Need: Lapland is a region of migration loss. The population has declined steadily since the 1970s and in the 2000s by around 20,000 people. According to the economic outlook, Lapland is doing well. The growth of enterprises in the first quarter of 2017 has been nearly 20 % and in the autumn of 2017 40 % of Lapland’s enterprises accounted for more than 50 %.The availability of labour is a significant challenge especially in growth sectors such as tourism, health care and demanding technical expertise (Lappi Vocational Barometer 2/2017). Professionals from outside Lapland play a key role in the competitiveness of enterprises and the vitality of the region. At present, the workforce in tourism also has to be attracted from abroad. The aim of the project is to 1) strengthen the image of Lapland as a province of courageous people where dreams come true.2) to ensure that potential migrants can easily find an offer of interest to them (jobs, housing, etc.).3) to support the recruitment of companies by providing potential migrants with information on living in Lapland.Toimenpiteet:Hankkeessa1) A target group survey for international talent will be carried out. Explore the perceptions of Lapland as a workplace, barriers to moving and attractive factors.2) Inspiration campaigns together with brand partners, as well as targeted, sector-specific recruitment campaigns, if needed, both domestically and abroad.3) Continuous targeted marketing for potential migrants.4) Further develop digital services (Find Your Place in Lapland) that help migrants to find the right offer and companies to suit their needs.Results: As a result of the project, the talent and competitiveness of the companies in Lapland and Lapland will be improved, labour shortages and labour mismatches will be eased. Potential migrants can find vacancies more easily and receive information relevant to the migration decision about living in Lapland. Small and medium-sized enterprises in Lapland are able to target their own marketing more effectively and understand the perceptions of Lapland supporting or preventing the migration of potential migrants.
