1. ATTRACTIVENESS
GLOBAL
WORKFORCE
Geert-Jan Waasdorp

2. Ranking Global Attractiveness cities
To measure Global Attractiveness of Cities, the
following question is asked to the global workforce:
Which cities would you consider to
work in abroad?
• Globally 1.1 million people would like to work in
Rotterdam.
• From position 89 in 2009, Rotterdam dropped to
position 96 in 2011. The most important reason for this
fall is the development of Asian cities and the so called
Emerging Markets.
• Rotterdam is most popular in:
• Czech Republic 21st position
• Poland 23rd position
• Italy 26th position
• Greece 41st position
• Lithuania 43rd position
Source: Global Talent Mobility Survey 2011

3. Global Competition Rotterdam
Concerning the global labor
market, London is Rotterdam’s biggest
competitor, followed by Amsterdam
and Singapore.
In the eyes of the global labor
force, cities as
Vilnius, Antwerp, Luxemburg and
Amsterdam are compared best with
Rotterdam.
For the competition in attractiveness
the main reasons are the region (north-
west Europe) and the existence of
harbor and industries.
An interesting outsider is Vilnius where
a big part of the East-Europe workforce
also likes to work.
Source: Global Talent Mobility Survey 2011

4. Global potential Rotterdam
With 22% the highest potential for
Rotterdam can be found in
Indonesia (22%), followed by India
(19%), USA (11%) and Brasil (7%).
In Indonesia Rotterdam is 4 times
more popular than the global
average. Rotterdam is also very
popular in:
• Poland
• Germany
• Italy
• Czech Republic
• Greece
• Portugal
Source: Global Talent Mobility Survey 2011

5. Characteristics Rotterdam global workforce

6. Relocation information
The global workforce that prefers
Rotterdam is mainly (and more
than average) interested in
information about the standard of
living in Rotterdam, followed by
information about social
environment and accommodation.
Talent that prefers Rotterdam is
more than average interested in:
• contact information about other
foreign employees,
• access to online communities,
• a special section on the city‟s
website.
Climate is definite no reason to
come to Rotterdam.
Source: Global Talent Mobility Survey 2011

7. Mobility Drivers to Rotterdam
Global City driver (CDV)
The most important drivers to come to
Rotterdam are:
• Better career opportunities
• Higher standard of living
• Starting an international career
More than average drivers are:
• Family and loved-ones in Rotterdam
• Bad economic situation in own
country/better career opportunities
To attract global talent and to profile
herself on the global labor market,
the most interesting opportunity for
Rotterdam is:
Starting an international career
(City Value Driver)
Source: Global Talent Mobility Survey 2011

8. Rotterdam: port of Europe
Starting an international career
• The Rotterdam harbor is the port of Europe.
• Many preferred global multinationals are located in Rotterdam.
• Two out of four Dutch preferred global employer brands (Unilever, Shell) are located
in Rotterdam.
• The other two - Philips and Heineken - are within 100 kilometers.
• With the biggest harbor of Europe (fourth in the world), many headquarters of global
employers and a modern city with 173 nationalities, Rotterdam is a great place to start an
international career. A hub to start an international career.
With reason Rotterdam is called „Manhattan on the Maas‟

9. ‘Manhattan on the Maas’

10. Preferred countries and employers atttractive
for Rotterdam potentials

11. Strong international scope
About Rotterdam potential workforce:
• Very much willing to work abroad
• 79% wants to come to Rotterdam
for 3 years or more
• More than average willing to stay
• Of importance: 80% wants a
permanent contract

12. Rotterdam is still a preferred top - 100 city in the world, but declining and
almost dropping out of the top - 100.
Rotterdam is especially preferred by Eastern and South Europeans.
1,1 million people want to come and work in Rotterdam. Almost 80 percent is
highly educated and mainly working and interested in retail or industry.
Main competitors for Rotterdam on the global market are regional and industry
oriented (Netherlands, Amsterdam and Antwerp) and volume orientated
(London and Singapore)
Main reasons to come to Rotterdam are partly beyond control of Rotterdam
(economic reasons and love) and partly in control: to start an international career.
It is important for her attractiveness, and for the multinationals in the
Rotterdam-area, that Rotterdam has an international profile.
And so stays competitive in the global labor market.

13. Tips
Choose a clear proposition to position Rotterdam on the international labor market.
For example “starting an international career” is one that comes close to a unique,
authentic city value proposition. Other example can be: “Rotterdam, world city, world career”
or “Rotterdam, world port, world career”.
Start profiling Rotterdam actively in the global labor market, in order to attract (highly educated)
talent and to attract and keep multinationals interested in Rotterdam, the Netherlands and Europe.
Feed websites and social media with all relevant information needed for international talent
to come and work in Rotterdam. Facilitate communities of foreign workers and expats
in Rotterdam.
Bridge between the existing websites and communities for expats in Rotterdam and the
potential expats outside Rotterdam.
To compete with London and Singapore, use the regional players Antwerp and
Amsterdam to sum up to the attractiveness of Rotterdam.

14. Curiously to your city?
I have put this presentation online to get in contact with
everybody who wants to know more about:
Global recruiting
Global labor city profiling/marketing
Global labor country profiling/marketing
Global employer branding (EVP)
Global recruitment intelligence
Please follow me or contact me:
Geert-Jan Waasdorp
Global Recruitment Intelligence Consultant
Founder of Intelligence Group
http://nl.linkedin.com/in/waasdorp
@waasdorpigi
Geert-Jan@tfbs.nl
More information about the data, look at:
http://www.intelligence-group.nl/files/51113/GlobalRecruitmentIntelligence.pdf

15. Cities we know all about:
• Abu Dhabi • Cologne • Kuala Lumpur • Nice • Sofia
• Adelaide • Copenhagen • Las Vegas • Ontario • Stavanger
• Amsterdam • Dallas • Lausanne • Oslo • Stokholm
• Antwerp • Doha • Lisbon • Ottawa • Stuttgart
• Athens • Dresden • Liverpool • Paris • Sydney
• Atlanta • Dubai • Ljubljana • Peking • Taipei
• Auckland • Dublin • London • Perth • Tel Aviv
• Bangkok • Düsseldorf • Los Angeles • Prague • Tokyo
• Barcelona • Edinburgh • Luanda • Quebec • Toronto
• Basel • Estocolmo • Luxemburg • Riga • Toulouse
• Beijing • Florence • Lyon • Rio de Janeiro • Turin
• Bergen • Frankfurt • Madrid • Rome • Valencia
• Berlin • Geneva • Málaga • Rotterdam • Vancouver
• Bern • Glasgow • Manchester • Salzburg • Vantaa
• Birmingham • Gothenburg • Manila • San Diego • Venice
• Bordeaux • Graz • Marseilles • San Francisco • Vienna
• Boston • Hamburg • Melbourne • San José • Vilnius
• Brisbane • Helsinki • Miami • San José de Costa Rica • Warsaw
• Brussels • HongKong • Milan • San Salvador • Washington DC
• Budapest • Houston • Minhen • Santiago • Wellington
• Buenos Aires • Istanbul • Monaco • São Paulo • Zagreb
• Caïro • Jakarta • Montreal • Seattle • Zürich
• Calgary • Jeddah • Moscow • Seoul
• Canberra • Johannesburg • Mumbai • Shanghai And more…
• CapeTown • Kiev • Munich • Singapore
• Chicago • Kraków • New York • Sint Petersburg

16. Countries we know all about:
• Algeria • Hungary • Romania
• Australia • India • Russia
• Austria • Indonesia • Saudi Arabia
• Bahrain • Ireland • Serbia
• Belarus • Israel • Singapore
• Belgium • Italy • Slovenia
• Bosnia • Ivory Coast • South Africa
• Brazil • Jordan • Spain
• Bulgaria • Kazakhstan • Sweden
• Cameroon • Kenya • Switzerland
• Canada • Kuwait • Tunisia
• China • Latvia • Ukraine
• Croatia • Lebanon • United Arab Emirates
• Czech Republic • Lithuania • United Kingdom
• Denmark • Luxemburg • USA
• East Africa • Malaysia
• Egypt • Morocco And more…
• El Salvador • Nigeria
• Estonia • Norway
• Finland • Oman
• France • Panama
• Germany • Philippines
• Ghana • Poland
• Greece • Portugal
• Guatemala • Qatar

17. Companies we know all about:
• GE • Deloitte • Lufthansa • Telefónica
• ABB • Deutsche Bank • Maersk • Texas Instruments
• Accenture • DHL • McKinsey • Total
• Adidas • EADS Airbus • Mercedes • Toyota
• Alstom • Ericsson • Merck • UBS
• Amazon • Ernst & Young • Microsoft • UN
• Apple • Exxon • Nestle • Unilever
• AT&T • Facebook • Nike • Vodafone
• Audi • Ford • Nokia • Volkswagen AG
• BASF • Gazprom • Novartis • Volvo
• Bayer • General Motors • Oracle • Walmart
• BBC • Goldman Sachs • Orange • Yahoo
• Blizzard Entertainment • Google • P&G
• BMW • Halliburton • Pfizer And more…
• Boeing • Heineken • Philips
• Bosch • Henkel • Porsche
• BP • Hilton • PwC
• Chevron • HP • Roche
• Cisco • HSBC • Samsung
• Citigroup • IBM • SAP
• Coca Cola • Ikea • Schlumberger
• Credit Suisse Group • Intel • Shell
• Daimler • JP Morgan • Siemens
• Danone • KPMG • Sony
• Dell • Loreal • Starbucks