GAAST Workstream 2: Attraction and Outreach
Considering the shortage of professionals experienced by aeronautical industry, Workstream 2 explored outreach opportunities to environments outside of the industry with the intention of attracting diverse untapped potential as well as promoting the airline sector so that the public sees it as a tangible opportunity.
Attraction consists of drawing the attention of a certain audience, so that they develop interest in what is being promoted.
Outreach consists of a range of strategies used to promote a certain idea. In this regard, to publicize the idea of entering the aviation industry, it is first necessary to know the target audience.
Many challenges are involved in the Attraction and Outreach strategies in the sector, especially due to gender, racial and socioeconomic issues involving countries and regions, which is why the concept of EDIA (equity, diversity, inclusion and, accessibility) must be taken into consideration when studying the implementation of incentive programs for the industry.
One of the most popular careers in aviation, piloting, has seen the number of professionals fall, especially due to the aging and retirement of older people and the lack of interest among younger people in the profession, mainly due to the high training costs. As a solution to this problem, in 2024, the Argentine Government, through the Administración Nacional de Aviación Civil (ANAC), increased the age limit of pilots from 60 to 66 years old, in single-pilot operations, and from 65 to 68 years old for operations with two pilots, thus Resolution N° 516/2024 modified Part 61 of section 61.3 (h) of the Regulaciones Argentinas de Aviación Civil (RAAC).
“Given the lack of pilots, the Government raised the retirement age limit”, says Clarín’s headline.
Source: Clarin, 2024.
However, other areas have experienced the same effect, such as functions linked to aircraft maintenance, as the demand for travel has grown exponentially, even exceeding pre-pandemic levels. The graph below demonstrates the projection of this scenario in North America.
North American aviation mechanic supply and demand.
Source: Oliver Wyman, 2023.
In this sense, it is necessary to promote initiatives to attract and publicize these opportunities. Underrepresented minorities in the sector, such as women, who often do not even consider the idea of entering aviation as a pilot or aircraft mechanic, as this seems distant for many of them, as it is a predominantly male field.
Developing initiatives to attract this audience is an interesting strategy to meet market demand. Another challenge to be taken into consideration is the general public’s lack of knowledge regarding civil aviation careers, few people consider the option of becoming an operational flight dispatcher, Civil Aviation Protection Agent or beacon, for example. The idea of leveraging professions different from those already known is very important so that there is no shortage of professionals in strategic and operational sectors.
This report brings Attraction and Outreach programs for the sector in various parts of the world, considering, for this purpose, any initiatives ranging from promotion of awareness of aviation careers to the establishment of pathways for communication with potential applicants, including job advertisements and description. The actual recruitment processes, however, are not in the scope of work.
Section 3 – Best Practices
The shortage of aviation professionals worldwide, aggravated by the aging workforce and low talent intake, demonstrates the urgency of adopting effective strategies of attraction and outreach, to promote careers in the aeronautical sector, as addressed in Workstream 2. Given this scenario, the programs cataloged in this document reflect different target audiences, attraction channels and methods. This chapter presents a diagnosis of these initiatives, considering the challenges highlighted in the introduction, such as the lack of knowledge about different professions in the sector, socioeconomic inequalities and low representation of minorities.
Strengths found
Strategic partnerships: Almost all the programs analyzed involve collaboration between private initiatives, NGOs, governments, and educational institutions. Strengthening the actions.
Practical experiences: Initiatives such as the Water Rocket Competition, STEM Flights, Young Aviators & STEM, and Corporación ALAS take a “learning by doing” approach, which helps make the sector more attractive to young people.
Focus on underrepresented groups: Most of the initiatives have specific actions for women (such as AMAB, Women in the Sky, Wings for All, and GFA), underprivileged communities, or ethnic minorities, contributing to the promotion of diversity and equity in the sector.
International cooperation: The Women in the Sky program in Mexico is an example of how a program can promote a cause while leveraging the technology sector in several countries, such as neighboring Latin American countries.
Great reach: The STEM Flights program demonstrates how a simple, yet far-reaching program can be implemented. The initiative spans all 50 U.S. states and a few cities in Canada.
Challenges
Lack of standardization in measuring impact: Few programs present outcome indicators, such as the number of beneficiaries who entered careers in the sector. This makes it difficult to assess the returns that can serve as a basis for continuous improvements to the initiatives.
Financial structure: Many programs depend on donations, volunteering or support from specific partners. The lack of a robust financing structure compromises long-term economic sustainability.
Low visibility of alternative careers: Most programs still focus on the most well-known careers such as airline pilot, flight attendant or engineer, while other important roles such as dispatcher, mechanic, among others, remain invisible.
Ongoing strategies and specific actions: Some actions are sporadic, such as The Water Rocket Competition and Young Aviators, limiting the impact compared to programs that have continuous monitoring, such as Embraer Schools or STEM Flights.
Opportunities to be explored
Mapping and promoting professions that are unknown to the public: There is a growing need to promote lesser-known professions to avoid scenarios of professional shortages, as is already the case in aircraft maintenance.
Digital expansion: Such as the adoption of modern communication strategies. Few programs use digital influencers or social networks as a dissemination tool, a strategy mentioned as important in the introduction to this document, especially in attracting young audiences.
Career transition programs: There is potential to expand initiatives for adults seeking professional relocation, such as RTAG, but for other profiles in addition to veterans.
Final Considerations
For programs to achieve long-term results, it is necessary to invest in:
- Standardized impact monitoring and assessment
- Audience expansion
- Geographical expansion
- Continuous and monitored actions
- Broader representation of aviation professions.
Cooperation between regulatory agencies, private initiatives and society are determining factors for these initiatives to generate results. Considering market projections and the challenges that await the sector in the future, aviation depends on the fruits of these initiatives to remain sustainable.
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