A campaign to attract a regional workforce to the North Queensland agricultural and aquacultural industries has been a dramatic success, drawing in over 220,000 potential workers to the regions.
Bowen Gumlu Growers Association’s ‘Pick Paradise’ workforce attraction campaign has reached its halfway mark having already made a marked impact according to recent statistics.
Commencing in September, the Pick Paradise campaign initially focused on attracting Australian based workers to roles in North Queensland through a free job noticeboard and social media platforms.
But the evolving campaign – which focuses on delivering a lifestyle message and connecting workers directly with employers - has resulted in strong interest not just domestically, but internationally.
As well, it has proven immensely popular among the younger Australian demographic through highlighting the “adventures that can be had on a working holiday in North Queensland.”
Timed closely with the peak horticultural season and beginning of the mango harvest, the Paradise campaign has received great feedback from growers across North Queensland, according to Bowen Gumlu Growers Association (BGGA) Chief Executive Officer, Ry Collins.
“Pick Paradise draws attention to both the jobs available in the region and the great lifestyle workers can enjoy on the weekend,” Mr Collins said.
“When we attract an engaged and excited workforce, we see greater on-farm retention of employees and the increased opportunity for those workers to return to our region to work in successive seasons.”
During a picking season in the southern states where worker shortage caused major distress, local growers were mindful of the impact workforce security had on the success of their farming business, including owner of Lower Don Organics, Jessica Volker.
“A strong and focused workforce enables me to spend time on other aspects of our business, rather than investing so much time in finding workers,” Mrs Volker said.
As the Pick Paradise campaign enters its fourth month the focus will shift to attracting a future workforce for the region.
The campaign hopes to address future concerns from growers surrounding the diversity of the workforce in the country and will target specific international audiences as they plan a working holiday in Australia.
Bowen Gumlu Growers Association’s Pick Paradise campaign has drawn in 220,000 potential itinerant workers from domestic and international markets
The campaign, which began in September, is now hoping to encourage workers to return to the region in its next growing season
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