Denmark is dependent on its ability to attract qualified labour in order to sustain a positive development of the maritime industry. The prospects of a workforce getting smaller and full employment mean fiercer competition for young talents. This is a primary reason for a joint effort to increase recruitment within The Blue Denmark (Det Blå Danmark).
The Blue Denmark is comprised of Danish shipping companies, ports, shipyards, maritime service providers, maritime equipment suppliers, authorities and organisations, educational institutions, research institutions and universities.
The Blue Denmark takes its target group seriously and communicates in a frank and honest way, and meet the Danish youth on social media and at live events. The campaign organises a number of self-initiated events where young people can get an insight into the many opportunities a maritime-related education will provide.
Campaign strategy includes:
- Establish a unified platform and industry profile for recruitment, training and job opportunities.
- Increase the number of qualified applicants to match industry specific recruitment needs.
- Unite the industry around a joined campaign.
- Raise the awareness of industry career opportunities.
- Support growth strategy concerning ‘Denmark as the leading shipping nation’.
Brand awareness of The Blue Denmark within the target group (18-28 year olds) was 4% in 2006. In 2015 this figure was 49%. 81% of young people in the target group have heard of at least one of the educational programmes in The Blue Denmark.
The campaign is 100% privately funded through the Danish Maritime Fund, the Lauritzen Fund, Orients Fund, Den A. P. Møllerske Fond, the TORM Fund and the Danish Shipowners’ Association.
For industry partners
The overall marketing of The Blue Denmark is aimed to brand companies and learning institutions within the maritime industry. A strong unified brand, The Blue Denmark (Det Blå Danmark) will benefit every industry stakeholder and increase the general awareness of young people’s opportunities in this field.