ATTRACTIVENESS

GLOBAL WORKFORCE

Geert-Jan Waasdorp

Ranking Global Attractiveness cities

To measure Global Attractiveness of Cities, the following question is asked to the global workforce:

Which cities would you consider to work in abroad? Globally 1.1 million people would like to work in Rotterdam.From position 89 in 2009, Rotterdam dropped to position 96 in 2011. The most important reason for this fall is the development of Asian cities and the so called Emerging Markets.

Rotterdam is most popular in:• Czech Republic 21st position• Poland 23rd position• Italy 26th position • Greece 41st position • Lithuania 43rd position

Source: Global Talent Mobility Survey 2011

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Global Competition Rotterdam

Concerning the global labor market, London is Rotterdam’s biggest competitor, followed by Amsterdam and Singapore.

In the eyes of the global labor force, cities as Vilnius, Antwerp, Luxemburg and Amsterdam are compared best with Rotterdam.

For the competition in attractiveness the main reasons are the region (north-west Europe) and the existence of harbor and industries.

An interesting outsider is Vilnius where a big part of the East-Europe workforce also likes to work.

Source: Global Talent Mobility Survey 2011

Global potential Rotterdam

With 22% the highest potential for Rotterdam can be found in Indonesia (22%), followed by India (19%), USA (11%) and Brasil (7%).

In Indonesia Rotterdam is 4 times more popular than the global average. Rotterdam is also very popular in:• Poland• Germany• Italy• Czech Republic• Greece• Portugal

Source: Global Talent Mobility Survey 2011

Characteristics Rotterdam global workforce

Relocation information

The global workforce that prefers Rotterdam is mainly (and more than average) interested in information about the standard of living in Rotterdam, followed by information about social environment and accommodation. Talent that prefers Rotterdam is more than average interested in:• contact information about other foreign employees,• access to online communities,• a special section on the city’s website.

Climate is definite no reason to come to Rotterdam.

Source: Global Talent Mobility Survey 2011

Mobility Drivers to Rotterdam Global City driver (CDV)

The most important drivers to come to Rotterdam are: • Better career opportunities • Higher standard of living • Starting an international career

More than average drivers are:• Family and loved-ones in Rotterdam • Bad economic situation in own country/better career opportunities

To attract global talent and to profile herself on the global labor market, the most interesting opportunity for Rotterdam is:

Starting an international career (City Value Driver)

Source: Global Talent Mobility Survey 2011

Rotterdam: port of EuropeStarting an international career

• The Rotterdam harbor is the port of Europe.• Many preferred global multinationals are located in Rotterdam.• Two out of four Dutch preferred global employer brands (Unilever, Shell) are located in Rotterdam.• The other two - Philips and Heineken - are within 100 kilometers. • With the biggest harbor of Europe (fourth in the world), many headquarters of global employers and a modern city with 173 nationalities, Rotterdam is a great place to start an international career. A hub to start an international career.

With reason Rotterdam is called ‘Manhattan on the Maas’

‘Manhattan on the Maas’

Preferred countries and employers atttractive for Rotterdam potentials

Strong international scope

About Rotterdam potential workforce:

• Very much willing to work abroad• 79% wants to come to Rotterdam for 3 years or more• More than average willing to stay• Of importance: 80% wants a permanent contract

Rotterdam is still a preferred top - 100 city in the world, but declining and almost dropping out of the top - 100.

Rotterdam is especially preferred by Eastern and South Europeans.

1,1 million people want to come and work in Rotterdam. Almost 80 percent is highly educated and mainly working and interested in retail or industry.

Main competitors for Rotterdam on the global market are regional and industry oriented (Netherlands, Amsterdam and Antwerp) and volume orientated (London and Singapore)

Main reasons to come to Rotterdam are partly beyond control of Rotterdam (economic reasons and love) and partly in control: to start an international career.

It is important for her attractiveness, and for the multinationals in the Rotterdam-area, that Rotterdam has an international profile.

And so stays competitive in the global labor market.

Tips

Choose a clear proposition to position Rotterdam on the international labor market.

For example “starting an international career” is one that comes close to a unique,

authentic city value proposition. Other example can be: “Rotterdam, world city, world career”

or “Rotterdam, world port, world career”.

Start profiling Rotterdam actively in the global labor market, in order to attract (highly educated)

talent and to attract and keep multinationals interested in Rotterdam, the Netherlands and Europe.

Feed websites and social media with all relevant information needed for international talent

to come and work in Rotterdam. Facilitate communities of foreign workers and expats

in Rotterdam.

Bridge between the existing websites and communities for expats in Rotterdam and the

potential expats outside Rotterdam.

To compete with London and Singapore, use the regional players Antwerp and

Amsterdam to sum up to the attractiveness of Rotterdam.

Curiously to your city?

I have put this presentation online to get in contact with everybody who wants to know more about:

Global recruitingGlobal labor city profiling/marketing Global labor country profiling/marketing Global employer branding (EVP)Global recruitment intelligence

Please follow me or contact me:Geert-Jan WaasdorpGlobal Recruitment Intelligence ConsultantFounder of Intelligence Group http://nl.linkedin.com/in/waasdorp

@waasdorpigi

Geert-Jan@tfbs.nl

More information about the data, look at: http://www.intelligence-group.nl/files/51113/GlobalRecruitmentIntelligence.pdf

Cities we know all about:

• Abu Dhabi• Adelaide• Amsterdam• Antwerp• Athens• Atlanta• Auckland• Bangkok• Barcelona• Basel• Beijing• Bergen• Berlin• Bern• Birmingham• Bordeaux• Boston• Brisbane• Brussels• Budapest• Buenos Aires• Caïro• Calgary• Canberra• CapeTown• Chicago

• Cologne• Copenhagen• Dallas• Doha• Dresden• Dubai • Dublin• Düsseldorf• Edinburgh• Estocolmo• Florence• Frankfurt• Geneva• Glasgow• Gothenburg• Graz• Hamburg• Helsinki• HongKong• Houston• Istanbul• Jakarta• Jeddah• Johannesburg• Kiev• Kraków

• Kuala Lumpur• Las Vegas• Lausanne• Lisbon• Liverpool• Ljubljana• London• Los Angeles• Luanda• Luxemburg• Lyon• Madrid• Málaga• Manchester• Manila• Marseilles• Melbourne • Miami• Milan• Minhen• Monaco• Montreal• Moscow• Mumbai• Munich• New York

• Nice• Ontario• Oslo• Ottawa• Paris• Peking• Perth• Prague• Quebec• Riga• Rio de Janeiro• Rome• Rotterdam• Salzburg• San Diego• San Francisco• San José• San José de Costa Rica• San Salvador• Santiago• São Paulo• Seattle• Seoul • Shanghai• Singapore• Sint Petersburg

• Sofia• Stavanger• Stokholm• Stuttgart• Sydney• Taipei• Tel Aviv• Tokyo• Toronto• Toulouse• Turin• Valencia• Vancouver• Vantaa• Venice• Vienna• Vilnius• Warsaw• Washington DC• Wellington• Zagreb• Zürich

And more…

Countries we know all about:

• Algeria• Australia• Austria• Bahrain• Belarus• Belgium• Bosnia• Brazil• Bulgaria• Cameroon• Canada• China• Croatia• Czech Republic• Denmark• East Africa• Egypt• El Salvador• Estonia• Finland• France• Germany• Ghana• Greece• Guatemala

• Hungary• India• Indonesia• Ireland• Israel• Italy• Ivory Coast• Jordan• Kazakhstan• Kenya• Kuwait• Latvia• Lebanon• Lithuania• Luxemburg• Malaysia• Morocco• Nigeria• Norway• Oman• Panama• Philippines• Poland• Portugal• Qatar

• Romania• Russia• Saudi Arabia• Serbia• Singapore• Slovenia• South Africa• Spain• Sweden• Switzerland• Tunisia• Ukraine• United Arab Emirates• United Kingdom• USA

And more…

Companies we know all about:

• GE• ABB• Accenture• Adidas• Alstom• Amazon• Apple• AT&T• Audi• BASF• Bayer• BBC• Blizzard Entertainment• BMW• Boeing• Bosch• BP• Chevron• Cisco• Citigroup• Coca Cola• Credit Suisse Group• Daimler• Danone• Dell

• Deloitte• Deutsche Bank• DHL• EADS Airbus• Ericsson• Ernst & Young• Exxon• Facebook• Ford• Gazprom• General Motors• Goldman Sachs • Google • Halliburton• Heineken• Henkel• Hilton• HP• HSBC• IBM• Ikea• Intel• JP Morgan• KPMG• Loreal 

• Lufthansa• Maersk• McKinsey• Mercedes• Merck• Microsoft• Nestle• Nike• Nokia• Novartis• Oracle• Orange• P&G• Pfizer• Philips• Porsche• PwC• Roche• Samsung• SAP• Schlumberger• Shell• Siemens• Sony• Starbucks

• Telefónica• Texas Instruments• Total• Toyota• UBS• UN• Unilever• Vodafone• Volkswagen AG• Volvo• Walmart• Yahoo

And more…