Transcript Agate Creek
Attraction of Young People to the Australian Mining Workforce A Perspective from New Professionals ALISON KEOGH ● Independent Consultant Geologist ● [email protected] ROB JOHANSEN ● MD Global Resource Asset Exchange ● [email protected] PAT HANNA ● SRK Principal Consultant Geologist ● [email protected] Talk Aims • Encourage AusIMM involvement from New Professionals • Attract New Professionals and Skilled Workforce to Australian Mining – A marketing proposal for AusIMM delegates to consider AusIMM Congress 2004 2 Branch Committees to Recruit New Professionals • Why? • How encourage more involvement from New Professionals? AusIMM Congress 2004 3 Marketing What we know now • Australian Mining community perception problem • Many secondary students and young people unaware of Australian Mining career options What we know we need • Marketing targetted specifically to Generation Y AusIMM Congress 2004 4 Video airOfficer_hi.wmv Rifleman.mpeg AusIMM Congress 2004 5 Marketing Australian Mining Careers • “What happens next is up to you …” – Critical decision point – Need to • start providing solutions • act now • act effectively AusIMM Congress 2004 6 Australian Mining Marketing • What are we doing now? • What is the result of our past initiatives? • What aren’t we doing now? AusIMM Congress 2004 7 Australian Defence Force Marketing What can we learn? • Good example of how to market effectively to Generation Y • Sustained goal, united front, big-scale • Proven success • Follow-up AusIMM Congress 2004 8 Australian Defence Force Recruitment 105,000 Achievements • Increase of almost 50% in full-time recruitment enlistments in 3 years 100,000 2001-2002 90,000 2000-2001 85,000 80,000 2002-2003 95,000 75,000 Total Defence Force 60,000 0 Permanent Force AusIMM Congress 2004 Reserve Force 2002-2003 2001-2002 2000-2001 2002-2003 2001-2002 10,000 2000-2001 • Enquiries doubled 20,000 30,000 2002-2003 (14,700 people) 40,000 2001-2002 50,000 2000-2001 • Total increase 15% Cadets & Officers / Instructors 9 Net losses ADF and Australian Mining • In 2002-2003 financial year: – ADF lost ~ 1500 persons. – Australian Mining lost ~ 4500. • ADF lower salary, higher fatality risk, remote locations – yet greater success in recruiting & retaining AusIMM Congress 2004 10 Australian Defence Force Strategic Personnel Review ADF Two pronged approach: • Community Consultation Team – looking “outside” • Defence Consultation Team – looking “internally” AusIMM Congress 2004 11 Marketing Target • Workforce marketing to approx 5 million people • An increase of 1% considering Australian Mining as a career ~ 50,000 people. • Of those, if only 1% actually commit, extra 500 people per year AusIMM Congress 2004 12 Consequences Consequences of continuing as we are? • Skills shortage • Quantitative costs – Direct cost approx $135 million 2002-2003 – Indirect cost lost business opportunities, lost knowledge • Qualitative costs AusIMM Congress 2004 13 Marketing Australian Mining Proposal • Pro-active marketing targeted at Generation Y – – – – – Advertising campaign to change community perception Australian Mining attractive workplace United front Pro-active marketing role 1800 MINING number - Minerals Careers Information AusIMM Congress 2004 14 Discussion What happens next? AusIMM Congress 2004 15