"We are up to date and communicate interactively with our younger target audience," Marco Dilenge

Social media, younger expats and an trend toward more individual buying power are a challenge for many relocation agencies. Marco Dilenge, regional marketing manager at Crown Worldwide Group, explains how their company targets young expats and what differs between European expatriates and Americans.

Marco, who contacts the relocation agency, companies or individual expats?

It depends. In the US for example, we are seeing an increasing trend in which individual expatriates will contact the relocation agency directly with a fixed budget provided by their company. Some companies have fixed contracts with our agency, so for every relocation process, the relocation manager will contact us, especially if the company is relocating more than a single employee.

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Source: PWC; click to enlarge

A paradigm shift is underway in global mobility. Record numbers of positions will move overseas as the global economy integrates more tightly and emerging markets mature. As the number of international assignments grows, companies will look to their youngest employees to fill them.

According to a PricewaterhouseCoopers (PWC) report titled Talent Mobility 2020, the number of international assignments will increase 50% by 2020, to nearly 400 per large organization. The youngest professionals, the so-called “millennials,” will hold the bulk of these jobs. 80% of those PWC surveyed said they wanted to work abroad at some point, a trend that held across both developed and emerging economies.

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