The ideal CIAG service - positioning

Some of those actively job seeking were aware of and had accessed CIAG services, including Work and Income, recruitment agencies, and 'mature' job-seeking agencies. However, none of these services appears to have fully met their needs.

Whether they had experienced CIAG services or not, respondents agreed that the best CIAG service would specifically target their age group of people aged 45 or more. An all-age CIAG service would not suit them, because they saw such agencies as catering primarily for younger age groups.

I'd feel more comfortable in a place that had my age group there. The other places are all filled with 23 year olds, or are for school leavers. You know there's nothing there for you, they'd just laugh. But a place for mature people would give me more confidence that they could help put me on the right track.

If I saw a place for a mature group, I'd be curious about what they had to offer. I'd check out how they could help me get work. Otherwise I'd feel out of place, because I'd be the only older one.

It needs to be an age thing [targeted at mature people] ... "We are here. Come in and feel happy to come in here. We aren't going to ask you a million questions you don't know anything about." Not a place full of teenagers looking for jobs.

The ideal CIAG service would be described as a service for 'mature' job seekers. Respondents found other terms, such as 'older' and 'aged', less appealing and even derogatory, suggesting that they were 'past it'. The term 'mature', in contrast, had positive connotations, implying wisdom and experience.

The ideal CIAG service - forms and channels

Respondents were asked specifically about the appropriateness of a CIAG service provided over the Internet, given the ubiquitous nature of technology and the assumed lower rates of use by mature people. Their responses showed that a totally Internet-based CIAG service did not appeal to most, and would prevent some from accessing the service. Mature non-participants wanted different forms of service and opportunities to connect at different points in the CIAG process.

AN INITIAL NEEDS-BASED ASSESSMENT

Given a choice, the mature non-participants interviewed for Stage 3 preferred the initial interface with a CIAG service to include at least one face-to-face consultation. This would help:

• reduce anxiety associated with job seeking
• provide a service tailored to their specific needs.

You can't beat face-to-face. You can read people, and you can't get that over a computer.

Some older people have been out of the workforce for so long they would be frightened, unless it was, "Come in and see me," not over the phone or anything. They need the personal interaction to trust it.

Respondents imagined that the face-to-face consultation would involve an assessment of their particular situation and circumstances, and identify any issues they needed to resolve in order to enter/re-enter the workforce. It would provide preliminary guidance and advice based on their specific needs.

The level and focus of the service would be tailored to individual needs. Those having trouble overcoming personal or life situation issues would probably require more face-to-face assistance. Those with simpler needs thought that, following the initial face-to-face consultation, their ongoing communications with the CIAG service could be by telephone or email.

CIAG INFORMATION PROVISION

Most respondents agreed that the Internet is the logical source for information about CIAG, rather than providing the entire CIAG service. They envisaged a dedicated website providing:

• a job search database
• CV templates
• information about training options and support
• helpful tips on interview skills, dealing with ageism and other matters.

Those who did not have computer access or were not skilled in computer use thought that the web-based information service should be supported by:

• access to computers with hands-on support at the CIAG service's premises - those who were less confident in using computers were uncomfortable with the notion of accessing computers in other public venues, such as libraries and Internet cafés

  It would need to be, "We will do it together," not just send me off to use the computer. Like in the library, they're not user friendly, and there's no one to help, they're too busy, so I don't bother.

• a 'how to' pamphlet with simple, user-friendly directions to help access and navigate the website
• an 0800 help line to provide support if they were having problems accessing or navigating the site, for example, from home.
• Just knowing there's support on the sidelines would be enough, if you got stuck with the computer.

The ideal CIAG service - the consultants

Respondents who were interviewed for Stage 3 believed that the personal attributes of CIAG consultants were pivotal to the success of the CIAG service if it was to meet their needs. They identified two most important qualities:

• Age: Mature non-participants imagined a CIAG service that was exclusively staffed by consultants aged 45 or more. The presence of mature staff would help confirm that the service specialised in understanding and meeting the employment related needs of mature non-participants. Respondents believed they would be able to relate better to someone in a similar age group. They assumed mature staff would have a better understanding of their situation and circumstances.

  It needs to be manned by someone mature. I think that's more important than anything else. It doesn't matter if it's a man or woman, or if they're Maori, or not.

  It would depend on the people they got to run it. You would want someone in their 40s who would empathise with you.

  It needs to be an uplifting person to build up your morale, help you with confidence and self-esteem. Someone empathetic, who knows what it's like. Someone you can relate to.

• CIAG expertise: Respondents perceived the consultants as being CIAG experts, knowledgeable about the issues mature non-participants might face in re-entering the workforce and how to help them overcome these.

  Some place to go where they could help you explore the options. Maybe you're looking for the wrong thing. Someone to help guide you.

  Just knowing you could go and talk to someone, and they'd know what you're talking about would be great.

  They need to know what they're doing, to help you in the right ways. Otherwise it's a waste of my time.

Respondents with English as a second language thought the service needed to provide interpreters or consultants fluent in Asian, Pacific and other languages. This was the only issue that respondents identified as specifically relevant to ethnicity.

The ideal CIAG service - the physical location

Some respondents thought the physical location of the CIAG service was also important. They considered the ideal was a presence in the local community because this would facilitate easy face-to-face access, and ensure that the service introduced them to jobs in the local market.

There's no point having this available only in the main centres, because they won't know what jobs are around here.

It needs to work in the community, so that it can point you in the right direction.

The ideal CIAG service - the service provider

None of the CIAG services that respondents had used had, in their opinion, provided an optimal service. Respondents identified the DoL as the most appropriate organisation to offer CIAG services to mature non-participants who wish to work. This was because:

• the DoL has a history as a job-searching agency - this is particularly relevant given the age group in question
• they considered it to be the DoL's role to improve employment services
• providing CIAG services through a government agency would mean that the service was free and, therefore, more accessible.

It's their job as government agency to promote employment.

It used to be the place to go to look for work, so they make sense promoting a job service.

Work and Income was the only other government agency mentioned as a possible service provider. However, some negativity is associated with Work and Income, and respondents questioned whether they would use a service offered by Work and Income.

Some people referred to a stand-alone agency supported by the larger government agencies, but branded differently. Respondents gave ACC and Workbridge as comparisons.

Finally, some respondents suggested that a private organisation might offer the CIAG service, but they did not favour this because they expected that the service would attract a fee.

KEY MESSAGES

Respondents envisaged that the programme would promote paid employment as a satisfying means of achieving financial and emotional wellbeing. Its key messages would be:

• the financial benefits of working - more money to satisfy needs and wants
• the emotional benefits of working, including:
• enhanced self-esteem - having a purpose and a sense of achievement
• a social network and social life
• an opportunity to contribute to society and the economy
• mental and physical stimulation.

Respondents suggested that a case study approach would be an effective way to present success stories of mature New Zealanders enjoying the benefits of working.

The programme would also need to address issues associated with ageism. Respondents thought this could be achieved by promoting the benefits of a mature workforce, such as their wealth of work and life experience. It could also emphasise other qualities of maturity, such as consistency and reliability.

Suggestions for addressing personal and life situation issues that inhibit mature non-participants from working included showing mature people with disabilities and carer responsibilities enjoying a satisfying working life.

CREATIVE APPROACH AND CHANNELS

Respondents imagined the key messages could be promoted effectively through a range of creative approaches and channels. These included:

• television and local radio stations, as these have wide coverage
• print media, especially community and local newspapers and in magazines that are widely read by this audience
• promotions that might gain the attention of mature non-participants if they are placed in the employment section of newspapers, Internet job sites and other media specific to employment
• other channels that might attract the attention of mature non-participants, including:
  • community notice boards in libraries, supermarkets, Citizens Advice Bureaux, and community and social organisations, such as clubs, sports groups, churches, and cultural groups
  • organisations that target mature New Zealanders, such as Grey Power.