Other Political Science Commons^™

Reconceptualizing City Branding To Account For Talent Attraction: Cities As A Place To Work And Live, Lauren Marie Robinet

Major Papers

With thousands of local governments implementing city branding since the late 1990s, the leading question has become how to brand in the competitive 21^st century environment. The growth in the global labour pool and increased freedom of movement has led to increased competition for talent. The increased competition for talent, coupled with a global scale of inter-city competition, has pushed local governments to seek initiatives that will sustain and enhance economic development. Globalization has indeed marked a change in employment trends, wherein a competitive employment environment continues to increase due to a shortage of appropriate applicants and high turnover. …