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#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 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 We knew that not enough young people knew what our industry could off er, or had outdated perceptions.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 "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

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