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Northside Professional Services Ph (07) 33124950 Australian Association of Social Workers (AASW) Membership Trends and.

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Presentation on theme: "Northside Professional Services Ph (07) 33124950 Australian Association of Social Workers (AASW) Membership Trends and."— Presentation transcript:

1 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Australian Association of Social Workers (AASW) Membership Trends and Opportunities Revisited Northside Professional Services - April 2007

2 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 AASW Analysis recommissioned To inform the ‘marketing’ of the AASW to members and potential members Informed by previous studies, social work profession studies, labour market, higher education and membership data AASW - a microcosm of situation confronting the social work profession - environmental, internal and external pressures in maintaining relevance. A clear vision before marketing strategies can be built for the AASW membership

3 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 A ‘Marketing’ Approach Finding out what the ‘customer’ wants, creating products to satisfy those wants to the customer’s and provider’s mutual benefit ‘Customer’ is the members and potential members of the AASW, the provider is the AASW and its product is the advantages of membership ‘Products’ have a life cycle, the customer body is not uniform (having ‘segments’) and the product is modified to meet the wants of ‘segments’ and strategies selected accordingly

4 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 AASW Membership Studies Indicated membership growth was slowing, after strong growth in the mid 1990’s – a mature market. In light of the dynamics of the industry several strategies were discussed. Enter New Market Segments – non social workers in the ‘helping professions’ may benefit from an ‘associate membership’ or change the membership criteria so that these ‘allied’ professionals can assume a ‘full’ membership? Win Competitors Customers –similar organisations that potential AASW members are part of? A rethink about how ‘broad a church’ the AASW wants to be. Should it be an association of ‘Social Workers’ or an association of ‘Social Welfare Professionals’?

5 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Opportunities to Convert NonUsers by targeting Social Workers not members of the AASW? Clues from 2005 analysis to making product more attractive –Ageing of Profile – Possibility of maintaining a professional connection in retirement and semi retirement –Mentoring for Students – especially ESLs –A tool in reducing professional isolation remote areas/ESL –A packaging up of membership to compliment the various stages of career –Opportunities exist to convert ‘non users’ in health, community and state based authorities (happy hunting grounds) –No gender imbalance, small numbers may be gained through indigenous social workers –Examine why so many stay so briefly –Bastion for private practice and contracted workers

6 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 2007 Study features Retake of membership trends Modeling of AASW age profile over time Changes in employment sectors Potential contribution of branches Link between recent graduates and membership Opportunities for AASW eligibility in the broader ‘helping professions’ Analysis of membership’s regional profile A focus upon AASW members in the ‘mental health’ field

7 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 IMIS (Integrated Membership Information System) contains the records of 14,331 individuals who have or have had an association with the AASW. 6,222 current active members (March 2007) and 8,109 Inactive members (Ex members). Due to data fields associated with these individuals being incomplete or invalid, small numbers of these individuals ‘drop off’ in parts of the analysis. Due to the administrative effects upon membership estimations, the March data is extrapolated forward to June 2007 based upon previous histories.

8 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 2007 extrapolation indicates that overall AASW membership has exhibited a recent growth spurt. May be a late effect associated with the expansion of the mental health rebate scheme. It appears to be ‘bouncing’ around in the 6,300 to 6,500 range. About half the ‘social work’ workforce.

9 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Just under 1 in 6 AASW members has a ‘mental health’ connection. A relatively higher proportion of private practitioners are engaged in mental health work (20% in mental health vs 14 % overall AASW membership).

10 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 What are the dynamics of this growth? Use point to point data (18+ Months) Members in August 2005 Analysis - 6,175 New Members - 851 'Returned' Members - 314 Members in 2005 not in 2007 - 1,118 Members in March 2007 Analysis - 6,222 A high rate of ‘churn’? Changes in age structure?

11 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Over 1 in 10 members appear to leave every year – Is there a way to repackage the ‘product’ to address this?

12 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Modelling the AASW Age Profile Concern that AASW is rapidly greying Two snapshots of recent data permit modelling of age profile over next six years Refines information presented in 2005 Assumptions –average annual growth of 2.5% (industry average) –7,400 members by 2013 –Age profiles of recruitment and departure similar to last 2 years –High rate of retention for the over 60 years of age cohort

13 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 7%17%27%34%15%

14 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 6%16%25%33%20%

15 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 6%15%23%32%23%

16 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 However, if half the over 60’s cease to be AASW members, membership will not move far beyond 2007 levels, while the rest of the social welfare professional workforce is growing Under this scenario, the best the younger cohorts can do is ‘flat line’ In a professional context, there may be opportunities to encourage mentoring and bequests

17 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 There appears to be substitution in terms of age profile – between those who leave and those who join.

18 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

19 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Assumption – a 1% average annual growth rate

20 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Assumption – a 0% annual average growth rate in membership More recruits and retention are needed here And here And especially here. Can these individuals be encouraged through bequests?

21 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Will Mental Health registration impetus help? Possibly Age profile of AASW members engaged in Mental Health is same as general AASW population

22 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 However profile of new mental health AASW recruits is somewhat younger

23 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Profile presents issues with how to maintain a reasonable representation of membership –effectively recruit new members or previous members –retain existing members –maintain engagement the older cohorts particularly as they approach retirement or move through semiretirement However, there is the bigger picture issue of where the AASW sees itself in terms of the backdrop of the ‘helping professions’ in general

24 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Revisiting Labour Force Data suggests opportunities to move into similar ‘markets’ through review of AASW eligibility Those eligible for AASW membership may find employment in social welfare professional occupations that doubled nationally since 1996.

25 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 One area that continues to grow particularly strongly is Welfare and Community Workers.

26 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Numbers of Bachelor level graduates that could conceivably work in the Welfare and Community sector may exceed Social Work graduates.

27 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 AASW members Estimated June 2007 6,440 Social Worker Workforce (November 2006) 13,500 Welfare and Community Workforce (November 2006) 38,100 Counsellor Workforce (November 2006) 16,100 Combined Workforce (November 2006) 67,700 Given the size of the sectors that overlap with social work or that the distinctions between the roles and responsibilities are somewhat blurred – there are great opportunities for the organisation to be more relevant to the ‘helping profession’ sector in general.

28 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 AASW members Estimated June 2007 6,440 Social Worker Graduates (Bachelor level – 2004) 1,174 Welfare and Community/Counselling Graduates (Bachelor level – 2004) 1,537 Combined Graduates (Bachelor level – 2004) 2,711 Especially at point of entry

29 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 On another slant, this ‘point of entry’ concept needs review with given the age profile and number of social work graduates (in 2004, almost 700 up to 29 year olds graduated)

30 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Yet over the last six years, just under 500 up to 29 year olds have joined (10%?). Is there need for a better introductory offer or a ‘starter pack’?

31 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

32 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 At first glance, there appears to be change between areas of employment. However in percentage terms (and in numbers) these changes are small. But they may be pointing to trends to change of structure in the industry and membership

33 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 AASW and the regions

34 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 There appears to be change in the location of AASW members. However, remember in percentage terms (and in numbers) that these changes are small. But they may be pointing to trends to change of structure of membership, promoting the concept of AASW membership as a reaction to professional isolation

35 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Item Non Regional Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Percentage Regional and Remote Percentage Outer Regional to Very Remote Number of AASW Members 4,413 1,193 444 35 1528%8% Australian Population (2001) 12,870,978 4,018,541 2,018,977 330,025 174,71934%13% AASW may be under represented in regional Australia. However the trend, established in 2005, that regional members tend to retain their memberships continues Very remote Remote Outer Regional Inner Regional Non Regional

36 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Non Regional Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Percentage Regional and Remote Percentage Outer Regional to Very Remote New South Wales 1,055 269 45 23%3% Hunter 124 26 2 18%1% Total NSW 1,179 295 47 - -22%3% NSW Population (2001) 4,694,705 1,347,919 486,566 39,451 6,57529%8% Victoria 1,299 332 55 23%3% Vic Population (2001) 3,526,669 1,018,602 254,650 4,805 -27%5% South Australia 396 51 48 6 321%11% SA Population (2001) 1,085,421 187,454 178,384 45,352 15,11728%16% Australian Capital Territory 211 6 3%0% ACT Population (2001) 314,585 630 0% Is this due to poor service delivery in regional areas? Or lack of penetration to the AASW? Or are other occupational groups fulfilling the social work role? Or just an overall difficulty to fill professional positions in regional and remote Australia?

37 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Non Regional Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Percentage Regional and Remote Percentage Outer Regional to Very Remote Queensland 727 259 17 7 328%3% North Queensland 3 9 185 6 299%94% Total Queensland 730 268 202 13 540%18% Qld Population (2001) 1,897,939 936,268 642,323 94,353 54,43448%22% Northern Territory 87 4 100% NT Population (2001) - - 106,795 41,729 49,046100%

38 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Non Regional Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Percentage Regional and Remote Percentage Outer Regional to Very Remote Western Australia 509 104 44 16 725%10% WA Population (2001) 1,342,218 231,941 186,314 89,354 51,33129%17%

39 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Non Regional Inner Regional Australia Outer Regional Australia Remote Australia Very Remote Australia Percentage Regional and Remote Percentage Outer Regional to Very Remote Tasmania 2 137 44 99%24% Tas Population (2001) - 300,062 160,882 8,492 2,831100%36%

40 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 The AASW Branches

41 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Looking at growth at a branch level. The figures here are not extrapolated. However, they may indicate the areas where growth could be expected. A feature to be mindful of is sites that may have a high ‘churn’.

42 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 It is interesting to look at branch potential in terms of the background relationship to social work employment and ‘helping profession’ professionalisation in the state context.

43 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Focusing now upon Social Work, Welfare and Community and Counselling at the Bachelor Level.

44 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Due to a relatively smaller sample, the state level employment numbers bounce around a bit, however the DEWR uses this source in its website. The large states’ figures are considered fairly accurate.

45 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Share of Australian Population Share of Social Worker Workforce (2007) Share of Social Worker Graduates (All Levels) (2004) Share of Social Worker Graduates (Bachelor Only) (2004) Share of AASW Membership (2007) New South Wales and Hunter 33.1% 19.3%23.6%23.1%24.6% Victoria 24.7% 35.6%31.9%30.6%27.3% Queensland and North Queensland19.7%14.1%15.6%15.8%19.7% South Australia12.5%12.6%13.9%14.0%8.2% Western Australia 10.0%10.4%11.5%12.4%11.0% Tasmania 2.4% 4.4%2.9%3.4%3.0% Northern Territory1.0%1.5%0.6%0.7%1.5% Australian Capital Territory1.6%2.2%--3.5% Numbers 20,605,000 13,500 1,391 1,174 6,222 Opportunities may exist where there are apparent imbalances between workforce, education and AASW membership.

46 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Share of Australian Population Share of Community and Welfare/ Counseling Workforce (2005) Share of Community and Welfare/Counseling Graduates (All Levels) (2004) Share of Community and Welfare Graduates/ Counseling (Bachelor Only) (2004) New South Wales and Hunter 33.1% 34.1%17.1%18.1% Victoria 24.7% 27.1%24.9%32.2% Queensland and North Queensland19.7%15.9%25.2%31.4% South Australia12.5%8.5%16.8%2.1% Western Australia 10.0%8.9%12.5%15.3% Tasmania 2.4% 2.0%1.8%0.0% Northern Territory1.0%1.7%0.3%0.0% Australian Capital Territory1.6% 1.4%1.0% Numbers 20,605,000 52,300 2,865 1,537

47 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch Share of Australian Population Share of Social Work and Community and Welfare Workforce/Counseling Combined (2005) Share of Social Work and Community and Welfare Workforce/ Counseling Combined Graduates (All Levels) (2004) Share of Social Work and Community and Welfare Workforce/ Counseling Combined Graduates (Bachelor Only) (2004) New South Wales and Hunter 33.1% 32.0%19.2%20.3% Victoria 24.7% 30.0%27.2%31.5% Queensland and North Queensland 19.7%15.0%22.1%24.6% South Australia12.5% 9.0%15.8%7.2% Western Australia 10.0%9.0%12.2%14.1% Tasmania2.4% 2.0%2.2%1.5% Northern Territory 1.0%2.0%0.4%0.3% Australian Capital Territory 1.6%2.0%0.9%0.6% Numbers 20,605,000 66,200 4,256 2,711

48 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Branch/State Number of New Members over last 6 Years (Aged 20 - 29 on Joining) Number of Bachelor Level Social Work Graduates (Aged 20-29) 2004 New South Wales 111 Hunter 14 New South Wales total 125 196 Victoria 123 234 Queensland 76 North Queensland 16 Queensland total 92 108 South Australia 29 90 Western Australia 60 73 Tasmania 12 19 Northern Territory 6 - Australian Capital Territory 17 Total 464 720

49 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Summary A mature marketing opportunity continues for the AASW. Modeling suggests that the AASW needs to seriously retain retiring age members, existing members and recruit younger members particularly graduates (who appear to be underrepresented). Labour market and graduate data suggests a large and growing market for potential AASW members and associate members that may require ‘product modification’ of the membership rules.

50 Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950 Summary (cont.) Opportunities exist to package up the membership to compliment the various stages of career. Branches may have an opportunity to aggressively recruit members given indicative workforce and education data.


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