#BuildAKL Industry Youth Recruitment Campaign · the way that the industry is approaching youth recruitment. Employers are engaging with young people on social media, on their terms,

#BuildAKL IndustryYouth RecruitmentCampaign2016-17 Campaign Evaluation Report Final, February 2018

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"We joined the youth employer pledge to show our commitment to increasing youth employment in Auckland, and across New Zealand. We knew that not enough young people knew what our industry could off er, or had outdated perceptions. We realised that the problem was industry-wide and couldn’t be solved by one employer, even one of the largest like Fletcher Building. What we have learnt from the BuildAKL campaign has helped us to develop our innovative new SwitchUp platform."Frances Ridge, Fletcher Building

"I think one of the most critical learnings for me was the need for visible, relatable role modelling. Being able to imagine yourself working in that role by having seen someone like you (gender/ ethnicity/background) do it too is essential. BuildAKl has given us that in spades. We also need to do more of that: celebrating the stories of those who have done it. The BuildAKL expertise in using multiple channels and messaging (including engaging video content) has also been an insight for me into how all this works and what resonates with the younger generation. I also listen to what my kids think is important because it isn’t what we thought or think is important. We need to listen and learn and be open to diff erent approaches."Adrienne Miller, Watercare Services

"Being part of the campaign has been a true learning experience for me. It has been reassuring to see that we are not alone in facing the challenge of growing the workforce within New Zealand and that everyone is experiencing the same challenges in this low unemployment and candidate short market.I’ve learnt through the campaign that there are avenues out there that were not previously as attainable. Youth employment, social procurement and re-integration, now being met with a much more receptive approach from potential employers in the market. This has led to a point where we are now developing future ready strategies in order for us to cope with the increasing need to grow our existing and aging workforce. I look forward to continuing to contribute and learn as much as I can from the campaign for time to come."Lorne Kyd, AWF


#BuildAKL industry youth recruitment campaign - at a glance 6

Executive Summary 7

Auckland’s growth is providing opportunity 8

#BuildAKL industry-led youth recruitment campaign 12

#BuildAKL campaign activity and results 14

BuildAKL Campaign insights 16

What next for the BuildAKL campaign? 17

Annex 19

Contents


#BuildAKL industry youth recruitment campaign - at a glanceThe BuildAKL campaign is a regional employer-led initiative to get more young people into jobs and pathways into Auckland’s booming construction and infrastructure sector. The one-year campaign by Auckland employers, education and training providers, and wider stakeholders, aimed to increase short and long-term recruitment in line with a 5-10 year vision for a sustainable Auckland industry workforce.

The social media-led campaign went live in September 2016, and was the first of its kind in New Zealand.

Increase industry youth employment Attract 4,000 more young people into

the construction and infrastructure industry through the campaign, filling skills gaps and

growing the youth pipeline

1,500 young Aucklanders employed in the industry after BuildAKL exposure

Around 8,000 youth made looked at education or

training to support them into an industry career

pathway, and 3,000 enrolled or made subject

choices

Increase awareness

Showcase Auckland’s construction and

infrastructure career opportunities,

including technological transformation

One in five Auckland youth were exposed to

the campaign, two thirds through BuildAKL on

Facebook

Over 300,000 youth saw Facebook posts

100,000+ engagements with BuildAKl content on

Facebook (like/share/comment/link clicks etc.)

BuildAKL Job profile pages viewed more than 6,000

times

Over half of young people now interested in finding out about training for the

industry (55 percent)

Forty-five days (65,000 minutes) of BuildAKL video

content watched

Challenge perceptions

Dispelling myths surrounding the

construction industry by promoting the

diversity of roles and career pathways and

addressing barriers that prevent young people

from training or working in the industry

The campaign supported an 18 percent increase in interest in construction and infrastructure as a

career (from 25 percent to 43 percent over the life of

the campaign)

Four of the nine BuildAKL competition winners

were women - the female site engineer role was the highest viewed

website job profile (viewed 1,000+ times)

Five videos demystifying drug screening and three

driver licensing videos

Inspire action

Share real life stories of youth success in the

construction and infrastructure

sector

Six of the 11 job profile videos were

of Māori or Pasifika youth working in the industry

Amplify entry points Promote the value of

on-the-job training and development,

and entry level jobs

Over 14,000 clicks through to entry-level jobs from the BuildAKL Facebook

page and website

Three quarters of competition entrants

were looking specifically for work experience

opportunities

MIT scholarships offered and a range of other

scholarships – including those available for Māori and Pasifika youth, and

young women – promoted through the campaign

Executive Summary“Be part of the team that’s building Auckland”

There is no better way to connect young people than to have them share their real experiences with each other.

This approach is at the heart of the BuildAKL social media campaign, the first of its kind in New Zealand, which aims to get more young Aucklanders into jobs and pathways into the construction and infrastructure sector.

Led by regional construction and infrastructure employers, in partnership with Auckland Tourism, Events and Economic Development (ATEED), the initial 12-month campaign aimed to increase the number of young Aucklander’s considering or starting careers in the booming industry.

It launched at JobFest in September 2016, offering 10 16-24 year old Aucklanders the chance to win four weeks paid work experience through a competition designed to appeal to young people and their families. Showcasing their experiences, as a way of promoting the diversity of roles and people in the industry, worked.

An estimated 1,500 young Aucklanders who were exposed to the BuildAKL campaign are now employed in the construction and infrastructure industry, while 3,000 youth made deliberate education and training choices to get them into industry pathways.

Campaign target audiences – young Māori and Pasifika, and girls and women – are well represented in these new industry recruits and students, and are a growing proportion of the future workforce and leaders in Auckland.

Hundreds of thousands of people were exposed to the campaign and as a result, more young people are in work, with families, teachers and other influencers on board.

The BuildAKL campaign was a social media first for many of the employers and industry stakeholders who supported it. They put aside competitive and sub-sector differences, to join together for an industry good. ATEED, in its role supporting Auckland’s economic development, was able to create a platform for employers, education and training providers, schools and community stakeholders to come together.

The results of the first year of the BuildAKL campaign demonstrate the power of this collective effort, and has supported positive changes to the way that the industry is approaching youth recruitment. Employers are engaging with young people on social media, on their terms, and sharing information and messages that catch their attention and deliver action.

Next steps –2018 · Continue to drive industry youth recruitment using the BuildAKL brand and campaign platform

· Increase direct engagement with youth audiences studying at secondary schools/tertiary education providers

· Increase engagement with influencer audiences to profile the diversity and technology features of the campaign

· Apply industry-led youth recruitment insights to Auckland’s tourism and hospitality sector


Auckland’s growth is providing opportunity 30-year construction and infrastructure boom

While the industry already employs more than 170,000 people, this rapid growth and an ageing workforce, mean that employers are experiencing severe skills shortages. An additional 28,000 new jobs will be created between now and 2022. This presents a great opportunity to get the next generation of young Aucklanders into careers in the industry.

Expanding the number of new entrants working in the industry – particularly girls and women, and from Auckland’s youthful Māori and Pasifika populations – as well as highlighting the diverse range of jobs and career pathways on offer, is a clear opportunity and need for industry employers.

Auckland’s future workforce and leadersAuckland’s population is youthful, providing opportunity for growing businesses and local communities. BuildAKL is one of many Auckland Council group initiatives focussed on realising the potential of youthful talent, as employees, entrepreneurs, and future leaders.

ATEED facilitates the Youth Employer Pledge employer network, part of Auckland Council Youth Connections to get more young talent into work and career pathways. Sixty-nine leading Auckland businesses, including the BuildAKL partners, have pledged their commitment to increasing youth employment.

Each year, around 20,000 young Aucklanders finish secondary school and head into further education, training or employment, and many more complete tertiary education qualifications. For many young people these transitions go smoothly, but there is a large number of young Aucklanders who are not in education, employment or training.

Regional employer and industry leadershipThe BuildAKL campaign aimed to attract this next generation of industry workers and leaders to the industry.

Shortly after becoming a Youth Employer Pledge partner, Fletcher Building approached ATEED to talk about the coming “wall of work” and for help to make the most of the opportunity to get more youth into jobs and careers in the industry.

Given the scale of the opportunity, ATEED convened a wider stakeholder group to consider a regional industry-wide initiative that could increase short and long-term industry recruitment in line with a 5-10 year vision for a sustainable Auckland industry workforce.

Campaign Advisory GroupThe Campaign Advisory Group aimed to provide representation from across the industry, with employers, education and training providers, Maori and Pasifika expertise, and by linking to existing successful youth recruitment and training campaigns such as Got a Trade.

The group members were: Fletcher Building Group, Downer, AWF, Got a Trade, Māori and Pasifika Trades Training (The Southern Initiative), the Ministry of Education, Solomon Group and Youth Connections (Auckland Council). The first step the advisory group took was to find out what young Aucklanders thought about working in the industry, through baseline research that could be used to shape the campaign.

Auckland youth - industry perceptionsYoung Aucklanders said that the construction and infrastructure industry is:

· Attractive because you can be proud of what you’ve made; it keeps you fit and offers jobs where you can work outdoors; it means you can work with a team of friends, or as follow family into the sector; there are well paid jobs.

· A pathway that they would consider because of encouragement from family or carers or because their friends or peer group know about what the industry, or from trusted advisors such as teachers at school.

· Still dominated by stereotypes – girls/women were less likely to see themselves working in the industry (as were their parents), while young people thought that the industry’s professional occupations were most likely to be filled by white men.

· Something that they would learn more about online - young people said that they would look online for information about the variety of entry level jobs and careers on offer – especially Facebook, other social media, and good websites such as Careers NZ

· Hard to get a start in because employers often want experience which is hard to get (particularly given site health and safety requirements) and because online job applications are daunting.

Auckland is experiencing the biggest construction and infrastructure boom in New Zealand’s history.An estimated $18.7 billion will be spent over the next decade on capital projects that respond to the region’s growth. This will include 400,000 more dwellings to house a million more residents by 2050.

With these insights, and those shared by the advisory group, and many others across the industry and country, the campaign advisory group worked with ATEED to design a campaign that would offer opportunities for real world exploration and information sharing.

ATEED management with regional employer partnersATEED commissioned campaign assets, including a marketing look and feel to appeal to Auckland youth, video content, and the bespoke website which was used as the campaign platform to house content and information posted on Facebook and other social media platforms. These assets included:

· A high-energy video hype reel and supporting video on specific issues

· The website – centralised campaign platform for content and information

· Trade Me Jobs – a bespoke entry-level jobs feed to drive recruitment

· Media – updates on the campaign successes and showcasing employment

#BuildAKL partner employersSeven regional employer partners put aside their individual interests and took time out from day to day commercial activity to support the 12-month BuildAKL campaign. These employers co-invested in the development of campaign assets and led the delivery of the campaign across each of its four phases, for the good of the greater industry.

· AWF

· City Care

· Downer

· Fletcher Building

· Hawkins Group

· Independent Traffic Control (iTraffic)

· Watercare Services

Auckland Airport and TradeMe Jobs also provided generous support to the campaign, with financial contribution and a live jobs feed on the BuildAKL website.


Campaign investmentATEED project managed the campaign delivery with the partner employer group, who contributed $10k each towards the campaign budget, and paid for the four-week work experience placements. The campaign was also supported by other Auckland regional employers, industry stakeholders and other agencies.The campaign budget was around $250k, which supported campaign and social media management, the website and jobs feed, media and public relations, and events such as JobFest. In-kind support ranging from collateral and support from other pledge partners including NZME, Domino’s Pizza and Trade Me Jobs, amounted to much more.

Agile, analytics-based approachThe campaign operated on an agile test and learn basis for the first few months. This enabled us to use digital analytics to test how young people were interacting with content. This was hugely successful and allowed us to grow the audience significantly and tailor content knowing it would deliver higher engagement results.ATEED delivered the baseline survey on behalf of the advisory group, to establish a foundation for understanding youth perceptions of working in the industry, as well as a mid-campaign survey. A final independent campaign survey explored campaign reach, message penetration, and action taken.The mid-campaign survey found, four example, that visitors to BuildAKL Facebook page demonstrated strong preferences for posts about vacancies, options to get into the industry, construction projects and competitions. These findings helped the campaign team develop “Jobs July” month.Social media analytics were also monitored throughout the campaign, and tools such as tracking pixels provided information on where website users went when they followed links from the BuildAKL site to other websites.

BuildAKL Investment

28%

72%ATEED CONTRIBUTION

TOTAL PARTNER CONTRIBUTIONS

BuildAKL Spend

GENERAL CAMPAIGN MANAGEMENT

MEDIA/PR SPEND/SEO/SEM

SOCIAL MEDIA MANAGEMENT & SPEND

WEBSITE & API

VIDEO PRODUCTION

CONCEPT & RESEARCH & EVALUATION

STUDIO DESIGN

COLLATERAL & OTHER

WORK EXPERIENCE & COMPETITION

21%18%

15%

16%10%

7%

6%

4%

3%


#BuildAKL industry-led youth recruitment campaign

With the support of other employers and industry leaders, the campaign advisory group established an ambitious goal - to increase the number of 16–24 year old Aucklanders working or in a training pathway to work in the construction industry by 4,000 over the life of the campaign. Analysis showed that this increase could come from the following groups. This would become the BuildAKL campaign.

Where will our audience come from?15-24 years old in Auckland

Happily working with no plans to study

33,000

Unhappily working with no plans to study

16,000

At school and not going on to study

38,000

Working and planning on studying next year

32,000

Not working or studying28,000

At school and going on to study

31,000

Currently studying43,000

Expansion

Adjacent

Highest potential

Facebook-led social media campaignBuildAKL used Facebook as the primary channel to connect to youth in order to:

· Showcase Auckland’s construction and infrastructure career opportunities, including how technology is transforming the sector

· Dispelling myths surrounding the construction industry by promoting the diversity of roles and career pathways and addressing barriers that prevent young people from training or working in the industry, such as drug use and the need for a driver’s licence.

· Promote the value of on-the-job training and development

· Share real life stories of youth success in the construction sector

Facebook was selected as the primary channel for the BuildAKL campaign, based on our understanding of what platforms young people use, and where they start their search for work and information on careers. Social media is content hungry so video and other digital content designed to appeal to the target youth audiences was developed and shared throughout the life of the campaign.

BuildAKL Facebook advertisment analysis: · $12k was spent on Facebook advertisments that reached over 320k young Aucklanders.

· There were 2.5m impressions, at an average cost of $5.48 per thousand impressions (compares to industry benchmarks of around $5-7.00 per thousand).

· Page users clicked through 1.87 percent of the time on average – over twice the rate that the average across all industries

· The campaign achieved an overall average relevance score of six, highlighting successful targeting attributes

Youth, including girls, Māori and Pasifi ka sub-segmentsWhile BuildAKL was aimed at all Auckland youth under 25 years of age, three key sub-segments were identifi ed - Māori and Pasifi ka, and young women.

Elements of the campaign were specifi cally designed to engage and educate these groups about working in the industry, to increase employment and training for the industry.

Secondary audience - key infl uencersGiven the role of key infl uencers in forming young people’s opinions about working in construction and infrastructure, the following secondary audiences were also identifi ed:

· Family/whanau infl uencers

· Teachers and careers advisors

· Industry employers and wider stakeholder/partner groups

Focus on girls and women The BuildAKL campaign was developed with generous insights shared by organisations and sectors that have focussed on and increased the proportion of girls and women they are recruiting and developing.

The Ministry of Women’s research into what the barriers and opportunities were for women entering the industry following the Canterbury earthquakes, and background on the successful Connexis industry training organisation Girls with Hi-Vis® campaign provided key insights.

Hero site engineer – Sapoa Rimoni

With the generosity of the “Make the World” campaign and Hawkins, Sapoa Rimoni became a BuildAKL campaign hero.

Sapoa, an Aucklander, told her story through video. Her profi le was the most viewed item on the BuildAKL website.


#BuildAKL campaign activity and resultsThe campaign was delivered over four phases: awareness, amplifi cation, challenging perceptions and inspiring action. These four phases were designed to promote the industry’s leading edge capabilities, diversity of roles and career pathways, and highlight the value of industry education and training pathways.The campaign audiences were targeted as follows through a channel strategy that aimed to drive youth traffi c and engagement through the BuildAKL Facebook page.

CAMPAIGN AUDIENCE

FACEBOOK, Instagram, Snapchat

EXPERIENTIAL JobFestJob Days

YOUTH HEROESEmployer/ partner content

MARKETING COLLATERALDigital, video, brand look & feel

BUILDAKL WEBSITE buildakl.co.nzTradeMe jobs feed

NZME PARTNERSHIPNZ Herald, Newstalk ZB etc.

Auckland 16-24 years

Secondary infl uencers

JobFest #BuildAKL zone launch The campaign launched with the “Be on the Team” paid work experience competition in September 2016, in the BuildAKL zone at Auckland’s JobFest regional youth employment event.

The zone attracted signifi cant youth interest, with the opportunity to have a go on equipment provided by Hirepool popular with young participants. The zone also showcased the virtual reality technology that is being adopted by the industry, with youth able to try on virtual reality googles.

BuildAKL achieved national exposure on TVNZ and Newshub, with journalists attending JobFest and communicating the key campaign messages.

The NZ Herald also ran with the story – with all media coverage shared via ATEED social media channels, email updates, and via our stakeholder BuildAKL networks.

Over 40 young people were interviewed at JobFest and subsequently started work with employers in Auckland’s construction and infrastructure industry.

The BuildAKL zone is now an established feature at the twice-yearly JobFest events, and has the largest employer participation of any industry.

‘Be on the Team’ paid work experience competitionThe BuildAKL employers off ered 10 young people the chance to win a 4-week paid work experience placement during the summer of 2016/17. They designed the placements to give the winners a go in diff erent business areas, showcasing entry-level roles, career pathways, and the team work required to deliver projects.

Over 500 young people entered the competition and 68 were shortlisted. These 68 were drug and Ministry of Justice screened. Of

these, 24 young people received basic training – SiteSafe delivered by AWF and “how not to self-sabotage” delivered by The Solomon Group – before meeting employers face to face.

Twelve young people were off ered paid placements by employers, and most off ered two placements (buddy pairs). Nine young people completed placements, posting about their experiences from mid-January 2017. The “BuildAKL Squad” included female and male winners, and represented the diversity of Auckland’s youth including Māori, Pasifi ka, Asian and other ethnicities.

The winners became the ‘heroes’ of the BuildAKL campaign and thousands of young people followed their journeys.

Competition resultsDuring the eight weeks that the winners posted about their experiences on Facebook, the number of people following the page increased from 300 to 3,000. Once winners were selected Fairfax community newspapers and ran stories on local young people who had secured on the job training (“Young west Auckland dad wins work experience”).

The competition was a novel idea, and from a creative point of view ticked all the boxes. Logistically it was far more challenging. It also added additional risk when we were looking for Campaign Heroes that would be appropriate to drive the campaign through social media, as well as being a good fi t for employer partners.

Many of the employers hoped that the young people that they provided work experience placements for would enter full time employment and continue to showcase their employer brand and opportunities. The BuildAKL team received one full time employment off er, three on-going paid work experience off ers, and there were discussions with key partner employers about post-study opportunities.

To date, none of the competition winners has been employed by a campaign partner.

Facebook July job alert!Jobs July was a massive month long entry level vacancy push through the BuildAKL Facebook page. It delivered over 10,000 clicks through to entry level jobs promoted on the BuildAKL Facebook page and website.

July Job Alert was supported by signifi cant Facebook media investment, and the increase in reach achieved through collaboration with TradeMe and other partners made the advertising investment go much further.

Snapchat competitionWhile BuildAKL was Facebook-led, our audience insights showed that Instagram and Snapchat are also key youth platforms. The campaign didn’t have the resource to deliver content through all of these channels.

Snapchat was used for a photo-competition where the prize was a trip to the top of the Sky Tower with ex-Warrior player, Ben Henry, in partnership with Kone Elevators.

NZME media partnershipA media partnership with NZME secured coverage through their channels, targeting both the youth primary audience and the adult/industry secondary audience. More than 80,000 people heard about BuildAKL on the radio, including through JobFest advertising (Flava, ZM) and Newstalk ZB radio interviews with Leighton Smith.

Supporting campaign activation using the Flava brand to promote the work experience competition was less successful – young people didn’t understand what they were entering and didn’t go to activation events with street teams.

A further 80,000 people read about the campaign in the NZ Herald’s brand insight section where the stories of the young competition winners like Seb and Jasmine, where shared with infl uencer audiences. Two of the BuildAKL NZ Herald articles ranked in the top fi ve percent of average article performance (premium native content) which the NZ Herald analysis describes as “an absolutely stellar result.”

The NZ Herald’s own Facebook page was an eff ective channel for readers with one sponsored social post delivering a fi fth of all views for the article that was shared. Nearly 3,500 people shared these and related NZ Herald articles highlighting the employment growth and career opportunities in the sector.

The bounce rate for articles was 11.9 percent – well below the NZ Herald average of 20 percent – suggesting that readers were really interested in the industry and BuildAKL campaign content.


BuildAKL Campaign insightsBuildAKL worked to lift the lid on the diverse range of job opportunities within the construction and infrastructure sector by using social media channels popular with under-25-year-olds.

Keeping content fresh throughout the 12-month campaign and focusing on different projects and roles across sector meant that BuildAKL could build and maintain a high level of audience engagement, utilising a range of social media platforms, print and radio. The campaign was a success on so many levels but, after 12 months, is only just scratching the surface of what needs to be achieved.

1. Industry leadership delivers results · An agile test-learn-scale approach added value – during the first few months of the campaign. We took this approach to see how the young people were interacting with BuildAKL content. It was hugely successful and allowed the campaign team to grow the audience significantly and to tailor the content to would deliver higher engagement and action, including through outreach.

· Collaboration for industry good works – but takes time and commitment: Co-design and engagement needs to start much earlier to enable partners to get the most out of campaign activity, and to successfully engage their wider organisations in the campaign development and out-reach, for example through internal communications platforms and activity.

· Champions in senior leadership and governance drive behavior – companies and industries with strong leadership support for youth and diversity recruitment experience greater success in orienting recruitment and development practices to youth, and more diverse – girls/women, Māori, and Pasifika audiences to increase engagement.

2. Finding youth-employer sweet spots is key · Work experience is gold – but hard to do: genuine work experience is the priority for youth – and a big investment for employers. The “Be on the Team” competition ticked all of the boxes from a creative point of view but was logistically challenging for everyone – winners, employers, and the campaign manager who provided pastoral care to the winners. The competition process also increased the risk for

employers looking for heroes to drive the campaign via social media, and we learnt employers need to be part of the “recruitment” process earlier. Blocks of work experience rather than intermittent placements are easier for employers and sites to manage.

· Academic requirements can be barriers to work experience - in the secondary school sector and for some tertiary education courses, as they are a barrier to young people spending time in the workplace and developing their employability skills, despite evidence on the importance of these experiences for all young people.

3. Youth engagement needs to be savvy · Engagement needs to be authentic and start early. Young people are looking for “people like me” (gender, ethnicity. age) and people who can connect them to employers and workplaces. Leveraging existing whanau and community relationships – including through existing employees – provides organic reach – as does engaging directly with young people to develop recruitment tools and approaches.

· Young people aren’t as confident as we assume – recruitment innovation is responding to this challenge, but employers can do more to tailor their offer and processes to young people seeking both work experience, and entry-level roles. This is particularly true where construction and infrastructure employers are seeking to increase recruitment from more diverse, non-traditional groups such as girls/women and rangatahi.

· Content-led social media works – 45 days of video was consumed during the year-long campaign including commercially-produced content, and mobile phone content filmed and edited on a laptop. Seeing people like me – and other people in the early stages of their career – succeeding and enjoying their work in the industry is effective.

· Go to them – they won’t come to you – we learnt the hard way that it’s easier to reach young people where they congregate – on social media, at places offering free Wi-Fi (public libraries), and in the education and training system – than to ask them to come to you. They’re often shy, and face transport barriers. Buddies and group opportunities for engagement are more effective.

· Young people are on trend – while they told us in 2016 that hashtags were good to use, by the time the campaign launched, and as older audiences including parents started using them - hashtags were in the “going down” category…

What next for the BuildAKL campaign?Auckland’s BuildAKL employers remain keenly interested in further campaign activity, including through continuing to link to national activity such as Got a Trade, and the planned Civil Contractors NZ recruitment campaign.

Employer partner feedback, gathered as part of the mid-campaign evaluation, provides clear direction – build on the progress made in year one of the campaign.

They, alongside a wider group of Auckland construction and infrastructure industry employers and stakeholders came together for a workshop in October 2017 and identified the following priorities for future collaboration that would grow a sustainable youth pipeline into the industry:

· Continue to drive industry youth recruitment using the BuildAKL brand - to increase and amplify the industry’s ability to engage with and recruit Auckland youth, using their communications platforms and providing stories, video and other content that resonates with the target age group and focus segments.

· Increase engagement with schools/tertiary education providers - to share information with children and young people, and their whanau/community influencers, much earlier about the diverse employment and career opportunities that the construction and infrastructure industry can provide to Auckland youth.

· Increase engagement with influencer audiences including by leveraging existing staff networks, community outreach and engagement (for example through working with local schools that are part of Communities of Learning), and building relationships with local church, hapu/iwi and marae to develop talent pipelines.

From zero to $75k in 3-4 years

17-year old Jasmine Witika was a ‘Be on the Team’ competition winner and placed with Independent Traffic Control (iTraffic). Jasmine featured in posts and videos on Facebook and in a NZ Herald article.

While iTraffic offered Jasmine a fulltime role at the end of the work placement she ultimately wasn’t sure what type of employment she wanted, and ultimately made the decision to decline the employment offer. Since then, Jasmine has started working in the sector alongside a family member.

18 | www.aucklandnz.com/ateed

AnnexThanks to the following individuals and organisations:

BuildAKL campaign key partners and representatives BuildAKL Partner

AWF Chris Webb, Fleur Board, Lorne Kyd

Citycare Group Claire Drake, Rachel Moore, Samantha Harley, Peter Harper

Downer Lee Pennock, Pauline Brown, Renee Hanley

Fletcher Building Dan Phillips, Frances Ridge, George Adamson, Keith Muirhead

Hawkins Nancy McConnell, Tracey Standring

Independent Traffic Junior Chan-Tung, Glen Ruma

Trade Me Jobs Anna Miles, Beatrice Thorne, Kate Baker

The Solomon Group Jenny Solomon, Singa Falatnitule

Watercare Services Adrienne Miller, Charlene Redhead, Margaret Puni

ATEED Amy Robens, Elizabeth Price, Claire Gomas, Delwyn Corin, Melissa Hall, Neria Brewerton, Paul Edwards

Construction and infrastructure campaign advisory group Chris Webb (AWF), Pauline Brown (Downer), Huia Hanlen (Ministry of Education), Patrick Gifford (Youth Connections), Heather Stonyer/Graham Hodge (Auckland Construction Skills Alliance), Dan Phillips (Fletcher Building), Robert Mitford-Burgess (The Southern Initiative Māori Pasifika Trades Training), Rachael Wiseman (Downer), Robyn McKeown (Downer), Jenny Solomon (The Solomon Group), Katherine Hall/Andrew Robertson/Amanda Wheeler (Got a Trade campaign and BCITO and SkillsOrg industry training organisations)

Women in constructionWith thanks also to Frances Hague for her leadership and sharing insights from the work that Connexis has led to increase young women entering the infrastructure industry, alongside Jenny Martin (National Association of Women in Construction), and Auckland Council Chief Engineer Sarah Sinclair

Education and Training providersManukau Institute of Technology, The Solomon Group, UNITEC.

BuildAKL campaign resourcesFacebook www.facebook.com/buildAKL

Website www.buildakl.co.nz

Media library www.buildakl.co.nz/media

Entry-level TradeMe Jobs www.buildakl.co.nz/buildakl-jobs

Campaign research Available on googledrive here

www.aucklandnz.com/ateed | X

ATEED address and contact informationAuckland Tourism Events and Economic DevelopmentPO Box 5561, Wellesley St, Auckland 1141, New [email protected] Publication - February 2018, ISBN report number - 978-0-473-42802-0

KEEPING NZWORKING.

Documents

#BuildAKL Industry Youth Recruitment Campaign · the way that the industry is approaching youth recruitment. Employers are engaging with young people on social media, on their terms,