WORK IN LUXEMBOURG
Luxembourg Ministry of Economy
RESEARCH → POSITIONING → STRATEGY → WEBSITE CONTENT
As competition for international talent increases worldwide, governments are becoming more intentional about how they show up to skilled professionals globally. That is why Luxembour partnered with our team to develop the country’s first international talent attraction marketing strategy, bringing a national lens to an issue many places large and small are now addressing directly.
the challenge
As global competition for skilled talent increases, Luxembourg’s employers face growing pressure to attract international professionals. The Ministry of Economy recognized the need for a coordinated, national approach to talent attraction to support employers and strengthen long-term competitiveness.
the insight
The closer audiences were to Luxembourg, the worse their perception of the country.
Its nearest neighbours were its toughest audience. Reaching people who thought they already knew the answer required a different kind of argument entirely.
the approach
We grounded the program in perception research and competitor benchmarking, which defined where Luxembourg could compete credibly for talent. These insights shaped a phased international talent attraction strategy, designed to guide messaging, channels, and international priorities over time.
the outcome