Paper short abstract:

The paper contributes to the discussion on imaginaries of migration by analysing deliberate production of imagery in Swiss cities to appeal to skilled migrants. It investigates the strategies of public and private stakeholders contributing to branding the studied cities as attractive destinations.

Paper long abstract:

This paper contributes to the discussion on imaginaries of migration by observing how major cities in Switzerland deliberately produce imagery to appeal to migrants that they perceive as valuable. It compares and analyses the strategies developed by private and public stakeholders in different locations in Switzerland to attract skilled migrants. Our research focuses on Swiss cities relevant for skilled migration and investigates the dynamics that contribute to branding these places as attractive destinations. We examine not only the work done by public administration in order to make their administrative district more attractive, but also the practices of private recruiters and companies interested in hiring and keeping new talents. Moreover, special attention is paid to the collaborations between private and public sectors in relation with place branding and to the changes resulting from such interactions. The questions guiding our analysis are: Who are the main actors implicated in the process of city/place branding? What kind of image do they want to promote? How do they envision the targeted population? What interests are at stake? Our methodology is qualitative and draws upon semi-directed interviews with public officials and company recruiters, participant observation of their practices and analysis of communication channels targeted at wanted migrants.