Rural labor shortages are a major challenge for the seafood industry, but a new survey conducted by NCE Seafood shows that talent is more open to moving to rural areas than many believe. By addressing key factors, companies can increase interest in rural jobs by 30%.
Job opportunities in the districts are more important for talent than you think
One of the major challenges we face in the industry is: how do we get and retain workers in the rural areas? Both small and large companies are finding that advertisements for these jobs are not as effective. Among a limited pool of applicants, it is not uncommon for candidates to say no during the recruitment process. It is not uncommon for candidates to withdraw during the recruitment process because they find it too challenging to move, too uncertain, or because they prefer to live in the city. Even those who take the chance often end up moving back to the city after a few years.
The districts are experiencing a migration trend, and this is particularly noticeable in recruitment within the seafood industry. A common assumption is that talent does not want to live and work in the districts, but this may be a myth. In our latest Industry Insight report, we asked 870 students about their views on careers in the aquaculture industry, and 6 out of 10 said that job opportunities in the districts are important or very important to them.
Why aren't we getting more applicants for district jobs?
A possible explanation could be that there are barriers to taking a job in the districts that are not present for similar jobs in the cities, and that these barriers are not addressed well enough. Recruitment for jobs in the districts is often done in the same way as for jobs in the city. In talent attraction, the same elements are emphasized – and 90% is on the job and its content. However, if you are to overcome the barriers to taking a job in the districts, you must work more holistically. Often, the candidate must decide to change jobs, place of residence, social environment, and leisure activities.
These are the most important factors
The survey shows that while job opportunities are the most important factor, a good social environment, job opportunities for the partner, and a good cultural offer are also very important. This means that companies that want to attract talent to the regions must look at the offer they provide holistically – it is not just about the job, but also about life outside of work. By addressing these factors, companies can significantly increase interest in jobs in the regions. It requires a more comprehensive effort from employers, but the gains can be great.
How you can use the insight in your talent hunt
Based on experiences from talent recruitment through Seafood Trainee and the results from our Industry Insight survey on talent attraction, we can extract the following learning points for attracting and retaining talent in the districts.
- Collaborate locally. Join forces with other companies, municipalities and the voluntary sector to build an environment that appeals to candidates. Can you help find job opportunities for partners? Can you help create a social environment among young people in the local area? That there are good offers for both employees and their families? This will require more from the company. But, the effect can be great!
- Spend time showcasing the local community. Include the local community as a separate focus area in your strategic talent attraction efforts. Highlight what it is actually like to live in the local community – and bring out real stories.
- Spend time during the recruitment process to explain how you will facilitate a good start, both in the job and in the local community. Focus on what is most important to the individual candidate. Some may be concerned about opportunities for their children, while others may be young immigrants looking for a social environment. Give candidates a good start by taking the initiative to include new employees in the local community. Perhaps you could have a buddy scheme in the beginning?
Expected effect: 30% greater interest in the job
By addressing the factors that matter most to candidates, interest in jobs in rural areas can increase significantly. The study mentions that interest in a position can increase by 30% when a company actively addresses these factors. This shows that with the right strategy and effort, rural jobs can become much more attractive, even for talent from larger cities.
It is therefore possible to significantly increase the attractiveness of jobs in the district. For a company to be successful in attracting and retaining talent in the districts, the focus must be expanded from only job content to also include housing, social environment, and family and leisure facilities. This requires a holistic approach that involves both employers, the local community and other stakeholders. Through targeted measures, companies can increase the attractiveness of district jobs and thereby secure the necessary workforce.
Where does the insight come from?
This fall, the NCE Seafood cluster will release the report "Industry Insight: Talent Attraction." It addresses the status, opportunities, and challenges surrounding employer branding and talent attraction in the industry. Over 870 students have contributed their perspectives, representing a diverse group from across the country.
Vestland County Council thanks you for your contribution to the production of this report.
