Co-creation lab

How to Run Talent Ambassador Programmes for Places

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Introduction to the Bootcamp:

The human capital agenda is increasingly essential to economic growth for all places. Consequently, the competition for the best and the brightest is no longer only employer-led. Places across the world have entered the race in full force to position themselves as career destinations for global talent. And now they need to adapt to a post pandemic world or changes in the industry related to remote work and talent preferences. 

If you want to stand out as a career hub, be relevant to and reach an international audience with a strong value proposition you need to understand your customer and end-user experiences and leverage those insights for both policy making and promotional activities. 

We believe launching, optimizing and scaling a talent ambassador programme is essential for all places active in the human capital agenda to improve your attraction, welcoming and integrating efforts towards global and non-local talents.

This co-creation bootcamp will act as either a start-up kit or a booster, depending whether you’re just starting out or you already are running an ambassador programme. Sign up for the waiting list now!

Course outline:

The 5 session online co-creation learning journey equips you with a strategic understanding, skills, and operational inspiration to get started on, or optimize your talent ambassador activities:

  • Inspirational best practices
  • Define the right ambassador profile 
  • Learn how to recruit candidates for the programme 
  • Understand the key elements of ambassador activities
  • Planning and running an ambassador programme
  • Scaling from pilot to full blown initiative 
  • Get coaching support to develop an action plan to go do
  • Share experiences and co-create with colleagues from across Europe and beyond

Examples of typical place ambassador activities:

  • Feedback to campaign messaging and channels
  • Testimonial for web, SoMe and attraction campaigns 
  • Social media agents and presenters at marketing events 
  • Hackathons, company cases, company dating – matchmaking leading to employment
  • Post campaign support – follow up on leads
  • Welcome to region -contact person
  • Gateway to international university partnerships
  • Expat surveys (customer journey) for policy making, service offering and value proposition optimization 

Fee & timing

  • Fee: € 1495 excl. VAT per person. € 2495/ excl. VAT when two (or up to 3 people) from one organisation sign up.
  • 5 sessions in total in the course of 10 weeks
  • Addiotionally five hours of subsequent coaching session per participating organization on action plan/implementation is included.

Why now?

Working with clients and partners all over Europe, we clearly see an increasing sense of urgency to foster a strong position and promote the region as a career destination for global and non local talents to manage the labour market gaps.

Ambassador programmes have developed over time in different regions and really is a must have activity to be a serious player in talent attraction and retention activities of a place.

Who should participate?

This programme is available for both those who seek to establish a talent ambassador programme and those, already running one. The experienced professionals get high level peer feedback and ideas for optimization, while the beginners get to see how it can and should be done. You may be a representative from a city, municipality, region or national level invested in economic development, place marketing, place attractiveness and the human capital agenda. You may work for the public sector in a policy unit seeking input for operationalisation of a strategy, or a more hands on economic development, growth, business development arm. And we find this programme to be relevant for representatives from science parks, cluster organizations and chambers of commerce as well.


Every module consists of a 2 hour online session. We will combine presentations, interactive discussions, co-creation in breakouts, case work and guest speakers representing hands-on cases.  In between sessions each participant will receive optional customer/project validation assignments to test methods learned in their own ecosystem.


About the instructor

Morten was the first full time manager of Copenhagen Goodwill Ambassador Corps for Copenhagen Capacity. A project in partnership with Wonderful Copenhagen seeking to engage C-level Danish expats to promote Copenhagen as a foreign direct investment, tourism and talent location. In the process he co-founded of the Youth Goodwill Ambassador Corps as a marketing and competence development programme for international students coming to Denmark to study and pursue a career in Denmark. He took the programme from pilot to 500+ ambassadors. With Future Place Leadership Morten has advised and coached places in Sweden, Norway, Finland, Italy, and Scotland amongst others.



The training is held by Place Leadership Academy. We and our sister brand Future Place Leadership specialise in creating better, more attractive and sustainable places through innovation, marketing and leadership. 


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Morten King-Grubert