CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
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A <strong>Roadmap</strong> <strong>for</strong> <strong>Branding</strong> <strong>Dublin</strong>, A <strong>Discussion</strong> <strong>Paper</strong> <strong>2012</strong>International Talent Target Markets, including International Students:A key factor affecting multinational companies investment decisions is theavailability of skilled labour, and <strong>Dublin</strong> has consistently per<strong>for</strong>med well oninternational talent indices. However, as international competition <strong>for</strong> talentedlabour increases the <strong>Dublin</strong> brand must seek to attracted talented migrants tothe city. Anecdotal evidence from Multinationals based in <strong>Dublin</strong> suggest thatattracting such talent is not a problem.“75% of Google staff have relocated from overseas to work in <strong>Dublin</strong>”. 61Attracting International students is one way in which to nurture <strong>for</strong>eign talent<strong>for</strong> use in <strong>Dublin</strong>’s work<strong>for</strong>ce, while they also signifi cantly contribute to theirhost economy.A recent peer review of international education in <strong>Dublin</strong> found that there were24,339 international students in Ireland in 2010/2011, of which 59 percentwere studying in <strong>Dublin</strong> based institutions. 62In this year tuition fees generated in <strong>Dublin</strong> by these international studentsamounted to €146.5 million, while their general expenditure is estimated toprovide a further €170 million a year to the <strong>Dublin</strong> economy. 63The largest source markets <strong>for</strong> <strong>Dublin</strong>’s international students in 2011 wereChina and the USA, followed by France, Germany, and the UK. 64 Thesemarkets <strong>for</strong> international students should be rein<strong>for</strong>ced, while at the sametime new ones sought.<strong>Dublin</strong> is also a leading English language education centre, with an estimated60,000 international language students coming to <strong>Dublin</strong> each year. With<strong>Dublin</strong> positioning itself as a high-skill innovation hub it is important that thecity continues to attract international students. Furthermore, internationalstudents who have a positive experience in <strong>Dublin</strong> will become future brandambassadors <strong>for</strong> the city, widening its international network.61 John Herlihy, VP of Online Sales and Operations, Google Ireland62 Peer Review on Developing and Promoting <strong>Dublin</strong> as an International Student City, 201163 Ibid.64 Education Ireland, International Student Survey, 201140
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