"Experience of Sri Lanka in
establishing and operating
Marketing Unit and developing
marketing strategies"
Presented by
P.G.G.S. Yapa
Actg. Manager (Marketing)
Sri Lanka Bureau of Foreign Employment
The Background
of Sri Lanka Bureau of Foreign Employment
(SLBFE)
„
It’s a government institution established in 1985 by the
parliament Act of 21 of 1985.
„
The main objectives of SLBFE are
¾ Promotion of Job opportunities in overseas markets
for Sri Lankans
¾ Regulating the activities of Licensed Foreign
Employment Agencies
¾ Ensure the protection and well-being of the migrant
workers & their family members.
Role of SLBFE as a Sociocommercial Organization
Welfare activities
Welfare/
Regulatory
+
Regulatory Activities
Job
promotion
Why SLBFE need to engage in market
promotional activities?
‰
Receiving of overseas job vacancies is totally depend on private sector
(licensed agencies) performance.
‰
Market diversification. (95% Sri Lankan migrants are working in Middle
Eastern Countries).
‰
Government intervention is needed for expanding and securing existing
markets and to explore new markets.
‰
To reduce social cost of migration. (Encourage skilled/trained workers for
overseas jobs).
‰
To minimize migration cost.
‰
Indirect support for minimizing of undocumented labour migration to
popular destinations (eg. Italy) and thereby secure rights of migrant workers.
How does SLBFE involve in
promotional activities?
„
Established separate Division for market promotional
activities (Marketing Division) in early 2005.
„
Established separate Division for job placements
(Recruitment Division) in early 2006.
„
Build up a model for Marketing to work on short term.
„
Discussions are being held for a long term Marketing
plan with the experts in this field.
Model for Market Promotion (Short
term)
Product
Channel
Marketing
Process
Market
Market survey and Establishment of
Channel
„
During the year 2005, a survey was carried out
on the overseas labour market with the
assistance of Sri Lankan Missions Overseas.
„
Findings, such as most demanded job categories,
required qualifications etc. were disseminated to
relevant authorities.
Eg. Vocational Training Institutions, Ministry of
Labour
Cont..
Channel has been strengthen;
¾
by appointing officers to the Sri Lankan Mission
Overseas, upgraded their rank to Counsellor
(Employment & Welfare) and increase resource
allocation for market promotional work
¾
by appointing Country Co-ordinators at SLBFE
to liaise with those mission
Performance
„
Awareness – Prospective migrant workers on Job
availability, skill requirement, migration procedure (for
existing markets) etc. by attending to local job fairs and
public seminars.
„
Job Bank – short term solution for skills mismatch –
Operate through the SLBFE web site (www.slbfe.lk),
currently, more than 3,000 skilled foreign job seekers
are available. Permission has been given to Licensed
Agencies to make selections.
Cont..
„
Involvement of training of highly demanded job
categories. Eg. Nurse Aids training programme,
Nurses (discussions are being held with the
Heath Ministry-SL)
„
Some of the Vocational Training Institutes has
increased intake and revised their curricular
according to the market requirement. (based on
survey findings)
„
Development of promotional materials
(brochures, leaflets, documentaries etc.)
Expectations….!
„
Explore possibility of approaching new markets.
„
Secure existing market share.
„
Carry out promotional activities (job fairs, seminars etc.) in
selected countries.
„
Assist to skills development of prospective migrant workers
in terms of market requirements.
„
Increase skilled/trained representation of labour migration
in order to reduce social cost and increase foreign exchange
earnings.
„
Assist to minimize undocumented labour migration and
thereby ensure protection of rights of migrants .
Thank You…!