OPPORTUNITIES FOR HR IN THE OPPORTUNITIES FOR HR IN THE
CHANGING MEDIA WORLD
Paul Kitchin
General Manager – EmploymentFairfax Media
1. Employment market overview
2. Fragmentation of recruitment advertising
3. The changing shape of media
4. Different HR opportunities
AGENDA
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4. Different HR opportunities
1. EMPLOYMENT MARKET OVERVIEW
FIVE KEY TRENDS DRIVING THE JOB MARKET IN AUSTRALIA
TREND DESCRIPTION
Full employment 5.4% unemployment rate is close to full employment.
Only 9% of F/T workers looking to change roles in next 12
months. A “passive” candidate market.
Mining driving uneven sector and geographical growth
Mining and Engineering driving an uneven rise in
employment across regions & industry
Increase in part time / contract Part-time labour force has grown year-on-year to over 3.3m.
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Increase in part time / contract workforce
Part-time labour force has grown year-on-year to over 3.3m.
Over 800k are under-employed
Twilighters, slashies and the self employed
Baby Boomers working longer, their children are staying at
home longer and not working fulltime.
Self-employment is growing.
Internet: globalisation of jobs, new work practices, social
Internet enables off-shoring of digital services, facilitate
global job search and hiring, and new social hiring practices
Source: ABS Labour Force, September 2012
AUSTRALIA IS CLOSE TO FULL EMPLOYMENT
8.00%
Unemployment Rate
• The unemployment rate remains steady at 5.4% for September 2012.
• The total number of employed persons in Australia now sits at 11,120,173
• There are 830,552 unemployed people in Australia
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0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
ACT Northern Territory
Western Australia
New South Wales
Victoria South Australia
Queensland Tasmania
Chart Source : ABS Labour Force Survey. Seasonally adjusted data except for Northern Territory and the Australian Capital
Territory which are trend data.
• 58,000 additional jobs in the last 12 months
• By August 2013, 137,000 jobs forecast to be added to the job market
AUSTRALIA’S JOBS GROWTH
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Source: MyCareer Employment Forecast, November 2012
• There were 8,060,000 full time jobs in the last 12 months
• There were 3,412,000 part time jobs in the last 12 months
FULL TIME & PART TIME JOBS
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Source: MyCareer Employment Forecast, November 2012
• Total jobs in NSW (as of August 2012): 3,603,000
• 5,000 additional jobs in the last 12 months
NEW SOUTH WALES JOBS GROWTH
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Source: MyCareer Employment Forecast, November 2012
JOBS GROWTH (%) – AUS. & STATES
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• Growth rates are forecast to be better across all states.
• Federal Government: 2.2% annual jobs growth
• State Government: 2.8% annual jobs growth
• Local Government administration: 7.1% annual jobs growth
GOVERNMENT JOBS GROWTH
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Source: MyCareer Employment Forecast, November 2012
AUS. JOBS GROWTH (%) - INDUSTRIES
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Source: MyCareer Employment Forecast, November 2012
2. FRAGMENTATION OF RECRUITMENT ADVERTISING
PRINT TO ONLINE MIGRATION
Annual change in Newspaper, Internet & total job advertisements
There has been a significant movement from print to online in the
employment ad market
40.0
60.0
80.0
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% Change from previous year
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
*Source: ANZ Job Series Index
-80.0
-60.0
-40.0
-20.0
0.0
20.0
40.0
Total
Internet
Newspapers
MAJORITY OF PEOPLE NOW LOOK FOR A JOB ONLINE OVER THE NEWSPAPER
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SOCIAL
Social networking is enabling the maintenance of wider networks
and increased word-of-mouth
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3. THE CHANGING SHAPE OF MEDIA
AUDIENCE GROWTH & FRAGMENTATION
Total Unduplicated
Total Unduplicated
51%
growth
72%
growth
The Sydney Morning Herald The Age
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Unduplicated Audience 3,501,000
Unduplicated Audience 2,455,000
FAIRFAX METRO MEDIA OF THE FUTURE
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ADVERTISERS CAN REACH OUR AUDIENCE THROUGHOUT THE DAY
4. DIFFERENT HR OPPORTUNITIES
WHAT MEDIA CAN DELIVER
Candidates
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Campaigns
Reaching a shifting audience
MOBILEPRINT TABLETSFAIRFAX DIGITALSITES
JOBLISTINGSWEB + MOBILE
NEW RECRUITMENT ADVERTISING DIRECTIONS
On-line Advertising
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TARGETED PROFILE EXAMPLE A
Behaviour:Sam has visited My Career
three times in the last 7 days
and is searching for a Financial
Controller position, in inner
Sydney area
Profile: Name: Sam
Occupation: Financial
Controller
BUILDING PROFILES
Visitor profiles are created especially for employment, to allow clients to
target the most relevant people. Choose from one of these:
�Accounting and Finance
�Admin and Office Support
�Automotive
� Banking & Financial Services
� Hospitality, Travel & Tourism
� Human Resources & Recruitment
� Insurance and Superannuation
� IT and Telecom
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� Community, Sport & Leisure
� Construction, Building &
Architecture
� Customer Service & Call Centre
� Education and Training
� Engineering
� Executive
� Graduate
� Legal
� Logistics, Transport & Supply
� Manufacturing
� Marketing
� Media, Advertising, Arts & Entertainment
� Medical & Healthcare
� Mining, Oil & Gas
� PR & Communications
Registered visitors
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NEW RECRUITMENT ADVERTISING DIRECTIONS
IN ARTICLE ADVERTISING ON THE AGE AND THE SYDNEY MORNING HERALD IPAD APPS
2.6m
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Over
834,000downloads
2.6m Australian’s are already
using a tablet
QUESTIONS