A novel and ambitious social media campaign has attracted 4,500 young Aucklanders into the thriving construction and infrastructure sector where they have started jobs, education and training.
The industry-led #BuildAKL campaign – the first of its kind in New Zealand – aimed to increase the number of young Aucklanders considering or starting careers in the booming, yet ageing, sector.
#BuildAKL, facilitated by Auckland Tourism, Events and Economic Development (ATEED), finished in September last year and offered 16-24 year olds’ the chance to win four weeks paid work experience through a social media competition.
“#BuildAKL worked to lift the lid on the diverse range of job opportunities, including how technology has transformed the sector, by using social media channels popular with under-25-year-olds,” says Pam Ford, ATEED’s acting General Manager Business, Innovation and Skills.
“There’s no better way to connect with young people than to have them share their real-life experiences with each other, becoming advocates for the sector and dispelling outdated perceptions,” she says.
“Hundreds of thousands of people were exposed to the campaign with Māori and Pacific youth, and girls and women well represented in these new industry recruits and students. This outstanding result wouldn’t have been possible without the industry working together collectively,” Pam Ford says.
The wave of young people attracted to the construction and infrastructure sector include 25 year-old Rawiri Norman-Pakinga, aka Ra, from Mt Wellington.
Ra works full time at Citycare as a Structures Serviceperson fixing outdoor equipment in parks and playgrounds. “I have the best office in the world because I’m always working outside, my job is really hands on, and I get to engage with the public,” he says.
Ra, who has family and friends in the industry, is soon to start a carpentry qualification and says there’s plenty of training opportunities. “Since working for Citycare Property I have secured my EWP licence (to operate on Elevated Work Platforms) and am working towards my WTR (Wheels, Tracks and Roller Licence) driving licence endorsement.
“Longer term, I aim to work my way up to becoming a team supervisor,” he says.
The #BuildAKL campaign has not only brought the industry together around the table,but has also had a positive impact on the way young people are recruited.
#BuildAKL partner, Fletcher Building, used learnings from the campaign to help develop its award-winning online job hunting and application platform, SwitchUp, designed to help young people transition from school or unemployment to the work force.
“One of the main appeals of both SwitchUp and the #BuildAKL campaign is the focus on video content to promote opportunities in the sector as opposed to the traditional wordy job descriptions. This allows young people to visualise themselves in roles and can take the fear out of applying for a job,” says Simon Valentine Fletcher Building Group Talent Acquisition Manager.
ATEED is also supporting employers in the construction and infrastructure industry through its partnership with central government agencies, construction sector stakeholders and industry training organisations in the CBD Jobs and Skills Hub.
The Hub, based in the Wynyard Quarter Innovation Precinct, has placed more than 150 people into employment – largely at city centre construction sites - since it launched a year ago. Almost half of those employed were under 25 years old, and two thirds from Māori and or Pacific Island heritage.
The insights from the #BuildAKL youth recruitment campaign are being shared with construction and infrastructure employers and industry and will guide future industry-led campaign activity. Insights are also being shared with other key industries that need to attract young people – such as tourism and hospitality.