Content marketing and the war for talent

Remember that old maxim that good people are hard to find?

Well, it applies today more than ever. While increased connectivity and mobility mean that companies and cities have access to a much wider talent pool, that also means increased competition for that talent.

Back in the day, talented engineers from Munich, Manchester, or Memphis may have looked to ploy their talents at the nearest market-leading firm or closest major city.

But now, the world is truly within reach, meaning cities (and companies) need to reach out earlier and more often to the people who will ensure they remain competitive.

The Local’s home city of Stockholm, Sweden, has recognized this dynamic, having taken a number of steps that have helped raise its profile and position it as a dynamic, growing, and attractive city for young, mobile professionals.

The latest initiative, dubbed #movetostockholm, involves partnering with a number of growing Stockholm start-ups and established tech firms to make it easier for talented foreigners to learn about the city — no matter where in the world they currently live.

And considering that The Local Sweden attracts more than 1m readers a month — 3/4 of whom are outside the country — we were a natural partner for Stockholm to communicate internationally about moving, living, and working here.

For the #movetostockholm initiative, The Local and Stockholm Business Region entered a unique partnership whereby The Local finds and writes stories about the city’s tech sector and what makes it tick. These stories are then published in full on Stockholm’s own channel, movetostockholm.com.

At the same time, a shorter version of the article is published on thelocal.se.

The collaboration means that Stockholm gets great English-language content for its own channel, and also knows that the message (and hence awareness about the new channel) reaches a target audience of people who are already actively seeking information about Sweden.

The stories themselves are interesting and highly-relevant for our readers, making them a natural part of the content we publish daily about Sweden.