As we look ahead to 2025, one thing is clear: Māori talent is an essential, dynamic part of New Zealand’s workforce. Yet, many organisations are struggling to connect meaningfully with this vibrant and growing talent pool.

Last week, we hosted an Executive Forum featuring Eve Steenson from HR Kete, where we tackled the challenges and opportunities of recruiting and retaining Māori talent. From leveraging cultural insights to rethinking traditional HR practices, the forum was packed with actionable strategies to help organisations not just survive—but thrive—in a rapidly changing landscape.

Māori-Centric Strategies: A Growing Talent Pool

The Māori population is youthful, with 46.5% under 25 years old, representing a dynamic and growing workforce. However, traditional recruitment and retention approaches often fail to resonate with Māori aspirations and values.

“Genuine engagement with Māori talent requires more than ticking boxes; it’s about culturally resonant branding, pathways that honour tikanga, and valuing whānau and ancestral connections,” said Eve Steenson during the session.

To truly connect, organisations must shift from generic HR practices to culturally grounded strategies.

Recruitment Insights

Building genuine connections starts at recruitment. Here’s how:

• Leverage Māori networks: Iwi databases, Māori-owned recruitment agencies, and social media platforms are invaluable tools.

• Visual branding that resonates: incorporating te reo Māori, symbols, and stories into job advertisements can deeply connect with Māori job seekers.

• Whānau support during interviews: allowing family to participate in the recruitment process fosters authenticity and comfort for candidates.

Eve shared, “When Māori candidates see themselves reflected in your brand and recruitment practices, it signals manaakitanga—hospitality and care—which is key to building trust.”

Retention Strategies Rooted in Wellbeing

Creating a workplace where Māori talent thrives requires cultural alignment:

• Value manaakitanga and whanaungatanga: hospitality and strong relationships are essential for employee engagement.

• Support cultural responsibilities: flexible policies for tangihanga (funeral rites) and other commitments are critical.

• Cultural integration activities: programmes like marae visits or environmental projects deepen connections to tikanga Māori.

“Retention isn’t just about a pay check; it’s about creating spaces where mana (authority and respect) is upheld and celebrated,” Eve explained.

Onboarding: Setting the Tone Early

The onboarding process can establish a strong cultural connection from day one:

• Incorporate pōwhiri (welcoming ceremonies): these culturally immersive experiences create immediate bonds.

• Collaborate with local marae: partnering with local marae for onboarding programmes fosters deeper understanding and community integration.

Addressing Organisational Challenges

While progress is being made, barriers remain:

• Representation in leadership: Māori representation in governance and executive roles is still low, limiting culturally informed decision-making.

• Avoiding burnout of Māori staff: relying on a few Māori team members for all cultural initiatives can lead to fatigue and undermine long-term goals.

Strategic Focus Areas for 2025

To address these challenges, organisations must focus on:

• Building long-term partnerships: collaborate with iwi and Māori organisations to co-create initiatives.

• Upskilling leadership: cultural competency training for leaders is essential to bridge understanding gaps.

• Enhanced data collection: use Māori data sovereignty principles to align organisational goals with community needs.

Actionable Recommendations for Organisations

• Embed cultural competency across teams: implement Te Ao Māori workshops to deepen cultural awareness at all organisational levels.

• Expand recruitment channels: use Māori-specific portals and tailor advertisements to highlight cultural inclusivity.

• Develop retention frameworks rooted in wellbeing: introduce hauora (wellbeing) initiatives such as group activities and community planting days.

• Elevate Māori voices in leadership: prioritise the promotion of Māori leaders into governance roles to ensure authentic representation.

• Leverage youth-focused technology: engage with platforms like TikTok and Instagram to attract younger Māori talent.

Next Steps: Turning Insights into Action

The Culture and Design Lab is here to help you apply insights from our Executive Forums into strategies. We offer two-hour internal roundtables at no cost to help your leadership teams implement what they’ve learned and tailor these practices to your organisation.

By embracing these insights, organisations can turn challenges into opportunities, building meaningful and mutually beneficial relationships with Māori talent.

“This isn’t just about meeting recruitment targets; it’s about creating workplaces where Māori talent can thrive and contribute in ways that align with their values and aspirations,” said Eve Steenson in closing.

Once again, we extend our thanks to Eve for sharing her expertise. You can learn more about HR Kete’s services here.