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AASW Analysis recommissioned

Australian Association of Social Workers (AASW) Membership Trends and Opportunities Revisited Northside Professional Services - April 2007. AASW Analysis recommissioned. To inform the ‘marketing’ of the AASW to members and potential members

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AASW Analysis recommissioned

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  1. Australian Association of Social Workers (AASW) Membership Trends and Opportunities RevisitedNorthside Professional Services - April 2007 Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  2. AASW Analysis recommissioned • To inform the ‘marketing’ of the AASW to members and potential members • Informed by previous studies, social work profession studies, labour market, higher education and membership data • AASW - a microcosm of situation confronting the social work profession - environmental, internal and external pressures in maintaining relevance. • A clear vision before marketing strategies can be built for the AASW membership Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  3. A ‘Marketing’ Approach • Finding out what the ‘customer’ wants, creating products to satisfy those wants to the customer’s and provider’s mutual benefit • ‘Customer’ is the members and potential members of the AASW, the provider is the AASW and its product is the advantages of membership • ‘Products’ have a life cycle, the customer body is not uniform (having ‘segments’) and the product is modified to meet the wants of ‘segments’ and strategies selected accordingly Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  4. AASW Membership Studies • Indicated membership growth was slowing, after strong growth in the mid 1990’s – a mature market. • In light of the dynamics of the industry several strategies were discussed. • Enter New Market Segments – non social workers in the ‘helping professions’ may benefit from an ‘associate membership’ or change the membership criteria so that these ‘allied’ professionals can assume a ‘full’ membership? • Win Competitors Customers –similar organisations that potential AASW members are part of? • A rethink about how ‘broad a church’ the AASW wants to be. Should it be an association of ‘Social Workers’ or an association of ‘Social Welfare Professionals’? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  5. Opportunities to Convert NonUsers by targeting Social Workers not members of the AASW? • Clues from 2005 analysis to making product more attractive • Ageing of Profile – Possibility of maintaining a professional connection in retirement and semi retirement • Mentoring for Students – especially ESLs • A tool in reducing professional isolation remote areas/ESL • A packaging up of membership to compliment the various stages of career • Opportunities exist to convert ‘non users’ in health, community and state based authorities (happy hunting grounds) • No gender imbalance, small numbers may be gained through indigenous social workers • Examine why so many stay so briefly • Bastion for private practice and contracted workers Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  6. 2007 Study features • Retake of membership trends • Modeling of AASW age profile over time • Changes in employment sectors • Potential contribution of branches • Link between recent graduates and membership • Opportunities for AASW eligibility in the broader ‘helping professions’ • Analysis of membership’s regional profile • A focus upon AASW members in the ‘mental health’ field Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  7. IMIS(Integrated Membership Information System) contains the records of 14,331 individuals who have or have had an association with the AASW. 6,222 current active members (March 2007) and 8,109 Inactive members (Ex members). Due to data fields associated with these individuals being incomplete or invalid, small numbers of these individuals ‘drop off’ in parts of the analysis. Due to the administrative effects upon membership estimations, the March data is extrapolated forward to June 2007 based upon previous histories. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  8. 2007 extrapolation indicates that overall AASW membership has exhibited a recent growth spurt. May be a late effect associated with the expansion of the mental health rebate scheme. It appears to be ‘bouncing’ around in the 6,300 to 6,500 range. About half the ‘social work’ workforce. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  9. Just under 1 in 6 AASW members has a ‘mental health’ connection. A relatively higher proportion of private practitioners are engaged in mental health work (20% in mental health vs 14 % overall AASW membership). Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  10. What are the dynamics of this growth? • Use point to point data (18+ Months) • Members in August 2005 Analysis - 6,175 • New Members - 851 • 'Returned' Members - 314 • Members in 2005 not in 2007 - 1,118 • Members in March 2007 Analysis - 6,222 • A high rate of ‘churn’? • Changes in age structure? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  11. Over 1 in 10 members appear to leave every year – Is there a way to repackage the ‘product’ to address this? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  12. Modelling the AASW Age Profile • Concern that AASW is rapidly greying • Two snapshots of recent data permit modelling of age profile over next six years • Refines information presented in 2005 • Assumptions • average annual growth of 2.5% (industry average) • 7,400 members by 2013 • Age profiles of recruitment and departure similar to last 2 years • High rate of retention for the over 60 years of age cohort Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  13. 7% 17% 27% 34% 15% Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  14. 6% 16% 25% 33% 20% Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  15. 6% 15% 23% 32% 23% Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  16. Under this scenario, the best the younger cohorts can do is ‘flat line’ In a professional context, there may be opportunities to encourage mentoring and bequests However, if half the over 60’s cease to be AASW members, membership will not move far beyond 2007 levels, while the rest of the social welfare professional workforce is growing Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  17. There appears to be substitution in terms of age profile – between those who leave and those who join. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  18. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  19. Assumption – a 1% average annual growth rate Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  20. Assumption – a 0% annual average growth rate in membership More recruits and retention are needed here And here And especially here. Can these individuals be encouraged through bequests? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  21. Will Mental Health registration impetus help? Possibly Age profile of AASW members engaged in Mental Health is same as general AASW population Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  22. However profile of new mental health AASW recruits is somewhat younger Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  23. Profile presents issues with how to maintain a reasonable representation of membership • effectively recruit new members or previous members • retain existing members • maintain engagement the older cohorts particularly as they approach retirement or move through semiretirement • However, there is the bigger picture issue of where the AASW sees itself in terms of the backdrop of the ‘helping professions’ in general Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  24. Revisiting Labour Force Data suggests opportunities to move into similar ‘markets’ through review of AASW eligibility Those eligible for AASW membership may find employment in social welfare professional occupations that doubled nationally since 1996. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  25. One area that continues to grow particularly strongly is Welfare and Community Workers. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  26. Numbers of Bachelor level graduates that could conceivably work in the Welfare and Community sector may exceed Social Work graduates. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  27. Given the size of the sectors that overlap with social work or that the distinctions between the roles and responsibilities are somewhat blurred – there are great opportunities for the organisation to be more relevant to the ‘helping profession’ sector in general. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  28. Especially at point of entry Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  29. On another slant, this ‘point of entry’ concept needs review with given the age profile and number of social work graduates (in 2004, almost 700 up to 29 year olds graduated) Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  30. Yet over the last six years, just under 500 up to 29 year olds have joined (10%?). Is there need for a better introductory offer or a ‘starter pack’? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  31. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  32. At first glance, there appears to be change between areas of employment. However in percentage terms (and in numbers) these changes are small. But they may be pointing to trends to change of structure in the industry and membership Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  33. AASW and the regions Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  34. There appears to be change in the location of AASW members. However, remember in percentage terms (and in numbers) that these changes are small. But they may be pointing to trends to change of structure of membership, promoting the concept of AASW membership as a reaction to professional isolation Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  35. AASW may be under represented in regional Australia. However the trend, established in 2005, that regional members tend to retain their memberships continues Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  36. Is this due to poor service delivery in regional areas? Or lack of penetration to the AASW? Or are other occupational groups fulfilling the social work role? Or just an overall difficulty to fill professional positions in regional and remote Australia? Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  37. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  38. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  39. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  40. The AASW Branches Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  41. Looking at growth at a branch level. The figures here are not extrapolated. However, they may indicate the areas where growth could be expected. A feature to be mindful of is sites that may have a high ‘churn’. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  42. It is interesting to look at branch potential in terms of the background relationship to social work employment and ‘helping profession’ professionalisation in the state context. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  43. Focusing now upon Social Work, Welfare and Community and Counselling at the Bachelor Level. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  44. Due to a relatively smaller sample, the state level employment numbers bounce around a bit, however the DEWR uses this source in its website. The large states’ figures are considered fairly accurate. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  45. Opportunities may exist where there are apparent imbalances between workforce, education and AASW membership. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  46. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  47. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  48. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  49. Summary • A mature marketing opportunity continues for the AASW. • Modeling suggests that the AASW needs to seriously retain retiring age members, existing members and recruit younger members particularly graduates (who appear to be underrepresented). • Labour market and graduate data suggests a large and growing market for potential AASW members and associate members that may require ‘product modification’ of the membership rules. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

  50. Summary (cont.) • Opportunities exist to package up the membership to compliment the various stages of career. • Branches may have an opportunity to aggressively recruit members given indicative workforce and education data. Northside Professional Services Northside Professional Services Email: northsideps@optusnet.com.au Ph (07) 33124950

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