Improving trainee recruitment in Pakistan

UNDP Pakistan used a behavioral science approach to improve trainee recruitment in a skills building programme to employ young people in the local garments industry in Karachi under the Youth Employment Project. The purpose of the research was to understand the process and drivers of recruitment within the project context to reach out to an intended target audience of 13,000 youth by enhancing the efficacy of project recruitment and outreach strategies. Based on the application and findings of the ‘COM-B’ tool, the research includes specific recommendations pertaining to communications, training design, and community outreach to improve trainee recruitment under the intervention.