For the past 28 years, I’ve worked in the shipping and logistics sector and am often struck by how little people know about our work. Most people take it for granted that their latest Kmart find magically appears on the shelf or at their doorstep, without ever considering the intricate web of people and processes that made it possible.
I’ve often thought our work is like an orchestra, each piece working seamlessly to co-ordinate the movement. From the booking team, customs and transport at the port of loading to the captain and crew operating the vessel across the ocean; from port schedulers and marine pilots to the terminal and stevedore operators, customs and quarantine officials, customs brokers, freight forwarders and the transport and final-mile delivery team – every role plays a part in this symphony.
We work behind the scenes, out of the public eye, with the importance of our jobs often going unnoticed. Most people have a fundamental lack of awareness about what we do. Supply chain roles remain largely hidden, unlike more visible jobs, such as those held by doctors or plumbers. Specialised terms like “logistics” or “supply chain management” can also feel abstract, making it harder for people to connect our work to their everyday lives.
Universal opportunities
One of the biggest challenges our industry faces is how to step out of the shadows and into the spotlight, especially to attract new talent. During covid, the importance of what we do became apparent. Who could forget how those empty shelves led to frustration, panic buying, and even fights over toilet paper? Now, we have an opportunity to connect with the community, highlight our vital role, and share the stories of our triumphs and the complexities we navigate every day.
Careers in the supply chain are incredibly diverse. From the professional marine pilot guiding a ship safely into the harbour to the 17-year-old forklift driver learning how to wrap a pallet efficiently, every role plays a part in global trade. What’s more, similar roles exist in supply chains worldwide, making this industry truly universal. With the right skills, you’re not just building a career; you’re unlocking global opportunities. How do we show the public these possibilities and help them understand the role our industry plays in the world around them?
Telling our story
Initiatives like education campaigns, storytelling in media, and raising awareness about the field’s impact on global trade can help bridge the gap in public knowledge. Education campaigns that include community outreach by industry professionals at career expos or interactive Q&A sessions help personalise the industry and make it a more relatable path for students. Universities can also promote supply chain management as an exciting career path by showcasing its real-world applications and global significance.
Storytelling using media helps bring the supply chain to life. Documentaries, TV shows, podcasts and social media content can highlight the behind-the-scenes efforts that keep goods moving. For example, profiles of individuals in various supply chain roles – from seafarers to customs brokers to truck drivers and everything in between – can show the human side of this industry and its connection to everyday life.
Exporters and importers can also play a role in raising awareness about the supply chain. By sharing transparent stories about how their products are sourced from all corners of the world, transported through international networks, and delivered to consumers, companies can help the public better appreciate the work involved in getting a product to market.
Combining education, outreach, and storytelling is key to raising awareness and allowing the supply chain to finally step into the spotlight. These initiatives not only help people better understand what we do but also inspire new talent to join us. With greater recognition and awareness, perhaps one day I won’t need to explain my job by calling myself a “travel agent for freight”.
