opportunities in hr in the changing media world pk kitchin.pdf · australia is close to full...

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

FAIRFAX MEDIAMYCAREER.COM.AU

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.


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


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


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



• 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



JOBS GROWTH (%) – AUS. & STATES


• 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



AUS. JOBS GROWTH (%) - INDUSTRIES



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


% 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


SOCIAL

Social networking is enabling the maintenance of wider networks

and increased word-of-mouth


3. THE CHANGING SHAPE OF MEDIA

AUDIENCE GROWTH & FRAGMENTATION

Total Unduplicated

Total Unduplicated

51%

growth

72%

growth

The Sydney Morning Herald The Age


Unduplicated Audience 3,501,000

Unduplicated Audience 2,455,000

FAIRFAX METRO MEDIA OF THE FUTURE


ADVERTISERS CAN REACH OUR AUDIENCE THROUGHOUT THE DAY

4. DIFFERENT HR OPPORTUNITIES

WHAT MEDIA CAN DELIVER

Candidates


Campaigns

Reaching a shifting audience

MOBILEPRINT TABLETSFAIRFAX DIGITALSITES

JOBLISTINGSWEB + MOBILE

NEW RECRUITMENT ADVERTISING DIRECTIONS

On-line Advertising


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


� 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


NEW RECRUITMENT ADVERTISING DIRECTIONS

IN ARTICLE ADVERTISING ON THE AGE AND THE SYDNEY MORNING HERALD IPAD APPS

2.6m


Over

834,000downloads

2.6m Australian’s are already

using a tablet

QUESTIONS

opportunities in hr in the changing media world pk kitchin.pdf · australia is close to full...

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