Promoting Aviation Careers in Singapore Nadine Kang Assistant Manager (Manpower Development)...
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Transcript of Promoting Aviation Careers in Singapore Nadine Kang Assistant Manager (Manpower Development)...
Promoting Aviation Careers in Singapore
Nadine Kang Assistant Manager (Manpower Development)
Aviation Industry DivisionCivil Aviation Authority of Singapore
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Public Outreach Campaign to Promote Aviation Careers
Learning Points from Public Outreach Campaign
Presentation Agenda
SkillsFuture and the Singapore aviation sector
SkillsFuture and the Singapore aviation sector
Singapore has launched the SkillsFuture initiative to provide Singaporeans with the opportunities to develop their fullest potential throughout life, regardless of their starting points
Help individuals make well-informed
choices in education,
training and careers
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Develop an integrated, high-quality system of
education and training that responds to constantly evolving
industry needs
2
Promote employer
recognition and career
development based on skills and mastery
3
Foster a culture that
supports and celebrates
lifelong learning
4
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Aviation is one of the key economic sectors under SkillsFuture
As part of SkillsFuture, CAAS has developed a Sectoral Manpower Plan to raise the quality of manpower and improve recruitment and retention in quality jobs for Singapore Aviation
Manpower profile
(current, projected, desired)
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Skills adequacy
and relevance
2
Strategies to develop
career and wage
progression pathways
3
Strategies to enhance
skills utilisation
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The Sectoral Manpower Plan (SMP) includes:
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Airlines have done well to attract talent; main challenges are in meeting manpower demand for critical airport jobs
Current situation Key challenges
Airport
Airlines
• Shrinking pool of potential local manpower
• Lack of career progression and wage competitiveness
• Lack of relevant PET specialisations for some jobs
• Specialised skills may be required
• Specialised skills may be required
• Critical ground handling jobs are hard to fill
• These roles are highly manual and require exposure to weather
• High reliance on foreign labour for these roles
• No issues for PME roles
• No issues due to high awareness of airline careers and good proportion of PME jobs
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Manpower development efforts should focus on improving rank and file ground handling jobs, as these critical roles are hard to fill
The Sectoral Manpower Plan adopts a life cycle approach to develop the workforce at all stages of their careers
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SkillsFuture Study Award
Fresh hiresIn-employed with < 5 years of aviation
experience
In-employed with > 5 years of aviation
experience
Students in IHLs
Building new
pipelines
SkillsFuture Earn and Learn Programme
Support CET
Aviation Horizons Scholarship
Aviation Leaders Scholarship
Enhance PET offerings
Promote aviation careers
Improving job quality
Developing skills and training
1
2
3
Improve work environments
Raise productivity
Encourage job redesign
Enhanced internships
Public Outreach Campaign to Promote Aviation Careers
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In February 2015, CAAS kicked off a dedicated public outreach campaign to promote Singapore aviation and its careers especially among the general public
Objectives
• Promote the compelling career opportunities provided by aviation for Singaporeans
• Promote Singapore as the Heart of Aviation, with exciting developments (secondary objective)
• Showcase aviation’s contribution to 50 years of nation building (secondary objective)
Target audience
• Students and job seekers• Student influencers including the general
public, parents and teachers• Aviation workforce
Aviation Open House – 13 to
15 August 2015
Heart of Aviation
Explorer – February 2015
to January 2016
Media Campaign –
April to December 2015
Aviation Road Shows – June
2015
2015 PROMOTION CAMPAIGN
AVIATION CAREERS
10
REGISTERED
AIRCRAFT
222
7
S
E
R MAINTENANCE
TRAINING
ORGANISATIONS
9307 ENGINEERING
APPROVALS
GRANTED
35 DESIGN
AND PRODUCTION
ORGANISATIONS
157 MAINTENANCE
AND REPAIR
ORGANISATIONS
4,524 PILOTS 334
AIR TRAFFIC
CONTROLLERS
2,041 AIRCRAFT
MAINTENANCE
LICENCE
HOLDERS
1 ATCTRAINING
ORGANISATION
AVIATION
TRAINING
ORGANISATIONS9
Aviation Open House – 13 to
15 August 2015
Heart of Aviation
Explorer – February 2015
to February 2016
Media Campaign –
September to December
2015
Aviation Road Shows – June
2015
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The first campaign initiative, the Heart of Aviation Explorer, has brought aviation to schools, industry events and community spaces
• Reached out to over 27,000 visitors so far• 70% of visitors reflected that the bus has increased their knowledge and interest
in aviation• Partners include Singapore Airlines and Changi Airport
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The Heart of Aviation Explorer features educational elements such as career guidance and the applications of aviation in school subjects
• Zones showcasing the key aviation sectors and careers• Featuring applications of aviation in Science, Design and Technology
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We also launched three 'pop up' Heart of Aviation Galleries to reach out to general public
• High footfall locations selected in the city and heartlands for greater reach to youths and families: along Orchard Road and suburban malls
• Features vibrant designs, photo opportunities, behind the scenes stories to draw visitors and provide in-fortainment
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The Heart of Aviation Gallery features interactive behind the scenes information on aviation and showcases real aviation workers, to create buzz on aviation among the general public
• Four themed zones – Now boarding, Ready for take off, In flight and Air Cargo• Showcases interesting behind the scenes facts on aviation• Features the aviation workforce (young and old) and their career experiences• Over 15,000 people visited the galleries
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The Aviation Open House brought together schools and aviation employers to provide a mega aviation education and recruitment platform
• Dedicated aviation recruitment and education fair • Providing a one stop shop with activities targeted at students and job seekers – exhibition
booths, recruitment fair, career talks • AOH was held at Suntec City Convention Centre, a central location in Singapore,
received over 7,000 visitors
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The media campaign enabled mass outreach to enhance branding of aviation and its careers
• Campaign theme, Discover how Singapore aviation is leading tomorrow, to portray aviation as a dynamic and exciting industry, with many achievements and an even brighter future
• Campaign microsite careers.heartofaviation.sg features in-service aviation workers (not models) to showcase real people behind Singapore aviation and their stories
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Focused on digital and online platforms targeting students, produced videos and 30-second cinema advertisement
• Outdoor advertising at locales with high youth footfall: bus stop posters near schools and wall display at train station frequented by youths
• Most of the campaign was conducted via precision targeting through digital and online platforms used frequently by students: Facebook, YouTube, Google etc
• Screened 30-second advertisement at major cinema halls across Singapore
https://www.facebook.com/WeareAviators/videos/1376429042384299/
Learning Points from Public Outreach Campaign
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While feedback from events have been positive; important to measure overall campaign effectiveness
Feedback from campaign events show:1) The events have increased their knowledge and/ or interest in
aviation and its careers; and
2) Visitors would recommend friends and family to consider a career in aviation.
Measures of campaign effectiveness:3) Reach of visitors through events;
4) Effectiveness of social media targeting based on realised "hit rates" versus benchmarks; and
5) Pre and post media campaign impact research among youths by research company
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Learning points from the campaign:
1) A comprehensive outreach campaign should comprise campaign planning and strategy, content development, media buy across various platforms, campaign events and monitoring of campaign effectiveness;
2) Importance of promoting the events among students and the public to create awareness;
3) Social media is a useful and cost effective tool for engaging the young, as well as tracking reach, preferred content and engagement level;
4) Most visitors accessed the microsite via mobile devices; important to ensure website is mobile optimised.
Thank you
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