NOVEMBER 2014

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AUSTRALIAN SCHOOL LEAVERS ONLINE MAGAZINE

l o o h c s Leaving

...for your best future

.com.au

2014

Nov-Jan

EDITION

TAKE THE PLUNGE a gap-year program for young adults who want to make a difference in the world

young drivers and safer celebrating some facts and figures to keep in mind and keep you safe

the entrepreneurial

CHALLENGE it’s time to move from the information age to the innovation age

10 TRENDS that are changing our world


ool Leaving sch.com .au PUBLISHER

leavingschool.com.au CREATIVE DIRECTOR

Stephen Sutherland GRAPHIC DESIGN + LAYOUT

Rhiannon Brown EDITOR

Jeff Gilling

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THE ENTREPRENEURIAL CHALLENGE The need for a new way of learning

CONTRIBUTORS

> Sharon Hunneybell > Sam Winter > Harrison Brown > Youthsafe > Jeff Gilling ADVERTISING

advertise@leavingschool.com.au LEAVINGSCHOOL.COM.AU Leaving School (leavingschool.com.au) is a joint publication of macintype design pty ltd ABN 73 071 622 707 and gilling.com.au ABN 91 751 007 982 Level 4, 24 Lexington Drive | Bella Vista NSW 2153 PO Box 7483, Baulkham Hills Business Centre Baulkham Hills NSW 2153 | Telephone 0432 011 600 Facsimile 02 9836 4088 Email jeff@leavingschool.com.au www.leavingschool.com.au

TAKE THE PLUNGE A gap-year program for young adults who want to make a difference in the world

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LeavingSchool.com.au is produced and funded by the participating companies listed herein. All product claims and specifications mentioned in the text are those of the participating companies. The authors and publisher of LeavingSchool are not responsible for any actions taken on the basis of information contained herein nor for any error or omission contained herein. The publisher and authors expressly disclaim all liability in respect of anything done or not done in reliance upon all or any part of the contents of LeavingSchool. Copyright in this publication is vested in the publisher LeavingSchool. All rights reserved. No part of this publication may be reproduced in any form or by any means without the written permission of the publisher LeavingSchool. Copyright © 2013 Leaving School. PRIVACY NOTICE: This issue of LeavingSchool may contain items which require you to provide information about yourself or your company if you choose to take part in them. If you provide information to leavingschool.com.au it may use information to send you details of services or offers. LeavingSchool may also give your information to other organisations that are associated with LeavingSchool. Unless you tell us not to leavingschool.com.au may give your information to other organisations that may use it to inform you about other products, services or offers. If you would like to gain access to the information leavingschool holds about you please contact our Privacy Officer at privacy@leavingschool.com.au

HARRISON BROWN What I wish I knew before leaving school

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10 TRENDS THAT ARE CHANGING OUR WORLD Trends that students leaving the confines of school should be aware of

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SAFER CELEBRATING Youthsafe presents some facts and figures regarding socialising and parties

KIDS AT SWITCH Is it time you switched your thinking?

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YOUNG DRIVERS Youthsafe presents some facts and figures regarding young drivers

WHY CQUNIVERSITY Reasons to choose CQUniversity next year

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l a i r the u e n e r p entre challenge – Sharon Hunneybell and Sam Winter

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ou’re 23, you’ve diligently worked your way through high school, achieved good grades, selected a career from the tertiary entrance guide, applied to university, spent three or four years and a small fortune learning the skills that are deemed the requirements to get started in your chosen career. Equipped with your degree in hand, you march confidently forward into the workforce, ready to assume the position that you have worked so hard for … but where are the jobs?

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Imagine the shock of that experience. You’ve followed the instructions to the letter, and that’s what our schools teach us – follow the rules, absorb the information we provide, answer the questions correctly and you are rewarded with a move into the next grade. But in real life that’s not how it works, it’s much more fluid than that. In Australia, the jobless rate for 15- to 24-year-olds has just hit 14.1 per cent, according to the Australian Bureau of Statistics, the highest level in 12 years, and unless we make an effort to


How do we equip future generations to thrive in a changing workforce?


encourage change in the system, even optimists like us can only see these figures becoming worse. The workforce is changing so rapidly, entry-level jobs are being automated and offshored at a rapid rate and even highly skilled corporate positions are adapting to a more project based approach, with teams being brought together to ‘get the job done’ and then disbanded afterwards. Job stability is a thing of the past. To cope with this new landscape, we need our school system to incorporate a new way of learning into the curriculum. We need it to incorporate more creativity and hands on

We believe that the time has come for us to consider a widespread introduction of entrepreneurial education into our schools.

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application into the way of learning so that we can develop a new culture of students creating their own jobs rather than just applying for them. We believe that the time has come for us to consider a widespread introduction of entrepreneurial education into our schools. We’re not saying every student needs to build a global empire, but if every student left school with a mindset that was open to seeing opportunities in a more creative way and knew that failing is okay, this would allow them to become more resilient and solve problems by ‘pivoting’ through difficulties rather than becoming an unemployed youth statistic.


Regardless of whether they end up building their own companies, or working within a company, the pace of technological change shows that we need to help our new generation learn how to think on their feet and be ready to adapt to new circumstances and situations with conďŹ dence. They need to know how to collaborate, to focus not only on developing their own skill sets, but on recognising the skills of the people around them, so that as a team they achieve more, more quickly. They need to be free to be creative, to look at problems and challenges from new perspectives. We think it’s time to move from the information age to the innovation age.

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TA K E THE PLUNGE How do young adults make a difference in the world? We learn to live well in it. Plunge is a gap-year program, for 18–23 year olds, at Morling College. Morling College is the Baptist Bible and Theological College of NSW, and our vision is to provide quality, biblically grounded, education and training.



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hroughout 2014, the Plunge gap-year program has seen a group of thoughtful 18–23 year olds become people who are making a difference in their spheres of inuence. At Plunge, we believe that community transformation includes spiritual transformation. Change starts within a person and the fruits of change are seen in practical love, peace, justice and restoration. Through Plunge, young adults are learning to dive deeper in their life and faith. Two Plunge students, Shannon and TJ, have shared how Plunge has changed them and how they are now changing the world.

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Shannon finished school in 2013. She knew that eventually she wanted to study at university, but decided to do Plunge in order to be better prepared for tertiary studies. At first, she found our Community Engagement Days challenging and confronting. Who isn’t a little nervous about spending a night sleeping rough with the homeless in inner-city Sydney? Who isn’t a little worried about travelling to Canberra to meet our nation’s leaders and talk directly with them about increasing the Australian Aid Budget and speaking out against global tax corruption? Shannon didn’t let her feelings of discomfort prevent her from plunging into these community engagement experiences. What impacted Shannon the most was visiting Juvenile Justice Centres. Shannon was able to make a difference by listening to the girls’ stories. She could see that the girls “craved to know more about God, to

have answers, to see change”. Shannon plans to begin university studies in Social Work and Criminology next year. She also plans to continue volunteer visits with teenagers in detention. November 2014

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TJ teaches at a weekly youth group, called Go Fish, for Year 5 and 6 students from the local school. As part of a Plunge assignment, TJ developed a simulation game to raise awareness about how Australia is currently treating asylum seekers. When the students arrived, they were taken to an area marked out like a cage with chicken wire. They were told to stay there while leaders did a “background check” to determine whether they genuinely wanted to come to Go Fish.

They were assigned numbers, which were to be their names while they waited in the “detention centre”. They were not told how long it would take before they would be let out! TJ then proceeded to let them out gradually to have afternoon tea. The students expressed feelings of frustration and confusion during the simulation. One boy said he would drop a pole from the cage into a neighbour’s yard unless he was let out. TJ explained to the boy that what he was doing was protesting, and


asylum seekers do that too because of the way they are treated in detention centres. Plunge students learn in the classroom on Tuesdays and Thursdays. Through subjects such as Old Testament, New Testament, Theology, Mission, Ethics, and Personal and Leadership Development, students work towards a CertiďŹ cate IV in Ministry. Wednesdays are our Community Engagement Days. For many Plunge students, the highlight of the year is our three-week, cross-cultural experience overseas. In 2014, Plunge travelled to Northern Thailand, including visiting and partnering with cross-cultural workers in Chiang Mai, Chiang Rai. Plunge students learned about the Buddhist faith in the Thai context and spent time talking with monks at a program called Monk Chat. They worked with local villagers through harvesting corn together. They ran English Camps for High School students. They spent the night in a tribal village and learned about the tribe’s culture and worldview.

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Plunge is all about: • Learning to live out dynamic faith, radical lifestyle, and adventurous mission as a part of a community of Christian young people. • Focussed biblical and spiritual engagement that stretches you, challenges you, and engages you. • Life and ministry experiences in Australia and crossculturally to show you the world and the ways you can impact our world for good. • Personal and spiritual development in a strong and supportive community. You’ll experience love and laughter while you learn. • Community engagement with issues that count so that you can find a new passion. Plunge equips you with the skills and behaviour that you need to navigate your life ahead with confidence and competence. Through our action–reflection model of learning, students learn to live the change. Be the change you want to see in the world.

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Applications Now Open...

Are you aged between 18-23? Then prepare to go deeper in life and faith Plunge is the Gapp--Year e Program Prog at Morling College

CONT CONTACT TACT US NO W NOW

Take T ak a e the plunge in 2015!

120 Herring R oad, Road, Macquarie P ark NSW 2113 Park

Phone (02) 9878 0201 (02) 9878 2175 Fax

Email plunge@morling. plunge@morling.edu.au edu.au www .plungegapyear ungegapyearr.com www.plungegapyear.com


what I wish Iknewabout leaving BEFORE I LEFT

SCHOOL – Harrison Brown

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ne of the things I liked about the idea of school, and in particular my own school, is that there is a structure somewhat like a multifaceted lattice which allows for growth in so many different ways and areas. My school was heavily involved with agriculture, (no pun intended about the lattice) but it also featured a strong music culture. Sport was an area my school prided itself in, and yet there was still room for particular academic

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excellence. Not forgetting the TAS or science faculties, or any number of the extracurricular activities one could engage in, what is clear is that school was full of opportunity in different areas. The best part of this is that particularly in senior school there are so many options to choose from and this is where you get to engage in how you are going to climb up the lattice, and henceforth how you are going to reach for your goals and aspirations. Here though is where I reach the


it was a good way to push myself to see how well I could go matter of what I wish I knew a couple of years ago. School isn't just a means to an end. In fact it is so much more than that. My perception of my own little world was that high school was a mere stepping stone to get to life, but in reality life seems more like a whole heap of stepping stones. With the aim of getting myself into architecture though I had set my sights high and my head low, often cramming in just as much as I could. By no means was this

a bad thing for me, in fact it was a good way to push myself to see how well I could go. The problem was that I had wanted to pursue architecture for so many years expecting it would be the same course as my 14 year old self thought it would be. Furthermore this was expecting I'd still be the same person as my 14 year old self. Following the story along, I got to studying architecture and soon realised that it was deďŹ nitely not the course for me, nor the future I was planning. To go for so many years with the next eight or so years already planned out to then not having a clue what I wanted to do was a fair shake to my reality. Thankfully something I did learn in school was a passion for timber work, which is now the stepping stone I have moved on to, and who knows where it shall lead me. Since leaving school I have learned from ďŹ rst hand experience how one day something is as it is, but the next it can be or feel like something entirely different. I am happy that I have learned this now, though I am sure to forget it and get a shock by facing it next time. What I do wish I knew before leaving school though was that this change is actually okay. From this my advice is just to get the most out of school, and do what you love doing. Follow that and if it takes a turn you don't like there is always space to take a step back and just breathe. November 2014

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– Jeff Gilling


IN THE LAST ISSUE OF the LeavingSchool eMagazine I wrote about how – more than ever – it is important to Be Prepared for a changing world. In this and coming issues we will be exploring in more detail some of the key trends that are shaping our changing world – the trends that students leaving the confines of school should be aware of. The trends we’ll look at this issue: Trend 1:

The Ageing Population: Reinventing Markets Trend 2: Big is Beautiful: But What to do With All This Data? Trend 3: Bits and Bytes: Everything is Digitising Trend 4: Social Media: Because of it, We’re All in Media Now Trend 5: Rethinking Need: The New Age of Austerity The trends we’ll look at next issue: Trend 6: Unlocking Future Value: Recycle, Reuse, Re-Commerce Trend 7: Sharing is Caring: Collaborative Consumption Trend 8: The Power of a Crowd: Crowd-funding and P2P Lending Trend 9: Getting a Webucation: The Online Learning Revolution Trend 10: Business as a Force for Good: The Rise of the Social Entrepreneur


TREND ONE

The Ageing Population: Reinventing Markets

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uch has been written about the ageing of the population, but no trends report would be complete without an exploration and understanding of the demographic trends, for it is often the changing demographics that are the underlying drivers of other trends shaping our changing world. Much of what has been written has been about the challenges associated with this demographic change. As we said just a moment ago though, where there is change there is sure to be opportunity lurking about someplace. So, what is happening demographically and what might be some of the opportunities presented from this trend? The impact of the ageing Baby Boomer generation on different markets is one of the trends to continue to watch in 2014-15. From health and fitness to leisure and lifestyle, from finance and family to retirement and travel, whole markets and industries are being affected by the ageing of the baby boomers. This demographic is 76 million strong in the US alone and they are making headlines for providing a raft-load of market opportunities. The first of the Baby Boomer generation (born between 1946 and 1964) started turning 60 in 2006 and 65 in 2011. They number more than 5 million Australians. What this means is not only will there be more 60th and 65th birthdays in 2014 and 2015 (and coming years) than ever before, but there will be more retirement functions than ever before! That’s right, many


boomers are exiting the stage. This exodus of the Baby Boomer population from the workforce will result in an overall decrease in workforce participation and increased competition for labour and skills. This reality will be compounded in regional areas across Australia which is already experiencing the loss of young adults from the regions and lower than average Year 12 and tertiary education rates. This is one key reason why improving workplace productivity is so important. Is this exodus good news for Generation X and Y? Does it mean there will be a lot more management positions opening up? Not necessarily. As they have re-invented every life-stage through which they have passed, the boomers are also re-inventing retirement. The psychographic profile of a 65 year

old today is very different to that of a 65 year old 30 years ago. Today’s 65 year old is not 'gearing down' or preparing to shuffle off on a Zimmer frame into a retirement village or nursing home! Instead many are gearing up for this next stage of their life. So, rather than leaving the workforce completely, many boomers are downshifting: consulting from home or still coming in to the office a couple of days a week. Still many others are choosing this time to start a new career or start a new business. Their skills and ideas are still in demand. Skills shortages in many sectors of the economy affect productivity or the provision of future services. Tapping into the wealth of experience of the ‘grey workforce’ will be both an imperative and inevitable in coming years. Not only do older workers bring a wealth of experience to the workplace, but studies consistently show they are reliable with rates of absenteeism significantly less than that of younger, less experienced workers. Seniorpreneurship - entrepreneurial activity amongst seniors – is the fastest growing area of entrepreneurship. A 2013 report on seniorpreneurship found more people aged 55-64 were considering self-employment as a late career alternative, and the 2011 Global Entrepreneurship Monitor found the rate of entrepreneurial activity among older people in Australia was November 2014

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significantly higher than the average for other innovation-driven economies. (AFR, 10-11 May, 2014) One change we must see is a change to the traditional notion of retirement. It is worth examining the history of the traditional retirement age of 65. When that is done you discover that the age of 65 was chosen as the age of eligibility for the first publically funded pension scheme – introduced by Chancellor Otto von Bismarck in Germany in the late 19th century. This was then the age adopted by New Zealand and then Australia in 1909. The problem is this. When age 65 was set as the eligibility age for the pension, life expectancy was just 58. In the 105 years since, life expectancy has increased by nearly thirty years yet the eligibility age has remained the same. Now the Government has announced this age will rise to 67 and then 70

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people will recognise it for what it is, a purely arbitrary and artificial construct. We are moving away from the age of entitlement to a world where we must be authors of our own economic outcomes. Governments are facing fiscal pressures caused by an increasingly aged population. As the ratio of retirees to the workingage population rises in Australia – it’s estimated to rise in many parts from 1:4 to 1:2 – the country will require new approaches to housing, transport and home support to enable more people to remain active and engaged members of the community. As more of our older population become unable to drive, good public transport, community networks and telecommunications will be required to avoid an increase in social isolation and economic hardship.


The Seniorpreneurs www.twitter.com/seniorpreneurs As the population ages, Governments cannot afford to ďŹ nance ever-growing numbers of retirees. Compounding that, jobs are scarce so baby boomers are showing the way with a new entrepreneurial spirit. They are connected, experienced, savvy and determined. The Seniorpreneurs movement is a new initiative that will provide mentoring, training, networking and access for older entrepreneurs, solopreneurs and business owners. “A 2013 report on seniorpreneurship found more people aged 5564 were considering self-employmentas a late career alternative, and the 2011 Global Entrepreneurship Monitor found the rate of entrepreneurial activity among older people in Australia was significantly higher than the average for other innovation-driven economies. An ageing population and retrenchments of older, costlier workers from full-time jobs are driving this trend.â€? - Tony Featherstone, Australian Financial Review, 10-11 May, 2014

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TREND two

Big Is Beautiful: But What to do With All This Data?

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lthough the underlying demographics is driving many of the trends, in 2014-15 we are seeing a hastening of the shift from a focus on customer demographics – age, sex, postcode – to a focus on exploring customer psychographics: What are their attitudes, beliefs and values. What is making this possible? Big Data. In 2011 McKinsey & Co reported that as the amount of data in our world has been exploding, “Analyzing large data sets— so-called big data—will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus”4 and they are right. So what is Big Data? Big Data is the making sense of and the mining of the huge tranches of data we are generating – everything from the cookie placed on our computer to see what websites you are browsing to the uploading and tagging of photos on Facebook, status updates, to the enormous amount of data credit card companies have access to of shopping and transaction habits. And it is everywhere. As MIT researchers and authors Andrew McAfee and Erik Brynjolfsson point out, “there’s much wisdom in the saying “You can’t manage what you don’t measure.” This quote, which has been variously attributed


to both W. Edwards Deming and Peter Drucker, explains why the recent explosion of digital data is so important. Simply put, because of big data, managers can measure, and hence know, radically more about their businesses, and directly translate that knowledge into improved decision making and performance.”5 It is only with the advancement of computational power that these vast troves of data riches have been able to be mined effectively. This is the year we will see this trend really take hold as the implications of failing to adequately make use of all a company’s information becomes clear.

No longer will the implications of big data be something that is grappled by a few data-oriented managers dotted throughout the organization. Leaders of organizations in all sectors will have to familiarize themselves with the implications – and opportunities – that lie within the vast amounts of stored information. The increasing volume and detail of information captured by enterprises, the rise of multimedia, social media, and the Internet of Things – the connectivity of devices to the internet and communication between them – will fuel exponential growth in data for the foreseeable future.

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Bits and Bytes: Everything is Digitising

TREND three

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e know we’re living in the digital revolution – it seems everything is digitising. So why is this trend still one to watch in 2014-15? We know what has happened to Music – we have the MP3 and MP4 players; we know about Photos – we upload to Snapfish or Flickr or Facebook; we know about Video – we’ve watched viral videos on YouTube; we know about publishing – we’ve seen the decline in newspaper circulation and the rise of the e-Book. This is a relevant trend to watch because we need to ask ourselves the question: what’s next? Don’t assume that your industry or service will be immune from the move to digital. It has already started with Money. Electronic Funds Transfer has been around a long time now but we are seeing the widespread take-up of near field communication for small payments which represents another step along the path towards the long promised cashless economy. At a media conference in November 2012, electronic payment provider PayPal’s President David Marcus said that PayPal is seeing an increasing number of consumers buying items with mobile devices, as well as pre-shopping for major purchases on their mobile devices. PayPal is no longer limited to online purchases anymore. It is available as an instore payment option at more than 20,000 locations worldwide.


Exploring study options? Find out all you need to know about courses, study options, uni life, support services and more in ACU’s Undergraduate Courses Guide. www.acu.edu.au/courses-guide For For support support or info info call 1300 ASK ACU ACU or email futurestudents@acu.edu.au futurestudents@acu.edu.au


14 years ago The Economist reported: “In public, no bank boss these days would admit to anything less than whole-hearted enthusiasm for the online adventure. In private, however, some still see it as just another distribution channel, perhaps less important than others, such as the telephone. A few still cling to the dream that it is a fad they have to indulge because their shareholders seem to like it. Even such nonbelievers, however, are being forced by the market to formulate an online

strategy. If they are too slow, or get it wrong, the consequences for their firms could be deadly. And if they still need convincing, they need only look at what has happened in just four years to stockbroking.”6 But once again, as we said in the introduction, where there are threats there are sure to be opportunities as well. For banks, it has been the opportunity to cut costs and market their products more efficiently. An online bank account is cheaper to administer.

BITCOIN bitcoin.org Bitcoin is a peer-to-peer payment system and virtual currency, introduced in 2009, that doesn’t belong to any nation. Like all currencies though it can be exchanged into conventional currencies. What’s really interesting about Bitcoin is the way it poses a challenge to big banks. It has the potential to become a really cheap global network of transmitting money anywhere, anytime, so some analysts are suggesting it could be as dangerous to traditional banks as Amazon has been to retailing. Jeremy Bonny, a Product Manager at CoinDesk www.coindesk.com thinks Bitcoin is definitely more interesting as a way of moving money around because it’s faster and cheaper than any other kind of network. Still, the abrupt closure in February of the Tokyobased market place for Bitcoin, Mt Gox, underscored the risks of this virtual currency that had experienced a meteoric rise in value in the previous 12 months and heightened debate as to whether it really is an online revolution in global money or rather a bubble about to be popped.


Digital destruction Economist and Director of the M.I.T. Center for Digital Business, Eric Brynjolfsson was quoted in The New York Times on November 17, 2012 as saying: “Technology is always destroying jobs and always creating jobs, but in recent years the destruction has been happening faster than the creation.”7 The article went on to say that despite this, the digital transition is creating enormous wealth and opportunity, pointing out that four of America’s most valuable companies – Apple, Google, Microsoft and IBM – are “rooted in technology.” Author and futurist Anders SormannNilsson, calls this Digital Darwinism, where only the fittest will survive in the new digital world. Changes are happening in banking services, broader financial services, including accounting and legal. Virtually no industry will be immune from the digitising of data and the digitising of services.

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TREND four

Social Media: Because of it, We’re All in Media Now

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ocial media has revolutionized the way we communicate, the way we keep in touch and the way we reconnect. But there is one place where the usefulness of Social Media has been slow to gain traction: in business. In 2014-2015 this is changing. Many executives used to see social media as a ‘cute’ social tool, regarding such sites as unwelcome distractions for their employees whilst they were ‘on company time’. Some businesses restricted or even blocked employees’ access to sites like Facebook. Others though – such as chartered accountants Deloitte – recognised the value in accessing their employees networks from, for example, a recruiting or marketing and communications perspective. In 2014-15 we are seeing businesses begin to turn social conversations into commercial conversations. How effectively they achieve this will be key to future growth. Whilst executives have viewed social media as a ‘cute’ social tool, they haven’t seen the imperative to incorporate these new technologies into their business strategy. It is flawed thinking to wait until such stage as you can see a compelling ROI on social media expenditure before incorporating such a strategy. By that stage the fickle 21st century consumer may have switched brand loyalty to a competitor who has already started a conversation with them. Social media provides a new low-cost channel by which a business or organisation can engage with existing and prospective customers – a


chance to build and nurture a relationship. This is a key point. It is important to recognise that businesses can use social media as a profile building and relationship building tool – you don’t

have to make a sale at the first interaction. Another big change is the increased use of social media as a B2B tool – businesses using social media to connect with other businesses.

Sylvia Jensen Social Media Usage by Business In February 2013, Sylvia Jensen, the Director of Europe Middle East and Africa (EMEA) Marketing at Eloqua Marketing conducted a comprehensive survey of social media usage by business. These were her key findings: Social Media as a Marketing Tool Only 64% of the UK companies surveyed use social media as a marketing tool, meaning that over a third (36%) do not. Within those companies, the PR/communications department is most often responsible for the social media strategy and output (in 26% of cases). Interestingly, the next most common arrangement is for social media to be shared across different departments (23%), while only 11% of companies’ leave social media management to the web team. Companies cited three top reasons for using social media: creating brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%). Under one third (32%) said they use it for lead generation, while only 16% use social media to assess market perception of their brand. The Most Popular Social Networks B2B marketers clearly favour the ‘big three’ social networks as marketing tools. Of those who use social media for demand generation; 80% use Facebook, 78% use Twitter and 51% use LinkedIn. LinkedIn, ‘professional social network,’ trails behind despite figures suggesting that it is almost 300% more effective than Facebook and Twitter for lead generation. November 2014

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Demand and Lead Generation Over half of B2B companies are not tapping into social media’s potential as a lead generation tool. When asked “Is your company using social media for demand generation?”, only 35% of respondents said yes. No was the answer from 53%, while 12% were unsure. Most companies (43%) admit they have no strategy in place for incorporating social media into demand generation. A third were unclear of the value, while 18% said a lack of tools prevented them from using social media for lead generation. Is the Future Social for B2B Marketers? The study indicates that B2B marketers are planning to use social media marketing increasingly. Three quarters of the sample indicated ways their company plans to use it in the future: “to better understand market perception” as the leading goal (17%). Marketers expect to see benefits from using social media to generate demand, including increased reach and brand awareness (50%), driving inbound leads to increase revenue (35%) and measurable impact on demand or revenue (28%).

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Deciding on a future career? Use our career profiler to discover your dream job based on strengths and personality. www.acu.edu.au/mycareer For For support support or info info call 1300 ASK ACU ACU or email futurestudents@acu.edu.au futurestudents@acu.edu.au


TREND FIVE

Rethinking Need: The New Age of Austerity

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ive years of global economic uncertainty, depressed consumer sentiment and belt-tightening ushered in a new age of austerity, a new era of frugality and created a more selective, value-conscious consumer. Manufacturers and retailers have nurtured this new psychology by conditioning shoppers to expect great products and services at reasonable prices and in 2014-15 those expectations will remain. Many premium brands are now offering value options as conspicuous consumption has gone underground. People do not want to be seen to be ostentatious with their wealth - wealth has gone down low and many of the brands that really stood out in the past will find it increasingly difficult to capture the spend of a more discretionary customer. Customers are now asking a primary question: “Do I really need it?” Bargain Hunting Although many consumers have always sought out bargains, any purchases have usually been kept low-key and have not been something to shout about. The attitudes of consumers to bargain hunting has changed. Securing a great deal or bagging a bargain is not only now well and truly accepted; it is now also something that is applauded by friends and fellow consumers. Websites like Freecycle.org or Gumtree.com.au or TuShare.com have struck a chord with the new environmentally conscious 21st century consumer who sees increased value in a ‘worn-out’ product.


TuSHARE TuShare.com Founded in 2013 by author, scientist and former panellist from the ABC television series ‘New Inventors’, Dr James Bradfield Moody, TuShare is a sharing network where friends can give things that they no longer need to one another. Users needing items can add to their wishlist of things they want, and then browse what other people in their social network have to give away. TuShare allows you to save money, help others and save unwanted goods from going to the landfill. This taps into the environmental consciousness of today’s citizenry.

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Why CQ University?

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Choices, choices, choices. Thinking about life after school can be scary. There’s so much to consider from what career you should be working towards to what you should be studying and what educational institution is the right fit for you. While there’s plenty of information out there to help you with career and study decisions (you may even consider seeing a career counsellor), finding a university or TAFE that is right for you can be a tough choice. Universities and TAFEs come in many different shapes and sizes, and while they all have their benefits, there’s one Australian institution that promises a comprehensive approach to your education and training. CQUniversity Australia is a national university with locations stretching from Cairns in the north to Brisbane and Sydney in the east, Melbourne and

Adelaide in the south and Geraldton in the west, and although it’s one of the fastest growing universities in the country, CQUniversity is still a regional university at heart. What does that mean? It means that it values its student’s experience; it promises personal attention with small class sizes and fantastic staff to student ratios; and it offers study options to students who may not otherwise have the opportunity to study at a uni, including the delivery of many programs via distance education. On July 1, CQUniversity merged with central Queensland’s vocational education provider, Central Queensland Institute of TAFE, delivering a new era in education and training. CQUniversity has become a more comprehensive university, offering a wider choice of programs November 2014

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Students now have more than 300 options to choose from, from short courses, certificates and diplomas to undergraduate, postgraduate and research higher degrees. and qualifications with seamless pathways into further study. Students now have more than 300 options to choose from, from short courses, certificates and diplomas through to undergraduate, postgraduate and research higher degrees. So what does this mean for students? It means that it is easier for vocational students to move on to degree-level study and it also means that degreelevel students can pick up vocational skills along the way. For example, a prevocational student could consider upgrading their qualification with a Bachelor of Engineering, or an engineering student may choose to study a vocational unit in welding, if

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they are looking for a career in the mining sector. Students can also benefit by selecting to complete a diploma in early childhood education as part of the first year of a Bachelor of Education – meaning they can gain work in the field before completing their degree. These are just two examples of the exciting pathways available at CQUniversity. Let’s face it, life is full of choices but making the right decision is sometimes difficult. However, with more comprehensive and flexible study options than ever before, the decision making process for choosing the right university for you has never been easier.


Studying from a distance Many CQUniversity students decide to study from their home base, rather than attend lectures and tutorials on a campus. It often allows them to have a job, continue to live at home, save money for the future, and to keep existing social networks intact. CQUniversity is a leading provider of distance education in Australia and is a pioneer in offering supported distance learning having established several distance education study centres in key locations around the country, taking the distance out of distance education. What’s more, CQUniversity offers many exciting programs by distance education including law, engineering, nursing and midwifery, and paramedic science to name just a few.

where to live Thinking about studying in central Queensland, but you’re not sure where to live? Living on campus at either the Rockhampton or Mackay Student Residences provides a fantastic option. You won’t have to worry about the costs associated with a rental property, such as electricity or bond, and conveniently classes are only a short walk away. The Mackay residence is self-catered accommodation, while the Rockhampton residence offers three meals a day. Living in a student residential community can be one of the most rewarding experiences you will have at this time of your life.

Student support CQUniversity students should never feel alone throughout their experience. The University provides students with academic advice and guidance to become the confident and independent learners they’re destined to be, or when they need help with academic writing, computing, maths or science. It’s like having a personal tutor at your fingertips. Other support services include career guidance, disability and equity support, personal counselling and student mentoring. November 2014

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Katie middleton steps up to deliver fitness challenge to gladstone When personal trainer Katie Middleton moved to Gladstone, Queensland, she was planning a year of full-time study, to focus on her Bachelor of Health Promotion at CQUniversity. But Katie’s dream to help get her community fighting fit has seen the 21year-old start her own business, offering fitness training priced for the student budget. And Katie says her work and study are the perfect combination to build her perfect career – delivering health and fitness education to schools. “It’s really upsetting to see kids who don’t even like exercise, and knowing it’s just they haven’t been given the opportunity to get involved and excited about it,” she said. “I was overweight as a child, but I got really fit when I got into sailing – and I’ve been into fitness ever since. “Having great coaches, and great support, really made the difference – I want to be able to give that to kids.”

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After finishing high school in 2010, Katie took on Certificates II and III in Fitness at ACP. While completing the Certificate IV at Shellharbour TAFE, she also took on a job as a personal trainer, gaining qualifications as an instructor for a raft of training programs. While her sailing involved national and international competition, Katie took a break to study last year, beginning her degree at the University of Wollongong. This year, she transferred to CQUniversity after moving to Gladstone – and chose to study by distance education. “Having that option makes managing work and study a lot easier,” she said. “When my partner gets up for work at 4am, I get up and do six hours of study – then have the rest of the day to focus on the business!” CQUniversity has supported her study transition, offering assistance through the Academic Services Learning Unit based at Gladstone.


And with the CQUniversity-CQ TAFE merger on July 1 this year, more health students will see the benefits, with plans to deliver Fitness qualifications to all students who complete the first year of a Health Promotion or Exercise and Sport Science degrees. The move will allow students to seek work opportunities while they study, and gain crucial industry experience – building on work placements that are already a valuable part of the program. While Katie’s extensive fitness experience makes her in demand in any gym, she’s determined to get the skills that will allow her to drive health and fitness habits for the next generation. “It’s a big challenge, and especially in this region, to get more kids – and their families – thinking about making healthy choices,” she said. “But making that my career is really exciting – really, I just want to help people.”

for more information: cqu.edu.au/study 13 27 86

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