WHY COMMUNICATION AND PROMOTION?

One of the main reasons for the lack of qualified applications for Blue Collar work is insufficient information about decent employment opportunities. Thus, wrong perceptions and prejudices influence job-related decisions of graduates, students and job seekers, while neglecting decent Blue Collar job opportunities.

Consequently, by increasing communication and promotion efforts of relevant actors (such as NGOs, professional associations, training institutes, and companies), more up-to-date information about decent Blue Collar employment opportunities can be spread.

At the same time, communication tools have to be highly attractive for students, graduates and job seekers, and need to meet their information demands. It should nevertheless be noted that only developing print or audio-visual material is not enough. This material needs to be used and distributed as basic information material for example at events and orientation sessions.

What is inside the Chapter?

The chapter is made of 4 tools which describe:

>> Tool 2.1 - How to Develop an Effective Blue Collar Communication Strategy >> Tool 2.2 - How to Develop and Disseminate a Regular Blue Collar Magazine >> Tool 2.3 - How to Promote Blue Collar Work through a Drawing Competition >> Tool 2.4 - How to Produce and Use Blue Collar Image Films

Tool 2.1 does not only provide an insight in how to develop a communication strategy, but includes at the same time suitable communication instruments. In addition, tools 2.2, 2.3 and 2.4 present three selected instruments for the promotion of Blue Collar employment more in detail.

For highest effectiveness, all tools described in this chapter should ideally be combined with tools presented in other chapters. Ideally, communication and promotion activities are complemented by instruments for better job orientation (chapter 4), job quality (chapter 5) and job profiling (chapter 3).

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