2020 saw New Zealand essentially lock its borders. For the engineering sector that meant trouble. Association of Consulting and Engineering (ACE) reports that their members expect to hire around 2100 new staff members over the next 12 months. This includes new positions as well as replacing attrition.
Like many engineering consultancies upon signs of recovery, Beca were faced with resourcing challenges. Coupled with this, the Government had launched a record investment programme into rail and infrastructure. While this seemed to be a solution, New Zealand’s historic under investment in rail, and transport meant many of the skills we needed here, lived – well, there in the UK. The only path to resourcing in these skills was to attract expats.
We created a story that focused on the purpose, versus the project. The purpose and reason to come home, to someone who knows home, vs. the project you will be working on. Subsequent videos focused on various projects, and needs in rail and other key areas, but first step was to connect emotionally. This was delivered in a powerful emotive video, voiced directly from the NZ Managing Director, and taken through socials, targeted digital advertising and sponsored online content, all leading to a campaign website reinforcing the story. By making the content engaging and interesting, it was received by the Beca business and ELT well and shared. The results speak for themselves.
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