Employment Brand Strategy for the Shortage of Seafarers

This paper describes how the shipping industry is facing a global shortage of qualified seafarers. The paper 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 to enhance its image and attract and increase the supply of suitably qualified seafarers. Methodologies include a survey with current and ex-seafarers being students and lecturers at the Australian Maritime College, and in-depth interview with HR managers of ship management companies in Australia. It was found that the shipping industry has no or negative image in the public while current methods of marketing have very minimal effect. Meanwhile, there is also a gap in perception of seafarers and their employers with regards to the attractiveness of seafaring as a career, especially on career path options. This study recommends the development of an employment brand, providing an initial insight into the first two stages of such a development. The paper 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. It is therefore concluded that it is time for the shipping industry to think proactively.

• Record URL:
  http://www.inderscience.com/search/index.php?action=record&rec_id=35502&prevQuery=&ps=10&m=or
• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/17566517
• Authors:
  • Thai, Vinh V
  • Latta, Tomothy
• Publication Date: 2010

Language

• English

Media Info

• Media Type: Print
• Features: Figures; References; Tables;
• Pagination: pp 411-428
• Serial:
  • International Journal of Shipping and Transport Logistics
  • Volume: 2
  • Issue Number: 4
  • Publisher: Inderscience Enterprises Limited
  • ISSN: 1756-6517
  • EISSN: 1756-6525
  • Serial URL: http://www.inderscience.com/jhome.php?jcode=ijstl

Subject/Index Terms

• TRT Terms: Employment; Human resources management; Ocean shipping; Shipping; Supply chain management
• Uncontrolled Terms: Careers; Seafaring life
• Subject Areas: Freight Transportation; Marine Transportation;

Filing Info

• Accession Number: 01321117
• Record Type: Publication
• Files: TRIS
• Created Date: Nov 29 2010 7:39AM