The word diaspora comes from the Greek origin meaning “to disperse”. In the terms of the modern world, “diaspora” is used to describe any group of people who leave their country to settle in others, bringing together their own cultures and norms. The term diaspora is not new, but the way we think about it is.
Many call this group immigrants, (or expatriates), but the term repatriates (repatriates) is now a part of the lexicon. These recurring groups are marketable groups that have distinct goals, dreams, and aspirations. Chief among these aspirations is to seek a time to return home, bringing knowledge, education and innovation with us.
This is of high value to organizations in countries as it raises the countries of origin exponentially and generation after generation. And, with the highest value in countries that are developing into modern, productive societies.
According to a recent UN report, “Trends in the International Migrant Stock: 2015 Review,” the number of international migrants (persons living in a country other than their country of birth) reached 244 million in 2015. About 20 million in this data set were determined to be refugees. But for another 224 million, these were diaspora migrants seeking opportunities outside their countries.
Brand marketing practices for these groups have proven successful in directly marketing the groups to countries, not their origins. For example, Tecate Beer successfully increased its market share in the United States by marketing directly to the Mexican-American and Mexican immigrant populations.
But what if a company looking to hire skilled workers is looking to market its company worldwide to its diaspora community? It may not involve TV commercials or multi-million dollar brand campaigns, but it will require innovative thinking and a commitment to attract those people who uproot their lives to return home.
So how does an organization attract the country’s diaspora to its organization? Let’s look at it from the perspective of the person who wants to retire. Keep in mind who you are attracting are people who are determined (it takes determination to start over in another country). They are adventurous, thoughtful and culturally aware. These individuals weighed the pros and cons and left. So to draw them home, you need to build value into your organization and into the country to tip the scale in their direction home. Let’s take a look at some ideas to implement:
Sponsor Diaspora Investment Opportunities – help your returning diaspora talent build networks towards investment in their country of origin, whether this is through direct monetary investment or investing time to give back to their country through volunteering. For example, guarantee that 5% of your organization’s employees’ paid work time can be devoted to volunteer work to help the growing economy or local community. Or, partner with your diaspora back home to build a pool of investors to support local government initiatives, attracting more partnerships with those they know abroad and thus, potentially, creating a pipeline of more returnees in home.
Increase your media presence – Develop the organization’s online career web presence to provide vital repatriation information to potential applicants. Provide links to educate them on key country initiatives and your organization’s commitment to supporting them. Make sure your careers page is rich with stories about how your organization is not only doing business locally, but also improving the lives of the people who work there. Include testimonials from those who chose to work for your organization after moving home and why the choice was right for them.
Act as a thought leader – Hold webinars on how your organization is changing and innovating your industry. Use the sessions not only to advertise your company and the fact that it’s hiring, but also to invite attendees to informal one-on-one online interviews with your executive staff. This is an opportunity to develop and encourage potential candidates who may be on the fence about going back, but are eager to hear more information. Keep a list of these people on the fence in your applicant tracking system and check in with them every 30 days or so to see if they’re getting closer to moving.
Create the Culture – A global society is often thought of as a borderless society, however, the world is not there yet. Potential repatriates may consider that by moving home they are gaining, but will also lose rights to return. To support their decision after they’ve moved, develop a culture within. Use existing human resources, training and management personnel. Train existing managers to help guide repatriates in their first year. Ask your training department to create videos to help repatriates adjust to the new business. Create a mentoring program with other repatriates who have successfully transitioned. Provide guidance and support to the repatriate’s family who may be having a difficult (or more difficult) time than the new employee.
In these times when regions like the Caribbean are small in size but experience the highest rate of brain drain globally, it is important that diaspora talent is recognized as potential game changers and given inspiring opportunities to returned home. Likewise, with 75% of the world’s employers struggling to hire local talent, your diaspora community is a good place to start looking beyond your borders. Not only do they understand the culture better, but in most cases they will help you avoid the costs and time associated with processing a work permit.
Sponsored content from our partner, written by POCMI CEO Melissa Powell
POCMI is a job market and an end-to-end services resource (SaaS Platform), connecting companies that have difficulty hiring locally with international individuals who want to move to another country, expats who want to move home or people with high qualification that they have has moved. Our aim is to re-normalise and increase highly skilled migration in the hope of helping to solve global labor shortages, reduce the brain drain, aid the reintegration of refugees and promote diversity. Contact us if this interests you!
