CHDC Talent Marketing Strategy by Central Highlands Development Corporation

July 2024 Central Highlands Development Corporation

Marketing Strategy

Talent Marketing Strategy

• Introduction

• Objectives

• Strategy overview

• Market and message

• Candidate journey

• Talent proposition

• Talent mood board

• Talent tone of voice

• Talent audience definition & needs

• Talent marketing overview, content types, channels and themes

• Audience considerations

• Candidate content journey

• Channel purpose and details

• Talent marketing activity

• Campaign and channel rationale

• Media plan and goals

• Action plan

Introduction

Why are we here?

The Central Highlands is facing a significant labour and skills shortage. Data from the Central Highlands Business Survey 2023 shows that staffing is a critical issue for local businesses and a major constraint to growth.

The Central Highlands Invest Concept Study Report, recently commissioned by the CHRR*, identified recruitment as a key priority and recommended that CHRR members undertake a consolidated recruitment advertising campaign.

The campaign needs to target both skilled and unskilled labour across major industries, including mining and agriculture, as well as support industries like healthcare and hospitality.

The following jobs need to be filled to secure the long-term economic prosperity of the Central Highlands now and into the future:

• Skilled labour and specialist trades all related to ongoing servicing and development of the mining industry.

• Skilled and general labour and specialist trades required for the sustainment of the community including essential workers (Doctors, Nurses, Police etc.), educators and childcare providers, retail workers and hospitality staff.

It should be noted that retaining skilled talent in the region is of equal importance to the attraction of talent.

Critical to the success of the campaign will be participation from employers across all sectors in the region.

Objectives

Defining success

The talent marketing strategy requires objectives that will drive thinking and planning. They are;

To create a talent marketing strategy that;

1. Helps Central Highlands employers to promote careers in the region to relevant talent both currently living in the region and looking to move.

2. Considers what drives the different talent audiences that the region needs to attract and provides messaging that engages these groups.

3. Offers direction and support for employers, allowing them to build a qualified pipeline of engaged candidates.

4. Provides support to employers in retaining talent in the region by improving communication between sectors around opportunities and key benefits such as career development and flexibility.

Ultimately, the Central Highlands needs to be seen as a place where you can do interesting work and where your career can grow and flourish, in a safe and prosperous community.

Strategic Approach

Building a story

The talent marketing strategy for the Central Highlands is one of positioning the region as a place where people can have rewarding careers without compromising on lifestyle or financial independence. The regions diverse workforce enjoys some of the best working conditions in Queensland. Its people are able to live a balanced life enjoying fulfilling careers in a close-knit community that offers a slower paced lifestyle. Demonstrating the breadth of career opportunities in the Central Highlands will be a key part of the talent campaign story.

Processes for marketing of roles need to be clearly defined, articulating which channels and tools are to be used at each step of the candidate journey. These processes will need to adjust based on different roles and different needs. A matrix will be created to articulate this. A broader mix of channels will be leveraged, which will require marketing support.

Employee stories are critical. In a remote region, competing against often larger well known regions, Central Highlands must use its understanding of its community and the people working in it to strengthen its own brand. It needs to position its strengths as a prosperous region where both individuals and families can thrive. It will need to ensure this story is consistent, authentic and well told. Using the talent campaign as a foundation and leveraging its employers' channels, Central Highlands will show the talent market its unique culture of community and prosperity, building out content that celebrates this story. This will support engagement of passive candidates as well as active candidates both in and out of region.

Candidate Journey

The candidate journey

‘Where can my career go to next?

At this stage we leverage the regions career story to ensure candidates are aware of the Central Highlands.

Reputational

awareness

‘Central Highlands, the workers are passionate about the work they do and their community.’

Investigation

‘I can see the value to my career in the Central Highlands.

Acquisition

‘This role looks interesting. I’d like to know more.

This stage is all about job ads, getting them in front of candidates and having them apply.

This is where the candidate is reviewing employers in the region and jobs. They want to know if this is a place they would like to work and live.

Confirmation

‘This is where I can grow my career.

Application

‘This is an easy process.

This is where they make the decision. We need to ensure all their concerns have been addressed. This is the application stage. We need to ensure it is simple and hassle free.

Talent Proposition

Smart Move

Discover why so many people are making the smart move to the Central Highlands.

The Central Highlands is not just a destination; it’s a smart career move for those seeking professional growth and a balanced lifestyle.

With thriving industries such as mining, healthcare, education, and more, the region offers unparalleled career opportunities with competitive salaries and clear paths for advancement. Your skills are in high demand here, making this the perfect place to leverage your expertise and achieve your professional goals.

Choosing the Central Highlands means opting for a region that supports both your professional and personal aspirations. Enjoy an affordable lifestyle with excellent amenities, recreational activities, and a vibrant community.

Experience the ideal combination of career success and quality living. Discover why advancing to the Central Highlands is the smartest decision for your professional future.

The ‘smart move’ theme carries a dual relevance, appealing both to newcomers and current residents of the Central Highlands.

For those considering relocating, it highlights the intelligent choice of moving to a region rich with career opportunities, natural beauty, and a supportive community. For locals, it underscores the wisdom in seizing the abundant professional and personal growth opportunities right where they are.

Thus, ‘smart move’ encapsulates the benefits of relocating to and thriving within the Central Highlands, making it a compelling message for all.

Talent Proposition

Smart Move theme

Flexible theme which can be repurposed with specific skill sets and target audiences.

Childcare

Discover why childcare educators are making the smart move to the Central Highlands

Are you a childcare educator looking for a rewarding career and a fulfilling lifestyle?

The Central Highlands is the perfect place for you. With high demand for skilled childcare professionals, you’ll find excellent job opportunities, competitive salaries, and a supportive community. The region offers a peaceful environment with plenty of recreational activities, ensuring a great work-life balance.

Healthcare

Discover why healthcare professionals are making the smart move to the Central Highlands

The Central Highlands is attracting healthcare professionals who are looking for a meaningful career in a supportive and thriving community.

With state-of-the-art medical facilities, competitive salaries, and opportunities for professional growth, the region offers everything you need to excel in your career. Add to this the benefits of affordable living, a welcoming community, and the stunning natural beauty of Queensland’s heartland, and it’s clear why so many healthcare professionals are making the smart move to the Central Highlands.

Mining

Discover why mining professionals are making the smart move to the Central Highlands

If you’re a mining professional seeking career advancement and a better quality of life, look no further than the Central Highlands. Home to one of Australia’s largest coal reserves, the region offers unparalleled opportunities in the mining sector. Enjoy competitive pay, excellent working conditions, and a community that values your contribution. Beyond work, the Central Highlands provides a relaxed lifestyle, affordable housing, and plenty of outdoor activities. Discover why mining professionals are making the smart move to the Central Highlands and take your career to the next level.

Talent Proposition

Smart Move theme

Couples

Discover why couples are making the smart move to the Central Highlands theme:

The Central Highlands is the perfect destination for couples looking to advance their careers and build a life together. With diverse opportunities in industries like mining, healthcare, education, and agriculture, both partners can find fulfilling roles that match their skills and interests. Enjoy the benefits of flexible work arrangements, competitive compensation, and a supportive community that understands the unique needs of working couples. Experience professional growth while living in a region that offers stunning natural beauty and a vibrant local culture.

visual:

Success Stories: Create videos showcasing couples who have successfully advanced their careers in the Central Highlands, highlighting their journey and how the region supports dualcareer opportunities.

Families

Discover why families re making the smart move to the Central Highlands theme:

The Central Highlands offers a family-friendly environment where both parents can advance their careers while raising their children in a safe, supportive community.

With excellent schools, affordable housing, and a wealth of recreational activities, the region provides the perfect setting for family life. Parents can enjoy fulfilling careers in booming industries like healthcare, education, and agriculture, while their children benefit from excellent education and endless outdoor adventures.

Talent Proposition

Smart Move theme Locals

Discover why locals are making the smart move in the Central Highlands theme:

For those already living in the Central Highlands, the region offers unparalleled opportunities to advance your career without leaving the place you love. With a thriving economy and diverse industries, locals can find rewarding jobs at all career levels. The supportive, close-knit community values professional growth and work-life balance, making it possible to achieve your career goals while enjoying a high quality of life. Leverage the growth of the Central Highlands to propel your professional journey and reach new heights in your hometown.

visual:

Highlight videos of local professionals who have progressed their careers in the Central Highlands, emphasizing the unique opportunities and community support that have contributed to their success. We could leverage career journey graphics here to visually illustrate their paths and achievements.

Fly-in fly-out

Discover why fly-in fly-out workers are making the smart move to settle in the Central Highlands theme:

The Central Highlands offers fly-in fly-out workers a unique opportunity to settle down and enjoy a more stable, fulfilling lifestyle. With a booming economy and abundant career opportunities in mining, healthcare, education, and agriculture, you can advance your career without the constant travel. By making the smart move to live and work in the Central Highlands, you’ll benefit from a supportive community, excellent schools, affordable housing, and a wealth of recreational activities. Experience the advantages of work-life balance, reduced travel stress, and more quality time with family and friends.

visual:

Success Stories: Feature videos of former fly-in fly-out workers who have transitioned to living and working full-time in the Central Highlands. Highlight their improved work-life balance, career growth, and personal satisfaction from settling in the region.

Testimonial video storyboard

Central Highlands

Central Highlands Tone for Talent

Tone of voice dimensions

Formal vs Casual

Tone of voice characteristics

FORMAL NEUTRAL CASUAL

Serious vs Funny

NEUTRAL

Trustworthy, Smart, Friendly

SERIOUS NEUTRAL FUNNY

Respectful vs Irreverent

RESPECTFUL NEUTRAL IRREVERENT

Matter-of-fact vs Enthusiastic

MATTER OF FACT NEUTRAL ENTHUSIASTIC

Fun, Approachable, Informative

Inclusive, Caring, Down to Earth

Enthusiastic, Optimistic, Encouraging

Central Highlands Talent Marketing Tone

Tone of voice dimensions

Trustworthy + Approachable + Optimistic

Audiences

Who do we speak to

Employees

Employees are people that work in the Central Highlands region or may be interested in moving to the region for work in the future.

It will be vital to demonstrate to these audiences that the Central Highlands offers a breadth of career opportunities and that they can have meaningful careers in the region.

Current Employees

Defined by the skills they have and the sector they work in, so Childcare, Construction, Health & Aged Care, Mining Operations & Engineering Maintenance, Government, Agriculture, Retail & Hospitality and Manufacturing, current employees can also be segmented based on their seniority, so leadership, team leaders or supervisors.

Mining as a sector account for 35% of the regions workforce and 48% of those live outside the region.

Future Employees

Future employees can be grouped into primary and secondary audiences. Childcare and Construction are the primary audiences as their recruitment will enable other audiences to take up work in the Central Highlands. In the case of Childcare, more workers in these roles will unlock critical availability of childcare spaces to allow parents to return to work and young families to move to the region. For Construction roles to be filled would mean an increase in pace and quantity of accommodation in the region.

Health & Aged Care and other roles in Education are also important audiences due to national skill shortages, meaning it can often take longer attract workers requiring more forward planning.

Secondary audiences are those looking to work in Mining Operations & Engineering Maintenance, Government, Agriculture, Retail & Hospitality and Manufacturing.

Audience Snapshot

The people we need

• 18,524 talent pool (ANZ)

• 90/10 Female/Male

• 15% changed jobs in the past year

• Top 3 drivers;

– Flexible work arrangements

– Job Security

– Organisational support for WLB

Childcare Government

• 68,419 talent pool (QLD Regional)

• 59/41 Female/Male

• 9% changed jobs in the past year

• Top 5 drivers;

– Flexible work arrangements

– Excellent compensation and benefits

– Job security

– Company vales that match my own

– Organisational support for WLB

– Career growth within the company

• 39,287 talent pool (QLD Regional)

• 83/17 Male/Female

• 9% changed jobs in the past year

• Top 5 drivers;

– Organisational support for WLB

– Excellent compensation and benefits

– Job security

– Career growth within the company

– Flexible work arrangements

• 265,869 talent pool (ANZ)

• 53/47 Male/Female

• 13% changed jobs in the past year

• Top 5 drivers;

– Excellent compensation and benefits

– Job security

– Flexible work arrangements

– Career growth within the company

– Helpful & supportive direct managers

• 239,916 talent pool (QLD & Regional NSW)

• 70/30 Female/Male

• 12% changed jobs in the past year

• Top 5 drivers;

– Flexible work arrangements

– Organisational support for WLB

– Company vales that match my own.

– Excellent compensation and benefits

– Job security

Manufacturing

• 70,322 talent pool (QLD Regional)

• 57/43 Female/Male

• 8% changed jobs in the past year

• Top 5 drivers;

– Career growth within the company

– Excellent compensation and benefits

– Job security

– Flexible work arrangements

– Organisational support for WLB

• 94,639 talent pool (ANZ)

• 65/35 Male/Female

• 6% changed jobs in the past year

• Top 5 drivers;

– Excellent compensation and benefits

– Company vales that match my own

– Flexible work arrangements

– Challenging & impactful work

– Organisational support for WLB

• 232,061 talent pool (QLD & Regional NSW)

• 69/31 Male/Female

• 10% changed jobs in the past year

• Top 5 drivers;

– Excellent compensation and benefits

– Flexible work arrangements

– Clear goals & direction from senior leadership

– Organisational support for WLB

– Helpful & supportive direct managers

Those with Childcare and Construction skills have been identified as priority talent audiences as they will enable other audiences to start a career in the region, whether they are already living in region or looking to move. Different drivers will be leveraged across all audiences depending on where talent is currently located.

Doing what, how

To deliver the talent marketing strategy, there are five key areas to focus on:

Content

Content is the component that engages and informs audiences through The Candidate Journey.

Channels

Appropriate channels will be required to engage audiences. These will be mostly digital channels with some traditional.

Audience Specific

Tactics, content and channels will need to be developed for each of the primary audiences.

Reporting

A reporting framework is vital so that we can measure success, and take learnings into future activity.

Implementation

Finally, there is an implementation plan. This will require an overview of the work needed and a schedule for implementing it.

Content Types

What to create Various types of media should be deployed to answer the content questions.

Infographics

Photography

Featuring your regions people.

Employee Insights

Personal opinions and insights.

To show information like the many different types of careers in a visual way.

Short Form Copy

To celebrate culture and employee successes, such as for social. Share open roles.

Video

Candidate engagement, training, and employee testimonials.

Long

Form

Copy

Typically, website copy and employee blogs.

Person to Person

Interviews and employee reviews.

Webinar

Online sector and employer level information sessions.

Job Ads and Position

Descriptions

Information about specific roles and responsibilities.

Liveability Pack

Short, informative take away documents for employers and new starters.

Employer Pack

Practical information, such as what employers are in the region in each sector, how to contact them and what they offer.

Guides and Handbooks

All you need to know when moving to the Central Highlands for work.

Channels and Themes

Where to say it and what to say

Specific channels and themes are used and specific points along the Candidate Journey.

Who are Central Highlands Employers

• Website – about Central Highlands as a place to work and its employers

• SEO – keywords specific to Central Highlands hard to fill skills

• Organic social – LinkedIn, Meta –Working in the Central Highlands

• Paid social – LinkedIn, Meta – What do people who work in Central Highlands do

• Job boards – SEEK, Indeed – current vacancies

• Industry platforms – Childcare Association – Central Highlands as a place to work

• YouTube

• Paid search – Central Highlands talent proposition

• Webinars – sector information sessions e.g.; Childcare

What

Would I Do if I Worked in Central Highlands

• Website - Employee testimonials, ‘day in the life’.

• Website – Employer profiles

• Organic social – Facebook, LinkedIn –Employee career path blogs

• Paid social – LinkedIn, Meta –Employee career path blogs

• YouTube - Employee ‘day in the life’

• Content shared by employees

• Podcasts – leader interviews

• Webinars – Q&A with employers

Why

Work in the Central Highlands

• Website – Employer profiles showing benefits - flexible work, lifestyle, learning programs

• Website – Case Studies – From individual employers

• Website – Career Progression, Learning and Development Programs, Traineeships

• Organic social –LinkedIn, Meta - content shared by employer and employees

• Paid social – LinkedIn, Meta - Employee testimonial videos

• YouTube – Work + Life in the Central Highlands testimonial videos

Audience Considerations

Focusing on their journey

Message and Content

Current Employees

These are people already working in the region and as such have a unique insight into what its like to work in the Central Highlands. 35% of this group are in Mining. We want to engage them with the new talent proposition so we can retain their skills, encourage them to be ambassadors and leverage their stories for attracting new employees.

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, and what it means to employees in the region. Highlighting the benefits of a career in Central Highlands in line with the relevant drivers for each audience.

Key to this theme is showcasing the diversity of roles within the region and the innovative work that employers do. Using people stories to celebrate achievements and improve understanding across the region.

This is where we engage around opportunities for advancement, learning and development and career pathways. We look to reinforce why they moved to the Central Highlands and ensure their needs are being met so they stay.

Audience Considerations

Focusing on their journey

Message and Content

CandidateChildcare

Childcare talent has skills in early childhood education and development, learning, working with children, first aid, preschool, curriculum development, child development and consumer services.

They are in very high demand, particularly in regional areas. Build a story featuring people in similar roles working with children who have good work life balance. Reaching them as they are completing their studies is also recommended. They are located in Australia and New Zealand. Remarketing can also be used for those not yet ready to apply.

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, we introduce the different employers and what it means to work in the region. We focus on the key drivers of flexible work, job security and organisational support for work life balance.

Key to this theme is showing child educators what a typical day would entail using employee stories from both the campaign and existing videos . How this would fit with their life outside work and how they would make a meaningful impact in the community.

This is where we showcase the benefits of working in the Central Highlands. Information about career pathways and the diversity of opportunities the region has to offer. The short commute and affordable cost of living. A great place to raise a family.

Who are Central Highlands Employers

What Would I Do if I Worked in Central Highlands

Why Work in the Central Highlands

Channels

• Central Highlands websites

• Employer websites

• Dedicated SEO

• Paid search

• Organic social (LinkedIn, Instagram)

• Paid social

• Industry platforms (ECTA website)

• YouTube

Channels

• Central Highlands websites

• Employer websites

• Organic social (shared by employees)

• Paid social

• Blogs

• Employee review sites

• YouTube

• Webinars/information sessions

Channels

• Central Highlands websites

• Employer websites

• Organic social (LinkedIn, Instagram)

• Paid social

• YouTube

• Employee review sites

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Focusing on their journey

CandidateConstruction

Construction talent have skills in construction safety and management, carpentry, civil engineering, project estimation, procurement, contract management and carpentry.

They value company support to balance work life and homelife, good compensation, job security, career growth and flexible work. They are in high demand. Predominantly male a good portion of construction talent live on the Gold Coast and Sunshine Coast. They can work for a range of employers from building developers to labour hire, council or mining.

Message

and Content

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, we introduce the different employers and what it means to work in the region. We focus on the key drivers of work life balance, good compensation and job security.

Message and Content

Key to this theme is showing construction workers what a typical day would entail using employee stories from both the campaign and existing videos . How this would fit with their life outside work and key initiatives like the 12 in 12 how they would make a meaningful impact in the community.

Message and Content

This is where we showcase the benefits of working in the Central Highlands. Information about career pathways and the diversity of opportunities the region has to offer from construction to council or mining. The great natural environment and local activities like sport.

Who are Central Highlands Employers

What Would I Do if I Worked in Central Highlands

Why Work in the Central Highlands

Channels

• Central Highlands websites

• Employer websites

• Dedicated SEO

• Paid search

• Organic social (Facebook, Instagram)

• Paid social

• Industry platforms (MBQLD, MPAQ)

• YouTube

Channels

• Central Highlands websites

• Employer websites

• Organic social (shared by employers)

• Paid social

• Blogs

• Employee review sites

• YouTube

Channels

• Central Highlands websites

• Employer websites

• Organic social (Facebook)

• Paid social

• YouTube

• Employee review sites

• Radio

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Focusing on their journey

CandidateMining Operations & Maintenance

Mining operations & Engineering maintenance have skills is engineering, mining, operations, project commissioning, contract management, procurement, health and safety and technical support. They are interested in excellent compensation, job security, flexibility, career development and value supportive direct managers. They can work in mining but also have skills to work in other engineering & operational environments like for council. The majority of these workers live in large cities and FIFO or DIDO to work. We want to connect them with the community, so they stay.

Message and Content

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, we introduce the different employers and what it means to work in the region. We focus on the key drivers of excellent compensation, job security and flexibility.

Message and Content

• Paid social

• YouTube

• Radio

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Focusing on their journey

Message and Content

CandidateGovernment

Government talent have skills in public policy, program management, staff and stakeholder development, leadership, government administration, data analysis, operations and customer experience.

They value an employer who offers responsibility in their job, flexibility and allows them to grow within their role. Support to balance work life and lifestyle is also a key driver as is good compensation. They are located in Queensland.

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, we introduce the different employers and what it means to work in the region. We focus on the key drivers of flexible work, career growth and organisational support for work life balance.

Key to this theme is showing government workers what a typical day would entail using employee stories from both the campaign and existing videos. How they could work flexibly for an employer having a direct impact on the community where they live.

Who are Central Highlands Employers

Channels

• Central Highlands websites

• Employer websites

• Dedicated SEO

• Paid search

• Organic social (LinkedIn, Facebook)

• Paid social

• Industry platforms (Careers at Council)

• YouTube

What Would I Do if I Worked in Central Highlands

Channels

• Central Highlands websites

• Employer websites

• Organic social (shared by employees)

• Paid social

• Blogs

• Industry platforms (Careers at Council)

• YouTube

Why Work in the Central Highlands

Channels

• Central Highlands websites

• Employer websites

• Organic social (LinkedIn,)

• Paid social

• YouTube

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Focusing on their journey

Message and Content

CandidatesRetail & Hospitality

Retail & Hospitality talent have skills in food & beverage operations, sales, merchandising, customer satisfaction, inventory and operations management.

They seek career growth within their role, fair compensation & benefits, job security and time for a life outside of work.

They are located in regional Queensland, largely on the Gold Coast, Sunshine Coast and in Cairns.

This is your opportunity to share the new Central Highlands talent proposition, ‘smart move’, we introduce the different employers and what it means to work in the region. We focus on the key drivers of career growth, fair pay & benefits and job security.

Key to this theme is showing retail and hospitality workers what a typical day would entail using employee stories from both the campaign and existing. How they could grow their skills and take advantage of the many career opportunities within the region. Where they would receive fair compensation and job security.

Who are Central Highlands Employers

Channels

• Central Highlands websites

• Employer websites

• Dedicated SEO

• Paid search

• Organic social (Facebook, Instagram)

• Job boards like Indeed and SEEK

• YouTube

What Would I Do if I Worked in Central Highlands

Channels

• Central Highlands websites

• Organic social (Facebook, Instagram)

• Paid social

• Employer socials

• YouTube

Why Work in the Central Highlands

Channels

• Central Highlands websites

• Organic social (Facebook, Instagram)

• Paid social

• Employer socials

• YouTube

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Focusing on their journey

Message and Content

Key to this theme is showing workers in the agriculture sector what a typical day would entail using employee stories from both the campaign and existing videos. How they could work flexibly and the impact their work has on the prosperity of the region.

Message and Content

CandidatesAgriculture

Agriculture talent have skills in agribusiness, farms, operations, business planning, sales management, horticulture, agriculture and consumer services.

They value an employer who offers excellent compensation & benefits, has values that match their own and flexibility. The opportunity to do challenging and impactful work as well as support to balance work life and lifestyle is also a key driver. They are located across Australia and New Zealand.

Who are Central Highlands Employers

Channels

• Central Highlands websites

• Employer websites

• Dedicated SEO

• Paid search

• Organic social (LinkedIn, Instagram)

• Paid social

• YouTube

What Would I Do if I Worked in Central Highlands

Channels

• Central Highlands websites

• Employer websites

• Organic social (shared by employees)

• Paid social

• Blogs

• Organic social (LinkedIn, Facebook)

• Paid social

• Employer socials

• YouTube

• Employee review sites

• Move to More website

Awareness and Acquisition Investigation and Engagement Articulating Culture

Audience Considerations

Who do we speak to

Alongside sector talent audiences, we can further segment audiences by talent group, location and industry experience level. Each of these factors will need to be considered.

Industry Experience

How experienced is the talent.

Talent Group

The skill group for a particular role.

Location

Where is the talent located.

Strategic Approach

Candidate Journey

Creating a positive experience

Deliver relevant and captivating content in diverse formats throughout every step of the candidate decision-making process.

Reputational awareness

‘Shootsta are an organisation of experts who are passionate about the work they do.

The candidate journey Activities include:

• Social media.

• YouTube.

• Word of mouth / referral.

• Activity undertaken at the primary brand and marketing level also supports talent marketing.

Highlands

Channel Purpose

Channel purpose

Some channels used for talent marketing are the same as those used for general marketing. How they are used depends on where a candidate is in their Candidate Journey.

Channel Purpose

The CHDC and CQH websites will act as hubs for all key campaign information. They will provide entry points to Jobs Hub CQH and individual Employer websites across all steps of the candidate journey.

Email is used to communicate with employers about the campaign and how they can get involved.

LinkedIn is to be used to engage professionals and passive candidates.

Facebook is used to reach a broader group of candidates who are unlikely to be on LinkedIn.

Instagram is all about showcasing the Central Highlands community including employees at work.

Digital paid media has two roles: in an ongoing basis as Paid Search for hard to fill skills and for campaigns.

YouTube serves as a media channel across all steps of The Candidate Journey.

Webinars should be treated as information sessions for more remote groups like Childcare, Health and Agriculture.

Industry sites can help Central Highlands to extend its marketing reach to key talent e.g., Childcare and Construction.

Traditional paid media includes several types, but its focus is on conversion e.g., job boards.

Print collateral covers things like posters and flyers as well as welcome packs.

Write new job ads to showcase the Central Highlands proposition, ‘smart move’, focus on key drivers.

Data is a powerful tool for talent marketing to gain better insights.

Central Highlands

Channel Details

Website

CHDC and CQH websites will direct candidates to key career information, then link them through to employers.

Both CHDC and CQH currently have limited information about careers in the region. A landing page will be created that will sit within both websites introducing the talent proposition of the region. The campaigns language should be used when introducing candidates to this page along with the tagline ‘make the smart move’. An overarching hero video should be featured in the top banner. A link to search for jobs and a form to express your interest should be added under the video. When clicking the search jobs link, the Jobs Hub website should open in a window.

Clear skill-based CTA tiles should lead the user to content, on sub pages, relevant to them, including employee stories in both video and blog formats.

Adding images of the region's employees at work and their stories will assist talent engagement. Along with employee videos consideration should be given to the inclusion of employee testimonial stories, infographics outlining the sector and their employers in the region and links to employer careers pages. Links to information about what its like to live in the region including Move to More.

Jobs Hub and Employer websites should feature job ads with the regions proposition, ‘make the smart move’ included.

Employers should ensure all their jobs are on Jobs Hub for the duration of the campaign. Candidates will be directed to the Jobs Hub search functionality when they are ready to apply. For those looking for more information, they will be directed to the individual employer websites.

Additional content specific to each employer should be included on their website. Examples of valuable content include:

• Employee testimonials either as videos or articles

• Details about benefits including any allowances or wellbeing programs

• Career progression, learning and development initiatives

• Interesting projects that have been delivered, preferably from the viewpoint of the employees who delivered them

• Your recruitment and onboarding process

Any support that would be offered to assist candidates to move to the region should also be included.

Channel Details

Direct channels

Email is a powerful tool to engage employers to support the campaign with their jobs.

We propose an eDM campaign, in the lead up to the paid media campaign, targeting employers in the region. Updating them about key dates and how we would like them to participate in the campaign.

HR, People, Culture and Talent Acquisition teams as well as Communications and Marketing Teams within employer organisations will be the key audience. It will be important to support these teams with enough information, direction and assets to assist them to engage their leaders in support of the campaign, so they can promote it on their own channels.

Print will be useful in supporting community awareness and employer information.

Print posters to use in high traffic locations around the region, including employer lunchrooms. Encourage employers to add the talent campaign messaging to any welcome packs or other material provided during their recruitment process.

Employer engagement via Resources Round Table and presentations.

Meet with the region's employers in smaller groups like the Resources Roundtable or individually to introduce and launch the Talent proposition.

Present the Talent Strategy and Campaign to the Workforce and Accommodation Collective. Task the WAC to engage with individual employers in readiness for the campaign launch.

Provide employers with a guide in terms of what we would like them to do during the campaign and beyond. Provide the various creative assets for use on their own channels. Encourage them to share any social posts from CHDC and CQH channels.

Suggest they get their people together to announce the campaign and use it as an opportunity to celebrate working in the region and create new content like social shout outs, stories or other team successes.

Ask employers to provide tracking data for applications received both during and post campaign to assist in measuring its success.

Channel Details

LinkedIn will be a key channel due to its professional member base and ability to target by skills and qualifications.

Content for relevant candidate audiences should be pushed out to LinkedIn with the intention of engaging your preferred talent, growing the channel following, and driving traffic back to the campaign landing pages.

The tone should be trustworthy, approachable and optimistic, the content should be relevant to a wide variety of working professionals.

Some of the tactics for using LinkedIn are:

• Optimise the CHDC and CQH LinkedIn page.

• Vary the post length. LinkedIn has seen a large increase in longer posts like insights pieces or employee testimonials, these are having good engagement.

• Use a mixture of similar and original content from other channels like Facebook. Adjust the tone and approach, conscious that the audience for this channel is different.

• Encourage employers to grow their own presence on LinkedIn by tagging them in posts relevant to their sector, encourage them to comment and share Campaign content.

Facebook and Instagram have a broader focus and appeal to younger audiences.

Content should be created for both channels across the relevant talent audiences and themes. The tone can be lighter (but on message), because this is a channel used by the general public.

Mix images, video and copy on Facebook across the content themes. Instagram is a visual platform. Focus on showcasing the regions community and its people on the job. It’s important to retain consistency and quality.

Paid social media will be a key part of raising awareness for the regions hard to fill skills during the campaign.

A combination of boosted posts, stories and collections will be created for social channels.

Employee story videos will be key content on all social channels. Career pathway graphics will also be used as static posts.

Social media

Channel Details

Video channels

YouTube functions as a secondary search engine to Google, but just for video.

A key part of both the talent marketing strategy is the creation of employee stories captured on video. It is a very valuable tool for candidate marketing, with the ability to ‘meet’ employees and demonstrate culture, how they feel about working in the Central Highlands and why they stay.

YouTube should be the home for this content, but it should also be added to the CHDC and CQH websites in the relevant areas.

An employee video template should be created with ‘top and tails’ to maintain message consistency. Setting up a careers playlist for your talent videos will assist with optimising the channel.

TikTok will be used to promote short versions of the employee stories to young people looking to start or change their career.

Shorter versions of employee stories will be created specifically for TikTok to encourage younger candidates to watch and apply.

Channel Details

Digital reach

Paid search allows employers to pay search engines to place adverts on relevant search engine results pages with the goal of driving candidate traffic to a website.

Use paid search to attract active candidates or those with an interest in your region.

A great lead generation and conversion tool, there is value in using paid search for talent marketing. It can also work to support organic search in reaching interested audiences and will be used during the upcoming campaign.

Paid display will support paid search, targeting candidates whilst they are browsing.

Display ad formats provide the opportunity to use visual cues to engage passive candidates across multiple networks.

Hard to attract talent audiences like Childcare and Health workers require a longer term approach using passive methods like Google Display advertising.

Webinars and information sessions are valuable channels to get in front of a larger group of prospective candidates.

Webinars turn online presentations into real-time conversations, which can be communicated from anywhere in the world. Webinars can be used for specific skills recruitment drives e.g. Childcare educators.

There are opportunities for CHDC and the regions employers to run information sessions to audience groups like health and aged care, childcare and agriculture who are located across Australia and in New Zealand. Registrations could be gathered during the campaign or via remarketing post campaign.

Webinars and information sessions should be scheduled well in advance, and other channels, such as LinkedIn, should be used to build attendance. Pre and post webinar and event content should be created for channels, such as blogs or LinkedIn.

Channel Details

Focus on critical skills

Specialist platforms allow you to engage those with the right skills and interests.

Industry websites where professionals with the skills you need are members can be leveraged for talent marketing across key skill groups such as:

• Early Childhood Teachers Association – is a Queensland based association for early childhood professionals with groups in Biloela, Cairna, Cooloola, Rockhampton, Gladstone, Hervey Bay and Mackay.

• Childcare Leadership Alliance – is a central Queensland based organisation dedicated to addressing the childcare challenges in the Isaac region.

• Australian Nursing & Midwifery Federation – is an advocacy body with over 326,000 nurses, midwives and carers as members.

• Allied Health Professionals Australia – is an association representing and advocating for the role of more than 165,000 allied health professionals in health, aged care, disability, education and all systems where allied health services have a role.

• Master Builders Queensland – is an association offering members access to a variety of opportunities to promote their business and maximise exposure to a wide range of industry professionals, home builders and home renovators.

• Master Plumbers Queensland – is the peak industry body representing plumbing contractors throughout Queensland, from sole operators through to medium sized plumbing businesses and large contracting firms.

• Careers at Council – Careers at Council is the sector's single destination for information about careers and jobs in local government nationally.

• Move to More – is a website that provides information about what it's like living and working in regional Australia. It is a resource for those researching a move to the regions.

Channel Details

Data is a powerful tool for talent marketing to gain better insights and to understand candidate behaviour.

As part of the strategy, a set of reporting metrics will be put in place. Consideration should be given to how easy these are to review and report on.

Additionally, results will be sought from employers around application numbers, quality of applicants and expressions of interest registrations so that we can form a complete picture from awareness to appointment and beyond.

Once the campaign is complete update the strategy to reflect what you have learned and optimise future talent marketing accordingly.

Talent Marketing Activity Levels

Talent Marketing

Talent Marketing will require three levels of activity. This includes a base Ongoing (or hygiene) level that is content driven, a Raising Awareness Level, which is content driven with some paid media and other activity, and a Hero Level, which aims to get out a key message in a campaign format.

Hero Talent proposition awareness.

Raising Awareness

Small talent campaigns to attract candidates with hard to fill skills and build your pipeline.

Raising Awareness

Small talent campaigns to attract candidates with hard to fill skills and build your pipeline.

Ongoing

Ongoing content creation, nurturing and job advertising across channels, internal newsletters, paid search and remarketing.

Talent Marketing Activity Levels

The three levels of activity cover:

1. Ongoing – Ongoing is your regions recruitment BAU. This is when we are publishing employee stories, social posts, as per the audience themes, meetings, interviews, day to day work, and internal newsletters. It is also supported by job advertising and key word paid search, and passive marketing such as word of mouth. It is important that the conversation the Central Highlands employers are having with the talent market does not end when the paid Hero campaign is completed.

2. Raising Awareness – These are when the region wants to raise awareness to talent with particular skills or groups like Childcare Educators and Healthcare professionals. When implementing this type of activity, there should be an increase in the level of content produced, and its focus should be weighted to that subject. Some low-level paid media across social, search, outdoor and local radio should also be used.

3. Hero – Hero is a more typical campaign. This is when the Central Highlands as a region wants to connect its employers on a broader scale with candidates about the opportunities of a career within the region. To raise awareness about why the Central Highlands is the ‘smart move’ for your career including the opportunities to learn and develop your career in the region. This type of activity will typically require a formal brief, a creative concept (possibly including a message and artwork). Channels and content should be custom for campaigns, and separate reporting will be required.

Think of Ongoing as recruitment marketing BAU, Raising Awareness as increasing and building your talent pipeline with qualified candidates, and Hero as a campaign where you showcase your Talent Proposition to candidates and the employers in the region.

Central Highlands

‘Smart Move’ Campaign Rationale

Talent Campaign

The talent campaign for the Central Highlands is one of positioning the region as a place where people can have rewarding careers without compromising on lifestyle or financial independence. Its about finding candidates with the right skills willing to move to the region now as well as engaging with those who may take longer to decide. Its about reminding locals of the opportunities that the Central Highlands region has to offer.

Campaign Objectives

• Create a bespoke campaign for the Central Highlands region to identify and recruit critical talent, along with a pipeline of talent to fill future vacancies

• Attract suitably qualified candidates to apply for roles, register their interest and build employers in the Central Highlands profile as Employers of Choice.

• Drive people to a website/landing page to apply for jobs

Target Audiences

Primary

• Locals with Childcare qualifications not currently working.

• Those with Childcare (ANZ) or Construction (Gold Coast and Sunshine Coast) skills looking for the next step in their career.

Secondary

• Teachers, Nurses, Allied Health Professionals and Water Operators.

• People with skills in mining operations, engineering maintenance, retail, hospitality, manufacturing, agriculture and aged care.

• People approaching retirement age looking for a greater connection to community through their career and a more affordable lifestyle.

• Young people with the relevant skills looking to fast track their career.

Media Objectives

• Direct targeting and prospecting via social media, search, display industry specific advertising. Target a wider audience, looking at talent that have desirable skills such as healthcare, mining and education.

• Include mass reach channels in order to effectively reach a wider pool of talent with transferable skills such as hospitality, operations, agriculture and retail.

• Build maximum, affordable reach levels within the target audience group as quickly as possible.

• Increase awareness of the Central Highlands within the talent market.

Meta Google Search & Display The Australian Channel Rationale

Meta has been a top performing channel in recruitment marketing campaigns. This is due to its highly sophisticated targeting based on job titles, educational qualifications, past employers and geolocation. We recommend using both Facebook and Instagram placements, optimising over time towards spending more budget on the higher performing channel.

Google Search is a top performing channel due to a highly targeted and engaged audience with an intent when searching.

Google’s Display Network spans over two million websites that reach over 90% of people on the Internet. Like AdWords, banner-style ads are promoted by utilising keywords, content and targeted placements. It’s your chance to engage users with appealing ad formats.

The Australians digital reach is 3.69M with a male skewed audience 60/40. 2.3M have a diploma or a degree. The average full-time income of its readers is $150K. The platform receives 313,546 unique views per month and 72 million pageviews.

Outdoor Media Tik Tok YouTube Channel Rationale

Out-of-Home has one of the largest, most diverse, real and growing audiences across the capital cities and regional Australia reaching 95% of people in metro markets each week.

Out-of-Home travels with us on our journeys through three key environments:

• transit,

• retail/lifestyle, and

• roadside.

TikTok is the leading destination for short-form mobile video. TikTok’s audiences span over 150 countries around the world. Their diverse products and their audiences will help you reach more candidates and drive traffic.

As an employer you take over 100% of the screen, creating an immersive experience with no distractions, just pure TikTok joy.

YouTube has over two billion monthly visitors –and that’s just the people who’ve signed in. You can reach people when they’re on the YouTube homepage or searching for specific topics. Or show your video ad before a video your candidates and customers are watching – like a music video.

Channel Rationale

Radio Industry Websites Webinars

Audio advertising stands as a potent medium in the ever-evolving marketing landscape, audio advertising harnesses the power of sound to resonate, engage, and leave a lasting impression.

95% of Australians listen to radio, with nearly 12.2M listeners tuning in to commercial radio each week.

Using a combination of both industry specific websites and broader websites such as Move to More allows reach to all potential candidates, including those with highly transferable skills.

There is also an opportunity to host industry webinars about careers in the Central Highlands. Users can register via the campaign landing page, which serves as another conversion point beyond role application.

Remarketing

Re-marketing can be set up to connect to our audiences’ social platforms such as Meta, LinkedIn and Google Network with a message that further expands on the content journey.

Smart Goals

Doing what, how

A viable way of measuring success is using SMART goals.

The SMART stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. Defining goals to these parameters ensures that the objectives are attainable within a certain time frame.

Specific

For a goal to be effective, it needs to be clear and specific.

Measurable

A goal should also be measurable so progress can be tracked.

On the following pages we have outlined a set of metrics.

Achievable Make sure the goal is achievable and within our control.

Relevant

A goal must support the larger strategy. Time-bound Goals require time to achieve them.

Smart Goals for Employers

Smart Goals for the Campaign

Setup goals for each employee video and record views for the campaign and the following 6 months and future goal setting.

Setup goals for each action you would like a candidate to take. Record for goal setting for future campaigns.

Setup baseline and targets to achieve in the next 6 months.

form and aim to grow to 50 during the campaign.

As of June 2024. CHDC Linked = 2K followers. CQH Facebook = 5.3K followers. CQH Instagram = 2.1K followers. Aim for 5% increase in followers during campaign and 10% in following six months.

Set base line for each channel at the start with aim to increase engagement rate. Review engagement rate and clicks to website separately.

clicking through to Employer Websites.

Tools such as webinars should also be reviewed and feedback taken on printed documents where possible. We want to build a knowledge base about how this collateral is perceived.

Activity will be reviewed post campaign and should generally be reviewed monthly, and a report supplied to the WAC. However, a deep review should be undertaken every six months to inform strategic decisions.

Action Plan

Implementation

Pre-Campaign Campaign Weeks 1 - 2

• Set up employer email template.

• Communicate strategy and channel approach to employers.

• Provide employers with necessary assets and messaging guides for their channels.

• Setup employer profiles on landing page with links to employer websites.

• Set reporting framework including tracking for all media.

• Setup job alert and EOI forms on landing pages

• Ensure employer jobs are on JobsHubCQH

• Launch talent marketing campaign.

• Follow up with employers to ensure they are sharing content on their socials.

• Monitor and optimise campaign channels and budgets.

• CHDC to engage in PR activities with local publishers.

• Identify industry associations for future partnerships.

Campaign Week 2 - 4

Campaign Week 5 - 8

Post Campaign

• Encourage employers to share their own employee/talent content on socials.

• Set up and promote sector/employer information session webinars.

• Bring partnerships onboard.

• Ensure CHDC and CQH channels are sharing employer content.

• Refine strategy and look for new opportunities and optimisations.

• Conduct planning session for post campaign next 6 months content and campaigns. Include always on type activity e.g. paid search, content creation and webinars.

• Review and plan updates/redevelopment of CH assets to best practice standards.

• Provide results to employers and WAC.

• Make strategy updates based on successes.

• Ensure ‘Smart Move’ messaging continues to be used on both CH and employer channels.

• Look to continuously improve the candidate journey to CH jobs.

• Action strategy for next 6 months.

• Update CH assets.