Tamkeen Launches An Innovative Campaign To Promote Positive Work Ethics
In line with its objective to support Bahrainis to become the employees of choice in the private sector, Tamkeen is launching an innovative awareness campaign that aims to reinforce the message of positive work ethics. Tamkeen's strategy is to work with the Bahraini employee to make them the ideal choice for private as well as government organisations. Tamkeen perceives this as an essential stride to ensure that the human capital of the country is developed and that employment is made more attractive for localisation as well as to improve performances of businesses.
During the signing of the contract with DarOttakwin, the agency behind the creative and brand strategy of the campaign, Mr. Abdulellah Ebrahim Al Qassimi, Tamkeen's Chief Executive stated, "Tamkeen is committed to developing the skills of the Bahraini employees. This campaign will highlight the importance of positive principles for the Bahraini worker in order to make him the perfect candidate for all the organisations in the kingdom".
DarOttakwin won the Work Ethics campaign through a tender bid for an initial one-year awareness programme. Mr. Abdulellah Ebrahim Al Qassimi, Dr. Ahmed Abdul Hameed Abdul Ghani Al Shaikh, Vice President, Enterprise and Human Capital Development and Ms. Amal Ishaq Al-Kooheji, Senior Manager, Human Capital Development, on behalf of Tamkeen, attended the signing ceremony. From the agency's side, Mr. Faeq AlOlaiwat, Principal/Chief Brand Architect and Ms. Zainab Al-Hassan, Project Manager, represented DarOttakwin.
Providing a background about the programme, Ms. Amal Al-Kooheji explained that work was done in the light of a study to assess the level of employees from the perspective of domestic Bahraini companies. The study revealed the need to strengthen work ethics among employees. Some of the companies in the research emphasised the importance of a sequential training programme to enhance work attitudes.
The campaign for better work ethics comes within Tamkeen's strategies of labour reform to develop new initiatives and partner with the private sector to secure Bahrainis in well-paying positions. Tamkeen's general bid for this project was met with an eager response by many regional and national agencies, and was ultimately won by DarOttakwin.
The awareness campaign is one aspect of Tamkeen's strategic plan to develop healthy attitudes and also complements Tamkeen's strategic partnership with "Injaz - Bahrain" to help instill basic work ethics among the Bahraini youth. This is a step towards building the foundations of the commercial scene in Bahrain keeping "positivity" as the pervasive nature in all aspects of work. This programme incorporates the experiences of successful businessmen and women who are volunteers working on training and mentoring students.
Ms. Amal Al-Kooheji provided an overview of the objectives of the awareness campaign which are anticipated to:
Raise awareness about the challenges of work ethics in Bahrain, especially among Bahraini-owned organisations and Bahraini employees, and demonstrate that change is needed urgently.
Create the desire for change by illustrating a vision of the desired outcome and fostering personal and organisational incentives.
Educate the targets about how to change and lead them to useful resources that will help them with the process of change.
Sustain the process of change using continuous dissemination of information and interaction with targets.
The campaign targets the various demographic segments of society, although in terms of priority, the Bahraini youth would take precedence ahead of Bahraini families and the workers in the government and private sector. Organisations, business owners and the Bahraini society as a whole will also be impacted positively through this campaign.
Elaborating on the highlights of the campaign, Mr. Faeq AlOlaiwat of DarOttakwin stated that the communication would include new and contemporary methods in the area of strategic communication to create the desire to participate in the change within the different segments of the Bahraini society. Conventional media vehicles such as television, cinema, Internet and print would also be utilised for advertising effectively, added Mr. AlOlaiwat.
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About Tamkeen:
Tamkeen (Labour Fund) is a semi-autonomous yet independent authority which formulates strategic and operational plans to enhance the overall prosperity of Bahrain by investing in Bahraini employability, job creation and social support. Tamkeen is funded by the fees collected by the LMRA.
Tamkeen's main objectives are to support Bahrainis to become the employees of choice, and to support high quality private sector job creation
To achieve these objectives, Tamkeen will invest in the cost and quality competitiveness of Bahrainis (e.g., reduction of cost of employing Bahrainis relative to expatriates, investment in skill and work ethic development programs of Bahrainis); in tackling employment barriers on both employer and labour market entrants' sides through a combination of financial incentives and capability building, and in supporting the private sector's adjustment to new cost structures by providing access to capital to alleviate short-term cash constraints or improve productivity, and in know-how initiatives that support improvements in productivity and decreased reliance on expatriate labour through spreading management and technical knowledge.
Up to September 2009, Tamkeen is investing more than BD 70 million in more than 35 projects targeting more than 19,500 Bahrainis and 5,800 SMEs. Programmes are continuously being devised as per Tamkeen's strategy and the numbers of beneficiaries are continuously increasing.
For more information please contact:
Marketing Communications
Tamkeen (Labour Fund)
Kingdom of Bahrain
Tel: 17383335/17383327
Fax: 17382352
Email: info@tamkeen.bh
Website : www.tamkeen.bh
© Press Release 2009
