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Serious competition for potentially valuable workers between the management teams of the regions is currently observed. The aim of the work is to form the concept of high-potential human resource management in the system of place marketing of the region (Tyumen region was taken as an example). In the “war for talents”, a region needs to compete for retaining and attracting primarily such target groups as youth and young families with children. Another significant target group is migrants -former residents of the region, who now live outside the region or country. It is this target group that is in the focus of the study, forming significant elements of the regional talent management as a system that are the ways of interaction between the talent management system and the external environment (region). The online survey, carried out for more than 100 ex-residents of Tyumen region, revealed the prospects of their participation in the regional economy and built the basis of the brand platform of Tyumen Region for this target audience. It is proposed to integrate such HR-marketing tools as EJM (Employee Journey Map), EX (Employee Experience), ERM (Employee Relationship Management) into the management system for this segment.

High-potential human resource management in the place marketing system