What can employment services learn from the advertising industry?

For years, advertisers have learned to play on basic human emotions of fear or favour to motive us.  No matter the product or service and whomever the target market   These basic advertising techniques remain popular, particularly in Government policy.   So, can employment services consultants learn anything from their advertising industry peers?

I can find jobs, however, no one wants to work!

When job seekers are comfortable on Government benefits, how do you motivate them into making a serious effort at filling vacancies?  This is top of mind now that the long term unemployed are experiencing less compliance and higher incomes.   Our answer?   Determine what motivates them – fear or favour?

Using favour as a motivator

Job seekers motivated by favour should consider what a permanent income increase brings to their quality of life.  A recent ACOSS survey  (June 2020) illustrated how doubling the Australian Centrelink benefit has lifted living standards for many beneficiaries.  Do these job seekers wish to continue living this way?   Well, a sustainable job which pays the same or more than the Government is a great first start!
The Department of Social Services Baseline Valuation Report (December 2017) determined that keeping young jobseekers off benefits for two continuous years ensures they reduce dependency on Government support during their working lives.  Make this point to newly unemployed job seekers who are experiencing Government support for the first time.

When fear nudges jobseekers

Of course, there are other job seekers who need a “nudge or nag”.  These are motivated by fear.   The message here is more nuanced: do you realise that not taking this job may send you to the back of the queue for another two years?  Or, what happens when the Government benefits are reduced?
For those who cannot change their mindset, keep an eye on Government press releases coming out around July 23rd on the pre-budget outlook and Jobkeeper/Jobseeker payment reviews.  If these don’t provide a “hurry up” then nothing will!

Other ways to use fear and favour

We have written previously on industries that rely on migrant workers.  Due to border controls, they now face labour supply shortages.   Think aged care, agriculture, commercial cleaning, and others.  Conversely, we have published blogs on “the coming flood” of jobseekers exiting hospitality, tourism, and entertainment industries.
Here we have a different opportunity.  Convincing hospitality workers to take up aged care roles, for example.  A similar approach to motivating by fear or favour applies here.
For “favour”, use questions like: would you value an opportunity to use your hospitality skills in a growing industry with more career advancement potential?  For “fear”, choose: “do you know that international tourism will not return to normal until 2022?”

A final word

At Prospert, experience tells us job seekers fall into three categories: those who need to work now; those who are a little “choosey”; and those who prefer to remain on benefits.  Avoid the third group distracting you.  Learn to “triage” your jobseekers and focus on those who want to work.  Our Key 3 tool is vital here.  Use fear or favour to nudge them along, and your sustainable placements will come.
Tell us your own stories on using these techniques, we would love to hear them!