Talent Attraction in Focus at Lapland Brand Day

The Lapland Brand Day, which was held in Rovaniemi on March 20, 2025, gathered regional stakeholders and decision-makers to explore new ways of strengthening Lapland's appeal in the global talent market.

The event included insightful lectures and debates on strategic branding, unified regional identity and talent attraction. Satu Miettinen, Dean of the University of Lapland, emphasized the role of service design in brand building, highlighting the importance of sensory experiences and community encounters in shaping the Lapland brand. Researcher Kaisa Aro discussed the importance of a cohesive brand that appeals to investors, tourists, and residents alike, stressing that every Laplander plays a part in the region's brand identity. Author Laura Kokkonen highlighted the critical phase of community integration for new residents, noting that successful integration hinges on social connections and cultural engagement.

As part of the event, the Interreg Europe Talent4S3- project held a dynamic workshop on talent retention and attraction. The workshop brought together entrepreneurs, experts, regional developers, and business leaders to discuss the critical question: How can Lapland attract and retain top talent?

On this hands-on workshop participants focused on the multifaceted nature of talent attraction. Participants explored the daily lives and challenges of various expert profiles created in line with the strategic priorities of Lapland´s smart specialisation. The collaborative discussions held during the workshop lead to a deeper understanding that attracting talent is not just about job availability but also about the overall living environment, identity building, and a sense of belonging.

The workshop concluded with practical suggestions for enhancing talent attraction and retention, including language support, community-building activities, and support for entrepreneurship. According to the workshop facilitator, brand strategist Emmi Harjuniemi the overarching message from the participants was clear

“Lapland is not just a career endpoint but a place for new beginnings, offering a unique blend of professional opportunities and a high quality of life.”