LIGHTS, CAMERA, TALENT ATTRACTION

A major campaign to tackle the Central Highlands’ labour shortage has launched on the big screen.

A series of short films at the centre of the Make the Smart Move campaign premiered at Emerald Cinema Complex this week.

The event was an opportunity to unveil the talent attraction strategy to local employers and other stakeholders and encourage them to get involved.

The project has been created by the Central Highlands Development Corporation (CHDC) and marketing agency NeonLogic to attract and retain more skilled and unskilled workers to the region.

“The research, including this year’s Central Highlands Business Survey, indicates time and time again that recruiting and retaining labour is a significant constraint to growth for local businesses,” Mr Dowling says.

“Tackling that has countless potential flow-on effects – from longer retail trading hours to reduced appointment waiting times – and ultimately secures the long-term prosperity and liveability of our region.”

The campaign will feature extensive online and outdoor media advertising for two months and include tools on chdc.com.au to help local business and industry build their own pipeline of candidates.

“It’s essential that local employers embrace this campaign,” Mr Dowling says.

“The more brand awareness we can build, the more effective our message will be.”

The Make the Smart Move theme was borne from extensive research, including local focus group sessions and online surveys.

“The common thread in all of the consultations has been that our region hits the mark when it comes to career, lifestyle and affordability,” Mr Dowling says.

“Make the Smart Move encapsulates the message that the Central Highlands is the intelligent choice for people wanting rewarding work, an easy lifestyle and to be part of a safe and vibrant community.”

The campaign conveys this message through a variety of residents telling the story of why they live and work in the Central Highlands.

“The main target audiences are workers in the early childhood education and construction sectors because if we can boost daycare availability and housing supply, that’ll boost the region’s appeal for other workers to move here,” Mr Dowling says.

The campaign is part of the Workforce Development and Accommodation Strategy (WDAS), launched earlier this year to address the Central Highlands’ labour, housing and lifestyle challenges.

The WDAS was developed by CHDC in partnership with the Central Highlands Resources Roundtable, and with support from Central Highlands Regional Council.