CHDC Talent Marketing Strategy Presentation

Central Highlands Development Corporation

Talent Marketing Strategy Research

Central Highlands

Introduction Why are we here?

The Central Highlands is facing a significant labour and skills shortage.

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.

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

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The current situation

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Central Highlands

The Region – Strategy Workforce Development and Accommodation Strategy

The Central Highlands has a newly launched Workforce Development and Accommodation Strategy.

The strategy outlines 16 identified priorities: 1. Establish a Workforce and Accommodation Collective (WAC) 2. Work with Property portfolio holders to review housing stock and release surplus supply 3. Future Skills Facilitator to coordinate education systems, government and industry sectors 4. Expression of Interest to support the build 12 new builds in 12 months 5. Expand the Childcare Leadership Alliance into Central Highlands region 6. Capital Investment directed to areas of highest need 7. Review and consolidate current incentives and suggest new incentives 8. Work with airlines to reduce the cost of airfares, expanding regional 9. Talent Attraction Campaign to be considerate of the findings in this strategy 10.Discuss benefits of joining Small Business Friendly Program 11.Develop a Regional Build-to-Rent Scheme 12.Develop resources sector Shutdown Coordination Calendar 13.Develop real time occupancy of mining accommodation across the region 14.Coordinate Fit-for-Purpose accommodation across the region 15.Ensure representation in the Move to More campaign 16.Coordinate and promote access to funding for community groups in region Note: priorities 1, 3, 5, 9, 10 and 15 all have direct impact on the success of the success of the Talent Marketing Strategy. © NEON LOGIC AGENCY

Central Highlands

The Region – Owned Channels Websites

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Central Highlands

The Region – Owned Channels Social Media

LinkedIn

Facebook

Instagram

YouTube

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Central Highlands

The Employees – Survey Insights Survey

A survey of employees in the region provided 406 total responses. Below is a snapshot of the respondents.

70% of respondents are aged between 25 and 54 years, 23% over 55 years.

90% of respondents currently live in the Central Highlands.

35% of respondents have lived in the Central Highlands for more than 15 years, 29% for less than 3 years.

66% of respondents work in Emerald, 23% in Blackwater.

Sector

Roles

Accommodation & Food Services Retail Manufacturing Agriculture

Construction Health & Social Science Education & Training Other Government Mining

0

50

100

150

200

Professionals

Clerical & Admin

Technicians & Trades

Managers

Education

Other

Machinery Operators & Drivers

Community & Personal Service

Health & Aged Care

Labourers

Sales © NEON LOGIC AGENCY

Central Highlands

The Employees – Survey Insights Survey

A survey of employees gave some useful insights about what's important to employees in the Central Highlands and how well employers in the region deliver on these.

All Employees 70.0% 60.0% 50.0% 40.0% 30.0%

20.0% 10.0% 0.0% The opportunities The flexibility The collaborative The amount that I The perks and The reputation of The vision and to learn, grow offered in my role team am paid benefits the company purpose of our and develop in environment associated with organisation the role my role Important

The recognition The physical that my role gets building/location from the you work in organisation

The impact my role has on th environment

Delivers

There were 382 responses to this question. © NEON LOGIC AGENCY

Central Highlands

Survey Insights Survey

Looking across different sectors we see that for those working in mining recognition and benefits are most important and employees feel their employer delivers to these needs. However, for Government employees said flexibility and development opportunities are most important with employers under delivering on these needs Mining 60.0% 50.0% 40.0% 30.0%

20.0% 10.0% 0.0% The recognition The perks and The reputation that my role benefits of the company gets from the associated with organisation my role

The collaborative team environment

The vision and purpose of our organisation

Important

The flexibility The The amount The impact my The physical offered in my opportunities to that I am paid role has on th building/location role learn, grow and environment you work in develop in the role 70.00%

Delivers

Government

60.00% 50.00% 40.00% 30.00% 20.00% 10.00%

0.00% The flexibility The opportunities The amount that The collaborative The perks and offered in my role to learn, grow I am paid team benefits and develop in environment associated with the role my role

Important

Delivers

The vision and The reputation of The physical purpose of our the company building/location organisation you work in

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Central Highlands

Survey Insights Survey

For employees working in Education development opportunities and a collaborative team are key, with employees not fully delivering to these needs.

With those working in Healthcare learning opportunities and flexibility are most important, with employers delivering on flexibility but not opportunities.

Education 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% The opportunities to learn, grow and develop in the role

The collaborative team environment

The flexibility offered in my role

The amount that The vision and The perks and The reputation of The recognition The physical The positive I am paid purpose of our benefits Council that my role gets building/location impact my role organisation associated with from the you work in has in the my role organisation community

Important

Delivers

Health

80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% The The flexibility opportunities to offered in my learn, grow and role develop in the role

The vision and purpose of our organisation

The The reputation The recognition The amount The impact my The physical The perks and collaborative of the company that my role that I am paid role has on the building/location benefits team gets from the environment you work in associated with environment organisation my role

Very Important

Delivers

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Central Highlands

Survey Insights Survey

As part of the survey employees were asked what they found unique about working in the Central Highlands.

‘People are much more friendly, and you have to learn to think laterally

‘The connections you build living and working in a small community, diversity of people and experience and the opportunity to be a part of a regional development strategy.’

‘Its a quiet place to raise kids and be outdoorsy, would like to see more community events and outdoor areas for them to enjoy like parks and rides.’

‘Opportunities for people in the early stages of their careers to take on roles and responsibilities that people in larger centres would not be able to access.’

due to shortages in lot of professions that you have to try to fill. Lots of opportunities for advancement due to the above reasons.’

‘Worked in the highlands for over 30 years, people willing to teach you in the work force outside the mines.’

‘The CH is quiet. Leaving here has helped me appreciate being content with what I have and be a better planner. Because I have the option of company housing, I can invest in property elsewhere and better set myself up for retirement.’

‘Small community offers opportunities to get to know families personally. It is unique not being able to go to the shops or get a service performed without knowing the person.’

‘There are multiple opportunities from the broad range of industries in the region.

Pride in community & the willingness to participate in events.

‘Please are willing to have a crack at new things because they have to.... innovative thinking is in the water out here!’

‘Access to incredible natural areas like Carnarvon Gorge and the Blackdown Tablelands.

‘The opportunity to work 10 minutes away from my home. Easy to save for your future. contribute to the community.’

‘It has opened my eyes to the diverse range of employment opportunities

‘I think this region does a really good job of having a large impact, disproportionate to the population.’

in the area.’

‘Ability to work at a coal mine and be home every night in a good

community with reasonable services. Alot of other coal mines require persons to stay in camps or live in small communities with limited services..’

There were 252 responses to this question.

‘The general work environment here seems more supportive and is made up of small towns; it's generally a friendlier vibe. I enjoy the proximity to locations and varied work unique to the region.’

‘Close knit community , and willingness to share resources and learnings. A higher level of an ability to engage a wide range of collaborators.’ © NEON LOGIC AGENCY

Central Highlands

Survey Insights Survey

Top drivers to work in the Central Highlands are learning opportunities, role recognition, perks and benefits. 23% of respondents believe being able to work well as a team and communication is what makes a successful candidate.

There were 297 responses to this question.

There were 334 responses to this question. © NEON LOGIC AGENCY

Central Highlands

The Employees – Focus Group The focus groups proved to be a great source of insights and the information gathered during the sessions will be very useful in the development of your talent marketing.

During each session, we discussed different areas of the employment experience and talked about the best attributes of employers in the region as well as the types of qualities they look for in the perfect job.

We then discussed what initially attracted people to work in the Central Highlands and what types of people they felt would be successful here. The session ended with a conversation around recruitment, thoughts about how you could advertise more efficiently, and which channels might attract better quality candidates.

NeonLogic categorised the relevant highlights into Gartner’s five Key Attribute Categories. NB given this project is for a region Organisation has been replaced with location.

OPPORTUNITY

PG 13.

REWARD REWARD

WORK WORK

ORGANISATION LOCATION (ORGANISATION)

PEOPLE PEOPLE

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Central Highlands

Focus Groups – Strengths

WORK - “working within a close community”.

14%

23% OPPORTUNITY - “growth opportunities, less competitive work environment so more

9%

PEOPLE - “the team I work with and the feeling of

30%

13%

community”.

14%

opportunities to gain experience and exposure”.

21% 19%

26% LOCATION - “more time back in my day as I'm not driving long commutes and stuck in traffic”.

PG 14.

21%

21%

36%

REWARD – “slower paced relaxed lifestyle, less of a rush”.

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Central Highlands

Focus Groups – Challenges

REWARD – “there is a big difference between employers.

Some like mining offer subsidised housing, relocation costs and flexibility others like childcare do not”.

LOCATION - “Pharmacy/Health/Hospital

OPPORTUNITY - “Disheartening to know you are being used a steppingstone for the

10%

start of someone’s career.”

WORK - “Medical Graduates get their experience in the region – it’s cheaper

7%

5%

pain point – kids moving away to get their

3%

degrees, but not coming back to work in the region”.

14%17% 47%

55%

to live here - but they stay for a couple of years and then leave.”

17% PEOPLE - “Life stage – younger demographic don’t want to be here.

27%

People in their 30s with kids suits them better.”

PG 15.

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Central Highlands

Focus Groups – Unique During each of the focus groups we asked employees to describe, in their own words, what they believed were the most unique aspects of working in the Central Highlands region. The common themes are outlined below and through your employees’ comments.

EDUCATION AND OPPORTUNITIES. Education; “Grow your own”; More opportunities for education and work. Mining industry booming. Better connection to our jobs and education. Maths and science strong fields at school. Arts/drama not

so strong (kids move away).

WORK LIFE BALANCE. – what does this actually mean? It depends on the individual. Being regional gives you that opportunity to do more of what you love.

AFFORDABILITY. cost of living is less; income is high. It’s the whole package.

PERCEPTION VS REALITY. there are many good schools that people don’t realise

PG 16.

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Central Highlands

Focus Groups – Career Pathways We asked employees to share their career pathway to working in the region. Below is a representative selection of their different experiences across a variety of industries. statements:

Years in Region: 2 years Sector: Health & Social Assistance

Hospitality whilst at school 2017 (Brisbane)

Bachelor of Psychology

Diploma of Psychological Science

Years in Region: 3 years Sector: Government

Bachelor of Urban Development 2014 (Brisbane)

Worked as a Town Planner Student & Graduate 2012

Years in Region: 4 years Sector: Childcare

Event Management Degree

Moved to Australia to travel settled 2015 (Quilpie) PG 17.

Disability Support Worker 2020 (Brisbane)

Senior Town Planner 2020 (Brisbane)

Senior Town Planner 2018 (Sunshine Coast)

Local Government 2016 (Quilpie)

Partner offered a 4 year contract 2022 (Emerald)

Support Worker 2022 (Emerald)

Principal Planner 2021 (Emerald)

Husband offered a role as a teacher 2021 (Emerald)

Bachelor of Early Childcare Educator Years 2018 (Quilpie) 2020 (Emerald)

PR Small Business 2017 (Quilpie)

Support Coordinator 2023 (Emerald)

Centre Manager 2019 (Quilpie)

Coordinator Development & Planning 2021 (Emerald)

Centre Director 2023 (Emerald)

Childcare Director 2021 (Emerald) © NEON LOGIC AGENCY

Central Highlands

Focus Groups – Career Pathways We asked employees to share their career pathway to working in the region. Below is a representative selection of their different experiences across a variety of industries. statements:

Years in Region: 31 years Sector: Mining

Cert IV Youth Work School based trainee 2007 (Emerald)

Various Admin Roles

Recruitment Coordinator 2017 (Emerald)

Reception & Cert IV Business Recruitment Admin Administration 2017 (Emerald)

Years in Region: <1 year Sector: Agriculture

Health & Safety Coordinator Diploma Business 2013 (Bangladesh) Management 2015 (NZ)

Bachelor Business Admin 2012 (Bangladesh)

Years in Region: 20 years Sector: Education

Head of Operations 2014 (Bangladesh)

Teaching Degree (Townsville)

Teacher (Cardwell/Bowen) PG 18.

Business Centre Manager 2019 (Emerald)

Retail Manager 2016 (NZ)

Field Supervisor 2015 (NZ)

Master Education (Alice Springs)

Education Officer (Alice Springs)

Recruitment Advisor 2020 (Emerald)

Orchard Manager 2019 (NZ)

Talent Acquisition Business Partner 2023 Current (Emerald)

Harvest Manager 2024 Current (Emerald)

Horticulture Contractor Diploma Fruit Production, Masters Business Admin & 2017 (NZ) Agriculture 2022 (NZ) Management Current (NZ)

Special Education Officer (NT Region)

Early Intervention & Learning Support Teacher (Dysart)

Community Services/Early Intervention Director (Mudgee/Gulgong)

Advisory Teacher & Guidance Officer (Emerald) © NEON LOGIC AGENCY

Central Highlands Highlands

Focus Groups – Sales Pitch Sales Pitch

These quotes are a selection of the ‘sales pitch’ we asked the focus group participants to write. When asked ‘if you were to sell a career in the Central Highlands to a prospective employee, what would you say?’. Employees chose to highlight the following: Come for a change of pace or scenery and stay for the great community, job opportunities and laid-back lifestyle. There are so many opportunities to expand your career in an environment that is supportive and less intimidating than a corporate city job.

The pay and perks are great, and you can use your holidays to explore some great parts of Queensland like Carnarvon Gorge, Gemfields, Longreach, Yeppoon Far North Queensland. Give it a go – it will grow on you!

More time back in your day. More available time for yourself. Great community. Weekly community activities. Access to a range of different career paths. Flexible work arrangements. Opportunities to volunteer and participate in community events.

Access to great outdoor and camping activities including Maraboon Dam. Lots of social activities including races, rodeos, balls every other weekend. Access to theatre groups, art classes, dance, and gymnastics as well as sport.

Low crime rate, great schools, kindy’s and daycares. So many job opportunities. Cheap housing to buy (not rent).

19

Career progression opportunities.

Opportunities for teens with career movement and less competition than the city. Team/family feeling in workplaces. Work life balance.

Flexibility. Beautiful region.

Community experience. Great facilities including many for sport.

Safe community. Low crime rate.

Great climate. Good quality schools.

Fresh air and open spaces. Relaxed lifestyle. More opportunities due to less competition. Family orientated culture, to a degree.

Work life balance. Close knit group.

Above award wages. Salary sacrifice. Personal/professional development. Good location and staff support. Central to a lot of amazing sites like Carnarvon, Tablelands, camping and fishing.

Slower paced lifestyle, quiet environment and peaceful. Amazing sunrises, sunsets and you can see the starts at night! Opportunities for camping, adventure and outdoor lovers. Amazing opportunity for personal growth. Improvements in mental health du to relocating from Brisbane where it was fast paced, always go, go, go to now a 5-minute drive to work. Opportunity to meet new people.

Fast tracked career growth, slower pace country lifestyle. Much better commute and no traffic! Work life balance, likeminded people and professionals in a similar situation.

Work culture and friendlier community vibes. Travel opportunities to explore Queensland, Emerald is the central hub to neighbouring towns and the coast is not too far away. The weather is great!

Accelerate your career with development and progression opportunities. Amazing community and work life balance.

Affordable living, 3 hours drive from the coast and 90 minutes by plane to Brisbane.

Fast track career. Community feel.

More time with family. Housing affordability. Better work life balance. © NEON LOGIC AGENCY

Central Highlands

Market References – Competitors Mackay – Isaac - Whitsunday Region Websites

Social Media

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Central Highlands

Market References – Competitors Data – Mackay – Isaac - Whitsunday Region

RDA Greater Whitsundays provides some valuable data and insights for the region.

There are 97,000 plus people working in the greater Whitsunday region, 56% in Mackay, 26% in Isaacs and 18% in Whitsunday. 65% are between the age of 25 and 54, 83% live in the region.

The region attracted 128,952 new residents from other parts of Australia in the last 5 years, 67% from other parts of Queensland.

26% of workers earn more than $100,000 per year. Compared with 30% in Central Highlands and 18% in Queensland.

The top industries are mining, healthcare & social assistance, and construction.

87% of workers who live outside the Great Whitsundays commute from regional Queensland, 11% from capital cities.

51% of workers work more than 38 hours per week. Mining and manufacturing sectors work the longest hours.

62% have a tertiary qualification.

47% of workers are considered blue collar, with the largest occupation being technicians & trade workers accounting for 20%.

39% of Mine workers and 26% of Construction workers do not live in the Greater Whitsundays.

Source: RDA Greater Whitsundays Remplan.

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Central Highlands

Market References – Competitors Rockhampton Region

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Central Highlands

Market References – Competitors Data – Rockhampton Region

Rockhampton Regional Council provides some valuable data and insights for the region.

There are 37,000 plus people working in the Rockhampton region, 62% are between the age of 25 and 54.

Of the 20% of workers who live outside the Rockhampton region 80% live in Livingston directly north. The remaining 20% all commute from regional Queensland.

The region attracted 10,266 new residents from other parts of Australia in the last 5 years, 84% from other parts of Queensland.

10% of workers earn more than $100,000 per year. Compared with 30% in Central Highlands and 18% in Queensland.

37% of workers work more than 40 hours per week. The construction sector work the longest hours with 60% of workers logging more than 40 hours a week.

60% have a tertiary qualification. 37% of workers are considered blue collar, with the largest occupation being professionals accounting for 17%.

Source: Rockhampton Regional Council idcommunity.

The top industries are healthcare & social assistance, education and training and retail. Those in healthcare & social assistance in Rockhampton make up 20.8% of the population as compared with 16.2% for Queensland.

20% of workers do not live in the Rockhampton region. All workers who commute from outside the region live in Queensland. Less that 1% live in the Central Highlands.

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Central Highlands

Market References – Competitors Wide Bay Burnett Region Websites

Source: RDA Wide Bay Burnett economyID.

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Central Highlands

Market References – Competitors Wide Bay Burnett Region Social Media

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Central Highlands

Market References – Competitors Data – Wide Bay Burnett Region

RDA Wide Bay Burnett provides some valuable data and insights for the region.

There are 113,000 plus people working in the Wide Bay Burnett region, 50% are males, 58% are between the age of 25 and 54.

6.7% of workers who live in the region travel outside the region for work. 20% of these work in mining.

Source: RDA Wide Bay Burnett economyID.

The region attracted 21,446 new residents from other parts of Australia in the last 5 years.

Less than 10% of workers earn more than $100,000 per year.

Compared with 30% in Central Highlands and 18% in Queensland.

The top industries are healthcare & social assistance, retail, education and training.

36% of workers work more than 40 hours per week. Mining and agriculture, forestry & fishing sectors work the longest hours.

61% have a tertiary qualification. 34% of workers are considered blue collar, with the largest occupation being professionals accounting for 16%.

Just 4.3% of workers do not live in the Wide Bay Burnett region. All workers who commute from outside the region live in Queensland. Only 16 workers live in the Central Highlands.

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Central Highlands

Market References – Competitors Job Ads and Candidate Experience – Wide Bay Burnett Region

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Central Highlands

Climate and Market Insights Commentary

After years of volatility there’s a sense of growing stability, optimism and adaptation to the new working landscapes. Skills shortages remain in some industries and are predicted to impact the effective operation of businesses, however these impacts have reduced in severity over the past 12 months.

Employers are becoming more optimistic with 64% believing that business activity will increase in the year ahead. This growth relates specifically to productivity with intentions to increase temporary workers is up by 7% YoY, however permanent employees will only see an increase of 3%.

Extreme shortages experienced over the last year have eased with 47% of employers reporting no or only minor skills shortages. One in five reported shortages easing, led by the construction industry who had the highest level of easing. However not all industries have been so lucky with extreme shortages still being experienced in education and architecture.

Despite skills shortages 81% of employers reported either steady or increased productivity over the past year. Some industries such as construction , banking, logistics and procurement reported a significant increase. Whilst policy, strategy, architecture and office support reported decreases in productivity.

The easing of skills shortages has had an impact on salaries. In the coming year 25% less employers are planning on offering salary increases above 3% and there has been a 30% drop in employees reporting salary increases due to skills shortages.

Hybrid work environments are here to stay with 97% of employers reporting that they offer a hybrid working model and 74% saying they expect their offering to stay the same for the next year. When looking at remote vs onsite days worked 70% of employees are happy with the way they are currently working. 64% say that continued remote or hybrid working is the reason they stay with their employer.

More than 77% of employees are currently looking or planning to look for a job in the next year. The top 3 reasons employees are looking for a new role are rising cost of living (64%), lack of promotional opportunities (60%) and poor management or culture (60%). 71% of employees have said that a pay rise is the most important factor in the year ahead, followed by learning and developing technical skills at 63%.

Source: Hays Salary Guide FY24/25.

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Central Highlands

Audience Snapshot The people we need Childcare • • • • – – –

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

Construction • • • • – – – – –

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

Mining Operations & Maintenance • • • • – – – – –

Retail & Hospitality • • • • – – – – –

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

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

Health & Aged Care • • • • – – – – –

Agriculture • • • • – – – – –

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

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 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.

Source: LinkedIn Talent Insights 1 June 2024.

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Central Highlands

Research Commentary Summary considerations

There are several considerations that should inform the strategy: • • •

•

• •

• • •

•

Central Highlands employers are competing across markets for highly sought after talent.

There is no current proposition to market. Connecting to candidates' needs is critical in engaging relevant talent no matter where they are in their journey or around the country.

The power of a clear proposition is a key driver for candidates. Leveraging the variety of career opportunities in the region and making information as simple as possible to find will assist in attracting the right talent.

There are opportunities to promote talent messaging across employer marketing assets, such as social channels and individual employer careers pages. Ensuring candidate needs are being addressed at all stages of the decision-making cycle is key.

The Jobs Hub website has minimal content, consideration should be given to retiring this site.

A well thought out candidate journey is lacking. Building that out and articulating things like the application process and what life is like in the Central Highlands are critical to any campaign success.

Optimising content for mobile and allowing better connection with social media for amplification can increase success.

There is also an opportunity to build sector talent pipelines and connect employers with those who are not quite ready to make a career change.

Consideration should be given to ‘growing your own talent’ through a campaign showcasing the industry sectors, pathways and their career potential for entry level candidates and those looking to return to work.

Benefits need to be articulated in line with varying talent audience drivers. Communication of these benefits needs to be consistent and considered as an aid to retention. © NEON LOGIC AGENCY

Central Highlands Development Corporation

Talent Marketing Strategy July 2024

Central Highlands

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.

© NEON LOGIC AGENCY

Central Highlands

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.

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Central Highlands

Talent Proposition Smart Move

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

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Central Highlands

Talent Proposition Smart Move - Rationale

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.

© NEON LOGIC AGENCY

Central Highlands

Talent Proposition Smart Move - Promise

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.

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Central Highlands

Talent Mood board

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Central Highlands

Audiences Who do we speak to

Employees

Current Employees

Future 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.

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.

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.

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.

Mining as a sector account for 35% of the regions workforce and 48% of those live outside 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. © NEON LOGIC AGENCY

Central Highlands Highlands

Overview 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.

© NEON LOGIC AGENCY

Central Highlands Highlands

Content Types What to create

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

Photography

Featuring your regions people.

Employee Insights

Personal opinions and insights.

Job Ads and Position Descriptions

Information about specific roles and responsibilities.

Infographics

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.

Liveability Pack

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

Video

Candidate engagement, training, and employee testimonials.

Person to Person

Interviews and employee reviews.

Employer Pack

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

Long Form Copy

Typically, website copy and employee blogs.

Webinar

Online sector and employer level information sessions.

Guides and Handbooks

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

© NEON LOGIC AGENCY

Central Highlands Highlands

Channels and Themes Where to say it and what to say

Who are Central Highlands Employers

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

• • • • •

• • • •

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

Awareness and Acquisition

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

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• • • • •

Investigation and Engagement

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

Articulating Culture © NEON LOGIC AGENCY

Central Highlands

Audience Considerations Focusing on their journey

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.

Message and Content

Message and Content

Message and Content

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.

Who are Central Highlands Employers

What Work Would I Do if I Stayed in the Central Highlands

Why Work in the Central Highlands

Channels

Channels

Channels

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• • • • • • • •

• • • • • •

Central Highlands websites Employer websites Town hall meeting E-newsletters Organic social YouTube

Awareness and Acquisition

Central Highlands websites Employer websites Town hall meeting Career days Employer tours E-newsletters Organic social YouTube

Investigation and Engagement

Central Highlands websites Employer websites Town hall meeting Employer tours E-newsletters Organic social

Articulating Culture © NEON LOGIC AGENCY

Central Highlands

Audience Considerations Focusing on their journey

Candidate Childcare 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.

Message and Content

Message and Content

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 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

Channels

Channels

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• • • • • • • •

• • • • • • •

Central Highlands websites Employer websites Dedicated SEO Paid search Organic social (LinkedIn, Instagram) Paid social Industry platforms (ECTA website) YouTube

Awareness and Acquisition

Central Highlands websites Employer websites Organic social (shared by employees) Paid social Blogs Employee review sites YouTube Webinars/information sessions

Investigation and Engagement

Central Highlands websites Employer websites Organic social (LinkedIn, Instagram) Paid social YouTube Employee review sites Move to More website

Articulating Culture © NEON LOGIC AGENCY

Central Highlands

Audience Considerations Focusing on their journey

Candidate Construction

Message and Content

Message and Content

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.

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.

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

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.

Channels

Channels

Channels

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• • • • • • •

• • • • • • • •

Central Highlands websites Employer websites Dedicated SEO Paid search Organic social (Facebook, Instagram) Paid social Industry platforms (MBQLD, MPAQ) YouTube

Awareness and Acquisition

Central Highlands websites Employer websites Organic social (shared by employers) Paid social Blogs Employee review sites YouTube

Investigation and Engagement

Central Highlands websites Employer websites Organic social (Facebook) Paid social YouTube Employee review sites Radio Move to More website

Articulating Culture © NEON LOGIC AGENCY

Central Highlands

Strategic CandidateApproach Journey – Candidate Journey - Channels The candidate Creating a positive journey experience

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

Reputational awareness

Acquisition

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

Activities include: • • • •

Social media.

YouTube.

Word of mouth / referral.

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

Investigation

Confirmation

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

‘I can see the value to my career at Shootsta.

‘This is where I can grow my career.

Activities include:

Activities include:

Activities include:

• •

• • • •

Job boards Social media boosting and paid media for hard to fill roles.

Word of mouth / referral.

Direct contact.

Regional press.

Recruitment campaign.

• • • • •

Careers website.

Word of mouth.

Social media.

Glass Door.

Indeed.

•

Careers website.

© NEON LOGIC AGENCY

Central Highlands 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.

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

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

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

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

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

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

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

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

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

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

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

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

© NEON LOGIC AGENCY

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.

© NEON LOGIC AGENCY

Central Highlands Highlands

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.

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.

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

© NEON LOGIC AGENCY

Central Highlands

Action Plan Implementation

Pre-Campaign

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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

Campaign Weeks 1 - 2

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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

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

Set up and promote sector/employer information session webinars.

Bring partnerships onboard.

Campaign Week 5 - 8

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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.

Post Campaign

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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.

© NEON LOGIC AGENCY

Thank you Mary Curran

Business Director Employment Marketing marycurran@neonlogicagency.com 0410 019 943

neonlogicagency.com