1. Promoting Aviation Careers in Singapore
Nadine Kang
Assistant Manager (Manpower Development)
Aviation Industry Division
Civil Aviation Authority of Singapore

2. Presentation Agenda Learning Points from Public Outreach Campaign
Public Outreach Campaign to Promote Aviation Careers
Learning Points from Public Outreach Campaign
SkillsFuture and the Singapore aviation sector

3. SkillsFuture and the Singapore aviation sector

4. Foster a culture that supports and celebrates lifelong learning
Singapore has launched the SkillsFuture initiative to provide Singaporeans with the opportunities to develop their fullest potential throughout life, regardless of their starting points
Help individuals make well-informed choices in education, training and careers 1
Develop an integrated, high-quality system of education and training that responds to constantly evolving industry needs 2
Promote employer recognition and career development based on skills and mastery 3
Foster a culture that supports and celebrates lifelong learning 4
Aviation is one of the key economic sectors under SkillsFuture

5. The Sectoral Manpower Plan (SMP) includes:
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
Manpower profile
(current, projected, desired) 1
Skills adequacy and relevance 2
Strategies to develop career and wage progression pathways 3
Strategies to enhance skills utilisation 4
The Sectoral Manpower Plan (SMP) includes:

6. Airlines have done well to attract talent; main challenges are in meeting manpower demand for critical airport jobs
Current situation
Key challenges
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
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
Airport
Airlines
No issues due to high awareness of airline careers and good proportion of PME jobs
Specialised skills may be required
Manpower development efforts should focus on improving rank and file ground handling jobs, as these critical roles are hard to fill

7. The Sectoral Manpower Plan adopts a life cycle approach to develop the workforce at all stages of their careers
SkillsFuture Study Award
Fresh hires
In-employed with < 5 years of aviation experience
In-employed with > 5 years of aviation experience
Students in IHLs
Building new pipelines
SkillsFuture Earn and Learn Programme
Support CET
Aviation Horizons Scholarship
Aviation Leaders Scholarship
Enhance PET offerings
Promote aviation careers
Improving job quality
Developing skills and training 1 2 3
Improve work environments
Raise productivity
Encourage job redesign
Enhanced internships

8. Public Outreach Campaign to Promote Aviation Careers

9. 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 (secondary objective)
Showcase aviation’s contribution to 50 years of nation building (secondary objective)
Objectives
Students and job seekers
Student influencers including the general public, parents and teachers
Aviation workforce
Target audience

10. 2015 PROMOTION CAMPAIGN
AVIATION CAREERS
Aviation Open House – 13 to 15 August 2015
Heart of Aviation Explorer – February 2015 to February 2016
Media Campaign – September to December 2015
Aviation Road Shows – June 2015
Aviation Open House – 13 to 15 August 2015
Heart of Aviation Explorer – February 2015 to January 2016
Media Campaign – April to December 2015
Aviation Road Shows – June 2015
REGISTERED AIRCRAFT
222
7SER
MAINTENANCE TRAINING ORGANISATIONS 9
307
ENGINEERING APPROVALS GRANTED 35
DESIGN
AND PRODUCTION ORGANISATIONS
157
MAINTENANCE
AND REPAIR ORGANISATIONS
4,524
PILOTS
334
AIR TRAFFIC CONTROLLERS
2,041
AIRCRAFT MAINTENANCE LICENCE HOLDERS 1
ATC
TRAINING ORGANISATION
AVIATION TRAINING ORGANISATIONS

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. Focused on digital and online platforms targeting students, produced videos and 30-second cinema advertisement
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

18. Learning Points from Public Outreach Campaign

19. While feedback from events have been positive; important to measure overall campaign effectiveness
Feedback from campaign events show:
The events have increased their knowledge and/ or interest in aviation and its careers; and
Visitors would recommend friends and family to consider a career in aviation.
Measures of campaign effectiveness:
Reach of visitors through events;
Effectiveness of social media targeting based on realised "hit rates" versus benchmarks; and
Pre and post media campaign impact research among youths by research company

20. Learning points from the campaign:
A comprehensive outreach campaign should comprise campaign planning and strategy, content development, media buy across various platforms, campaign events and monitoring of campaign effectiveness;
Importance of promoting the events among students and the public to create awareness;
Social media is a useful and cost effective tool for engaging the young, as well as tracking reach, preferred content and engagement level;
Most visitors accessed the microsite via mobile devices; important to ensure website is mobile optimised.

21. Thank you