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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David Pryor, Senior Executive Director at MediCare, says there is fierce competition for young expat professionals.

The medical industry has been quick to spot potential in the young professional demographic. These expats often purchase the same level of cover as older expats, but claim much less, making them a profitable customer segment.

David Pryor, Senior Executive Director of MediCare International, talks to Expat Marketing about this group’s health insurance needs and how best to reach them.

David, what makes young professionals so attractive as a target group?

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Rupert Bedell, Head of Group Marketing at Moneycorp, says editorials in well-regarded publications are very effective.

How frustrating must it be to have a pile of money in plain sight, yet be unable to get your hands on it?

That’s the case for many banks and financial services firms when it comes to young expat professionals. They see huge revenue potential, but often fail to get their message across.

Rupert Bedell, Head of Group Marketing at Moneycorp, talks to Expat Marketing about the challenges facing financial services firms trying to reach young expat professionals.

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Lukas Ritzel has spent more than 15 years helping companies coordinate media projects. He also lectures on media at IMI University Centre and other schools.

Young expat professionals do not respond to traditional campaigns. They’re not interested in photos of dressed up models  or sanitized PR speak.  What they crave for is authenticity, says Lukas Ritzel, Marketing & Web Strategist at Switzerland’s IMI University Centre–and they’re looking for it on social media sites. In an interview with Expat Marketing, Lukas explains why traditional marketing managers are struggling to cope.

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