Social influencers hired by Govt to promote vocational training

WELLINGTON: The Government will spend $30,000 on contracting five New Zealand social media influencers to post about vocational training, in a bid to bolster the number of apprentices.

The influencers will be required to post two original items on their social media accounts and respond to comments on the post.

Raniera Rawiri, Ruby Tui, Jazz Thornton, Chelsea Roper and Clint Roberts will target school leavers and people under 25.

It comes as part of the new vocational education and training (VET) plan, which aims to further bolster the number of apprentices in New Zealand.

‘‘This is our chance — we have been a nation of apprentices where we grow our own skills before — this is our chance to make sure we’re that country again,’’ Prime Minister Jacinda Ardern said yesterday.

Most of the five were working in vocations, or were in training, a spokesman for Education Minister Chris Hipkins said.

Overall, $4.4 million over four years has been budgeted for the VET campaign — of the initial $1.2 million, some $30,000 is being spent on influencers.

Other areas of spending include television ($552,000), print ($3400), radio ($188,000), digital display ($90,000), digital video ($170,000) and social media ($140,000).

It comes after the Government earmarked $320 million earlier this year to make all apprenticeships, as well as certificates, diplomas and programmes in targeted industries, free.

That scheme began on July 1 this year and since then, 14,000 people have started apprenticeships.

That was up from 7500 people the previous year.

When it comes to female apprentices, government data shows there has been considerable growth in that area, too, as 1800 more women now are learning a trade.

That is up from 845 over the corresponding period the year before.

‘‘These are extremely encouraging signs given the historical perception of vocational careers,’’ Mr Hipkins said.

‘‘Based on these numbers and research by the Tertiary Education Commission, New Zealanders’ views on vocational education and training are shifting.’’

Mr Hipkins said it was a welcome development to see more women going into these traditionally maledominated industries but said there was ‘‘still a long way to go’’.

The new campaign to get more people into trades is in two phases: the first is the marketing phase in which the Government is enlisting the help of influencers.

There would also be radio announcer ad libs aimed at starting ‘‘meaningful conversations about vocational education and training in the community’’, Mr Hipkins said.

The second phase, starting next month, would include TV, radio, social media ads, digital displays and online videos. — The New Zealand Herald