.com/news/why-stockholm-is-a-magnet-for-foreign-talent/
Talent attracting communicationCore message• Innovative and experienced tech and talent hub // ”Startup
superstar”• Truly global. Open to all. • Quality of life
Way of communicating• Self confident // bold• Customer oriented approach: we make it simple for you. • Communicating through success stories (unicorns, strong brands)
Target • Startups• Tech/ict // Life science // Cleantech
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Key channels
Stockholm Business Region is official investment and tourist promotion agency for the Stockholm area
• Invest Stockholm• Visit Stockholm
• Potential international talents are led to movetostockholm pages functioning as key channel of relevant information for talents.
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http://international.stockholm.se/move-to-stockholm/
http://www.investstockholm.com/move-to-stockholm/
All pages lead to movetostockholm
Move to Stockholm
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1 2
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Move to Stockholm – Talent Guide
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1 2 3
@movetostockholm– changing host
@movetostockholm– changing host
What to learn fromStockholm?
1. Bold attitude. Telling out loud about the success stories. Healthy bragging.
2. Combining innovative work environment to great work life quality.
3. Service design approach – let’s do the process of moving to the city as smooth as possible.
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Copenhagen
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“Copenhagen is a trendy, vibrant and sustainable metropolis, offering high living standards, work-life balance and opportunities for the entire family.”
31http://www.copcap.com/living-and-working/life-in-copenhagen
In aiming to become the firstcarbon-neutral capital by 2025, Copenhagen is a frontrunner in green transformation, renewableenergy, upcycling and recycling, green mobility and smart city solutions.
32http://www.copcap.com/invest-in-greater-copenhagen/investment-opportunities/copenhagen-carbon-neutral-2025
Join the future. Think Denmark.
33https://stateofgreen.com/en/profiles/city-of-copenhagen
Talent attracting communicationCore message• The greenest capital in Europe• Great work-life balance• We help you start business/working in Copenhagen
Way of communicating• Tone of voice: Future oriented talk• Cases• Caring. Human approach for business
Target • Healthtech• Green sectors
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Visitcopenhagen – for visitors only
35http://www.visitcopenhagen.com/copenhagen-tourist
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Copenhagen Capacity
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Copenhagen Capacity – support and services
38http://www.copcap.com/living-and-working
Copenhagen Capacity – living and working
Move to DK application
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Future oriented communication
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http://techfestival.co/program/
https://stateofgreen.com/en/profiles/city-of-copenhagen
What to learn fromCopenhagen?
1. Way of branding future oriented green city
2. Building an interesting trendy picture of the city.
3. Caring. How to help and support companies and individuals in building business in Copenhagen. Talking out loud about the cases.
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Berlin
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“Time never stands still in the capital city – this city continually reinvents itself every day ”
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https://www.talent-berlin.de/en/come-to-berlin/business-science/
“This is a happening city, every day of theyear, any time of day or night – Berlin is 365/24”www.365-24.berlin
“Less than two hours from Helsinki orthree and a half hours from Lisbon byplane and less than eight and a halfhours from Paris by train – Berlin is right at the heart of Europe. Your newhome is a center for people who arepersonally and professionally verymobile.”
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Talent in Berlinhttp://talentstaging.shc.eu/en/come-to-berlin/the-heart-of-europe/
Talent attracting communicationCore message• Dynamic. 24/7• Creative and cosmopolitan. Diversity appreciated. • Great location: At the heart of Europe
Way of communicating• Combined visitor and talent attracting campaigns overseas• Strong cooperation with culture life• German as default language
Target • Everyone welcomed (especially startups and creatives)
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Promoting Berlin
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Makes the cultural diversity of Berlin and its history visible. The projects are participatory and aim to reach as many people as possible.
Campaign has been on tour since 2015. The creative and communication laboratory invites people all over the world to discover what makes Berlin special in lectures, panels, exhibitions, and performances – and at the same time to immerse themselves in Berlin’s unique attitude toward life.
Berlin’s cultural campaign. Berlin 365/24 is an initiative of kulturprojekte berlin and visitberlin. It promotes Berlin’s events and cultural sector worldwide
Active promotionaround the world• Visit Berlin is focusing on visitors and Berliners. No
specific section for international talents/business. The default language is Deutch. Most important campaigns of VisitBerlin are Pop into Berlin and 365/24.
• In 2016 visitBerlin was active in 50 countries acrossthe globe and promoted the city in over 280 eventsand in presentations for representatives of the tourismand convention industry, in the media and for potentialvisitors.
• Marketing events• Media events• Promoting meetings and congresses• Fam trips• Press trips
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Berlin Partner
• Provides business and technology support for companies, investors and scientific institutions in Berlin
• Helps SMEs and industrial manufacturers grow their business in Berlin. • Advises and assists companies in setting up operations in Berlin. • Promote and strengthens knowledge and technology transfers by connecting the research
community with business. • Is responsible for marketing Berlin globally as a capital city and location – including the
popular be Berlin campaign. • Monitors and updates the Talent in Berlin site
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Talent in Berlin - Welcome portal for new Berliners. Information, facts, tips and tricks around living and working in Berlin
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Real life stories
Over4900 open vacancies
Over4900 open vacancies
What to learn from Berlin?
1. Global marketing initiatives. 2. Culture. Strong cooperation with the
culture life3. Creative campaigns. Focusing on few
bigger campaigns and doing them in a massive way.
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Tallinn Estonia
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“Do you want to live in a digital and tech-savvy society, where horizontal work culture enables fast advancement? Step into the future –work in Estonia. ”
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https://www.workinestonia.com
Talent attracting communicationCore message• Future oriented, digital & tech savvy city• Innovative & agile city
Way of communicating• Communicates Estonia first (not Tallinn)• Bold, self assured• Quick and easy. Creates image of an agile society• You can develop faster yourself if you choose Estonia
Target • Young visitors/ professionals / future lovers
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Visittallinn.com for visitors mainly
Workinestonia.com
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Videos
Communication is targeted to YOU
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What to learn fromTallinn/Estonia?
1. Agile future oriented way of communicating. Encouraging people to participate.
2. Talking to an individual (Fast track yourcareer).
3. Easy to approach. All relevant communication gathered in one place.
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Eindhoven
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“Eindhoven is the city of Technology, Design and Knowledge but, above all, it is the city where these threeelements are combined ”
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http://www.eindhoven365.nl/en#About%20Eindhoven365
“Brainport is a leading technology region in Europe. Located in the Southeast Netherlands, with Eindhoven at its heart, this top technology region of world standing creates solutions for the societal challenges of tomorrow ”
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https://www.brainport.nl/en/career/why-brainport
Talent attracting communicationCore message• Tech and it centre of Europe• Eindhoven as a heart of bigger Brainport area
Way of communicating• Future oriented• Youthful, masculine, rational, focus in technology• Lot of storytelling by videos
Target • Mainly tech and it professionals• Early adopters
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Brainport.nl
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Talentbox: tech or IT career
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Thisiseindhoven.com for visitors
www.eindhoven365.nl/en
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Eindhoven365 is the city of Eindhoven’s official city marketing organisation.
ENV365 strategy for the Eindhoven city consist of 5 pilars
1. Talent town2. Scale up – hub3. Liveable city4. Smart society5. Media hotspot
What to learn fromEindhoven?
1. Honestly industrial. Builds on it 2. Clear positioning. Simple design support
the message3. Combining city of Eindhoven marketing
with wider marketing of the area (Brainport)
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Gothenburg
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“In Gothenburg and West Sweden you'll discover attractive job opportunities, excellent working conditions and an exciting environment for doing business ”
75https://www.movetogothenburg.com/working
Talent attracting communicationCore message• Green, sustainable city • High life quality with great benefits:
welfare system, work-life balance, nature• Heart of West Sweden area
Way of communicating• Comprehensive information• Caring: we want to make life easy for
you
Target • Highly skilled professionals• Life science professionals
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Goteborg.com, movetogotenburg
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Move to Gothenburg/West Sweden is a collaborative initiative that aims to attract and welcome highly skilled internationals, and get them to stay and thrive in the region long-term. It is a regional platform comprising stakeholders from the business community, academia as well as city and region
http://www.goteborg.com/en/
movetogothenburg.com
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What to learn from Gothenburg?
1. Combining city marketing with wider marketing of the area (West Sweden).
2. Communicating clearly sustainability. Utilizing rankings.
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Key channels in socialmedia
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Key points• Facebook have biggest amount of followers in general. I amsterdam as
number one with almost 800K followers. • Instagram: Copenhagen and Stockholm most active and succesful in
Instagram• Twitter:@iamsterdam is superior in Twitter with over 388K followers
followed by @visitberling with around 83K followers
81I amsterdam's Twitter Follower Analytics, https://zoomph.com/twitter-followers-profile/iamsterdam/
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Facebook Likes FollowersI Amsterdam 813 948 791 835Visit Stockholm 208 669 205 198Visit Copenhagen 196 267 192 727Göteborg/Gothenburg 110 587 105 595Visit Berlin 93 151 92 505
Talent Berlin(in German)
82 258 81 795
Visit Tallinn 43 990 42 932
Work in Estonia 18 230 18 455Eindhoven City 15 905 16 043Berlin Partner(in German)
2 989 3 027
Copenhagen Capacity 876 898
Figures: 11 January 2018
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Official instagramaccounts
Publications Followers
visitcopenhagen 3035 175Kvisitstockholm 2633 162K visitberlin 1145 135Kiamsterdam 1864 117Keindhovencity 658 10,2K visittallinn 1123 32,5Kworkinestonia 138 1,02Kgoteborgcom 981 31,5K
Figures: 11 January 2018
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Visually beautiful pictures of city and its people.
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Visual moments. Communicates
strongly the nature.
Branding video: Lover, hater or hesitator? You are
welcome anyhow. Yourssincerely, Stockholm – The Open
City
16500 clicks
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17300 clicks
31200 clicks
Promoting sightsand what’s
happening in Berlin.
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Promoting the city from beautiful
angles in nice light.
Kaikki aika sukunäköisiä. Etenkin Köpis, Tukholma, Amsterdam.
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OfficialTwitter accounts
Tweets Followers Likes
@iamsterdam 8044 388K 273
@visitberlin 14700 83,5K 9997
@visitcopenhagen 5137 51,1K 5827
@visitstockholm 5823 29,1K 7511
@Göteborg/Gothenburg 4413 13,2K 1543
@visittallinn 1784 7125 1326
@movetostockholm 3871 4648 2419
@eindhovencity 596 615 439
Figures: 11 January 2018
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Focus in Business:
Startup newsCountry/City
rankings
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Focus in marketing
Copenhagen to visitors
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Focus in marketing Berlin
to visitors
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@visitstockholm:Branding Stockholm
for visitors and potential future
residents
@movetostockholmFocus in work and business related news as well as
events. Hosting companies
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Linkedin FollowersCopenhagen Capacity 7100
Berlin Partner(in German)
4362
Work in Estonia 2379
Visit Stockholm 1004
IN Amsterdam 996
I Amsterdam 826
Eindhoven City 441
Talent Berlin(in German)
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Figures: 11 January 2018
Summary
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Core messageAmsterdam • Easy to feel home at Amsterdam.
• Dynamic work environment and lifestyle
Stockholm • Successful business stories• Great quality of life
Copenhagen • Future oriented green capital• Work life balance
Berlin • Dynamic, never sleeping city 24/7• City of creatives• Heart of the Europe
Tallinnn • Future oriented• Agile & ambitious
Göteborg • Sustainable• Good life quality
Eindhoven • Leading technology region• Strong heritage in technology
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GOOD LIFE CAREER OPPORTUNITIES
FUTURE ORIENTEDWhat do cities emphasize in talent attraction?
ESTABLISHED
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FOCUS ON CERTAIN BRANCHES / TYPES OF PEOPLE
OPEN TO ALL
DYNAMIC
LIFE WORK BALANCE/QUALITY OF LIFE
What do cities emphasize in talent attraction?
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Competitive edge of Helsinki
How could Helsinki differentiate from the rival cities in terms of talent attracting?
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Based on insights from expat and recruiter interviews conducted in 10-11/2017
+ three other expats (no picture). Altogether 13 expats + 7 other interviews among recruiters and other insightful professionals
Main things that keeps one here: Everyday life is easy & safe
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• Work life balance • Safe and easy life in organized society • Career possibilities for you and your spouse. • Privacy, calm, piece of mind.• Sense of belonging: family/other strong community
SUMMARY
Lack of community and small size push away
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• Not everyone value the work culture• It is not easy to be ambitious in every branch• Work oriented people without family might get bored in Helsinki • Helsinki is not for people with a metropole soul.
SUMMARY
How to best support talent acquisition1. Increase general awareness of Helsinki. Strengthen the image of
international Helsinki. Tell more about unique – only in Helsinki –things.
2. Be active in public.3. Provide easy accessible information about Helsinki. How the
system works in different key areas such as education, housing, insurances, neighbourhoods etc.
4. Create platforms. IHH is a great step forward. 5. Create Helsinki Ambassador concepts.
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draft 1
MODERNPROGRESSIVE
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PROMISE
Modern new generation capital. Functional city, constantly on move, compact enough to act, not just talk. You can see and feel the progressive way of doing things in so many areas of life.
For WHOM? For what kind of person?
I would like to live and work in the modern and future oriented city where interesting things happen. I want to be part of the community shaping the future.
Values Freedom, quality of life, ambitious atmosphere and ability to get things done
How does Helsinki meet the needs? Why should I believe.
People in Helsinki are famous of acting, not just talking. Small size makes it easier to be agile. Functional system makes it easy to focus on essential things. Culture of helping a friend “talkoot” makes working more relaxed.
Tag line BE PART OF THE PROGRESS
Modern & progressive in somany way
draft 2ORIGINAL CHOICECome to Helsinki if you’re up to it?
Helsinki is a place for people looking for interesting and unique place to live and work. Helsinki is a choice of an independently thinking, original people who respect freedom.
PROMISE: City for individuals
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Geographically and historically between the east and west. The very northest of northern capitals. Lifestyle and habits as well as food is unique. Nature is present everywhere. The mentality of people of Helsinki is unique. Hard working, quiet but innovative and wild people who can laugh at themselves.
For WHOM? For what kind of person?
I don’t want to go with the flow. I want something special. I want to collect new experiences. I’m a “finder”.
Values Freedom. Pleasure of finding things. Individuality.
How does Helsinki meet his/her needs? Why should I believe.
Mentality is original and creative. Direct and honest. Loyal and helpful. Way of doing things: Individuals have power. Talkoot-mentality is strong. Peculiar hobbies, habits and routines (e.g. sauna culture). Unique happenings. Slush, Tuska, Restaurant day. Weather is so tough it needs character to survive.
Tagline A CITY FOR INDIVIDUALS
New experiences, uniqueness
draft 3CITY WHERE YOU CONTROL YOUR LIFE
Helsinki is a human sized capital where everything just works. Everyday life is easy. Environment is peaceful and clean. You can concentrate on living just the kind of life you prefer.
For WHOM? For what kind of person?
I want to live and work in the city where I’m able to be in charge of my life, my work and my future. I can choose how I spend my precious time. No 24/7 working hours. More free time with closed ones. By far the best place to live with kids.
Values Freedom, safety, independence, clean environment.
How does Helsinki meet the need? Why should I believe?
Work life balance is good. People can live very private life if they want to. Helsinki is very safe and carefree place to live. Kids can come and go freely and will grow independent and brave. Way of doing things: System is working. Education and health care is top of the world. You are taken care of. Just focus on things you consider important.
Tag line CITY WHERE YOU ARE IN CHARGE OF YOUR LIFE
Quality of lifeFamily friendly
IdeasWhat could Helsinki City do to support talent acquisition?
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Ideas1. Ambassador community2. News channel3. Online content for talents: Introduce smooth process pre –
during – after4. Introduce smooth process (movetohelsinki)5. Information about the system – how things work here in
Helsinki 6. Inspirational information of neighbourhoods
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1. Create an Ambassador community platform. Helsinki Ambassadors in Helsinki and all over the world.
1. Expats who live here are willing to participate promoting Helsinki. Just create forums and ways to do that.
2. Special ”Education program” for Exchange Students. Coach them the perfect ambassadors of Helsinki abroad. Activate Expatriate Finns as well.
3. Create inspirational & informative material about Helsinki available for everyone wishing to promote Helsinki.
Increase awareness and interest
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2. News channel- tell actively about interesting brands –established and startups
Increase awareness and interest
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3. News channel– current news
Increase awareness and interest
INTERNATIONAL HOUSE HELSINKI
ALIBABA CLOUD AND ZALANDO TECH HUB TO HELSINKI
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4. #movetohelsinki
Offer a smooth process by providing information and guidance in clear form. Make the consideration and preparing process as smooth as possible.
BEFORE ARRIVAL AFTER
4. #movetohelsinki– introduce a smooth process
Do youhave a job?
Yes Not yet
A B C
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Doesyourspouseneed a job?
Yes
Basic infp Contacts
No No, butactivities
Studying Hobbies Volunteerwork
Part timework
Do youhavechildren
Yes
School information
Day careinformation Hobbies
NoHopefullyin the nearfuture
Paternityleave
Neuvola process
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5. Create inspirational and easy INFO–package on How the system works in Helsinki
In every country/city there is a unique official and unofficial system of doing things. Offer information and tips.
• Education. • Home & living.• Welfare system. • Learning language.• Insurances. • Transportation.
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6. Create inspirational & honest information about the neighbourhoods of Helsinki
Finding a nice area to live in is crucial for the wellbeing of an expat. However it is quite hard to know beforehand which area is suitable just for you.
• Bring neighbourhoods into focus from everyday living point of view. Helsinki is made of various neighbourhoods/suburbs/districts each having their unique identity, strengths and weaknesses.
• What are the Helsinki neighbourhoods like? What kind of people live there. Bring people and everyday life into focus.
• Facts about the area: schools, grocery stores, parks etc. Identity of each area. Visual material of the neighbourhoods. In English.
• In order to be active and relevant it would needs participation from neighbourhoods.
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Neighbour capitals have stylish pages for introducing different districts.Instead of just describing the neighbourhoods bring relevant information from everyday life point of view.
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