Shifting perceptions, driving engagement: A new face for rail careers
Australasian Railway Association
April 2022 - February 2023
How I launched a national careers campaign for the Australasian Railway Association—building a bold new brand, website and messaging strategy.
It’s not just the people who catch a train or tram to work that benefit from the rail industry. Trains and trams create livable urban spaces by taking cars and trucks off our roads. And our rail networks enable the rapid and reliable transport of freight across Australia and New Zealand. The rail industry generates almost $30 billion in economic activity each year and supports 165,000 direct and indirect Australian jobs. If the rail industry was a single organisation, it would be the third biggest employer in Australia.
In 2022, the Australasian rail industry required 70,000 new workers to meet current and future workforce requirements. My role was to spearhead an industry-wide initiative to bring new interest to careers in rail. I developed a comprehensive marketing campaign and interactive website to help people explore the diverse range of career opportunities available in the rail industry. The goal was to attract and engage a talented workforce and address the skills shortage in the sector.
Key accomplishments:
Brand Development: Working closely with the Australasian Railway Association, I identified key brand attributes that resonated with the target audience. This involved reviewing market research and competitor analysis to ensure differentiation. The brand essence was centered around career variety, skills development, sustainability and workplace culture.
Messaging Strategy: I developed a compelling messaging strategy to communicate the benefits and opportunities of a career in the rail industry. The messaging was crafted to appeal to both potential job seekers and industry stakeholders, highlighting the industry’s contribution to economic growth, sustainability, and technological advancements.
Agency Collaboration: I coordinated the activities of a creative agency and we development agency to bring the brand and website to life. This involved collaborating closely with the agencies to ensure alignment with the brand vision and delivering high-quality outputs within the established timelines and budget.
Industry Consultation: To ensure the campaign accurately represented the rail industry, I engaged in extensive consultation with industry experts, professionals, and relevant stakeholders. Their valuable insights and perspectives helped shape the campaign strategy and ensure its relevance and effectiveness.
Content creation: Bringing the campaign to life are five videos which showcase the people and careers in rail. Filmed over a week, these stories show parts of the industry not normally accessible. The videos aim to dispel myths and build enthusiasm for the variety of roles available in rail. I also authored every word on the website.
Website Development: The website played a crucial role in showcasing the diverse range of careers in the rail industry. I oversaw the development of an interactive and user-friendly website that included detailed descriptions of over 80 industry occupations, links to current job vacancies and an employer directly. Additionally, a self-assessment tool was implemented to help users identify careers that matched their skills and interests.
The new brand and website launched in May 2023 with strong backing from Federal Skills and Training Minister Brendan O’Connor, marking a high-profile beginning to the campaign. The response was immediate and encouraging—website traffic surged, engagement was high, and thousands of people used the self-assessment tool to explore potential career paths in rail.
The campaign and website development I led for the Australasian Railway Association successfully highlighted the scale and diversity of opportunities in the rail industry. By combining clear branding, targeted messaging, and an intuitive user experience, the project continues to connect new talent with meaningful careers in rail.
In the extremely competitive employment environment currently experienced in Australia, every organisation and industry needs to understand their employer value proposition and communicate effectively to the right audiences. If your business needs to stand apart from the competition, it may be time to re-develop your employer branding.
If this sounds familiar, feel free to get in touch. I would be happy to hear about your goals and see whether I can help.
This blog post was written with minimal assistance from an AI tool. Unless stated otherwise, all writing on this website is my original work unaided by AI.