Attraction and image for the Australian rail industry

Wallace, Michelle, Sheldon, Neroli, Lings, Ian, & Cameron, Roslyn (2010) Attraction and image for the Australian rail industry. In Proceedings of British Academy of Management Conference 2010, University of Sheffield, Sheffield.

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Despite the global financial downturn, the Australian rail industry is in a period of expansion. Reports indicate that the industry is not attracting sufficient entry level and mid-career engineers and skilled technicians from within the Australian labour market and is facing widespread retirements from an ageing workforce. This paper reports on a completed qualitative study that explores the perceptions of engineering students, their lecturers, careers advisors and recruitment consultants regarding rail as a brand and of careers in the rail industry. Findings are presented about career knowledge, job characteristic preferences, branding and image and indicate that rail as a brand has a dated image, that young people and their influencers have little knowledge of rail careers and that rail could better focus its image and recruitment strategies. Conclusions include suggestions for more effective attraction and image strategies for the industry and for further research.

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ID Code: 39511
Item Type: Conference Paper
Refereed: Yes
Keywords: rail industry, engineers, technical staff, attraction, image, brand
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 [please consult the authors]
Deposited On: 11 Jan 2011 00:19
Last Modified: 29 Feb 2012 14:29

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