Can business owners use keyword data to predict migratory movements and bolster their workforce with talent from overseas? According to at least two studies, they can. A 2020 study by André Gröger and Tobia Heidland found that internet searches for keywords “semantically related to migration” can be used to “measure bilateral migration flows.” Gröger and Heidland concluded that modeling migratory flow using keyword data was not only possible but a better way of doing it than “traditional migration flow models substantially in terms of predictive power”.
Searches reveal migratory intentions
A study by Tado Jurić offered a similar conclusion. He hypothesized that an “increase in the number of Google searches” translates into an “increase in the number of emigrants” following a six-month delay. Although Jurić’s study focused specifically on movements between Croatia and Germany, it confirmed his theory that “there is a clear correlation between Google migration-related searches and migration flows.”
If keyword data is an accurate predictor of migrant movements or, at least, migratory intent, business owners can utilize this data. Indeed, it’s easier to recruit people who want to move to your country than entice someone who doesn’t. As we’ve previously explained, you can’t assume all data is useful. Migratory keyword data should be subject to the same analysis and optimization standards as any other. However, the point here is that you can get a general sense of the migratory landscape with easily accessible keyword data.
How to utilize keyword data
If that’s the case, you can make provisions and capitalize on an influx of talent that could take your business to the next level. The first provision you need to make is likely a legal one. Every country has its own migration laws, and it’s your job as a business owner to have a general understanding of them. For example, in the UK, companies need a sponsor licence to legally employ people from overseas. Having a sponsor license in the UK allows you to recruit people with one of the various work visas, such as the Skilled Worker visa. Even this basic overview of UK visas shows why you need to have your affairs in order when it comes to recruiting international workers. Then, when you get into specifics, it becomes clear that you need financial and logistical plans in place.
Although it’s not a legal requirement, it makes sense to enlist the services of qualified immigration lawyers, such as Reiss Edwards in London, if you want to apply for a sponsor license. It’s likely a worthy expenditure, but you need to have planned for that outlay of cash for it to be possible. Then there are the logistics around meeting the necessary admin requirements. To return to the UK’s sponsor license, applicants must have an “adequate HR system” so they can meet their reporting requirements.
Don’t forget that there’s a cost to collecting keyword data. You may have an in-house team capable of harvesting keyword data, but you might not. Finally, the data needs to be filtered. Not all keyword searches linked to a country are related to migration. People might be searching for a vacation. Therefore, you need to spend time (and possibly money) sifting through the data to make accurate predictions. The studies show that keyword data is a great predictor of migratory movements. Any business owner looking beyond their own borders for talent can and should use this data if they can cover the important bases in a cost-effective way.
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