The 2009 Positive Image campaign – delivered by ConstructionSkills – will help 14-19 year-olds, and their parents and careers advisers, to look beyond the recession and show them that construction provides a host of rewarding, long-term, career opportunities.
The new campaign was devised to capitalise on the success of earlier campaigns and to respond to the challenges currently facing the industry. Since its launch, eight years ago, Positive Image has helped to promote the construction industry as an attractive career choice for those aged 14-19. Over the years, the campaign has succeeded in raising awareness about the industry and particularly amongst under-represented groups such as women and the black and minority ethnic communities.
The 2009 campaign will engage directly with 14-19 year-olds through online and social networking media, but it will also use a range of media to target the ‘influencers’ who have an impact on their career choices.
In addition, the campaign will engage with employers, to emphasise the importance of preparing for the upturn so the industry does not suffer the skills shortages it faced following the last recession. According to Paul Sykes, Head of Recruitment and Careers at ConstructionSkills: “Getting employers involved is crucial, to make sure that training and work experience opportunities – such as apprenticeship places and Inspire Scholarships – remain available. We must make sure that we have the opportunities in place to attract and retain the best and the brightest.”
