The article discusses Newfoundland and Labrador’s (N.L.) $171,000 investment in an unusual advertising campaign to attract skilled workers from the UK. The province partnered with a lower-division soccer team, Barrow A.F.C., to promote itself as a desirable place for people with specific skills and experience to move and live.
The minister responsible, Susan Sullivan (not mentioned in this text), defended the investment by highlighting that:
- N.L. faces challenges in attracting skilled workers due to its location and remote nature.
- The province identified similarities between N.L. and Barrow-in-Furness, such as rugged geography and isolation.
- Recruitment events were held in Manchester, Milton Keynes, London, and Westfield Stratford.
However, a marketing expert, Phil Otto, questioned the effectiveness of this strategy:
- The investment of $171,000 over two years could be used more effectively elsewhere.
- It is unclear how many skilled workers from the UK have actually been recruited using this campaign.
- The recruitment events were held this fall, which might limit their impact.
Overall, while N.L.’s investment in this campaign may not yield immediate results, it represents a novel approach to attract international talent and promote itself as a desirable destination for skilled workers.