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Developing an Employment Brand Strategy for the Shortage of Seafarers: the Case in Australia
| Content Provider | Semantic Scholar |
|---|---|
| Author | Thai, Vinh V. |
| Copyright Year | 2010 |
| Abstract | This research aims to answer two research questions namely how the shipping industry and its associated seafaring careers are currently marketed, and how the shipping industry can be marketed more effectively. Methodologies include a survey with seafarers in-depth interview with HR managers of ship management companies. It was found that the shipping industry has no or negative image in the public while current methods of marketing have very minimal effect. This study recommends the development of an employment brand, providing an initial insight into the first two stages of such a development. It was also found that there is significant opportunity for the shipping industry to differentiate itself from other industries, and change the basis of employment competition for seafarers. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.anzam.org/wp-content/uploads/pdf-manager/857_ANZAM2010-122.PDF |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
