Nation branding: a strategic tool for attracting talent globally

Abstract

Purpose Governments invest greatly in creating a positive nation image that can enhance the attractiveness of the stakeholders associated with it. However, the existing evidence has not convinced companies to use nation brands to support their recruiting talent endeavors. This investigation aims to empirically show the influence of nation brands’ overall image and its potential to predict talented migrants’ intention to relocate overseas. We strive to explain this effect as a global phenomenon. Design/methodology/approach We surveyed 2,151 participants to study their level of familiarity with and perception of 55 countries worldwide. We followed a batch-based sample strategy and used binomial logistic regression and k-means cluster analysis. Findings The results confirmed nation image influence on intention to relocate, revealing that individuals holding a positive overall image of a country are twice as likely to relocate there. Furthermore, we described 55 countries’ image worldwide and identified three clusters of countries with differing capacities to attract talent. Social implications This evidence underpins the governments’ investment in creating a strategic nation image and encourages companies to finally capitalize on said economic endeavor by associating their company with valuable nation brands to attract talent to their headquarters. Originality/value To date, research on this topic was based on case studies, mostly from cities in developed countries, and focused on specific features of the place rather than the overall image construct. We extend these approaches by providing generalizable knowledge about this construct’s value to attract talent. We further show this effect’s global extent, supporting future comparative studies and managerial decisions.