This case study delves into the strategic #Pick Paradise social media attraction campaign orchestrated by the Queensland Agriculture Workforce Network (QAWN) in response to the pressing labour challenges induced by the COVID-19 pandemic. By outlining the campaign’s inception, challenges, solutions, results, and key insights, we can unveil a comprehensive understanding of its impact.
The Holiday Harvest Pilot Program, initiated by the Queensland Agriculture Workforce Network (QAWN) in 2022, aimed to address the chronic labour and skills shortages facing the Australian agriculture sector. By attracting students to engage in paid employment during school holidays, the program sought to equip them with industry-specific skills, enhance their soft skills, and raise awareness about modern agricultural career opportunities.
The agricultural sector in North Queensland plays a pivotal role in the Australian economy, producing a diverse range of commodities. The industry is heavily reliant on seasonal and temporary labour, often sourced through migration due to the seasonal nature of the work and the insufficient local workforce.
On the 13th of July, 2023, the Bowen Gumlu Growers Association (BGGA) held the Regional Capacity Through Migration Forum.
BGGA together with Qld Agricultural Workforce Network have produced an attraction video to promote agricultural jobs in the Whitsundays.
The Greater Whitsunday region is embracing new thinking and change. Businesses, workforces and industries are dynamic and future focused. The Greater Whitsunday region will require ongoing collaboration with industry, education and training providers to ensure we navigate the changing landscape successfully. In this video we explore the careers in Agriculture, in particular the emerging industry of Aquaculture, onsite at Australian Prawn Farms.