Attracting talent from abroad

: the role of place branding strategies and policy alignment in Estonia and Lithuania

Abstract

Global competition for highly skilled talent is intensifying as technology is rapidly transforming the world and influencing the way we live. In response, countries are using place branding for talent attraction and retention. However, there is limited research on how these strategies are implemented and their relationship to the countries’ policy initiatives. The present study presents an in-depth analysis of the place branding strategies employed in Estonia and Lithuania to attract and retain highly skilled talent, and how these relate with local policy. This study presents a comprehensive overview of current practices and proposes a conceptual framework to support place decision-makers in guiding talent attraction efforts. A qualitative multiple case study methodology was applied, based on four semi-structured interviews, with representatives from relevant initiatives focused on talent attraction and startup initiatives, supported by secondary data and thematic analysis. Findings indicate that, besides difficulties in actual measurement, the strategies employed by the two countries are aligned with academic literature, with robust marketing and branding efforts, and consistent with the countries' realities. Yet, gaps remain in talent retention efforts and impact measurement. This study contributes to place branding literature and to place brand management authorities, by presenting theoretical insights and practical applications on how policymakers can adopt more effective strategies for talent attraction and retention.

Date of Award	14 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & Joana Machado (Co-Supervisor)