GERMANY | Marketing strategy to reach potential applicants

Essity Germany develops a new marketing strategy to reach potential applicants through the right channels, which includes suitable descriptions of the training content and benefits at a glance.

Key stakeholders:

Specific Benefits:
Approaching applicants in their popular channels.

Conditions for success:
Input on descriptions of the training content need to be developed.

GERMANY | Internships and project weeks with local associations

Essity Germany offers internships for students to get to know the paper professions at first hand. Essity also participates in project weeks with local associations.

Key stakeholders:
– Company
– Pupils in school/participants of special programs

Specific Benefits:
Interships offer the possibility to get personal contact to pupils, and allowing company and pupils get to know each other better.

Conditions for success:
There is the need to have on-site support.

GERMANY | Cooperation with local schools

As part of several cooperations between local schools and Essity Germany, company presentations are shown regularly to students, in which the differnt job positions are also presented. It is particularly helpful here to involve current apprentices, who report on their day-to-day work life.

Key stakeholders:
– Company
– Apprentices/pupils in school

Specific Benefits:
Through this cooperation, there is the possibility to have personal contact to pupils. Also, company presentations can be run digitally.

Conditions for success:
It is necessary to be regularly prepared with information about company and apprenticeship, as well as schedule enough time to go into exchange.

ITALY | Lucca Paper Educational District – Paper technology working group

Lucca paper district plays a strategic role in the Italian national industry, with more than 100 companies and a strong connection with the territory, and with a strong commitment to the educational world.
During the last decades, thanks to the dedication, engagement and cooperation between the industrial sector, university, high technical institutes and Confindustria Toscana Nord – the local branch of the National Industry Association – they have been able to build an extraordinary technical education system. The general purpose is to train young people transmitting them technical knowledge and to attract and retain skilled young workers in the pulp and paper industry.
By building a structed educational system, that is organized through different levels, they work with the aim of transferring and increasing the professional skills and expertise of the young people, in order to help them obtaining high level competences that are valuable for the paper industry. These educational initiatives are part of a complex system, starting from the guidance seminars organized in the middle school, to technical high school courses specifically designed on pulp and paper industry needs, to the higher level of university education.

Brief description of the best practice:
A Paper Technology Working Group project has the goal to create/reinforce the link between education and industry, making both sides aware of the respective needs. The aim of the project is to promote the awareness of the skills required by young people in the professional world and to connect students, teachers, families and companies in order to facilitate young peoples’ choice in terms of training and work paths. The challenge concerns both schools and companies.
The former working on the skills that are functional to the professional world and acting to renew the methodological approach favouring interdisciplinarity, laboratory teaching, problem solving, project work and self-entrepreneurship. The latter becoming more focused on the educational aspect, transmitting to the young people skills and tasks required in the daily job.
The meetings are also focused on adapting the school programmes to the industry needs in order to make the training plan much more suitable to the knowledge and skills required in the workplace.
Another activity of the project consists in career counselling events planned during the year for the middle school and high school students.
The working group organises also the convention “Carta Bianca al tuo Futuro” (Carte blanche to your Future), a conference open to the students, their families, stakeholders and dedicated to promotet the leading role of the paper sector in the local territory also in terms of job opportunities.

Key stakeholders:
– Teachers
– Pulp and paper companies
– Students

Specific Benefits:
– For teachers: to encourage students when choosing their school and training path, to have a better knowledge of the different job roles and of the training needed to be able to access them and, more generally, to support more conscious life choices with respect to their aspirations and vocations and to the real opportunities and demands coming from the business world
– For companies: The initiative allows the enterprise to be more recognisable within the territory, promoting its social role and its training function. Opening its doors to the school means making itself known to students, their teachers and their families, and to be an active player in defining what is actually taught to the next generation. A stronger relationship is thus created between the company and the local area in which it operates
– For students: the activity aims to encourage young people to choose their training and work paths with awareness and competence

Conditions for success:
– Companies involvement in terms of technical human resources
– Strong relationship between teachers and companies
– Strong local promotional activities to sponsor the initiatives

POLAND | Donations

As part of the International Paper’s collaboration with the school Complex No. 2 in Kwidzyn, to rise young people’s interest in technology and the paper industry a series of donations are implemented, including: (1) paper, trade magazines, archival copies; and (2) one-time scholarships for the best students in grades II, III, IV as well as financial donation for the organization of a technical knowledge competition.

Key stakeholders:
– International Paper
– Schools and training institutions in Kwidzyn

Conditions for success:
Arousing young people’s interest in technology and the paper industry.