Nordic candidates in the UK are rare and always have been.
There are circa 70,000 people of all Nordic nationalities in the UK.
That includes people of all ages inc. children and students. This number has steadily decreased since the 2008 recession with Norway becoming the destination of choice thereafter.
Supporting data is on this BBC page.
Those Nordic people that are in the UK can, due to modern technology, watch home TV channels and read local news on their devices – they also have browsers and search engines set to search in their native language.
It is, therefore, very difficult for traditional UK based advertising to win a share of their attention.
So, here are the three main reasons why businesses fail to attract candidates.
3) Assuming that there is a candidate supply in your area. Since 2008 there has been a net reduction in Nordic job seekers in the UK. And yet, more businesses are moving Nordic sales and support out of the Nordic zone to the UK. This has increased competition for those candidates that are available. We do not see that trend changing – especially as Norway is now the destination of choice for Nordic speakers seeking work outside their home countries. The vote for Brexit had the immediate effect of reducing further the number of candidates seeking work in the UK but that was a short-term “blip” rather than a trend. However, candidates returning home are not being replaced. Supporting data here.
2) Uncompetitive pay and benefits. Most Nordic speakers are employed in jobs that do not use any language other than English. They see this as beneficial to building their English language skills and offering better employment options. Candidates are therefore unlikely to move into a Nordic speaking role unless pay and benefits are considerably better.
and at number 1
1) Your job opportunities are invisible to them. If you or your agency are relying on UK based advertising you will not be visible to most of the very small number of potential candidates. The chances of any job board, agency or employer building a database of potential employees from UK advertising is small and, therefore, candidates will need to be found and approached on an individual basis. In short, your advertising does not appear on their devices.
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