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Department of Employment

Digital marketing-engaging with young people looking for work

Important dates

Opportunity ID
Deadline for asking questions
Tuesday 26 September 2017 at 5PM (in Canberra)
Closing date for applications
Tuesday 3 October 2017 at 6PM (in Canberra)
Tuesday 19 September 2017


Write a summary of your brief

The Department of Employment has a range of programs, services and resources to help young people looking for work.

We seek proposals to help us better engage with young people in a digital environment.

Agencies will build awareness, understanding and uptake of the Australian Government employment programs, services and tools.

What is the latest start date?
How long is the contract?

The contract is for 12 months.

Where can the work take place?
Who will the specialist work for?
Department of Employment
Budget range

The total budget available for this project is $200,000 (GST exclusive). However, consultants can provide options beyond this budget with a detailed rationale.

Consultants should submit a detailed budget breakdown including all costs associated with creating and delivering services required, including content development and any other anticipated costs associated with the project.

Further services may be required over the life of this project and conducted under this contract.

Should these phases be required, separate briefs will be supplied to the successful agency and will be the subject of separate budgets.

Payment for the project will be made in monthly instalments for the work undertaken and invoiced to the Department. All invoices must include GST and a 30-day payment period.

About the work

Why is the work being done?

The Department of Employment needs to better engage with youth to promote its programs, channels and resources.

Research commissioned by the department identified that there are opportunities to improve the way we communicate with young people looking for work. Specific areas of improvement include using more engaging and relevant content through a variety of digital channels.

Research conducted to inform communication about Youth Jobs PaTH (an Australian Government Youth employment program) showed that many young job seekers were not suitably prepared for the challenges they face when looking for work. The timing for engagement with the audience needs to start early to minimise the effect of disconnection.

The research also suggested digital media would be an effective way to motivate and encourage young people to seek out the range of government support available to them.

What's the key problem you need to solve?

Young job seekers are over-represented in Australia's unemployment figures.

As at May 2017, Australia’s working age population (15 to 65 years) was 16,035,800. The national unemployment rate (15 years and over) was 5.5 per cent, while the youth (15 to 24 years) unemployment rate, at 12.7 per cent, was more than double the national rate.

To help address this, young job seekers need to know about employment services and assistance available to them.

The department needs help with:

1. Developing an approach (excluding advertising) to digitally communicate with young people (aged 17 to 24). Particular emphasis on communication should be on the Youth Jobs PaTH program (more information about this program is provided further in this brief), however raising awareness of other programs and services will also be required.

a. This may include using existing departmental and key influencer platforms and channels, and/or developing new platforms and channels.

2. Implementing the approach including developing and placing non-paid content using a mix of platforms and channels to maximise exposure to the target audience.

3. Delivering monthly tracking reporting of communication activities to improve ongoing engagement with young people.

Describe the users and their needs

The target audience is all young people between 17 to 24 years of age who:

• are looking for work

• will benefit from career advice and job search information

• are currently accessing employment services, or may have the need to do so in the future.

This particularly includes young people on income support who have a range of mutual obligations (that is, must undertake certain activities as a condition of receiving income support payments).

A secondary target audience is the influencers of young people looking for work or on income support.

Young people face a number of barriers to accessing employment, including:

• technical and employability skills

• literacy

• access to IT

• aspirations and motivations

• work experience or length of unemployment

• living conditions

• location and access to transport

• family and cultural background

• work readiness and presentation.

What work has already been done?

Currently the department uses a range of channels and resources to communicate with young job seekers, including:

- Job Jumpstart - website

- Job Outlook - website

- @Australiansatwork - Instagram

- jobactive website - online videos and testimonials

- SMS (focused on compliance requirements)

- jobfit - app

- jobactive jobseeker - app

- through employment providers - face-to-face discussions

- Job and Career Fairs

- third-party channels (including, Department of Human Services, Department of Social Services and Department of the Prime Minister and Cabinet)

Who will the work be done with?

The successful agency will work closely with the Communication Branch, within the Department of Employment.

This will involve an ongoing collaboration to ensure the agency is aware of campaigns and activities that need prioritising and can manage issues effectively.

Any additional relevant information?

In the 2016-17 Budget the Australian Government announced an $840 million Youth Employment Package to give young people the employable skills and work experience to get a job. The priority of the package is a Youth Jobs PaTH (Prepare-Trial-Hire) program. The program commenced April 2017. It is anticipated that significant external communication will commence late 2017.

In addition to Youth Jobs PaTH, there are many other programs, channels and resources the department uses to engage with young people.

Research conducted in June 2017 describes the attitudes of young people when it comes to seeking and finding work. This report highlights the common issues, barriers and opportunities for engaging with young people who are looking for work.

Agencies are encouraged to email and if they would like a copy of the above youth research, a list of employment programs available, specifically for young people, and a copy of the draft contract (which is subject to negotiations with the successful supplier) to help inform their response.

What phase is the work in?
Not started

Work setup

Where will the work take place?

Agencies need to engage with departmental staff regularly via email and phone.

Agencies should also consider appropriate engagement in person with staff at the Department of Employment National Office - 10 Mort St, Civic, ACT - as needed.

What are the working arrangements?

It is expected the department will work closely with the successful supplier.

The department will work with the successful agency regarding appropriate working arrangements.

Is security clearance required?

Security clearance is not required. Content to be developed will be based on publicly available information about Australian Government employment programs.

Additional information

Additional terms and conditions

Must have the following experience:

1. Developing and implementing successful strategies and approaches to engage with young people in a digital environment.

2. Developing and distributing engaging content.

3. Managing digital platforms or managing online communities.

4. Reporting and evaluating communication activities in a digital environment.

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate sellers’ technical competence.

Essential skills and experience
  • Have experience developing and implementing successful strategies and approaches to engage with young people in a digital environment.
  • Have experience and expertise developing and distributing engaging content.
  • Have experience managing digital platforms or managing online communities.
  • Be able to report and evaluate communication activities in a digital environment.
Nice-to-have skills and experience
An understanding of the Australian Government’s youth employment programs and the role of employment services.

How sellers will be evaluated

How many shortlisted sellers will you evaluate?
Proposal criteria
  • Experience in engaging with young Australians.
  • Creative and appropriateness of the recommended approach.
  • Experience in developing and delivering digital communications.
Cultural fit criteria
  • Work as a team with our organisation and other suppliers.
  • Collaborate closely with the department in developing and approving content.
  • Transparent and collaborative when making decisions.
  • Identify opportunities and best practice approaches as well as issues and barriers.
Payment approach
Fixed price
Assessment methods
  • Written proposal
  • Case study
  • Work history
  • Reference
Evaluation weighting

Technical competence

Cultural fit


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