#BuildAKL Industry Youth Recruitment Campaign 2016-17 Campaign Evaluation Report Final, February 2018 "We joined the youth employer pledge to show our commitment to increasing youth employment in Auckland, and across . We knew that not enough young people knew what our industry could off er, or had outdated perceptions.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 . What we have learnt from the BuildAKL campaign has helped us to develop our innovative new SwitchUp platform." Frances Ridge, Fletcher Building

"Being part of the campaign has been a true learning experience for me. It has been reassuring to see that "I think one of the most critical learnings for me was the we are not alone in facing the challenge of growing need for visible, relatable role modelling. Being able the workforce within New Zealand and that everyone to imagine yourself working in that role by having seen is experiencing the same challenges in this low someone like you (gender/ ethnicity/background) do it unemployment and candidate short market. too is essential. BuildAKl has given us that in spades. I’ve learnt through the campaign that there are avenues We also need to do more of that: celebrating the out there that were not previously as attainable. Youth stories of those who have done it. employment, social procurement and re-integration, The BuildAKL expertise in using multiple channels and now being met with a much more receptive approach messaging (including engaging video content) has also from potential employers in the market. This has led been an insight for me into how all this works and what to a point where we are now developing future ready resonates with the younger generation. I also listen to strategies in order for us to cope with the increasing what my kids think is important because it isn’t what need to grow our existing and aging workforce. I look we thought or think is important. We need to listen forward to continuing to contribute and learn as much and learn and be open to diff erent approaches." as I can from the campaign for time to come." Adrienne Miller, Watercare Services Lorne Kyd, AWF

2 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 3 Contents

#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

4 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 5 #BuildAKL industry youth Executive Summary recruitment campaign - at a glance “Be part of the team that’s building Auckland” There is no better way to connect young people Hundreds of thousands of people were exposed to the campaign and as a result, more young people are in work, with families, teachers and The BuildAKL campaign is a regional employer-led initiative to get than to have them share their real experiences other influencers on board. more young people into jobs and pathways into Auckland’s booming with each other. The BuildAKL campaign was a social media first for many of the employers and industry stakeholders who supported it. They put aside construction and infrastructure sector. The one-year campaign by This approach is at the heart of the BuildAKL social media campaign, competitive and sub-sector differences, to join together for an industry the first of its kind in New Zealand, which aims to get more young good. ATEED, in its role supporting Auckland’s economic development, Auckland employers, education and training providers, and wider Aucklanders into jobs and pathways into the construction and was able to create a platform for employers, education and training infrastructure sector. providers, schools and community stakeholders to come together. stakeholders, aimed to increase short and long-term recruitment in line Led by regional construction and infrastructure employers, in The results of the first year of the BuildAKL campaign demonstrate the partnership with Auckland Tourism, Events and Economic Development power of this collective effort, and has supported positive changes to with a 5-10 year vision for a sustainable Auckland industry workforce. (ATEED), the initial 12-month campaign aimed to increase the number the way that the industry is approaching youth recruitment. Employers of young Aucklander’s considering or starting careers in the booming are engaging with young people on social media, on their terms, and industry. sharing information and messages that catch their attention and deliver The social media-led campaign went live in September 2016, and was the first of its kind in It launched at JobFest in September 2016, offering 10 16-24 year old action. New Zealand. Aucklanders the chance to win four weeks paid work experience through a competition designed to appeal to young people and their families. Next steps –2018 Showcasing their experiences, as a way of promoting the diversity of roles and people in the industry, worked. ··Continue to drive industry youth recruitment using the BuildAKL brand and campaign platform An estimated 1,500 young Aucklanders who were exposed to the ··Increase direct engagement with youth audiences studying at BuildAKL campaign are now employed in the construction and secondary schools/tertiary education providers infrastructure industry, while 3,000 youth made deliberate education and training choices to get them into industry pathways. ··Increase engagement with influencer audiences to profile the diversity and technology features of the campaign Campaign target audiences – young Māori and Pasifika, and girls and ··Apply industry-led youth recruitment insights to Auckland’s tourism Increase Increase Challenge Amplify Inspire women – are well represented in these new industry recruits and and hospitality sector industry youth awareness perceptions entry points action students, and are a growing proportion of the future workforce and leaders in Auckland. employment Showcase Auckland’s Dispelling myths Promote the value of Share real life stories construction and surrounding the on-the-job training and Attract 4,000 more of youth success in the infrastructure construction industry development, young people into construction career opportunities, by promoting the and entry level jobs the construction and and infrastructure including technological diversity of roles and infrastructure industry transformation career pathways and sector through the campaign, addressing barriers that Over 14,000 clicks through filling skills gaps and prevent young people to entry-level jobs from growing the youth Six of the 11 job profile One in five Auckland from training or working the BuildAKL Facebook pipeline videos were youth were exposed to in the industry page and website of Māori or Pasifika the campaign, two thirds through BuildAKL on Three quarters of youth working 1,500 young Aucklanders The campaign supported Facebook competition entrants in the industry employed in the industry an 18 percent increase in were looking specifically after BuildAKL exposure interest in construction Over 300,000 youth for work experience and infrastructure as a saw Facebook posts opportunities Around 8,000 youth made career (from 25 percent to looked at education or 43 percent over the life of 100,000+ engagements MIT scholarships offered training to support them the campaign) with BuildAKl content on and a range of other into an industry career Facebook (like/share/ scholarships – including pathway, and 3,000 Four of the nine BuildAKL comment/link clicks etc.) those available for Māori enrolled or made subject competition winners and Pasifika youth, and choices were women - the BuildAKL Job profile pages young women – promoted female site engineer role viewed more than 6,000 through the campaign was the highest viewed times website job profile (viewed 1,000+ times) Over half of young people now interested in finding Five videos demystifying out about training for the drug screening and three industry (55 percent) driver licensing videos Forty-five days (65,000 minutes) of BuildAKL video content watched

6 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 7 With these insights, and those shared by the advisory group, and many #BuildAKL partner employers others across the industry and country, the campaign advisory group Auckland’s growth is worked with ATEED to design a campaign that would offer opportunities Seven regional employer partners put aside their individual interests for real world exploration and information sharing. 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 providing opportunity across each of its four phases, for the good of the greater industry. ATEED management with regional employer partners ··AWF ··City Care 30-year construction and infrastructure boom ATEED commissioned campaign assets, including a marketing look and feel to appeal to Auckland youth, video content, and the bespoke ··Downer Auckland is experiencing the biggest construction and infrastructure boom in New Zealand’s history. website which was used as the campaign platform to house content ··Fletcher Building and information posted on Facebook and other social media platforms. ··Hawkins Group An estimated $18.7 billion will be spent over the next decade on capital projects that respond to the These assets included: region’s growth. This will include 400,000 more dwellings to house a million more residents by 2050. ··Independent Traffic Control (iTraffic) ··A high-energy video hype reel and supporting video on specific issues ··Watercare Services ··The website – centralised campaign platform for content and While the industry already employs more than 170,000 people, this information and TradeMe Jobs also provided generous support rapid growth and an ageing workforce, mean that employers are Regional employer and industry leadership ··Trade Me Jobs – a bespoke entry-level jobs feed to drive recruitment to the campaign, with financial contribution and a live jobs feed on the experiencing severe skills shortages. An additional 28,000 new jobs will The BuildAKL campaign aimed to attract this next generation of industry BuildAKL website. be created between now and 2022. This presents a great opportunity workers and leaders to the industry. ··Media – updates on the campaign successes and showcasing employment to get the next generation of young Aucklanders into careers in the Shortly after becoming a Youth Employer Pledge partner, Fletcher industry. Building approached ATEED to talk about the coming “wall of work” and Expanding the number of new entrants working in the industry – for help to make the most of the opportunity to get more youth into jobs particularly girls and women, and from Auckland’s youthful Māori and careers in the industry. and Pasifika populations – as well as highlighting the diverse range of Given the scale of the opportunity, ATEED convened a wider stakeholder jobs and career pathways on offer, is a clear opportunity and need for group to consider a regional industry-wide initiative that could increase industry employers. short and long-term industry recruitment in line with a 5-10 year vision for a sustainable Auckland industry workforce. Auckland’s future workforce and leaders Auckland’s population is youthful, providing opportunity for growing Campaign Advisory Group businesses and local communities. BuildAKL is one of many Auckland The Campaign Advisory Group aimed to provide representation from Council group initiatives focussed on realising the potential of youthful across the industry, with employers, education and training providers, talent, as employees, entrepreneurs, and future leaders. Maori and Pasifika expertise, and by linking to existing successful youth ATEED facilitates the Youth Employer Pledge employer network, part of recruitment and training campaigns such as Got a Trade. Auckland Council Youth Connections to get more young talent into work The group members were: Fletcher Building Group, Downer, AWF, Got a and career pathways. Sixty-nine leading Auckland businesses, including Trade, Māori and Pasifika Trades Training (The Southern Initiative), the the BuildAKL partners, have pledged their commitment to increasing Ministry of Education, Solomon Group and Youth Connections (Auckland youth employment. Council). The first step the advisory group took was to find out what Each year, around 20,000 young Aucklanders finish secondary school young Aucklanders thought about working in the industry, through and head into further education, training or employment, and many baseline research that could be used to shape the campaign. more complete tertiary education qualifications. For many young people these transitions go smoothly, but there is a large number of young Auckland youth - industry perceptions Aucklanders who are not in education, employment or training. Young 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.

8 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 9 Campaign investment Agile, analytics-based approach ATEED project managed the campaign delivery with the partner The campaign operated on an agile test and learn basis for the first employer group, who contributed $10k each towards the campaign few months. This enabled us to use digital analytics to test how young budget, and paid for the four-week work experience placements. The people were interacting with content. This was hugely successful and campaign was also supported by other Auckland regional employers, allowed us to grow the audience significantly and tailor content knowing industry stakeholders and other agencies. it would deliver higher engagement results. The campaign budget was around $250k, which supported campaign ATEED delivered the baseline survey on behalf of the advisory group, to and social media management, the website and jobs feed, media and establish a foundation for understanding youth perceptions of working public relations, and events such as JobFest. In-kind support ranging in the industry, as well as a mid-campaign survey. A final independent from collateral and support from other pledge partners including NZME, campaign survey explored campaign reach, message penetration, and Domino’s Pizza and Trade Me Jobs, amounted to much more. 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 Spend BuildAKL Investment

18% 21%

GENERAL CAMPAIGN MANAGEMENT 3% MEDIA/PR SPEND/SEO/SEM 28% TOTAL PARTNER SOCIAL MEDIA MANAGEMENT & SPEND CONTRIBUTIONS 4% WEBSITE & API VIDEO PRODUCTION CONCEPT & RESEARCH & EVALUATION 6% STUDIO DESIGN 15% COLLATERAL & OTHER WORK EXPERIENCE & COMPETITION 72% 7% ATEED CONTRIBUTION

10% 16%

10 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 11 Facebook-led social media campaign Youth, including girls, Māori and Pasifi ka sub- #BuildAKL industry- BuildAKL used Facebook as the primary channel to connect to youth in segments order to: While BuildAKL was aimed at all Auckland youth under 25 years of age, · Showcase Auckland’s construction and infrastructure career three key sub-segments were identifi ed - Māori and Pasifi ka, and young led youth recruitment opportunities, including how technology is transforming the sector women. · Dispelling myths surrounding the construction industry by promoting Elements of the campaign were specifi cally designed to engage and the diversity of roles and career pathways and addressing barriers that educate these groups about working in the industry, to increase campaign prevent young people from training or working in the industry, such as employment and training for the industry. drug use and the need for a driver’s licence. · Promote the value of on-the-job training and development Secondary audience - key infl uencers · Share real life stories of youth success in the construction sector Given the role of key infl uencers in forming young people’s opinions Facebook was selected as the primary channel for the BuildAKL about working in construction and infrastructure, the following With the support of other employers and industry campaign, based on our understanding of what platforms young secondary audiences were also identifi ed: people use, and where they start their search for work and information leaders, the campaign advisory group established an on careers. Social media is content hungry so video and other digital · Family/whanau infl uencers content designed to appeal to the target youth audiences was · Teachers and careers advisors ambitious goal - to increase the number of 16–24 year developed and shared throughout the life of the campaign. · Industry employers and wider stakeholder/partner groups old Aucklanders working or in a training pathway to BuildAKL Facebook advertisment analysis: Focus on girls and women · $12k was spent on Facebook advertisments that reached over 320k The BuildAKL campaign was developed with generous insights shared work in the construction industry by 4,000 over the young Aucklanders. by organisations and sectors that have focussed on and increased the life of the campaign. Analysis showed that this increase · There were 2.5m impressions, at an average cost of $5.48 per thousand proportion of girls and women they are recruiting and developing. impressions (compares to industry benchmarks of around $5-7.00 per The Ministry of Women’s research into what the barriers and could come from the following groups. This would thousand). opportunities were for women entering the industry following the · Page users clicked through 1.87 percent of the time on average – over Canterbury earthquakes, and background on the successful Connexis become the BuildAKL campaign. twice the rate that the average across all industries industry training organisation Girls with Hi-Vis® campaign provided key · The campaign achieved an overall average relevance score of six, insights. highlighting successful targeting attributes

Where will our audience come from? Hero site engineer – Sapoa Rimoni 15-24 years old in Auckland With the generosity of the “Make the World” campaign and Hawkins, Sapoa Rimoni became a Happily working with At school and not BuildAKL campaign hero. no plans to study going on to study 33,000 38,000 Sapoa, an Aucklander, told her story through video. Her profi le was the most viewed item on the Highest potential BuildAKL website. Unhappily working with no plans to study 16,000 Working and planning on studying next year 32,000 Expansion

Currently studying Not working or 43,000 studying 28,000

At school and going on to study 31,000 Adjacent

12 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 13 Facebook July job alert! NZME media partnership #BuildAKL campaign activity Jobs July was a massive month long entry level A media partnership with NZME secured coverage through their vacancy push through the BuildAKL Facebook channels, targeting both the youth primary audience and the adult/ page. It delivered over 10,000 clicks through industry secondary audience. More than 80,000 people heard about and results to entry level jobs promoted on the BuildAKL BuildAKL on the radio, including through JobFest advertising (Flava, ZM) Facebook page and website. and Newstalk ZB radio interviews with Leighton Smith. Supporting campaign activation using the Flava brand to promote the July Job Alert was supported by signifi cant The campaign was delivered over four phases: awareness, amplifi cation, work experience competition was less successful – young people didn’t Facebook media investment, and the increase understand what they were entering and didn’t go to activation events in reach achieved through collaboration with challenging perceptions and inspiring action. These four phases were with street teams. TradeMe and other partners made the advertising designed to promote the industry’s leading edge capabilities, diversity of investment go much further. A further 80,000 people read about the campaign in the NZ Herald’s brand insight section where the stories of the young competition roles and career pathways, and highlight the value of industry education winners like Seb and Jasmine, where shared with infl uencer audiences. Snapchat competition Two of the BuildAKL NZ Herald articles ranked in the top fi ve percent of average article performance (premium native content) which the NZ While BuildAKL was Facebook-led, our audience insights showed that and training pathways. Herald analysis describes as “an absolutely stellar result.” Instagram and Snapchat are also key youth platforms. The campaign The campaign audiences were targeted as follows through a channel strategy that aimed to drive youth didn’t have the resource to deliver content through all of these channels. 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 Snapchat was used for a photo-competition where the prize was a traffi c and engagement through the BuildAKL Facebook page. article that was shared. Nearly 3,500 people shared these and related trip to the top of the Tower with ex-Warrior player, Ben Henry, in NZ Herald articles highlighting the employment growth and career partnership with Kone Elevators. CAMPAIGN FACEBOOK, EXPERIENTIAL YOUTH HEROES MARKETING BUILDAKL NZME opportunities in the sector. AUDIENCE Instagram, JobFest Employer/ partner COLLATERAL WEBSITE PARTNERSHIP Snapchat Job Days content Digital, video, buildakl.co.nz NZ Herald, The bounce rate for articles was 11.9 percent – well below the NZ Herald brand look & feel TradeMe jobs feed Newstalk ZB etc. average of 20 percent – suggesting that readers were really interested in the industry and BuildAKL campaign content. Auckland 16-24 years

Secondary infl uencers

these, 24 young people received basic training – SiteSafe delivered by JobFest #BuildAKL zone launch AWF and “how not to self-sabotage” delivered by The Solomon Group – The campaign launched with the “Be on the Team” paid work experience before meeting employers face to face. competition in September 2016, in the BuildAKL zone at Auckland’s JobFest regional youth employment event. Twelve young people were off ered paid placements by employers, and most off ered two placements (buddy pairs). Nine young people The zone attracted signifi cant youth interest, with the opportunity completed placements, posting about their experiences from mid- to have a go on equipment provided by Hirepool popular with young January 2017. The “BuildAKL Squad” included female and male winners, participants. The zone also showcased the virtual reality technology that and represented the diversity of Auckland’s youth including Māori, is being adopted by the industry, with youth able to try on virtual reality Pasifi ka, Asian and other ethnicities. googles. The winners became the ‘heroes’ of the BuildAKL campaign and BuildAKL achieved national exposure on TVNZ and Newshub, with thousands of young people followed their journeys. journalists attending JobFest and communicating the key campaign messages. Competition results The NZ Herald also ran with the story – with all media coverage shared During the eight weeks that the winners posted about their experiences via ATEED social media channels, email updates, and via our stakeholder on Facebook, the number of people following the page increased BuildAKL networks. from 300 to 3,000. Once winners were selected Fairfax community Over 40 young people were interviewed at JobFest and subsequently newspapers and ran stories on local young people who had secured on started work with employers in Auckland’s construction and the job training (“Young west Auckland dad wins work experience”). infrastructure industry. The competition was a novel idea, and from a creative point of view The BuildAKL zone is now an established feature at the twice-yearly ticked all the boxes. Logistically it was far more challenging. It also JobFest events, and has the largest employer participation of any added additional risk when we were looking for Campaign Heroes that industry. would be appropriate to drive the campaign through social media, as well as being a good fi t for employer partners. ‘Be on the Team’ paid work experience competition Many of the employers hoped that the young people that they provided The BuildAKL employers off ered 10 young people the chance to win a work experience placements for would enter full time employment 4-week paid work experience placement during the summer of 2016/17. and continue to showcase their employer brand and opportunities. They designed the placements to give the winners a go in diff erent The BuildAKL team received one full time employment off er, three on- business areas, showcasing entry-level roles, career pathways, and the going paid work experience off ers, and there were discussions with key team work required to deliver projects. partner employers about post-study opportunities. Over 500 young people entered the competition and 68 were To date, none of the competition winners has been employed by a shortlisted. These 68 were drug and Ministry of Justice screened. Of campaign partner. 14 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 15 BuildAKL Campaign insights What next for the BuildAKL worked to lift the lid on the diverse range of job opportunities BuildAKL campaign? within the construction and infrastructure sector by using social media Auckland’s BuildAKL employers remain keenly interested in further channels popular with under-25-year-olds. campaign activity, including through continuing to link to national activity Keeping content fresh throughout the 12-month employers looking for heroes to drive the campaign via social media, and we learnt employers need to be part of the “recruitment” such as Got a Trade, and the planned Civil Contractors NZ recruitment campaign and focusing on different projects process earlier. Blocks of work experience rather than intermittent and roles across sector meant that BuildAKL placements are easier for employers and sites to manage. campaign. could build and maintain a high level of audience ··Academic requirements can be barriers to work experience - in the secondary school sector and for some tertiary education courses, as engagement, utilising a range of social media they are a barrier to young people spending time in the workplace Employer partner feedback, gathered as part platforms, print and radio. and developing their employability skills, despite evidence on the of the mid-campaign evaluation, provides clear From zero to $75k in 3-4 years importance of these experiences for all young people. direction – build on the progress made in year one The campaign was a success on so many levels 17-year old Jasmine Witika was a ‘Be on the Team’ of the campaign. but, after 12 months, is only just scratching the 3. Youth engagement needs to be savvy competition winner and placed with Independent surface of what needs to be achieved. ··Engagement needs to be authentic and start early. Young people They, alongside a wider group of Auckland construction and Traffic Control (iTraffic). Jasmine featured in posts are looking for “people like me” (gender, ethnicity. age) and people infrastructure industry employers and stakeholders came together for who can connect them to employers and workplaces. Leveraging a workshop in October 2017 and identified the following priorities for and videos on Facebook and in a NZ Herald article. 1. Industry leadership delivers results existing whanau and community relationships – including through future collaboration that would grow a sustainable youth pipeline into existing employees – provides organic reach – as does engaging While iTraffic offered Jasmine a fulltime role at ··An agile test-learn-scale approach added value – during the first the industry: directly with young people to develop recruitment tools and few months of the campaign. We took this approach to see how the the end of the work placement she ultimately approaches. ··Continue to drive industry youth recruitment using the BuildAKL young people were interacting with BuildAKL content. It was hugely brand - to increase and amplify the industry’s ability to engage with ··Young people aren’t as confident as we assume – recruitment wasn’t sure what type of employment she wanted, successful and allowed the campaign team to grow the audience and recruit Auckland youth, using their communications platforms innovation is responding to this challenge, but employers can do significantly and to tailor the content to would deliver higher and providing stories, video and other content that resonates with the and ultimately made the decision to decline the more to tailor their offer and processes to young people seeking engagement and action, including through outreach. target age group and focus segments. both work experience, and entry-level roles. This is particularly employment offer. Since then, Jasmine has started ··Collaboration for industry good works – but takes time and true where construction and infrastructure employers are seeking ··Increase engagement with schools/tertiary education providers - commitment: Co-design and engagement needs to start much working in the sector alongside a family member. to increase recruitment from more diverse, non-traditional groups to share information with children and young people, and their earlier to enable partners to get the most out of campaign activity, such as girls/women and rangatahi. whanau/community influencers, much earlier about the diverse and to successfully engage their wider organisations in the employment and career opportunities that the construction and ··Content-led social media works – 45 days of video was consumed campaign development and out-reach, for example through internal infrastructure industry can provide to Auckland youth. communications platforms and activity. during the year-long campaign including commercially-produced content, and mobile phone content filmed and edited on a laptop. ··Increase engagement with influencer audiences including ··Champions in senior leadership and governance drive behavior – Seeing people like me – and other people in the early stages of by leveraging existing staff networks, community outreach and companies and industries with strong leadership support for youth their career – succeeding and enjoying their work in the industry is engagement (for example through working with local schools that are and diversity recruitment experience greater success in orienting effective. part of Communities of Learning), and building relationships with local recruitment and development practices to youth, and more church, hapu/iwi and marae to develop talent pipelines. diverse – girls/women, Māori, and Pasifika audiences to increase ··Go to them – they won’t come to you – we learnt the hard way that engagement. it’s easier to reach young people where they congregate – on social media, at places offering free Wi-Fi (public libraries), and in the 2. Finding youth-employer sweet spots is key education and training system – than to ask them to come to you. They’re often shy, and face transport barriers. Buddies and group ··Work experience is gold – but hard to do: genuine work experience opportunities for engagement are more effective. is the priority for youth – and a big investment for employers. The ··Young people are on trend – while they told us in 2016 that “Be on the Team” competition ticked all of the boxes from a creative hashtags were good to use, by the time the campaign launched, and point of view but was logistically challenging for everyone – winners, as older audiences including parents started using them - hashtags employers, and the campaign manager who provided pastoral care were in the “going down” category… to the winners. The competition process also increased the risk for

16 | www.aucklandnz.com/ateed www.aucklandnz.com/ateed | 17 Annex Thanks 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 construction With 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 providers Manukau Institute of Technology, The Solomon Group, UNITEC.

BuildAKL campaign resources Facebook 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 18 | www.aucklandnz.com/ateed KEEPING NZ WORKING.

ATEED address and contact information Auckland Tourism Events and Economic Development PO Box 5561, Wellesley St, Auckland 1141, New Zealand [email protected]

Publication - February 2018, ISBN report number - 978-0-473-42802-0 www.aucklandnz.com/ateed | X