Presentation on Venture Taranaki's talent attraction campaign with a special focus on the oil and gas industry in New Zealand.

1. Talent Attraction and Retention
Taking on the Challenge

2. Good growth relative to New Zealand

3. Our population strategy
Having more people... The rationale
is compelling for Taranaki:
• Growth
2035 • Retention of central
Population: 135,000 government services,
GDP = 6.4 billion • Diversification
• Justifying and affording ‘city’
2012 amenities
Population: 109,000 (est.) • More jobs to service the people
GDP = $5.5 billion (circa) • Meet needs of business growth
+ need more workers to service current and future
business development needs

4. Skills and employment
Unemployment Rate - Taranaki V NZ
Taranaki NZ
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0

5. O&G skills and employment
• NZ O&G business activity will increase in next 12
months (56%)
• Skills shortages now a far greater risk than before
(2007)
• Need to source in next 12 months:
– 100+ engineers
– 70 operators
– 50 technical staff
– And many more
(NB: these numbers only represent 10 largest companies in the survey)
Source: PSANZ, 2012

6. Our biggest challenge
• We’re losing more people to overseas countries than we are
gaining...
• 1,124 people arrived and 1,679 departed (-555)
Taranaki Arrivals and Departures - year to june
arrivals departures
1800
1600
1400
1200
1000
800
600
400
200
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

7. Resulting in a net population loss
Net Gain/Loss in Regional Population due to International migration
- Taranaki Region
600
400
200
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
-200
-400
-600
-800

8. Many of these are our young and
talented ....
Age of Long term Departures: Taranaki to 'All countries'
Year to June 2012
450
400 387
350
300
250 234
200
162
142
150 124
111 110
95
100 85 78 73
41
50
20 12 3
0
0-4 years 5-9 years 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
years years years years years years years years years years years years years

9. The Aussie dynamic
Australia comprised 31% of our 1,124 long term
arrivals to Taranaki in 2012 (year to June),
but
73% of our long-term departures

10. Arrivals from Australia to Taranaki (permanent and long term) -
annual to June
450
400
350
300
250
200
150
100
50
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

11. Departures from Taranaki - Long term to Australia - Annual to June
1400
1200
1000
800
600
400
200
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

12. The "Aussie drain": Net impact on Taranaki population:
annual to June
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
-100 -77
-200
-250 -242
-300
-283
-400
-392
-500 -475
-509
-535
-600 -572
-604
-700 -678 -691
-800
-900
-885
-1000

13. The Aussie drain
If it wasn’t for the net loss of people from our region
to Australia, Taranaki
would have
experienced a net gain of 330
people from overseas countries (June 2012)

14. The Fly-In Fly-Out (FIFO) dynamic
Long distance commuting work practices
Used to fill capability and capacity needs
Workers travel by air (or e.g. Car/bus) to and from worksites
Work is typically in remote locations
Company typically provides/funds accommodation/living expenses for
workers but not families at or near worksite
Work roster; fixed days on & off
Source of workers: more populated areas with skill sets
Used in Australia to help service work requirements
for major O&G and mining industries/projects

15. New Zealand/Taranaki
FIFO workers
are commuting on regular basis to
Australia to work
(while family remains here)

16. FIFO Info
No formal FIFO stats available
FIFO’s not acknowledged (yet) in NZ Government
policy strategy/response
labour market/migration strategies
Research – minimal – mostly Australia focus
FIFO Regional issues e.g. Social/infrastructure
Individual: isolation, health, family
VT initiating FIFO research (& other marketing talent
campaign responses)

17. Our needs for talent are growing

18. BUT
Australia (and other countries) are also experiencing
workforce and skill shortages ,
especially in O&G, energy, mining.
Taranaki is part of their solution

19. Why is doing something important?
An employer perspective …
• Brian Souness, Clough AMEC Beca
• Mark Arnold, Fitzroy Engineering

20. So what are we doing?
Swap Sides
Talent attraction campaign

21. Swap Sides
Phase One began 18 months ago ahead of build up to RWC
2011
Based around emotive comparisons of bigger city living versus
positives of Taranaki career and lifestyle – ten key concepts
(e.g. city parking, the lights, lunchtime surfing)
Focused on selling the lifestyle and region’s USPs – essentially
‘grass is greener’ in Taranaki
Extremely positive response and built strong momentum
Underpinned by micro-site, stories of new residents, referrals,
lifestyle toolkit and making sure jobs are promoted online

22. Swap Sides – Round 2
Building on the successes of Phase 1
Scheduled for roll-out this month
Focus
FIFO
Ex-Pats
Retirees

23. Swap Sides: FIFO - Australia
Increasingly popular work choice for many skilled
workers
Commonplace in Western Australia and increasingly
in other areas of Australia
Target of recent tourism campaigns encouraging
FIFOs to spend leisure time in Australia rather than
going home

24. Swap Sides: FIFO - Australia
Focus of Swap Sides is to counteract role FIFO can
play as step to permanent residence in Australia
Encourages people to return to Taranaki when FIFO
loses its appeal or see Taranaki as a new option
Not anti-FIFO: Taranaki has significant number of
FIFO workers working elsewhere, residing here and
contributing to economy, but don’t want to lose
them permanently.

27. Swap Sides: FIFO - Australia
Featured on Perth Airport baggage carousel
billboards in October and November
Supporting PR, digital and social media
Media interest and seeding
Rolling out to Queensland in 2013
Campaign visuals available for sharing with
employers and those who want to use them

28. Swap Sides: FIFO - Australia
Digital Media – Online Banners on Energy and Engineering Sites
• FIFO families sites, mining sites, specialist trades and sector sites
sites, job sites, NZ news sites (geo-targeted) and Google network

29. Swap Sides: Expats
Animated video targeted at expats
Combines ex-local comedian Ben Hurley with regional
aspects to position Taranaki as ideal to live and work
Objective is to move Taranaki ‘up the list’ of places to live
and work amongst ex-pats and present Taranaki as the
New Zealand we all like to remember and skite about.
KEA research tells us ex-pats hate being told what to do,
but they love to know what’s out there and on offer.
We want everyone to share it!

31. Swap Sides: Ex-Pat Video
Uploaded to YouTube and shared through multitude of
channels including Venture Taranaki, HainesAttract and
Ben Hurley networks
Social Media
Media coverage
Sharing by employers, residents and all who wish to do
so
Supporting banner advertising on websites of interest to
target market including targeted viewing on New Zealand
based sites

33. All roads lead to micro-site
Roll-out drives respondents to a micro-sites
www.swapsides.co.nz / www.swapsides.co.nz/FIFO
Gives us an opportunity to communicate
Encourages sign up to find out more about Taranaki
on an ongoing basis including jobs, lifestyle, events
and more
Profiles stories of migrants and returning ex-pats

35. Swap Sides: What Can You Do?
Get Involved
Share the video
Use the FIFO campaign pieces – they are available to you at any
time
Make sure your vacancies are loaded on the regional website,
www.taranaki.info/jobs
Use the lifestyle toolkit as part of your recruitment campaign
info packs
Use Venture Taranaki to support your talent attraction needs
Spread the word

36. Talent Attraction and Retention
Taking on the Challenge
Your region needs YOU!

37. www.taranaki.info/swapsides