Reverse Marketing for job seekers: effectiveness

Reverse Marketing for job seekers improving their chances of re-entering the workforce

Reverse marketing is a commonly used technique by Employment Consultants to find employment for job seekers. The Employment Consultant assesses the individual job seekers needs, provides case management services that address barriers to employment and where appropriate reverse markets (promoate) job seekers to employers

Key findings* on Reverse Marketing effectiveness

  • Reverse marketing is a significant element of the cost of JSA to Government: as at the end of August 2011, reverse marketing made up 7.5 per cent of total Employment Pathway Fund (EPF) expenditure, with over $62 million committed
  • Reverse marketing activity is being targeted generally to job seekers with moderate levels of labour market disadvantage, as would be expected for an intervention primarily designed to increase job referrals and job placements for job ready job seekers.
  • Aboriginal and Torres Strait Islander job seekers are less likely to receive reverse marketing controlling for other characteristics
  • Job seekers who are reverse marketed are: reverse marketed achieve higher rates of job placements (30%) in either the same month or the month following the reverse marketing event compared to Fully Eligible job seekers who received other EPF assistance but not reverse marketing (17 %) and job seekers who did not receive EPF assistance (9%) in the same period.

*Key findings from the Department of Education, Employment and Workplace Relations, 2012, Employment Pathway Fund, Chapter 3: Reverse Marketing, DEEWR, Canberra

Your thoughts and experience on the of reverse marketing  for employment would be of great interest to our delegates at Long Term Unemployment conference.  

Long-Term Unemployment Conference 2014

A national conference focusing on at risk groups for Long-Term Unemployment will be held on 18-19 August 2014, QT Hotel Surfers Paradise
URL:    Ph: (61 7) 5502 2068
An  initiative of the Australian and New Zealand Mental Health Association, an   incorporated non-government, not for profit organisation.
Call for papers for the Long Term Unemployment conference are now open, papers on reverse mareketing will be well received by our delegates