“Bien en Alsace”: one year of collective commitment to the region’s attractiveness

Launched in April 2024, the territorial employer branding initiative Bien en Alsace marks an additional milestone in Alsace’s strategy to enhance its appeal. Led by ADIRA, the Alsace Development Agency, the initiative aims to unite economic, institutional, and academic stakeholders around a shared ambition: to better promote Alsace’s strengths in order to attract and retain talent.

Bien en Alsace is part of a broader national and European trend of developing territorial employer brands. It stems from a shared observation: in an increasingly competitive landscape among regions, companies need tools to highlight their local roots and strengthen their appeal to job candidates—especially those from other regions or abroad.

The initiative offers a shared communication framework, pooled tools (videos, visuals, key messages, testimonials, partners directory…) for recruiters and job seekers, and support for organizations wishing to join the movement. This enables a consistent and clear message about the quality of life and employment opportunities in Alsace.

A growing collective movement

Since its launch, Bien en Alsace has attracted strong interest from local stakeholders. In just one year, more than 120 companies, local authorities, and partners have joined the initiative.

The brand also relies on a network of ambassadors and the dissemination of authentic content, showcasing the personal and professional journeys of individuals who have chosen to live and work in Alsace. These testimonials help paint a realistic and nuanced picture of the region.

A foundational first year

To mark its first anniversary, the initiative underwent a collective review. Initial feedback highlights the value of a collaborative approach and the relevance of the tools provided. Several companies have already incorporated elements of the brand into their recruitment and onboarding processes.

The challenge for the coming months and years will be to continue expanding the network of members and partners, increase the brand’s visibility on both national and international levels, and keep producing content and tools that align with the expectations of talent and businesses in the region.