Enhancing Aviation Career Opportunities in Singapore
Promoting aviation careers in Singapore is a priority for the Civil Aviation Authority of Singapore (CAAS) under the SkillsFuture initiative. The Sectoral Manpower Plan aims to uplift the quality of manpower in the aviation industry by addressing challenges such as attracting local talent, providing career progression, and enhancing skills development. Airlines are focusing on improving ground handling jobs, which are crucial but face difficulties in recruitment due to specialized skills requirements. By aligning with SkillsFuture, Singapore's aviation sector is striving to create a skilled workforce for sustainable growth.
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Presentation Transcript
Promoting Aviation Careers in Singapore Nadine Kang Assistant Manager (Manpower Development) Aviation Industry Division Civil Aviation Authority of Singapore 1
Presentation Agenda Learning Points from Public Outreach Campaign Public Outreach Campaign to Promote Aviation Careers SkillsFuture and the Singapore aviation sector
SkillsFuture and the Singapore aviation sector
Singapore has launched the SkillsFuture initiative to provide Singaporeans with the opportunities to develop their fullest potential throughout life, regardless of their starting points 1 2 3 4 Help Develop an integrated, high-quality system of education and training that responds to constantly evolving industry needs Promote employer recognition and career development based on skills and mastery Foster a culture that supports and celebrates lifelong learning individuals make well- informed choices in education, training and careers Aviation is one of the key economic sectors under SkillsFuture
As part of SkillsFuture, CAAS has developed a Sectoral Manpower Plan to raise the quality of manpower and improve recruitment and retention in quality jobs for Singapore Aviation The Sectoral Manpower Plan (SMP) includes: 1 2 3 4 Manpower profile (current, projected, desired) Skills adequacy and relevance Strategies to develop career and wage progression pathways Strategies to enhance skills utilisation 5
Airlines have done well to attract talent; main challenges are in meeting manpower demand for critical airport jobs Key challenges Current situation Shrinking pool of potential local manpower Lack of career progression and wage competitiveness Lack of relevant PET specialisations for some jobs Specialised skills may be required Critical ground handling jobs are hard to fill These roles are highly manual and require exposure to weather High reliance on foreign labour for these roles No issues for PME roles Airport Specialised skills may be required No issues due to high awareness of airline careers and good proportion of PME jobs Airlines Manpower development efforts should focus on improving rank and file ground handling jobs, as these critical roles are hard to fill 6
The Sectoral Manpower Plan adopts a life cycle approach to develop the workforce at all stages of their careers In-employed with < 5 years of aviation experience In-employed with > 5 years of aviation experience Students in IHLs Fresh hires 1 Raise productivity Improving job quality Encourage job redesign Improve work environments 2 Promote aviation careers SkillsFuture Earn and Learn Programme Building new pipelines Enhance PET offerings Aviation Horizons Scholarship Enhanced internships 3 Support CET Developing skills and training SkillsFuture Study Award Aviation Leaders Scholarship 7
Public Outreach Campaign to Promote Aviation Careers 8
In February 2015, CAAS kicked off a dedicated public outreach campaign to promote Singapore aviation and its careers especially among the general public Promote the compelling career opportunities provided by aviation for Singaporeans Promote Singapore as the Heart of Aviation, with exciting developments objective) Showcaseaviation s contribution to 50 years of nation building (secondary objective) Objectives (secondary Students and job seekers Student influencers including the general public, parents and teachers Aviation workforce Target audience 9
2015 PROMOTION CAMPAIGN AVIATION CAREERS 7 S E R 222 307 ENGINEERING APPROVALS GRANTED 9 REGISTERED AIRCRAFT Media Campaign September to December 2015 Media Campaign April to December 2015 35 DESIGN AND PRODUCTION ORGANISATIONS Aviation Road Shows June 2015 MAINTENANCE TRAINING ORGANISATIONS Aviation Road Shows June 2015 9 Heart of Aviation Explorer February 2015 Heart of Aviation Explorer February 2015 to January 2016 to February 2016 AVIATION TRAINING ORGANISATIONS 1 ATC TRAINING 157 MAINTENANCE Aviation Open Aviation Open House 13 to 15 August 2015 House 13 to 15 August 2015 AND REPAIR ORGANISATIONS ORGANISATION 2,041 AIRCRAFT MAINTENANCE LICENCE HOLDERS 4,524 PILOTS 334 AIR TRAFFIC CONTROLLERS 10
The first campaign initiative, the Heart of Aviation Explorer, has brought aviation to schools, industry events and community spaces Reached out to over 27,000 visitors so far 70% of visitors reflected that the bus has increased their knowledge and interest in aviation Partners include Singapore Airlines and Changi Airport 11
The Heart of Aviation Explorer features educational elements such as career guidance and the applications of aviation in school subjects Zones showcasing the key aviation sectors and careers Featuring applications of aviation in Science, Design and Technology 12
We also launched three 'pop up' Heart of Aviation Galleries to reach out to general public High footfall locations selected in the city and heartlands for greater reach to youths and families: along Orchard Road and suburban malls Features vibrant designs, photo opportunities, behind the scenes stories to draw visitors and provide in-fortainment 13
The Heart of Aviation Gallery features interactive behind the scenes information on aviation and showcases real aviation workers, to create buzz on aviation among the general public Four themed zones Now boarding, Ready for take off, In flight and Air Cargo Showcases interesting behind the scenes facts on aviation Features the aviation workforce (young and old) and their career experiences Over 15,000 people visited the galleries 14
The Aviation Open House brought together schools and aviation employers to provide a mega aviation education and recruitment platform Dedicated aviation recruitment and education fair Providing a one stop shop with activities targeted at students and job seekers exhibition booths, recruitment fair, career talks AOH was held at Suntec City Convention Centre, a central location in Singapore, received over 7,000 visitors 15
The media campaign enabled mass outreach to enhance branding of aviation and its careers Campaign theme, Discover how Singapore aviation is leading tomorrow, to portray aviation as a dynamic and exciting industry, with many achievements and an even brighter future Campaign microsite careers.heartofaviation.sg features in-service aviation workers (not models) to showcase real people behind Singapore aviation and their stories 16
Focused on digital and online platforms targeting students, produced videos and 30-second cinema advertisement https://www.facebook.com/WeareAviators/videos/1376429042384299/ Outdoor advertising at locales with high youth footfall: bus stop posters near schools and wall display at train station frequented by youths Most of the campaign was conducted via precision targeting through digital and online platforms used frequently by students: Facebook, YouTube, Google etc Screened 30-second advertisement at major cinema halls across Singapore 17
Learning Points from Public Outreach Campaign 18
While feedback from events have been positive; important to measure overall campaign effectiveness Feedback from campaign events show: 1) The events have increased their knowledge and/ or interest in aviation and its careers; and 2) Visitors would recommend friends and family to consider a career in aviation. Measures of campaign effectiveness: 1) Reach of visitors through events; 2) Effectiveness of social media targeting based on realised "hit rates" versus benchmarks; and 3) Pre and post media campaign impact research among youths by research company 19
Learning points from the campaign: 1) A comprehensive outreach campaign should comprise campaign planning and strategy, content development, media buy across various platforms, campaign events and monitoring of campaign effectiveness; 2) Importance of promoting the events among students and the public to create awareness; 3) Social media is a useful and cost effective tool for engaging the young, as well as tracking reach, preferred content and engagement level; 4) Most visitors accessed the microsite via mobile devices; important to ensure website is mobile optimised. 20
Thank you 21
