Human Capital Attraction and Retention in Cities: An Analysis in the Brazilian Context

Objective: To analyze how factors of human capital attraction and retention manifest in a Brazilian city, considering that most empirical studies on the topic focus on European, Asian, and North American contexts. Theoretical Framework: The research is grounded in concepts and theories on the role of cities in the knowledge-based, creative, and innovative economy, as well as human capital mobility, providing a solid foundation for the investigation. Method: A qualitative approach was adopted, utilizing a case study in the city of Florianópolis. Data collection involved secondary sources and 17 semi-structured interviews with qualified professionals in the technology sector, academics, and local public managers. Results and Discussion: Factors of human capital attraction and retention observed in cities of advanced countries, such as social tolerance, quality of life, entrepreneurial and innovation environment, and education, are also applicable to a Brazilian city. The factors of effective public policies and sense of community emerged as relevant. An interdependence between factors was observed, with the entrepreneurial and innovation environment being the most significant. Research Implications: This research offers theoretical and practical insights for administration and public policy, particularly for highly qualified professionals, entrepreneurs in knowledge-intensive sectors, and public managers of cities in emerging countries. Originality/Value: The study highlights how factors of human capital attraction and retention manifest in a Brazilian city, potentially guiding decisions by entrepreneurs and public managers interested in promoting local development.