Description:

Brain drain occurs when a country experiences a net loss of essential and highly-skilled workers which can put significant strains on its social and economic state. Such a shortage can affect both small local businesses and large companies that provide essential services. After the COVID-19 pandemic, the effects of this phenomenon began reoccurring in New Zealand with recent statistics showing record departure rates. More than 1000 Kiwis have left each week in the past year with 39% of this group being categorised as Gen Z or millennials. The main reasons include lower job vacancies and higher living costs which further drives the desire to find fulfilling and higher-paying work elsewhere. Furthermore, young employees are dealing with increasing job-related pressures while feeling under-appreciated, underpaid or overworked.

Brain drain cannot be fully tackled with one solution. Therefore, this project intends to address it within a corporate management environment by leveraging the influence that companies hold over their workforce and implementing retention efforts that will be immediately impactful. As such, the project is a theoretical organisation called Magnetise that guides companies and their managers or HR department with information about the brain drain issue and tailored ways to navigate it. The specific strategies include company access to the latest research, social approaches that focus on fostering healthy and fulfilling work environments and financial options for employers and employees in the face of such difficult economic conditions – all of which are directed towards attracting and retaining Gen Z Aotearoa workers, i.e., ‘magnetising’ companies.

By creating a unique illustration style, the purpose of Magnetise is expressed with a light-hearted and approachable tone while simultaneously maintaining the seriousness and professionalism of corporate communication. This was an important balance to strike as the target audience would be formal managers and employers who wanted to tap into the potential of Gen Z graduates and employees. The metaphorical drawings of floating Kiwi birds dressed as regular workers represent the push and pull magnetic forces between New Zealand and overseas countries. Additionally, the quirky proportions, grain gradients and vibrant attractive colour palettes add depth and personality to the project’s visuals. Such an inventive approach ensures the collateral, which includes a guidebook, website, social media, flyers, posters and business cards are all visually compelling and appealing.

Magnetise excels by tackling New Zealand’s brain drain issue through companies’ perspectives which ultimately aims to enhance Kiwis’ job satisfaction enough for them to remain in the country. It will provide immediate and long-term solutions through practical tools and best-practice strategies and tailored recommendations to attract and retain talent. Additionally, the project’s diverse collateral will maximise reach and the friendly illustration style will enhance engagement and comprehension. Furthermore, by placing a particular emphasis on fully understanding workers’ needs and wants and providing emotional and financial support, the project promotes a fulfilling and therefore more appealing corporative environment. Such a multi-faceted proposal will effectively put a spotlight on the issue and encourage positive social and economic change – ultimately positioning this project as a powerful force for the good.