Apparel industry’s recruitment, retention campaign makes significant progress

The apparel industry’s flagship, the Joint Apparel Association Forum (JAAF), last month launched a novel campaign to address the challenges it has been facing to overcome negative perceptions about the industry, increase levels of recruitment and retention to meet the challenge of a growing international demand, combat demand pull from other employment opportunities and achieve the national goal of becoming a Rs. 5 billion industry by 2015.

The campaign, conceptualised and executed by Bates 141 and Strategic Alliance PR, uses a grassroots road show which travels from district to district, village to village and door to door, creating awareness about job opportunities in the industry, educating potential employees and their families about the many benefits of working in this industry, while registering prospective employees through a novel post-card based job application.

The road show, manned by a team of promoters and HR personnel from the factories in the district, utilises vans which are taken to the villages and rural areas. They provide information on the industry’s unique benefits which include the opportunity to work while living at home, obtain transportation to and from the workplace and receive free medical services and meals.

The educators answer questions about the industry, dispel misconceptions and reassure families and disseminate information leaflets and postcards that can be filled by those who decide to seek a job.

For the first time, the campaign has involved members of the apparel workforce as educators, models and brand ambassadors as its promotional face, bringing greater involvement, credibility and effectiveness to the campaign. They correctly frame the industry to its potential recruits as one that is both employee-friendly and rewarding.

The other objective of this initiative is staff retention and the reduction of churn. This is very much centred on recognition of its existing workforce. Together with four celebrity advocates, the campaign conducts visits to multiple factories in a district where the celebrities visit the work environment and talk to staff reaffirming the benefits, value and importance of the industry and thanking and encouraging workers for their efforts.

Importantly, they take the time to carry out one-on-one conversations that uncover stories of some inspiring individuals who work in the industry. The campaign thus recognises and encourages these individuals to become ‘real-life’ brand ambassadors of the industry whose passion and dedication make them convincing advocates for the industry. The ‘Apparel Star’ talent search is the other exciting aspect of the initiative and seeks to discover talented singers and dancers in the industry who perform for their co-workers and the public during mini talent shows that take place during weekends or in the evening in each factory area, culminating in a grand finale each month for the district.

The campaign has its branded container truck with a band to back up the singers that provides a travelling stage and musical set-up for the road show. Each ‘Apparel Star,’ whether discovered quietly on the factory work floor or publicly on stage, represents the versatile, determined and driven nature of the women and men who bring meaning and pride to the label ‘Apparel Made in Sri Lanka’. The campaign has already seen positive results in terms of perception change and image building for the industry and motivation and recognition of industry workers, and has generated an influx of job applications.

The campaign has been commended by the HR managers in the factories that have already participated and has drawn an enthusiastic response from other factories that have heard about it. The campaign commenced in the Puttalam District in June, progressed to Anuradhapura in July and moves to Kurunegala in August.