What HR can learn

from MarketingPatricia Duffy and Susan Howse

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Session Outline

Talent is now a savvy and sophisticated consumer. HR needs to

consider how organisational branding, messaging and image can help

win in-demand skills in a world of talent shortages. HR’s role has

expanded to include attracting and retaining customers/talent in the

same way that marketing segments and targets consumers of the

company’s products and services. HR must think differently to create

value propositions that appeal to the needs of individuals and align with

organisational objectives. To access talent in an increasingly

competitive marketplace, organisations must pinpoint and market their

strengths to attract talent pools with the skills their businesses need to

succeed.

10 Year Talent Shortage

Over the last 10 years, the world has experienced a global recession,

an uneven recovery, and demographic, technological and economic

shifts that have transformed the employment landscape. We have seen

the emergence of the Human Age, where talent is the new

differentiator. Through all of this uncertainty, the one constant is that

talent shortages continue unabated.

This year ManpowerGroup surveyed more than 41,700 hiring

managers in 42 countries to identify the proportion of employers having

difficulty filling positions, which jobs are difficult to fill, and why.

Bridging the Gap

The HR profession is rapidly changing and expanding. As the world of

work evolves, new areas of expertise are required to drive business

results within organisations.

We have identified three distinct roles HR must play to help

organisations succeed:

1. HR as Supply and Demand Experts

2. HR as Designer

3. HR as Marketers

To learn more, visit www.manpowergroup.com.au or

download the related white paper

HR as Supply and Demand Experts

HR as Designers

Segment and target talent

Pinpoint and market strengths

Branding and messaging

Your conversion funnel

HR as MarketersThe role of Marketing in Attraction

Defence Force Recruiting

Who we are

● Public/Private collaboration

between the Australian

Defence Force and

ManpowerGroup

● DFR Workforce of 800-900

● 19 locations across Australia

Our Mission

To recruit the right people in the right numbers at the right time for the Australian Defence Force in order to build and sustain Defence capability.

Defence Challenges

● 3 Brands, multiple methods of entry, 300+ individual jobs

● Our ‘All Volunteer Workforce’ is in fact recruited

● Average base ‘propensity’ of approximately 7-10%

● Competition for skilled workers/skills shortage/talent mismatch

● From employers whose recruiting standards are much less

stringent, whose recruiting processes are easier to navigate and

commitment requirements are lower

● Lack of understanding of the benefits of a career in

Navy, Army or Air Force – often not seen as sufficient to

offset the unique requirements of the ADF7800Jobs to fill

Skilled Trades Carpenter, Electrician, Plumber, ET, MT, Vehicle Mechanic

IT Personnel IT, Communications, Signals and Intelligence roles

Drivers Driver, Engineer Driver, Motor Transport Driver

Accounting & Finance Staff Finance Officer, Finance Clerks

Labourers

TechniciansCommunications and Information Systems, Electronic Warfare

Specialists, Geospatial Technician, Vehicle and Aircraft

Mechanics, Telecommunications System Technician

EngineersAerospace, Airfield, Combat, Mechanical, Aeronautical,

Electrical, Electronics, Marine

Sales Representatives Public Affairs roles

Management/Executive Officer positions across the three Services

2015 Talent shortage We are competing with you...

Secretaries, PAs,

Receptionists, Administrative

Assistants & Office Support10

1234

56789

Admin roles

Roles with lower educational standards

Segmentation1 Indecisive DreamersNo firm convictions about what

they want to do, or what they

really stand for. Likely to drift

into a new role quickly as their

needs are low.

2 Fit & Confident StriversReliable, hardworking, helpful

and keen to learn, they are

attracted by the physical

challenge of the ADF as well as

the potential to further their

career and pay. Their

understanding of roles in the

ADF is lower than average.

3 Career Variety SeekerSkew towards women, slightly

older and living in regional

areas. Tend to have lower

educational qualifications.

Looking for well paid, secure

career with lots of potential

variety/choices. Not attracted to

danger and prefer not to travel.

4 Leadership ChallengeConfident, decisive alphas who

are driven by responsibility, a

challenge, and danger.

5 Community SupportersCompassionate helpful and

supportive, they are attracted to

the ADF as an opportunity to do

something worthwhile. They are

also strongly attracted by the

opportunity to travel.

6 Cautious AuxiliaryHelpful and approachable.

Wanting work-life balance above

everything, they also want to stay

close to loved ones and stay out

of danger.

7 Adventure and ExcitementFit and active, the Adventure and

Excitement segment are more

likely to pursue extreme sports and

jobs that can offer them thrills.

they’re hardworking determined

and confident.

Potential Messaging

1 Indecisive DreamersGreat opportunities if you don’t

know what you want to do!

2 Fit & Confident StriversA great job that keeps you fit

and active, boosts your career

prospects.

3 Career Variety SeekerA near limitless variety of roles

and jobs you can do

4 Leadership ChallengeTake responsibility, become a

great leader, and be confident

in your future.

5 Community SupportersSee the world and make a

worthwhile difference

6 Cautious AuxiliaryStay at home and out of danger

with a support role in ADF.

7 Adventure and ExcitementThere’s no career with more

adventure

The Attraction Funnel

Maintain presenceMass market channels, Video (TV, Cinema,

Online Pre-roll, Social), OOH, Print

Awareness / Inspiration

to consider

Discovery

Consideration

ApplicationDrive ApplicationsRegional events and advertising, Search,

Digital, Online Job Boards

Discover more about a CareerDigital, Interactive media, Long form video,

Content integration, Activation

Provide Relevant InformationDigital (Sequential), Owned Platforms

(Defence Jobs), Social

Category Specific CommunicationsPriority Categories

Attraction Tiers

Aviation

Logistics,

Hospitality &

Support

Communications,

IT & Intelligence

Business,

Administration &

Education

Officers &

Management

Engineering

Combat & Security

Trades

Healthcare,

Science &

Chaplaincy

Job Specific Sourcing• Regional targeted ‘recruiting now’ initiatives

• National rapid response marketing activity

Brand Communications• Improve brand health and dispel misconceptions

• Maintain and build propensity to consider an ADF career

• Raise awareness and understanding about an ADF career

Tier 1

Tier 2

Tier 3

Branding - Three Services

Well known Brands. Poorly understood.

Making Defence a more

Diverse Organisation

Making Defence a more

Diverse Organisation

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Learn more atmanpowergroup.com.au

Thank you