Branding, An International Sport 1

A good definition of Brain Drain on an International level is "the tendency for talented people from developing countries to become educated in a developed country and remain there after graduation."  A less charged definition might simply look at the classic reasons for emmigration. From Africa, to Russia, to Germany to Australia, the pressure of declining population combined with the desire of the best and brightest to seek greener pastures is crating quite a stir. Well heeled and aggressive governments (like Australia) are waging international recruiting campaigns

They have mixed results and are subject to local controversy.

In a recent effort, the Australian government invested $4 Million (Aus) in an advertising campaign designed to attract migrants to South Australia. According to internal government documents, 63 jobs were filled from more than 5500 inquiries. The Make The Move program is a part of a larger strategy by the Australian Government to compete for citizens on the international labor market.

The harsh characterizations in the article on the subject reflect the newness of the idea that Governments will use advertising to attract workers and new citizens. But, that's the way it will be in an era of flat population growth. Government's will be making regularly stupid mistakes in the public eye. Learning to compete for talent on a global level will not be a pretty transition.

- John Sumser

Don't forget to read the Bugler!