Minister of Immigration Attracting the skills and talent New Zealand needs for economic...

Minister of Immigration

Attracting the skills and talent New Zealand needs for economic

transformation


Immigration’s key goals

• New Zealand has the skills, talent and labour it needs

• New Zealanders are confident of the security of our

border

• Migrants and refugees settle well and integrate into

communities


New Zealand environment

• New Zealand is well placed to attract people:

– Strong economic growth has underpinned a large rise in employment

– Strong job growth - 336,000 new jobs have been created since 2000 (2.1 million people in work)

– Low unemployment (3.8%)

– Participation rates at an all-time high (65.8%)

– Skill shortages across most sectors

– Skill shortages are the main constraint on expansion for 15% of businesses


International context

• Skill and labour shortages are a global phenomenon in developed countries:– Aging populations

– People are more mobile

– Increasing international competition for skills eg Australia also marketing in UK, Europe and the US


Government response

• The Government has a number of programmes underway to help alleviate skill shortages:

– Upskilling and training workers in NZ – industry training, Gateway, Modern Apprenticeships, Industry partnerships

– Tailored immigration programmes to better meet labour market needs

– New Zealand Now – attracting expats and skilled migrants


Migration trends

• 60% of permanent residents in 2004/05 were skilled/business migrants

• Main countries permanent residents are from:– UK 41%– South Africa 10%– China 9%– India 7%

• Temporary work permit numbers are also growing:– Work permits are up 12%– Labour market tested work permits up 3%– Working holidays are available for up to 40,000 18-30 year olds


Skilled Migrants

• Skilled Migrant Category (SMC) introduced in 2003

• People with skills, qualifications, experience and language ability to settle quickly

– Points-based system

– Recognises employer needs for skilled staff

• Priority for applicants with job offers


Expats

• NZ diaspora more that ½ million – predominantly Australia and the UK

• Second largest diaspora in the world – recognise that the OE is part of our culture

• Three quarters are either intending to come home or will consider the option of coming home

• Are an ideal talent pool:– Educated (44.6% tertiary qualified)

– Identify with NZ

– Have the skills employers need now


New Zealand Now – approach

• ‘New Zealand Now’ brand developed to position NZ as premier destination to live and work

• Aims to increase the pool of talent wanting to move to NZ

• Provides a talent brand to link NZ offshore recruitment efforts

• Complements NZ Inc promotions

• Website is centrepiece of the programme - www.newzealandnow.info

– Tells people about what NZ offers as a place to live, work and play

– Allows them to begin the conversion process


Marketing & communications

• Launched programme and website 1 November 2005

• Marketing & PR designed to get people to consider NZ as a place to live and go to the website

• Initial focus on UK market – included London Underground advertising, online advertising and PR

• Launched into Australia (Sydney) in May 2006

• PR campaign around UK expo in October


London tube advertising


Progress

• NZ first country to take this kind of marketing approach to attracting expats home

• The website has had 23 million hits (120,000 unique visitors) since it was launched a year ago

• Department commissioned UK research, June 2006:– 21% of 25-45 year olds indicated at least some interest in moving

to NZ

– NZ rated very favourably for perceived cost of living, safety and security, stability for bringing up children and lifestyle


Going forward

• Build brand awareness – let people know they can come– Strong brand proposition– Simpler immigration processes– Makes industry/regional/business recruitment easier

• Link more strongly to NZ Inc in key markets• Promote benefits of welcoming immigrants to NZ

– Improving settlement outcomes


NZ Opportunities Expo

• The Department has supported these expos since they began in 2002

• Pilot approach this year with NZ ICT industry under the New Zealand Now banner

– Positively positioned NZ as a destination for ICT job seekers

– Cohesive message about ICT sector

– Showcased real jobs, positively positioning NZ as a destination for ICT job seekers

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