The project aims to attract well-qualified labour to companies throughout the Central Jutland Region, in order to ensure the area’s continued development and growth. The activities of the project together will contribute to the achievement of the objective: The mapping and analysis part will ensure that the project has a solid and current knowledge base to support, so that all activities are based on the companies’ current needs and so that campaigns and activities have the greatest possible impact. The purpose of establishing an IT platform is to have one single place where well-qualified candidates can orient themselves and be inspired by the many career opportunities that are in Central Jutland and the good life here. It must gather the stakes in the field and link to other relevant offers to the target group. The networks set up in the project will each contribute to the purpose. Among other things, they must provide inputs to the process, sparring to programme management, anchoring the project strategically in the companies, enabling resident employees, coordinating with other activities and helping to spread the messages about Central Jutland as an attractive career destination. The branding of Central Jutland as a career destination has two sub-elements; creating and disseminating a positive story about the region and conducting digital attraction campaigns. Both for the purpose of attracting well-qualified labour. Communication and communication about the project and its experiences and results are an integral part of the project. This is in order to build ongoing engagement among all actors as well as knowledge sharing across the board. The collection and coordination with previously implemented activities targeted reception and retention is prioritised in order to create synergies between the project and other initiatives and to contribute with added value in this area. The operator would like to avoid inappropriate overlaps and would therefore have an ongoing dialogue and cooperation with other actors. It will also contribute to knowledge sharing across and ensure that the project builds on existing knowledge and experience The establishment of programme, project and network management is indispensable to the project, as it is these functions that must operate and/or be the operator of the activities. The project’s partnership circle consists of Business Region Aarhus, Business Region MidtVest and Copenhagen Capacity, which together have the geographical spread, political support and professional knowledge needed to succeed in creating effective and visible results.