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

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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

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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

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2

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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

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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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