Private sector jobs crisis sees Birmingham falling behind
The study repeats criticism of Birmingham’s continuing failure to promote itself nationally and internationally, describing poor marketing as a “real constraint” on inward investment.
The document warns: “This is a long-standing problem that was referred to time and again in our interviews. Recent survey evidence reinforces this perception, indicating that just 25 per cent of European business people were familiar with the city as a place to do business.
“Although marketing is only one element of making a city attractive for business, getting it right could both unlock private investment and help the city punch its weight in national debates and in negotiations with Whitehall.
“Birmingham’s marketing lacks coherence in message and delivery. Successful city brands must be built on real assets but should also be attractive and resonant.”
The report urges Birmingham to build a powerful message around its major assets listed as its science base, diverse population, central location, cultural offer and environmental ambitions.”
Centre for Cities welcome a recent council decision to co-locate Birmingham’s two main promotional bodies, Marketing Birmingham and Locate in Birmingham, but says progress to a full merger must be speeded-up.
Centre for Cities concludes that Birmingham is well placed to grow knowledge industries with:
* More than 30,000 research students, more than any other core city region.
* £90 million of research funding last year, more than any other city region except Manchester.
* Above average success in creating new firms from university research.
Dermot Finch, chief executive of the Centre for Cities said: “Birmingham cannot rely on future public sector jobs growth to support its recovery. The city is much more than the UK’s biggest local authority.
“It has a strong research base, with some world-class universities like Warwick and Birmingham on its doorstep, and Birmingham will need to draw upon their strengths to generate more high-value private sector jobs.”
Council cabinet regeneration member Neville Summerfield said: “Like every other city Birmingham is having to face up to major challenges brought about by the global economic collapse.
“But, I am pleased to see the report recognises much work has been done in Birmingham to minimise the impact and give the city a comparative advantage in the low carbon economy which is expected to emerge in the future.”
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