The word diaspora comes from Greek origins which means “to scatter about”. In modern world terms, “diaspora” is used to describe any group of people who leave their home country to settle in others bringing their cultures and norms along with them. The term diaspora is not new, but the way in which we think about it is.
Many call this group expatriates, (or expats), but the term repatriate (repats) is now a part of the lexicon. These repat groups are marketable groups that have distinguishable goals, dreams, and aspirations. Chief among these aspirations is to seek a time to return home bringing knowledge, education, and innovations back with them.
This is of high value to organizations in countries as this elevates home countries exponentially and over generations. And, of the highest value in countries that are developing into modern, productive societies.
According to a recent UN Report, “Trends in International Migrant Stock: The 2015 Revision”, The number of international migrants (persons living in a country other than where they were born) reached 244 million in 2015. About 20 million in this data set were determined to be refugees. But for the other 224 million, these were diaspora migrants seeking opportunities outside their home countries.
Brand marketing practices to these groups have proven successful in direct marketing to groups in countries, not their origin. For example, Tecate Beer successfully grew its market share in the United States by direct marketing to Mexican-American and Mexican immigrant populations.
But, what if a company seeking to hire skilled workers is looking to market its company across the world to its own diaspora community? It might not include television commercials or million-dollar brand campaigns, but it will require innovative thinking and a commitment to attract those people to uproot their lives to return home.
So, how does an organization attract the country’s diaspora toward its own organization? Let’s look at it from the perspective of the person wanting to be attracted. 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 moved away. So, to attract them back home, you must build value in your organization and the country to tip the scale back in their home direction. Let’s take a look at a few ideas to implement:
Sponsor Diaspora Investment Opportunities – help your returning diaspora talent build networks toward investment in their home country whether that be through direct monetary investment or investment of time toward giving back to their home country through volunteerism. For example, guarantee that 5% of your organization’s employees’ paid work time can be dedicated toward volunteer work to help the growing economy or local community. Or, partner with your diaspora returning home to build an investors group to support local government initiatives, pulling in more partnerships with those they know outside the country and thus, potentially, creating a pipeline of more people returning home.
Boost Your Media Presence – Develop the organization’s careers online web presence to give vital repatriation information to prospective applicants. Provide links to educate them on the country’s leading initiatives and your organization’s commitment to its support. Ensure that your careers page is robust with stories of how your organization is not just doing business in the country but is also improving the lives of the people who work there. Include testimonial statements of those that chose to work at your organization after emigrating back home and why the choice was right for them.
Act Like Thought Leaders – Hold online information sessions on how your organization is changing and innovating your industry. Use the sessions to not only advertise your company and the fact that it’s hiring but also to invite those in attendance to informal online one-on-one interviews with your management staff. This is an opportunity to develop and encourage potential candidates who might be on the fence about moving back but are eager to hear more information. Keep the list of these on-the-fence folks in your applicant tracking system and check in with them every 30-days or so to see if they are getting closer to making a move.
Create The Culture – A global society is often thought of as a borderless society, however, the world isn’t quite there yet. Potential repatriates may consider that by moving home they are gaining, but also will lose rights to return. To support their decision after they’ve moved, develop a culture within. Use the existing human resource, training, and management personnel. Train existing managers to help guide repatriates in their first year back. Ask your training department to create videos to help repatriates acclimate to the new business. Create a mentorship program with other repatriates who have successfully made the transition. Provide guidance and support for the repatriate’s family who might be having a hard time (or harder 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 are recognized as potential game changers and are given inspiring opportunities to return home. Likewise, with 75% of the world’s employers experiencing difficulty hiring local talent, your diaspora community is a good place to start looking beyond your borders. They not only have a better understanding of culture, but in most cases will help you to avoid the costs and time associated with work permit processing.
Sponsored Content from our partner, written by POCMI CEO Melissa Powell
POCMI is a job marketplace and end-to-end services resource (SaaS Platform), that connects companies that have difficulty hiring locally to international individuals who want to move to another country, expats who want to move home, or high skilled people who have been displaced. Our aim is to re-normalize and elevate high-skilled migration in hopes of helping to resolve global labor shortages, reduce brain drain, help refugee reintegration and promote diversity. Connect with us if this interests you!