Differentiation of regional attractiveness for gaining talents in the context of place branding theory
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ORIGINAL ARTICLE
Differentiation of regional attractiveness for gaining talents in the context of place branding theory Yauheniya Barkun1 · Ewa Glińska1 · Katarzyna Dębkowska2 Revised: 19 February 2020 / Accepted: 3 September 2020 © Springer Nature Limited 2020
Abstract Strategies of place branding are an important tool for managing the flow of human capital. At the same time, the diversification of the labor force predetermines the specificity of a region and influences its brand. Keeping in mind that strong and effective place brands must be based on a clear vision, local governments become key players in the elaboration, implementation and maintenance of a brand. A regional brand is multidimensional and a region’s policy aimed at gaining talented people is one of its components. Considering the necessity for measuring the effectiveness of regional policies as well as comparing the attractiveness of regions with respect to a special group of human capital of talented individuals, it is possible to use indexes. The present study aims to answer the question: what is the difference in the attractiveness of Polish voivodships from the perspective of attracting talented people? The research design is based on the theory of place branding and is of exploratory nature. The aim of the study was achieved through a ranking of Polish voivodships based on the Global Talent Competitiveness Index. The ranking was completed applying the TOPSIS method. The index had been constructed using five dimensions of territorial attractiveness connected to gaining talent: enable, attract, grow, retain, be global. In general, the results show that all voivodships have good socio-economic and development conditions; however, opportunities for talented people and their global integration were less advanced. Conclusions reached through the study enable the identification of voivodships that are most and least attractive to talented people. The paper shows that the attractiveness of territories for talented people can be estimated at the meso-level providing researchers and practitioners with yet another perspective—in addition to the micro (corporate) and macro (national) levels that are better explored. The outcomes of such research facilitate the recognition of regions’ potential for attracting talent. Keywords Place branding · Talent management · Local government · Poland
Introduction In order to ensure sustainable development, territorial units, regardless of their size, compete for finances, business and human resources (Ashworth and Voogt 1994). Marketing and place branding have become tools for dealing with * Yauheniya Barkun [email protected] Ewa Glińska [email protected] Katarzyna Dębkowska [email protected] 1
Bialystok University of Technology, 45A, Wiejska Street, 15‑351 Bialystok, Poland
Polish Economic Institute, 87 Jerozolimskie av., 02‑001 Warsaw, Poland
2
growing competition between territorial units (Boisen et al. 2018). This concerns activities initiated by governments of rural communes, ur
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