People are key to the success of the internationalisation of a higher education institution. They can stimulate new approaches to learning and in this way contribute to the modernisation of pedagogy and contribute to the organisation's international network by making personal contacts available.

The attractiveness of an HEI for international and entrepreneurial staff does not only come from the quality of the employment on offer, but also depends on the existence and attractiveness of cultural amenities, international childcare facilities, schools, and the presence of an internationally connected and open-minded local community.

Smaller HEIs, with only a few international connections, are likely to face difficulties when competing internationally for students and staff. Institutions that are located in less developed and attractive localities are likely to suffer from contextual barriers. Strong local partnerships, involving local government and key local players, such as internationally active companies and international corporations, can make a difference in raising the attractiveness of HEIs for international staff and students by providing an attractive offer besides the actual employment contract.