Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Kiwifruit recruitment strategy wins gold award


Gavin Stagg at Toi Ohomai

A kiwifruit labour attraction strategy implemented by New Zealand Kiwifruit Growers Inc. (NZKGI) and Wright Communications received a gold prize at the 2020 Public Relations Institute of New Zealand (PRINZ) Awards.

The strategy received top recognition at the virtual awards ceremony last night, coming first place in the 2020 Special Project or Short-term Campaign Award category. It was also shortlisted for the coveted Supreme Award, being recognised as an outstanding and impactful project by communications industry body PRINZ.

Presented with the challenge of communicating with job seekers to support the seasonal kiwifruit harvest, NZKGI and Wright Communications implemented a labour attraction and recruitment strategy to avoid a worker shortage and correct existing misconceptions around the industry.

NZKGI Communications Manager Mike Murphy says the need to attract and retain people has become a critical area of focus for NZKGI as volumes of kiwifruit to be harvested increase to meet consumer demand.

“Kiwifruit is New Zealand’s largest horticulture export, supporting the economy with almost $2 billion returned to New Zealand’s growing regions last year. It is great news that NZKGI and Wright Communications have been recognised for the campaign on attracting seasonal workers to the kiwifruit industry. We are extremely pleased to work with Wright Communications and hope this award recognises the high standard that NZKGI works to as a levy funded organisation for New Zealand’s kiwifruit growers.”

The aim of the labour attraction strategy was to get the best information out to potential workers, correcting any false perceptions about the work and pay, using every channel available, to tell people about the kiwifruit jobs and encourage them to support the industry.

As a result of communication actions from the campaign, a possible labour shortage of 3,500 workers was avoided in 2019, though the industry and Government did take the precaution of opening up kiwifruit work to visitors to New Zealand who didn’t have a work visa, which enabled the industry to recruit an additional 477 workers.

Wright Communications Senior Account Director Ron Murray said the PRINZ Award was “the icing on the cake” for the agency.

“For us, the bottom line was: Did the strategy work? And the answer was ‘yes’ – a critical labour shortage didn’t eventuate, which was very satisfying. Much of the kudos for this achievement should also go to the team at NZKGI, however; they were integral to the development of an effective strategy and its implementation, showing great leadership for the industry and responding quickly and well to the changing communications needs before, during and after harvest. They were fantastic to work with.”

An integral part of the campaign was identifying a communications strategy that could benefit the kiwifruit industry long-term. For the 2020 harvest, both NZKGI and Wright Communications have continued to progress the strategy using various channels, particularly social media. The recruitment-focused Facebook page Kiwifruit Jobs NZ has grown to have over 6,900 followers since being created in 2019. It is used to communicate key campaign messaging and connect job seekers with employers. Both the kiwifruit workers guide The Little Green and Gold Book and campaign video were also repurposed this season.

In support of the communications strategy, NZKGI continues to work hard to try to lessen some of the barriers to working in the industry, such as pressure on accommodation and transport challenges. NZKGI is also focused on ensuring that seasonal employees are treated properly and recommend potential workers choose their employer carefully from their list of approved contractors available on its website and social media pages.

More details on the 2020 PRINZ Awards can be found here.


© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Tiwai Point: Rio Tinto Announces Plans To Close Tiwai Point Smelter

Rio Tinto has just announced that it will wind down New Zealand Aluminium Smelters - the Tiwai Point smelter - saying the business is no longer viable. More>>

ALSO:

Freight: New Report On Auckland Port Relocation

The Government has released a major new report on the options for relocating the Port of Auckland’s freight operations while deferring any decision on the issue. More>>

ALSO:

Chartered Accountants: COVID-19 Fails To Knock Kiwi Investor Confidence, But More Disclosure Wanted

Three months of COVID-19 lockdown and investment turmoil has done little to knock confidence in New Zealand capital markets and listed companies with overall investor sentiment very similar to 2019, an investor survey held in mid June shows. However, ... More>>

ALSO:

Taxation: Black-Market Tobacco Sidesteps $287 Million In Excise Tax

Year-on-year increases in consumption of illicit tobacco in New Zealand have seen illegal trade swell to 11.5% of the total market. If consumed legally, illicit products would have netted the Government $287 million in excise tax during 2019. Independent ... More>>

ALSO:

Energy Sector: Meridian Spilled Water To Hike Electricity Prices - Authority Ruling

The Electricity Authority has found that generator Meridian Energy manipulated the power market, costing consumers about $80 million. More>>

ALSO:

XE Data Update: RBNZ Official Cash Rate Decision

The RBNZ will keep the Official Cash Rate (OCR) at 0.25%. T he key points in the RBNZ statement are: RBNZ keeps the OCR unchanged at 0.25% Maintain the LSAP (large scale asset purchase) at NZD$60 billion. Committee prepared to use additional monetary ... More>>

ALSO:

Electricity: Kiwis Ignore Promise Of Cheaper Power

Electric Kiwi and Flick Electric Co are joint winners of Canstar Blue’s award for Most Satisfied Customers | Electricity Providers From putting on an extra layer – rather than turning on a heater – to turning off lights and choosing the energy-saving ... More>>

ALSO:

Electricity: Transmission Pricing For A Low Carbon Future

The Electricity Authority has decided on new guidelines for transmission pricing. James Stevenson-Wallace, Chief Executive of the Electricity Authority says the new guidelines will deliver significant benefits to consumers, through lower electricity ... More>>

ALSO:

RNZ: Economic Activity And Business Confidence Bouncing Back

Two surveys from ANZ show business confidence and economic activity have rebounded, but uncertainty about the future remains extreme. More>>

ALSO:

NIWA: The Climate Record That Keeps Getting Broken

Among the multitude of New Zealand climate statistics there is one record that continues to be broken month after month. Since January 2017 there has not been one month that recorded a below average nationwide temperature, according to NIWA’s seven station ... More>>

ALSO:

Govt: Extended Loan Scheme Keeps Business Afloat

Small businesses are getting greater certainty about access to finance with an extension to the interest-free cashflow loan scheme to the end of the year. The Small Business Cashflow Loan Scheme has already been extended once, to 24 July. Revenue and Small ... More>>

ALSO:

Science: 2019 Prime Minister’s Science Prizes Announced

The 2019 Prime Minister’s Science Prizes have been announced in a digital livestream event today. The Prizes recognise the impact of science on New Zealanders’ lives, celebrate the achievements of current scientists and encourage scientists of the ... More>>

ALSO:


RNZ: Fuel, Alcohol Costs To Go Up From Today

The increase today in the taxes on fuel, road user charges and alcohol is being called a tone-deaf move. More>>

ALSO:

Stardome Observatory: Young Kiwi Astro-Photographer Shoots For The Stars

Matariki by Josh Kirkley. The stars are aligning for up-and-coming Auckland-based astro-photographer Josh Kirkley (Kāi Tahu). During lockdown, one of his images was picked up by NASA and shared on the space agency’s Instagram to its 59.2 million ... More>>


DCANZ: Time For EU To Commit To A Level Playing Field For Trade

The Dairy Companies Association of New Zealand (DCANZ) has welcomed New Zealand Trade Minister David Parker’s statement that it is unacceptable for New Zealand exporters to continue facing an ‘unlevel playing field’ in the EU. Details leaked ... More>>

ALSO:

New Zealand Government: Supporting Kiwi Businesses To Resolve Rent Disputes

The Government will legislate to ensure businesses that suffered as a result of the COVID-19 response will get help to resolve disputes over commercial rent issues, Justice Minister Andrew Little announced today. More>>

ALSO: