In 2021, the “Les entrepreneurs du vivant recrutent” campaign created a dynamic to help agriculture and related sectors attract candidates. The issue of attracting people to the living sciences is more topical than ever. We all have a role to play.
Opinion polls show that the French are attached to their farmers. However, the sector is struggling to recruit. It suffers from problems of attractiveness of its professions. Yet the stakes are high. One worker in two will have to be replaced within the next 10 years, and demand for labour continues to rise. One thing is certain: there can be no agriculture without farmers. That’s why we need to change the way we communicate about farming to attract new workers. You too have a role to play in this process.
#livingentrepreneurs are recruiting
Supported by the Ministries of Agriculture, Food and the Sea, a France Relance government communication campaign, entitled “Entrepreneurs du vivant”, was launched in July 2021. The aim was to raise awareness of the living professions in agriculture, food processing, forestry, landscaping, aquaculture and fisheries, and the professionals who work in them. It carried a strong message aimed at young people and those undergoing retraining: “choosing to become an entrepreneur in the living world means choosing the future”. This nationwide campaign was deployed across a range of media: internet, television, press, social networks, video, public signage, etc. for the years 2021 and 2022. It’s a great campaign, with all the resources needed to get the message across to its target audience. 82% of 25-49 year-olds were reached by the television campaign. 3 influencer videos exceeded one million views on YouTube. Over and above the priority issues (visibility, legibility and appeal), the campaign has created a new and lasting dynamic between the institutional partners and professionals from the world of agriculture, who are proud to share their values, their daily lives and their problems.
And what about you?
All those working in the world of agriculture, as well as the businesses and organisations involved, have a role to play in the social construction of the image of agricultural sectors and professions. Put an end to the image of farming as an outdated profession. Communicating about our activities, particularly to the general public, helps to convey a dynamic image of a world that is changing and adapting. The choice of means of communication is also at the heart of a powerful communications strategy. Video and social networks are essential communication tools, particularly for young people. Communicating means talking about yourself, but also about others, and bringing a whole network to life. The first step is to share and relay the publications of our partners and communication campaigns: a strong sign of commitment to making the world of agriculture more attractive. Major employers in the agricultural sector, such as cooperatives, have understood this by developing their employer brand. And within the employer brand, the first vector remains the women and men who work in this environment. We are all involved and have a role to play in making life sciences jobs more attractive.