QLD BEEF PROCESSING INDUSTRY
Deliver a brand to connect, educate and provide resources to increase workforce attraction within the Queensland beef processing industry.
Client
Queensland Government
Department of State Development, Infrastructure, Local Government and Planning
Category
Stakeholder Engagement
Branding & Design
Services Delivered
Stakeholder engagement
Key message development
Strategy development
Identity re-brand
Copywriting
Toolkit and resource design
Digital marketing
Videography and photography
Ensuring processors can hire and attract staff is a priority needing support identified by the Queensland Government.
Project Overview
The QLD Beef industry is one of the largest employers in the agriculture sector, employing over 40,000 people throughout the state. The industry is often needing to acquire new staff and regularly experiences staff shortages. As a large export market for Australia’s GDP, staffing needs drive the success of the industry. Ensuring processors can hire and attract staff is a priority needing support identified by the Queensland Government.
The Opportunity
In 2021 the Department of State Development, Infrastructure, Local Government and Planning (DSDILGP) engaged C7EVEN to provide insight into the workforce needs in relation to beef processing operators. As a result C7EVEN developed a communication strategy to address labour shortages in the Queensland Beef Processing Industry.
After the industry started recovering post Covid 19, and off the back of consultation findings in the strategy, an opportunity was identified to support beef processing operators with resources to bolster their workforce and elevate Human Resources efforts holistically.
Our Solution
C7EVEN developed a five-staged approach to help resource the Beef Processing Industry.
- STAGE 1 – Audience review and stakeholder mapping
- STAGE 2 – Content strategy
- STAGE 3 – Brand and website content
- STAGE 4 – Industry awareness
- STAGE 5 – Monitoring and reporting
The Outcome
A unified approach
A major project outcome was the alignment of operator communications. We did this by housing all information under the Queensland beef brand. The unified approach enabled a ‘singular voice’ for the Queensland beef industry. As such, the Queensland Beef website became the hub for all recruitment information for those wishing to enter the Queensland beef processing industry.
Get in Touch
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