The Agri-Turf machinery industry has long wrestled with finding a readily understood definition of what it is and what it does - and what three words best sum up its attraction?

Officially categorised as Land-based Engineering, the challenge for those recruiting is to catch the eye and capture the interest of potential new employees in around 5 seconds according to the latest definition of attention span in this digital age.

In December 2022, the cross-industry Land-based Engineering, Training and Education Committee (LE-TEC) developed a new campaign, We Are Land-based Engineering, designed to utilise all the current social media platforms to explain and expand on all the opportunities it offers.

In this episode, Ruth Bailey, CEO of the Agricultural Engineers Association (AEA) and Gareth Ford, Digital Media and Marketing Specialist at the AEA discuss the concept of the campaign, the planning, content and early response from the industry itself, from colleges - and the general public.

Gareth has conducted many filmed interviews for the campaign with those currently working in Landbased Engineering, from apprentices to managers and business owners. They are asked what three words sum up the industry for them? The most common responses include 'rewarding', 'varied', 'long term', 'security' and 'innovative'

We Are Land-based Engineering website

Campaign video

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