Venture Taranaki's talent campaign launch october 2012 [read only]
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Transcript of Venture Taranaki's talent campaign launch october 2012 [read only]
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Talent Attraction and Retention
Taking on the Challenge
Talent Attraction and Retention
Taking on the ChallengeTaking on the ChallengeTaking on the Challenge
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Good growth relative to New Zealand
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Our population strategy
2035
Population: 135,000
GDP = 6.4 billion
Having more people... The rationale
is compelling for Taranaki:
• Growth
• Retention of central
government services,
• Diversification
• Justifying and affording ‘city’
2012
Population: 109,000 (est.)
GDP = $5.5 billion (circa)
+ need more workers to service current and future
business development needs
• Justifying and affording ‘city’
amenities
• More jobs to service the people
• Meet needs of business growth
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Skills and employment
6.0
7.0
8.0
Unemployment Rate - Taranaki V NZ
Taranaki NZ
0.0
1.0
2.0
3.0
4.0
5.0
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O&G skills and employment
• NZ O&G business activity will increase in next 12 months (56%)
• Skills shortages now a far greater risk than before (2007)
• Need to source in next 12 months:• Need to source in next 12 months:
– 100+ engineers
– 70 operators
– 50 technical staff
– And many more (NB: these numbers only represent 10 largest companies in the survey)
Source: PSANZ, 2012
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Our biggest challenge
• We’re losing more people to overseas countries than we are
gaining...
• 1,124 people arrived and 1,679 departed (-555)
Taranaki Arrivals and Departures - year to june
0
200
400
600
800
1000
1200
1400
1600
1800
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
arrivals departures
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Resulting in a net population loss
200
400
600
Net Gain/Loss in Regional Population due to International migration
- Taranaki Region
-800
-600
-400
-200
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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Many of these are our young and
talented ....
387
350
400
450
Age of Long term Departures: Taranaki to 'All countries' Year to June 2012
124111
85
162
234
142
11095
78 73
4120 12
3
0
50
100
150
200
250
300
350
0-4 years 5-9 years 10-14
years
15-19
years
20-24
years
25-29
years
30-34
years
35-39
years
40-44
years
45-49
years
50-54
years
55-59
years
60-64
years
65-69
years
70-74
years
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The Aussie dynamic
� Australia comprised 31% of our 1,124 long term
arrivals to Taranaki in 2012 (year to June),
but but
� 73% of our long-term departures
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250
300
350
400
450
Arrivals from Australia to Taranaki (permanent and long term) -
annual to June
0
50
100
150
200
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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600
800
1000
1200
1400
Departures from Taranaki - Long term to Australia - Annual to June
0
200
400
600
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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-250
-77
-242
-392
-283
-400
-300
-200
-100
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
The "Aussie drain": Net impact on Taranaki population:annual to June
-678
-604
-475
-535
-572
-509
-691
-885
-1000
-900
-800
-700
-600
-500
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The Aussie drain
� If it wasn’t for the net loss of people from our region
to Australia, Taranaki would have
experienced a net gain of 330 experienced a net gain of 330
people from overseas countries (June 2012)
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The Fly-In Fly-Out (FIFO) dynamic
� Long distance commuting work practices � Used to fill capability and capacity needs
� Workers travel by air (or e.g. Car/bus) to and from worksites
� Work is typically in remote locations
� Company typically provides/funds accommodation/living expenses for � Company typically provides/funds accommodation/living expenses for
workers but not families at or near worksite
� Work roster; fixed days on & off
� Source of workers: more populated areas with skill sets
� Used in Australia to help service work requirements
for major O&G and mining industries/projects
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New Zealand/Taranaki
FIFO workers
are commuting on regular basis to
Australia to workAustralia to work
(while family remains here)
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FIFO Info
� No formal FIFO stats available
� FIFO’s not acknowledged (yet) in NZ Government
policy strategy/response
� labour market/migration strategies
� Research – minimal – mostly Australia focus� Research – minimal – mostly Australia focus
� FIFO Regional issues e.g. Social/infrastructure
� Individual: isolation, health, family
� VT initiating FIFO research (& other marketing talent
campaign responses)
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Our needs for talent are growing
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BUTAustralia (and other countries) are also experiencing
workforce and skill shortages ,
especially in O&G, energy, mining.especially in O&G, energy, mining.
Taranaki is part of their solution
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Why is doing something important?
An employer perspective …
• Brian Souness, Clough AMEC Beca
• Mark Arnold, Fitzroy Engineering• Mark Arnold, Fitzroy Engineering
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So what are we doing?
Swap Sides
Talent attraction campaignTalent attraction campaign
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Swap Sides� Phase One began 18 months ago ahead of build up to RWC
2011
� Based around emotive comparisons of bigger city living versus
positives of Taranaki career and lifestyle – ten key concepts
(e.g. city parking, the lights, lunchtime surfing)
Focused on selling the lifestyle and region’s USPs – essentially � Focused on selling the lifestyle and region’s USPs – essentially
‘grass is greener’ in Taranaki
� Extremely positive response and built strong momentum
� Underpinned by micro-site, stories of new residents, referrals,
lifestyle toolkit and making sure jobs are promoted online
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Swap Sides – Round 2
� Building on the successes of Phase 1
� Scheduled for roll-out this month
� Focus
FIFO� FIFO
� Ex-Pats
� Retirees
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Swap Sides: FIFO - Australia
� Increasingly popular work choice for many skilled
workers
� Commonplace in Western Australia and increasingly
in other areas of Australiain other areas of Australia
� Target of recent tourism campaigns encouraging
FIFOs to spend leisure time in Australia rather than
going home
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Swap Sides: FIFO - Australia
� Focus of Swap Sides is to counteract role FIFO can
play as step to permanent residence in Australia
� Encourages people to return to Taranaki when FIFO
loses its appeal or see Taranaki as a new optionloses its appeal or see Taranaki as a new option
� Not anti-FIFO: Taranaki has significant number of
FIFO workers working elsewhere, residing here and
contributing to economy, but don’t want to lose
them permanently.
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Swap Sides: FIFO - Australia
� Featured on Perth Airport baggage carousel billboards in October and November
� Supporting PR, digital and social media
� Media interest and seeding� Media interest and seeding
� Rolling out to Queensland in 2013
� Campaign visuals available for sharing with employers and those who want to use them
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Swap Sides: FIFO - Australia
Digital Media – Online Banners on Energy and Engineering Sites• FIFO families sites, mining sites, specialist trades and sector sites
sites, job sites, NZ news sites (geo-targeted) and Google network
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Swap Sides: Expats
� Animated video targeted at expats
� Combines ex-local comedian Ben Hurley with regional
aspects to position Taranaki as ideal to live and work
� Objective is to move Taranaki ‘up the list’ of places to live
and work amongst ex-pats and present Taranaki as the and work amongst ex-pats and present Taranaki as the
New Zealand we all like to remember and skite about.
� KEA research tells us ex-pats hate being told what to do,
but they love to know what’s out there and on offer.
� We want everyone to share it!
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Swap Sides: Ex-Pat Video
� Uploaded to YouTube and shared through multitude of channels including Venture Taranaki, HainesAttract and Ben Hurley networks
� Social Media
� Media coverage� Media coverage
� Sharing by employers, residents and all who wish to do so
� Supporting banner advertising on websites of interest to target market including targeted viewing on New Zealand based sites
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All roads lead to micro-site
� Roll-out drives respondents to a micro-sites
www.swapsides.co.nz / www.swapsides.co.nz/FIFO
� Gives us an opportunity to communicate
� Encourages sign up to find out more about Taranaki � Encourages sign up to find out more about Taranaki
on an ongoing basis including jobs, lifestyle, events
and more
� Profiles stories of migrants and returning ex-pats
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Swap Sides: What Can You Do?
Get Involved� Share the video
� Use the FIFO campaign pieces – they are available to you at any
time
� Make sure your vacancies are loaded on the regional website, � Make sure your vacancies are loaded on the regional website,
www.taranaki.info/jobs
� Use the lifestyle toolkit as part of your recruitment campaign
info packs
� Use Venture Taranaki to support your talent attraction needs
� Spread the word
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Talent Attraction and RetentionTaking on the Challenge
Your region needs YOU!
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www.taranaki.info/swapsideswww.taranaki.info/swapsides