Strategies of place branding are an important tool for managing the flow of human capital. At the same time, the diversification of the labor force predetermines the specificity of a region and influences its brand. Keeping in mind that strong and effective place brands must be based on a clear vision, local governments become key players in the elaboration, implementation and maintenance of a brand. A regional brand is multidimensional and a region’s policy aimed at gaining talented people is one of its components. Considering the necessity for measuring the effectiveness of regional policies as well as comparing the attractiveness of regions with respect to a special group of human capital of talented individuals, it is possible to use indexes. The present study aims to answer the question: what is the difference in the attractiveness of Polish voivodships from the perspective of attracting talented people? The research design is based on the theory of place branding and is of exploratory nature. The aim of the study was achieved through a ranking of Polish voivodships based on the Global Talent Competitiveness Index. The ranking was completed applying the TOPSIS method. The index had been constructed using five dimensions of territorial attractiveness connected to gaining talent: enable, attract, grow, retain, be global. In general, the results show that all voivodships have good socio-economic and development conditions; however, opportunities for talented people and their global integration were less advanced. Conclusions reached through the study enable the identification of voivodships that are most and least attractive to talented people. The paper shows that the attractiveness of territories for talented people can be estimated at the meso-level providing researchers and practitioners with yet another perspective—in addition to the micro (corporate) and macro (national) levels that are better explored. The outcomes of such research facilitate the recognition of regions’ potential for attracting talent.

中文翻译：

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地方品牌理论背景下的人才获取区域吸引力差异化

地方品牌战略是管理人力资本流动的重要工具。同时，劳动力的多元化预先决定了一个地区的特殊性并影响其品牌。牢记强大而有效的地方品牌必须基于清晰的愿景，地方政府成为品牌制定、实施和维护的关键参与者。区域品牌是多维的，区域人才引进政策是其组成部分之一。考虑到衡量区域政策的有效性以及比较区域对特殊人才人力资本群体的吸引力的必要性，可以使用指标。本研究旨在回答以下问题：从吸引人才的角度来看，波兰各省的吸引力有何不同？研究设计基于地方品牌理论，具有探索性。该研究的目的是通过根据全球人才竞争力指数对波兰省进行排名来实现的。排名采用TOPSIS方法完成。该指数是使用与获得人才相关的地域吸引力的五个维度构建的：启用、吸引、成长、留住、全球化。总体而言，结果表明，所有省都具有良好的社会经济和发展条件；然而，人才及其全球融合的机会并不多。通过研究得出的结论能够确定对人才最有吸引力和最不有吸引力的省。该论文表明，除了可以更好地探索的微观（公司）和宏观（国家）层面之外，还可以在中观层面上估计领土对人才的吸引力，为研究人员和从业者提供了另一个视角。此类研究的成果有助于认识到地区吸引人才的潜力。