Immigration NZ is tasked with increasing the skilled workforce via migration.  MAGNET is a strategy devised to test a managed approach to finding and attracting skilled migrants – with the intent of creating a pipeline of ‘prospects’ which can be turned on or off as labour needs arise.  MAGNET’s key communication objective is to sell New Zealand as a place to live and work (as opposed to a tourist destination).

MAGNET has created a new approach to sourcing the talent NZ needs; in effect, a paradigm shift.  In just 8 months, MAGNET has registered the interest from enough potential skilled migrants to populate Gisborne, 60% of whom are on the long and short-term skills shortages lists.