Education and Youth Board shared its best practices on talent attraction at the OECD seminar on migration

08.06.2021 | 10:34

Eero Loonurm, the Head of Higher Education International Marketing shared the Estonia’s best practises at the OECD meeting „ How to effectively attract international students?“
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The online OECD NETCOM migration seminar,  held on 7 June 2021, was an online seminar focussing on communication with specific migrant audiences. The objective of the meeting was to enable NETCOM members and relevant stakeholders to exchange knowledge and perspectives with their peers and external experts on key issues and challenges related to communicating with specific migrants groups and learn more about the media usage of respective migrant audiences. The meeting was dedicated to the topic: How to effectively attract international students?

Against the background of an increasing global competition between higher education institutions and systems in attracting international students, strategic communication is key when it comes to effectively informing relevant target audiences about the unique advantages of study, research and life in their respective countries and institutions. Over the past year, the Covid-19 crisis has not just posed a significant obstacle to international student mobility but also changed and increased information needs of international students.

Across the OECD, international student outreach is not only characterized by a diversity of communication initiatives on an institutional, national and regional level, but also by a diversity of actors involved in international student outreach, such as ministries and higher education agencies, universities as well as private agencies specialised on higher education marketing. The purpose of the meeting was to provide OECD NETCOM members as well as relevant governmental, institutional and private actors in communication towards international students with the opportunity to exchange on the communication outreach policies and activities in their countries and define best practices.

„Estonia was invited to the seminar to share its experience on „Effective messaging in talent attraction“ and focus on the main messages regarding different stakeholders in strategic planning“, Loonurm added. „As we know, OECD countries increasingly compete to attract and retain talented workers notably by adopting more favourable migration policies for the best and the brightest. If we want to attract talented and skilled individuals to study in Estonia, we need to have a new strategic vision for the next decade.“

Speakers were:

  • Germany: Michael Hörig, Head of Strategic Planning Division, DAAD
  • Sweden: Douglas Washburn, Marketing and Communications Manager, Study in Sweden, Swedish Institute
  • Spain: Miguel-Ángel Milán-Arellano, Head of Communication at the Spanish Service for the Internationalisation of Education SEPIE
  • France: M. Nabil M'Silti, Head of Communications, Campus France
  • Japan: Kenji Shimboku, Director for External Relations and Coordination and Hidehiko Suzuki, Director of Information Services, Japan Student Services Organization
  • Estonia: Eero Loonurm, Higher Education International Marketing, Study in Estonia, Estonian Education and Youth Board
  • Austria: Gerhard Volz, Head of the Department for International Cooperation in Higher Education of OeAD, Austria's Agency for Education and Internationalisation
  • EU Commission: Adrian Veale and Antoaneta Irikova, International Cooperation Unit, Directorate-General for Education, Culture, Youth and Sport, European Commission

Study in Estonia is a cooperation initiative that introduces Estonia as a country offering high quality higher education opportunities. All Estonian institutions of higher education, at which it is possible to study in at least one program that is taught fully in English and is internationally recognised, can participate in the programme. The activities of Study in Estonia are coordinated by the Estonian Education and Youth Board in the framework of the Dora Pluss program, which is being realised via the European Regional Development Fund (ERDF) and with the aid of EU structural support.

Sten Otsmaa

Communications Advisor