TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December.

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement

8-10 decembré/December – Bamako, Mali

2009

Austroads National Skills Marketing Plan

Brendan NugentTCB1 - Bamako, Mali

8-10 decemebré/December 2009

TCB1: Gestion des ressources humaines, Gouvernance et Commande publiqueTCB1: Human Resource Management, Governance and Public Procurement



Summary Slide

• What is Austroads?• Austroads Capability Taskforce• Our future workforce:

supply v demand• Skills-gap Methodology• Results: Engineering Skills Shortage• Engineering Skills Shortage: Consequences• Addressing the Skills Shortage: the National

Skills Marketing Plan• Phase 1: Market Research• Research Methodology• Basic Questions• Phase 1 Results• Phase 1 Key Recommendations• Phase 2: Creative/campaign design• Creative Proposal 1: Bevins• Creative Proposal 2: Cobe• Creative Proposal 2: Cobe• Creative of Choice: ‘Everyday Heroes’

Campaign• Design Concept• Target Audience and Value-for-$ marketing• ‘Playing to our strengths’• Marketing Media

24. Tactical Approach25. A4 Press Ads26. A6 Press Ads27. A3 Posters28. Avant Cards29. Online Advertising30. Website: www.powersforgood.com.au31. Website: Project Details32. Website: Profiles33. Phase 3: Media Schedule34. Press Schedule by State35. Press Schedule by State36. Online Advertising Schedule37. Print/Outdoor Mediums Schedule 138. Print/Online/Outdoor Mediums Schedule 239. Results so far…

Online advertising40. Sponsored Links: Google Adwords41. Results: powersforgood.com.au web traffic42. Hits per Medium43. Tangible Improvements?44. Graduate Applications45. Questions?



What is Austroads?

•Austroads is the Association of Australian and New Zealand road transport and traffic authorities

•Key functions include:– Strategic research on behalf of Australasian road

agencies and communicating outcomes – Promoting improved practice in Australasian road

agencies – Facilitating collaboration and consistency between

road agencies and in road related operations– Providing expert advice to road agencies and other

peak transport bodies (Australian Transport Commission and the Standing Committee on Transport)



Austroads Capability Taskforce (CTF)

• The CTF is an Austroads program designed to “provide road and transport authorities with national strategies and knowledge transfer to ensure sustainable levels of capability including skills attraction and development.” (Austroads 2009)

• Research and response to emerging human resource issues in Australia and New Zealand road authorities



Our future workforce:supply v demand

• In Australia and New Zealand there has been growing speculation of an emerging skills gap in the roads sector

• In 2005, Austroads commissioned BIS Shrapnel to conduct research into future workforce demands in Australia and New Zealand

• BIS Shrapnel performed a skills-gap analysis in order to better understand the problem and reveal empirical evidence to inform workforce planning and policy decision-making



Skills-gap Methodology

BIS Shrapnel focussed on:> Providing definitions for key elements of the

project> Sourcing appropriate and reliable data> Addressing assumptions> Modelling statistical trends



Results: Engineering Skills Shortage

• Australia and New Zealand engineering workforce is ageing

• Science as a subject in schools has steadily been on the decline

• Shortfall of engineers and other roads-based technical skills over the next 10 years

• Roads sector will face increasing competition for engineering graduates from engineering and other construction sectors into the future



Engineering Skills Shortage: Consequences

• Billions of dollars worth of foregone road works across Australia and New Zealand

• Decreased infrastructure and service delivery capability

• Broader economic consequences• These consequences resulted in the development of

a wide program of works, including the National skills Marketing Plan (NSMP)



Addressing the Skills Shortage: the National Skills Marketing Plan

• The NSMP was a 3 phased initiative:

1.Market Research

2.Creative/campaign development

3.Media strategy



Phase 1: Market Research

• In 2006, Austroads engaged Instinct and Reason consultancy to research approaches to marketing and other activities designed for professional skills attraction and retention

• The focus of this study was on ‘best practise’ approaches to skills marketing from around the world



Research Methodology

1. 30 interviews with a variety of organisations, in order to develop case studies of similar skills shortage responses

2. An assessment of communications/advertising from around the world that has aimed to reposition perceptions of professions, careers and jobs.

3. Three focus group discussions with engineering students and graduates



Basic Questions

1. How are we ‘seen’? How do we want to be ‘seen’?

2. Who is our target market and what makes them ‘tick’?

3. How do we engage with our target market?



Phase 1 Results

1. Perception is everything2. ‘Image problem’; negative brand image3. The current perception is that:

1. Not well paid2. Finite career path3. The organisation and work is boring4. Interesting work is contracted out

4. Image can be shifted5. Need to partner with peak bodies, education and

other industry influencers: a coordinated approach to positioning themselves as ‘employers of choice’

6. ‘Play to your strengths’



Phase 1 Key Recommendations

• Develop a unified national marketing identity and strategy that emphasises the strengths of the roads sector:

• Commitment to work/life balance• Corporate social responsibility• Career flexibility/mobility/security

• Target a specific segment of the skills market to achieve maximum effect from minimal investment



Phase 2: Creative/campaign design

• A campaign brief was sent to three marketing and communications agencies:

• Aims of the campaign • Evidence from BIS Shrapnel and Instinct and

Reason• Design concepts targeting Year 12 and 1st/2nd

year university students• Templates adaptable to different agencies

(eg. logos, contact details); flexible branding



Creative Proposal 1: Bevins



Creative Proposal 2: Cobe



Creative Proposal 2: Cobe



Creative of Choice: ‘Everyday Heroes’ Campaign

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December.

Documents

tcb1 gestion

ressources humaines

public procurement slide

decembrdecember bamako

skills attraction

technical skills

human resource issues

mali results