Meeting the Last Mile Challenge 2 – Reversing the Unfavourable Industry Image
Two Cases in Hong Kong
The shortage of frontline staff in courier industry is not only related to the expansion of the business, competition from food delivery, but also an unfavourable image.
Unfavourable public image for the Courier Industry
Bearing an undesirable collier image – low skilled manual labour
A perception of long working hours, less favourable working environment and non-optimistic industry prospect, etc.
The unfavourable image leads to
High turnover rate especially for younger staff
Young people not willing to join
Difficult to recruit
While it is important to try different channels to recruit, it is imperative to project a positive image for the industry, the companies and the employees so that the younger people and their parents will respect and join.
The construction industry was once in a similar situation to the courier.
The Construction Industry – the “Build Up” campaign
To cope with the serious lack of labour, aging workforce and unfavourable image, the construction industry launched a PR and training program “Build Up / Build升” in 2010.
The objective was to encourage young people to join the industry and give them job opportunities
Funded by HK Govt.
Providing training courses
Providing subsidies for the trainees/apprentices
Outlining a career path for advancement
PR pieces aired, incl.
Posters & TVC
Sponsored TV drama “Dreams Come True 總有出頭天– 六個在建築業打拼的故事““
Employing 458,341 people by the end of 20171, the industry effectively reverses the manpower shortage and negative perception.
Similar to the Courier and the Construction Industry, the Retail Industry, employing 267,796 people2 in June 2017, also suffered from manpower shortage and an unfavourable industry image.
The Retail Industry
Stereotypes of the salespersons in department stores or shops, the Retail industry is perceived as low skilled and low salaried.
As a result, the industry is constantly in need of 7,000+ staff.
To solve the issues, the trade organization Hong Kong Retail Management Association has worked out with the Government,
Qualifications Framework (QF) for the retail industry - to outline a career path for the industry practitioners, to guide training and to improve the professional image
To support the Industry, Labour Department opened a Recruitment Centre for the Retail Industry in 2010. The Centre provides venue for recruitment for free.