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 Nugent TCB1 - Bamako, Mali 8-10 decemebré/December 2009 TCB1: Gestion des ressources humaines, Gouvernance et Commande publique TCB1: Human Resource Management, Governance and Public Procurement

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali 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 of Choice: Everyday Heroes Campaign Design Concept Target Audience and Value-for-$ marketing Playing to our strengths Marketing Media 24.Tactical Approach 25.A4 Press Ads 26.A6 Press Ads 27.A3 Posters 28.Avant Cards 29.Online Advertising 30.Website: 31.Website: Project Details 32.Website: Profiles 33.Phase 3: Media Schedule 34.Press Schedule by State 35.Press Schedule by State 36.Online Advertising Schedule 37.Print/Outdoor Mediums Schedule 1 38.Print/Online/Outdoor Mediums Schedule 2 39.Results so far… Online advertising 40.Sponsored Links: Google Adwords 41.Results: powersforgood.com.au web traffic 42.Hits per Medium 43.Tangible Improvements? 44.Graduate Applications 45.Questions?

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

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

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

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Skills-gap Methodology BIS Shrapnel focussed on: 1.Providing definitions for key elements of the project 2.Sourcing appropriate and reliable data 3.Addressing assumptions 4.Modelling statistical trends

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

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

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

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

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

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

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Phase 1 Results 1.Perception is everything 2.Image problem; negative brand image 3.The current perception is that: Not well paid Finite career path The organisation and work is boring Interesting work is contracted out 4.Image can be shifted 5.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

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

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali 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 1 st/ 2 nd year university students Templates adaptable to different agencies (eg. logos, contact details); flexible branding

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Creative Proposal 1: Bevins

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Creative Proposal 2: Cobe

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Creative Proposal 2: Cobe

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Creative of Choice: Everyday Heroes Campaign