Attracting young engineers to the rail industry in Australia

This paper reports the quantitative stage of a mixed-methods research project focussing on attracting engineers and skilled technologists to careers in the Australian rail industry. There is increased demand for engineering skills and a need to replace retirees yet it has been identified that rail is not attracting its share of entry level and mid-career professionals. Using career preference and brand equity theory the survey with engineering students and their influencers map what graduating engineers aspire to and what they and HR/industry stakeholders consider rail offers. The identified mismatch between what attracts these young engineers to engineering careers and what they perceive rail offers and what HR professionals believe rail offers can inform rail branding and attraction strategies

Attraction and image for the Australian rail industry

Despite the global financial downturn, the Australian rail industry is in a period of expansion. Reports indicate that the industry is not attracting sufficient entry level and mid-career engineers and skilled technicians from within the Australian labour market and is facing widespread retirements from an ageing workforce. This paper reports on a completed qualitative study that explores the perceptions of engineering students, their lecturers, careers advisors and recruitment consultants regarding rail as a brand and of careers in the rail industry. Findings are presented about career knowledge, job characteristic preferences, branding and image and indicate that rail as a brand has a dated image, that young people and their influencers have little knowledge of rail careers and that rail could better focus its image and recruitment strategies. Conclusions include suggestions for more effective attraction and image strategies for the industry and for further research