How to attract tech talent from China?

China has a booming tech talent generation which opens opportunities for companies in Denmark. In the search for new ways to get the attention of these talents, Copenhagen Capacity arranged a case competition – and the winning team had some very interesting input turning Greater Copenhagen’s usual selling points upside down.

How would you like a manager who values your ideas and opinion just as much as her own and encourages everyone from senior management to interns to speak up? And a working environment where no one really pays attention to titles and seniority?

In many parts of the world, this would be a dream come true, but in China, the offer will most likely get a cool reception.

China is a masculine culture

This was one of the main points made by the winning team, Matteo Scognamillo and Ivan Ou, when four teams presented their solutions for the case competition: China Marketing Channel Strategy to Attract Talent in China.

“The Chinese value masculinity in the sense that society is mainly driven by competition, achievement and success. Therefore, it will be essential to highlight the growth opportunities in Denmark for Chinese candidates and show how they can achieve success as a front leader”

separator- Matteo Scognamillo and Ivan Ou, winners of the case competition: China Marketing Channel Strategy to Attract Talent in China

Getting on the radar is difficult

The case competition was initiated by Copenhagen Capacity in partnership with the University of Copenhagen Alumni Association for Chinese Studies, inviting current and former students to share their knowledge and ideas.

Every year, China educates millions of graduates in IT, biotechnology and engineering – and top universities in China have become much more aware of educating candidates with a more international profile, which opens up new opportunities for Danish companies.

“We knew beforehand that business as usual is a no go in China because of the cultural differences. All teams provided great insights about communication platforms, choice of language and messaging, however, the winning team gave us a very useful understanding of how to twist our usual selling points about happiness, low power distance, and no hierarchies to better resonate among the target group”

separator- Merete Sandager, Senior Talent Attraction Manager at Copenhagen Capacity

The winners, Matteo Scognamillo and Ivan Ou, are both studying a Bachelor of Science in Business, Language and Culture in Asia at Copenhagen Business School.


  • Around 40 percent of the large companies in Denmark have difficulties finding the tech specialists the need (Statistics Denmark)
  • As digital technologies enter all parts of work and everyday life, the need for IT specialists to design and programme digital solutions is increasing. Forecasts show that Denmark will lack 19,000 IT specialists in 2030 (Danish Government)