This page is for relocation firms, insurers, housing providers, schools, and advisers that sell into employer-sponsored moves. There are two buyers, and they do not read the same page. Someone in HR, global mobility, or procurement appoints a supplier or sets a policy. Someone in the household still has to live the assignment: a home, a school place, a clinic, a date. A campaign aimed at “expats” reaches neither of them cleanly.
Expat Marketing does not employ mobility managers or move households. The work is the marketing that gets the right buyer to the right conversation. Further notes on the split between employer and household are in reaching expats for relocation services. Treat that article as a discussion of the two tracks, not as a report of results.
The employer sends them
An assignment, a transfer, or a fixed-term posting is directed by the organisation. That is the opposite of the pattern on the digital nomads page. OECD writing on remote-worker visas draws the same line in policy terms: income from foreign sources and location chosen by the person are not the same thing as an intra-corporate move or a job inside the host country’s labour market. If your customer picked the city, works for their own clients, and can leave next month, do not brief them as a corporate expat. You will build the wrong offer and the wrong form.
Corporate does not mean wealthy, and it does not mean a family. A single assignee on a twelve-month posting is still this audience. A family is this audience when the employer is in the decision. When the story you need to tell is the school and the house, and the employer is only a payer, use expat families as the primary page and keep this one for the supplier conversation.
What the company is buying
Mobility support, temporary housing, home search, school search, international health cover, a tax briefing, destination services, and a way to report it. The creative for that buyer should look like a supplier conversation: which corridors, what reporting, how a policy exception is handled, and how to start. Beach photography and a generic expat headline make a mobility manager leave.
- Relocation and global mobility when you coordinate the move and the settling-in, for the employer, the household, or both. Say which.
- Health insurance when the product is an employer plan or a benefit the company sponsors. Do not describe it as an individual policy.
- Property when you are the landlord or the agent, including corporate lets, and the relocation firm is not your competitor but your referrer.
- Legal services when the employer needs immigration counsel for a named jurisdiction. Do not offer “visa handling” as a slogan if a lawyer has to do the work.
What the household still decides
Even on a full package, a partner compares schools and neighbourhoods, and an assignee compares temporary housing against a start date. Ignoring that track leaves the instruction with whoever published a useful page. Ignoring the employer track leaves you off the preferred-supplier list that still awards the volume. Decide which of the two you sell to before you buy media. Some firms sell to both and need two journeys, not one blended brand campaign.
Family support is part of many policies. It is not a separate brand unless you sell it separately. If the landing page is for parents choosing a school, send them to a family page with dates and curricula. If it is for HR comparing benefits, keep the photography and the form off that family page.
Channels that match each buyer
The employer is reached through proposals, specialist press, events, and a page written for a mobility manager. Professional networks can support that. They are a poor way to reach a partner comparing clinics on a phone. The household is reached through search on the destination, the date, and the service they need this month, and through guides that describe the sequence of an arrival in one city. Enquiry handling has to split as well. Do not put both buyers through one form.
For the company, ask for organisation, corridor, timing, and whether this is a tender or a single assignment. Do not ask an employee, on a public form, what the employer’s budget is. For the household, ask for destination, date, who is moving with them, and what the employer already provides. A form that ignores the package will recommend a service the family is not allowed to buy.
Singapore, Hong Kong, Dubai, Japan, and China describe professional or corporate demand in their own terms. Use them for language, housing, and the difference between a headquarters city and a smaller posting. Do not treat that list as a ranking, and do not copy one city’s benefits message into the next because the logo fits.
Benefits communication has rules
An international health plan, a housing allowance, and a tax briefing are regulated or contractually sensitive in different ways. The advertisement and the landing page have to match what the employer and the insurer have approved. Employment advertising has its own platform limits: in the United States and Canada, Google restricts age, gender, parental status, marital status, and ZIP targeting on personalised employment ads, and Meta has an employment special ad category. A campaign to fill a role is not the same campaign as a campaign to support someone already posted. Do not mix them to “get more reach”. Confirm the live policy for the country you are buying. We do not clear legal or HR compliance.
Tell us which buyer is yours
Name the corridors, whether you sell to the employer, the household, or both, and what a coordinator needs before a call is worth making. Discuss your campaign or request a callback. We reply within one business day. We will not promise preferred-supplier appointments or a number of relocations. The audiences hub is the place to check you have not folded a remote worker or a retiree into this brief by accident.