During one week in July 2008 and across Australia, we want to show the opportunities available to young people in information and communications technology.
We want to encourage young people to consider studying ICT after their schooling and to consider a career in ICT.
We want them to see studying computing and communications is the start to a rewarding, interesting and social career anywhere in the world.
About the Career Week
This week is aimed at young people, their parents and teachers, parliamentarians, and journalists. This campaign is designed to be largely decentralised as to the types and style of marketing initiatives and activities conducted by the participating organisations .
Australia > we have a people problem
Will the Australian ICT industry (and its customers) be able to recruit sufficient employees with the appropriate ICT qualifications and training in the short and long term?
Declining numbers Student demand for IT courses has decreased markedly over recent years. Eligible applicants for IT courses decreased by 66% over the 2001-2007 period. These trends will have an impact on the number of graduates available to work in ICT from this supply channel over the next 5 years. There are also some concerns that increasing offer rates may result in increased attrition rates, if less able students are offered places. Source: DEST
Employers will have a problem
Increasing competition for skilled people within the industry
Competition for talent from non-ICT industries
Increasing competition from businesses in other countries
Increasing pressure on employers to pay higher remuneration to ICT employees
Need for company retention programs
Higher training and reskilling costs
Constraints on business and economic activity
What’s the response? What’s the action?
Run a new high-profile ICT Careers week (last week of July 2008).
Seek to create a new national ICT careers portal.
Turnaround the decline in ICT course enrolments
Re-energise & restructure ICT course agendas through industry involvement.
Better insights into what impacts ICT career choices.
Build deeper government support for our programs.
Develop cross industry plan to re-training and re-skilling.
Better modelling of ICT supply/demand patterns.
Key messages for ICT Careers Week
ICT is a truly global career – your work in ICT can take you round the world;
No matter what area you want to work in, studying ICT will help you achieve it.
ICT – be part of the solution for climate change.
ICT is entertainment – movies, music, games, animation and fashion.
ICT = great job + great money + great lifestyle
ICT is about working with people, helping people and solving people’s problems.
A degree in ICT is an international passport to overseas jobs, travel and new career horizons.
ICT – ‘Hot’ Facts & Stats for use by Participants
In Australia, the application of technology helps drive significant upswings in economic productivity.
Technology impacts every part of our economy – from health, education, environment and security to research & development, oil & gas exploration, manufacturing, tourism and transport.
ICT accounts for around 6% of Australia’s total GDP.
Australia’s ICT revenue is currently around $85 billion pa.
514,000 people work in ICT related and professional roles. It is not only a key enabler of the economy but is a major part of the economy in its own right.
ICT – ‘Hot’ Facts & Stats for use by Participants
$50 million worth of ICT jobs are expected to be created over the next 12 to 18 months.
The Australian ICT industry comprises 25,562 companies.
What can be done
Concepts and ideas suggested by others include:
having State Premier release a supportive media release
rebranding an existing career activity happening in that week
school ICT student visits
demonstrations of ICT in use
visits to ICT companies and ICT faculties and schools
briefing of journalists
ICT study information on company web sites
briefing to ICT school teachers
promoting ICT study on the front page on university and TAFE web sites
Journalists with interests in ICT careers and studies will be identified and contacted about the National ICT Careers Week.
Participating organisations will be encouraged to use their existing media relationships.
Journalists will be encouraged to contact the participating organisations to allow for individual media relationships for the National ICT Careers Week.
Media briefings will be held in May 2008 to brief the journalists about the campaign, the participating organisations, and the collection portal. In addition, information and data on ICT employment etc will be provided so they have a common set of data points.
A single brand
The Career Week will use the Start Here Go Anywhere brand.
The immediate advantages of having single and national brand to market ICT study and careers to young people are that:
the clutter of images associated with ICT marketing is reduced, and
various groups can use the brand within a relaxed and distributed regime of deployment while achieving an overall integrated marketing appearance.
Coordination and support
To support and manage this project, a steering committee will need to be formed from government, education providers, ICT industry and professional associations, and other groups.
AIIA and ACS will take a leadership role to recruit participants, promulgate the participants’ activities; to maximise media attention; to manage generic information resources; and to initiative future activities opened by the success of the marketing campaign.
Industry and business associations
ICT professional associations
Women in ICT Groups
Science, ICT school teachers groups
State Government agencies
Other groups and organisations
How to participate
Develop your ideas
Contact AIIA or ACS for advice
Register to participate
Agree to brand conditions of use
Develop your activity
Participate in meetings of participating organisations
Help marketing to journalists, teachers, parents, government, careers advisers
Present your activity during the Week
Help review and improve for next year
How does ICT connect with state and national priorities?
Our nation and state face many challenges in:
Climate change & energy
Global economic downturn
Investment in technologies
An ageing population
The application of ICT is vital for enabling the solutions to these pressing, key issues .
Start here: Go anywhere
National brand being used to encourage year 12 students to sign up for post-school ICT courses
Being used by Federal & State governments, industry and professional associations, education providers, ICT companies, women in IT groups, and others