Young Ambassadors to Denmark meets with HRH Prince Joachim

A corps of dedicated, international young people is busy activating their network to promote Denmark to peers in their home countries. The objective is to attract highly skilled talent to Denmark and Danish companies. On May 12 they meet with HRH Prince Joachim and Denmark’s Minister for Education Morten Østergaard at Better Place in Copenhagen.

If Denmark wants to retain its position as a globally acknowledged country of innovation, it is crucial to attract and retain foreign talent. That is why Copenhagen Capacity, Wonderful Copenhagen and the Danish Agency for Universities and Internationalisation have joined forces to establish the ambassador corps Youth Goodwill Ambassador Corps, which engages more than 100 current and former foreign students at higher educational institutions in Denmark. The aim is to reach 350 youth ambassadors.
Saturday afternoon May 12, 60 of the voluntary, young ambassadors will meet with HRH Prince Joachim and Danish Minister for Education Morten Østergaard. HRH Prince Joachim will among other things share his experiences with representing Denmark and studying abroad. The session “Denmark as an innovative country in a global context” is hosted by Better Place that delivers services to enable confident adaption and use of electric vehicles and takes place at Better Place’s visitor centre in Hellerup.
"We need international talents in Denmark if we wish to uphold a top position among innovative companies with a global outlook. Especially if we are interested in keeping these companies on Danish ground. To meet these objectives, engaging foreign students are a great way to market Denmark and the business opportunities we can provide", says Danish Minister for Education Morten Østergaard.
Global marketing at eye level
The Youth Goodwill Ambassador Corps will serve as a personal supplement to the many marketing activities that help put Denmark and Danish companies on the global map.
"The youth ambassadors market Denmark as a talent destination for international students worldwide at eye level. They are dressed to incarnate the story of Denmark's strengths, and they use extraordinary experiences and communication tools to market Denmark. The project is unique, even on an international scale, and it creates a new innovative benchmark for how countries can market themselves", says Jens Kramer Mikkelsen, Chairman, Advisory Board, Copenhagen Goodwill Ambassador Corps.
The short-term objective of the youth ambassadors is to attract more international students to Denmark. In a long-term perspective, the international talents will make up qualified manpower for Danish companies in Denmark as well as in their global subsidiaries to tap into.
Denmark will lack highly educated employees
According to Denmark’s Economic Council of the Labour Movement (ECLM), Danish companies will by 2020 be short of up to 21,000 employees holding a higher education. One of these companies is Better Place.
"Denmark accommodates a number of leading innovative companies and Better Place is one of them. As an international company we have chosen to focus on Denmark as one of our first-mover markets, because we hold a leading position within innovation here. However, we can only stay market leading if we think internationally and bring in the right talent. That is why, we are happy to host the youth ambassador event and to support their efforts to attract talented foreign students", says CEO, Johnny Hansen, Better Place.
The Youth Goodwill Ambassador Corps is a younger counterpart to Copenhagen Goodwill Ambassador Corps that includes 75 Danish business leaders based abroad.

The Youth Goodwill Ambassador Corps is founded by Copenhagen Capacity, Wonderful Copenhagen and the Danish Agency for Universities and Internationalisation. Partner institutions include Copenhagen University, Aarhus University, Aalborg University, Copenhagen Business School and the Technical University of Denmark. The program is supported by the two funds Karl Pedersen og Hustrus Industrifond and Industriens Arbejdsgivere in Copenhagen, both administered by the Confederation of Danish Industries (DI).