Singapore Maritime Foundation uses interactive career purpose quiz to hook new talent

Singapore Maritime Foundation (SMF) has launched a brand-new talent attraction and industry branding campaign titled "Own Your Future". The digital campaign seeks to feature a fresh side to the maritime industry and features the “Own Your Future” Career Purpose Quiz that inspires users to learn more about themselves, and the different jobs in the sector, by matching their personality traits, talents and career purpose to the jobs in maritime. Apart from the quiz, consumers can explore the maritime sector through SMF’s visual storytelling across video and comic forms.

Overall, the campaign aims to position the maritime industry as one that is purposeful, exciting and on the cusp of transformation, catalysed by technology and sustainability. Inspired and fronted by five real-time maritime professionals – a data scientist, a crew executive, a ship financier, an asset management executive, and a shipping lawyer – SMF aims to attract fresh graduates and mid-careerists of all backgrounds to come on board and become part of Singapore’s maritime sector. 

“Through this campaign and with the support of the maritime industry, SMF seeks to elevate the sector’s standing as a source of meaningful and diverse careers, where Singaporeans can make an impact in the world, through frontier domains such as technology, sustainability, and decarbonisation,” Tan Beng Tee, executive director of SMF, explained. 

According to her, Singapore is a maritime nation, with its maritime heritage dating back 700 years. However, not many Singaporeans are aware of the diverse careers in the sector. "Much of the activities — automation at the port, harnessing data analytics onboard ships, or embracing more sustainable business practices — are 'invisible’ to the public," Tan said. Archetype Singapore is involved in PR duties for the campaign.

SMF was established on 27 January 2004 to be a conduit between the public and private sectors, working with stakeholders across the entire maritime ecosystem to strengthen Singapore as an International Maritime Centre and to develop a maritime-ready talent pool. Till date, it has created 160,000 jobs in Singapore. To continue expanding its outreach, SMF has continuously devoted attention and resources to provide a more refreshed image of the maritime industry. Four years ago, SMF revamped its digital presence to offer a more refreshed image of the maritime industry.

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