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Campaigns and schemes increase appeal of work in horticulture
Billboard advertising directed job seekers to the PickNZ website
The Opportunity Grows Here (OGH) workforce attraction campaign has helped more than 10,000 people find jobs in the food and fibre sector.
Elaine Fisher
“The campaign was established by the Ministry for Primary Industries (MPI) in July 2020 in response to Covid-19. It was developed in close collaboration with other government agencies and with sector groups hardhit by Covid and border closures,” says Cheyne Gillooly, MPI’s director investment skills and performance.
“While not physically placing people in jobs, OGH has increased the visibility and desirability of working in our food and fibre sector, helping New Zealanders to find work in areas they might not have otherwise considered.” To help fill immediate and seasonal job vacancies, OGH provides support by directing potential employees to the most relevant job website. “For example, this season, we have worked across the horticulture and viticulture sectors to help drive traffic to the newly established PickNZ job website,” says Cheyne.
PickNZ.co.nz was launched in September 2021. Since then, horticulture and viticulture advertising via OGH ads has delivered more than 40,000 clicks to the site. The Summerfruit NZ campaign led people directly to the PickNZ website as opposed to the OGH website.
Cheyne says the highly social aspect of many horticulture roles gives people the opportunity to build new friendships, support networks and deepen their connections into communities.
“Our primary industries have long been recognised as the backbone of New Zealand’s economy. In fact, one in seven jobs in the country is currently based in our food and fibre sector.”
MPI’s Situation and Outlook for Primary Industries report in December 2021 forecast export revenue for the Primary sector would exceed $50 billion for the first time, hitting a record $50.8 billion in the year to 30 June 2022. “Continued growth in key sectors such as horticulture are key to achieving this goal,” says Cheyne. “Despite growers and exporters having to adjust their operations because of seasonal labour supply shortages, horticultural export revenue is forecast to rise nearly five percent to $6.9 billion for the year to 30 June 2022.” Research conducted in August 2021 showed the OGH campaign had made a marked improvement in building the visibility of food and fibre sector jobs and increasing the appeal of working in the sector. “Twenty-six percent of the non-primary industry workforce had definitely seen or heard the campaign. Of those who saw the messages, 90 percent had ’thought’ or ’done something different’ as a result of seeing the advertising. “People found the campaign appealing to look at, quoting words like ’encouraging, motivating, informative, and thought provoking’,” says Cheyne.
Seasonal Work Scheme helps attract and retain staff
The New Zealand Seasonal Work Scheme (NZSWS) has helped approximately 1,250 people into seasonal work since its re-launch in 2020.
“The scheme’s main focus is to provide additional support to enable more New Zealanders to take up seasonal work opportunities, and a person doesn’t need to be receiving a benefit to qualify,” says Hugh Miller, group general manager employment with the Ministry of Social Development (MSD). Summerfruit growers whose staff took up the support offered, say its financial incentives contributed to improved staff retention with more people staying until the end of the season.
The Opportunity Grows Here workforce attraction campaign has helped increase the appeal of jobs in the primary sector
“People who need to relocate can get help with transport costs and accommodation costs – where they still have accommodation costs back home,” says Hugh. “Support is also available – including for local workers – for daily transport costs, work gear, clothing and training.” If the work lasts longer than six weeks, the participant is also eligible for an incentive payment of $1,000. The majority of people taking up the scheme (35 percent in 2020–2021 and 34 percent in 2021–2022) were between the ages of 16 and 24. Those aged between 25 and 34 made up 28 percent and 26 percent in the past two seasons respectively. Hugh says MSD works proactively with the horticulture and viticulture sectors and encourages employers to liaise with them around employment opportunities. “It is important that employers let us know about seasonal work opportunities as soon as they can. Employers are also encouraged to list vacancies on the PickNZ website.”
