ChristchurchNZ, the council’s sustainable economic development agency, developed PowerUp after Statistics New Zealand’s household population survey data estimates that 20,000 local women could re-enter the workforce if they were given the necessary advice and support.
Designed as an information center to connect women with employment and career opportunities, PowerUp also grew out of an advocacy from skilled migrants delivered to the government by ChristchurchNZ and the Canterbury Employers’ Chamber of Commerce in April.
It called for an increase in skilled migration, as the effects of an extreme shortage of skilled labor held back Canterbury’s economic growth.
“The campaign was a direct result of companies clamoring for more staff and the huge untapped potential to get more women into work,” said ChristchurchNZ chief executive Ali Adams.
“Our research has shown that practical adaptations, such as flexible work arrangements or meaningful roles, can be real drivers for women in choosing work.”
The campaign will run through November and will be followed by outreach to potential employers to provide them with the right information to provide, Adams said, “an attractive and supportive workplace.”
PowerUp offers expert advice from career coach Claire French and information on regional support offices, networks and opportunities.
There are cover letter and resume templates plus videos of four women sharing their new career paths.
Dale Jackson, one of the case studies, ran her own gym and worked as a mail deliverer, drug tester and on the Covid-19 helpline for her current customer service role at Datacom.
She said barriers such as a lack of trust, an overload of information and a lack of coherent, reliable sources prevent many women from taking the next step in their careers.
“I think as women we are strict with ourselves and that makes job search difficult. But now I know I can rise above that. We are stronger and braver than we think and we know a lot more than we think. So just believe in yourself. If you can’t believe in yourself, how can anyone else?” she said.
Events will also be an important part of the campaign, as ChristchurchNZ plans forums to educate women about in-demand sectors, such as technology, and facilitate networking with other women, employers and support agencies.
ChristchurchNZ marketing manager Kylie Yardley said a seminar on women in technology is being planned for the city’s ethical communities, details of which will be added to the website.
• For more information see www.powerupyourcareer.co.nz