Demontfort Students deliver new campaign for Pall-Ex to boost HGV recruitment in young people

By - World Infrastructure Journal

Demontfort Students deliver new campaign for Pall-Ex to boost HGV recruitment in young people

Students from Demontfort University Leicester (DMU) are developing a logistics recruitment plan to help with the shortage in the industry after winning the Pall-Ex digital marketing campaign.

Pall-Ex had challenged students across the country to help tackle the nationwide skills shortage in the industry. The aim is to increase recruitment to ensure that the industry can target young people aged 16 to 24, including women and black, Asian and minority ethnic (BAME) communities.

Students were asked to develop creative ideas that could be adopted across influencer marketing and social media advertising by the firm. They went through a digital pitching process, in place due to the current social distancing guidelines, teams presented their ideas to a panel of Pall-Ex team members, featuring UK & European Marketing Manager and DMU Alumni, Abby Langley.

The winning team came from the Sterling Group, with their ‘Whatever the Weather’ campaign that looked to utilise Olympic gold medallist Jessica Ennis-Hill as a strong female role model to inspire young women to train as HGV drivers, noting early starts, dedication and hard work as key parallels.

“It has inspired our students in understanding how a real marketing brief works, but also in understanding the value companies like Pall-Ex play in e-commerce and digital marketing. Quite simply, the marketing and shopping habits we currently enjoy could not exist without them,” says Rachael Mabe, who runs the Advertising and Promotion module at DMU.

The project was inspired by the logistics industry’s driver shortage, caused by an ageing workforce and lack of recruitment amongst young people; just one per cent of HGV drivers in the UK are aged under 25, according to research from workers’ union Unite, compared to 13 per cent who are over 60.

The industry is the UK’s fifth-largest employer and was identified by the Department for Transport as moving 1.41 billion tonnes of goods in 2018.

Visit for network-wide driver recruitment.

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