Media Campaign Research Brief and Strategy

  • Category:
  • Document type:
  • Level:
  • Page:
  • Words:

Media Campaign Research Brief and Strategy

Campaign Title: Don’t Turn Down the Green Hands!


Australia is experiencing economic slow-down in recent years, which leads to the rise in unemployment. And employers prefer to recruit experienced staff who can handle the job immediately, which has put the new graduates in a job-experience dilemma. This therefore forms the basis to create a campaign to encourage employers to provide more job opportunities for the new graduates, which will help them to solve the dilemma by acquiring working experience and employment as well.


  • Change employers’ perception of the new graduates.

  • Encourage employers to provide more job opportunities


According to Bai (2012) educated unemployment refers to unemployment among graduates. Research indicates that graduates’ unemployment is a devastating phenomenon for graduate and it indicates institutional ineffectiveness and ineptitude. Since the start of an economic recession in Australia, increasing number of new graduate have not been able to get employment due to shortage of job opportunities. This is coupled with employers’ preference for experienced employers which makes it more difficult for new graduates to get jobs (John, 2013).

The problem of unemployment among new graduates so far is at the first and the second social innovation step. There have been many proposals by the government as well as lobby groups to tackle unemployment among graduates. For instance, the government of Australia has come up with proposals of creating jobs in order solve the problem. Similarly, lobby groups and federal government have come up with programs such as “Youth Connections” and “Connection Program” that are aimed at helping youths among them new graduates to acquire jobs (Hartigan, 2014). In addition, there are proposals to have “Graduate Transition Service” that is aimed at trailing unemployed young graduates from disadvantaged areas such as Melbourne’s western to assist them in getting jobs. Companies are also trying to increase opening for fresh graduate trainees. The problem is still first and second innovation step because currently only ideas and proposals have been put forward to solve unemployment among new graduates (Hartigan, 2014).

One cause of graduate unemployment is shortage of job opportunities, high number of graduate in the job market as well as the attitude of employers towards fresh graduates. According to the recent survey, lack of job opportunities for the new graduates and being labeled as lacking experience are the major challenges that new graduates are currently facing in the job market. Due to the recent fall in employment opportunities, there are very few job openings, which further worsens the employment state among graduates (Hartigan, 2014). However, the negative attitude of employers towards new graduates and lack of job openings are the major causes of unemployment among graduates. Employers prefer job seekers with work experience yet many new graduates have not had a chance of working before. Additionally, most of the few available jobs include general labor types or customer service, whose requirement is only high school diploma and even though most graduates may not be comfortable holding such jobs, at times employers do not like recruiting graduates for such jobs because they label graduates as over qualified (Ashley, 2009).

The problem of unemployment among new graduates can be solved by organisations improving the manner in which they disseminate information regarding available job opportunities. This can be done by organisations running integrated databases of available jobs and job centers which can decrease the time new graduates spend on unemployment roll and hence lower unemployment rate (Bai, 2012). Secondly, employers can establish internship programs and training programs for fresh graduates to ensure they have the required skills and experience to work in their organisations. Again, employers need to change their attitude that new graduates lack experience and come up with innovative ways of tapping the raw talent among graduate. Finally, employers should work hand in hand with the government to create job opportunities (Ashley, 2009).

The most effective solution would be for all organisations to institute internship and training programs as this will not only offer new graduates with the required job skills but will also enable them to have the experience that will enable them to compete fairly with experienced employees in the job market. This will also solve the employer’s attitude that new graduates lack experience. This solution will enable new graduates to gain skills, contacts as well as references that will enable them contribute to the society, improve their employability and also assist them in becoming successful in the next job they attain and thus there will be new graduates claiming unemployment (Ashley, 2009).


Listening to Hubs

The most important hubs include successful companies such as PWC, Delloit, nongovernmental organisations such as CDC, Australian government, various CEOs and managers as well as various societal leaders. This is because such companies and NGOs have a tendency of recruiting learned people and there are always upcoming job openings and hence they are major potential employers to the new graduates. Similarly, the government is a major employer in Australia and there many job opening and thus it is a potential employer too to the new graduates. The government and leaders also have the ability to come up with policies aimed at tackling unemployment among new graduates and also the ability to urge and influence employers and organisations to offer jobs to new graduates. the CEOs and manager are the key decision makers in organisations and hence the can influence the organisations to consider hiring fresh graduates and create openings such as training and internship programs in their organisations (LaCroix, 2014).

Generally, all major corporations, government, NGOs, society leaders and well known organisational leaders are well established in various social media platforms where they operate their activities. They normally have a huge following and a big fan-base and hence they take their social media platforms seriously and even use social media to tackle various issues raised by their followers. Additionally, all these hubs have selected individuals who effectively run their social media platforms and blogs and ensure that the raised issues are addressed effectively (LaCroix, 2014).

Listening to Contents

The repeating content include: “employment for new graduates”; “tapping innovation among fresh graduates”; “create job opportunities”; “fresh graduate business skills”; “stop educated unemployment” and “experienced versus new graduates”. These are the key components of the media campaign and hence by using social media listening tools such as Hootsuite/TweetDeck it will be easy to manage the campaign’s social media platform because this will enable instant notification of what is being discussed regarding the campaign and thus immediate response will follow (Tam, 2014). In addition, social mention will collect aggregated information on the campaign and mostly regarding the repeating content and hence it will be possible to see results from social media networks such as Facebook, Twitter, Youtube and such. It will also be possible to establish if the campaign is being taken positively and yielding result and the number of various active sources (Tam, 2014).


The campaign will target employers and employment facilitators and the social media platforms such as Facebook, Twitter, Youtube and blogs will be used to run the campaign. The message and content will include the need to employ new graduates. Accordingly, the campaign will target various organisations, NGOs, government, organisational management and society leaders because these are not only potential employers for the new graduates but also have the ability to influence job creation and rally for new graduates’ employment (Fabian, 2014).

To reach the audience, a campaign blog will be created, a campaign Facebook page, a Twitter account as well as Youtube (LaCroix, 2014). The Facebook page will be used to post and update smart campaign contents that will leverage trending conversations, follow the target audience, send friend request to CEO’s, managers and leaders as well as commenting and raising issues on the target audience’s Facebook accounts and pages. The Twitter account will be used to follow Twitter accounts of the target audience, tweet the campaign messages and content and also reply to Tweets. A campaign blog will be created which will be used solely to sensitize the issue of unemployment of new graduates and the proposed solutions (Fabian, 2014).

The campaign message is Don’t Turn down the Green Hands! This message seeks urge employers not to ignore new graduates just because are fresh in the job market without experience: the message seeks to push for employment of new graduates. The message strategy depicts new graduates as potential employees whose raw talent needs to be tapped to provide organisations with enormous benefits such as new ideas, high levels of innovation among other benefits (Fabian, 2014).

My role will be to spearhead the campaign and actively monitoring the campaign’s progress and any additional ideas for the campaign to reach the targeted success level. This will enable me to know the general feelings of the target audience regarding the campaign since the perception, comment and feelings of the target audience are very important as this will ensure that more efforts are put in fronting the campaign (Fabian, 2014).


The objective of the campaign is to change employers’ perception against new graduates and increase job opportunities. The solution to unemployment among new graduates is for organisations to offer job experience to new graduate through internship and training programs where the companies can thereafter recruit them since they already have experience. This solution will also equip them with skills to hunt for jobs elsewhere and enable the new graduate to compete favorably with experienced workers and also do away with employer’s bias against new graduate due to lack of experience. The campaign’s strategy is targeting all key potential employers.


Ashley, P, 2009, The graduate unemployment problem, Financial Times.

Bai, A, 2012, Graduate Unemployment: Dilemmas and Challenges of Fresh Job Seekers, The Employment Quarterly, 2012.

Fabian, K, 2014, Social Media Monitoring Review, <>.

Hartigan, J, 2014, Australian Youth Unemployment 2014, Victoria: Brotherhood of St Laurence.

John, L, 2013, Today’s college graduates: In debt and unable to find a job, Statistical Report on Unemployment in Australia.

LaCroix, K, 2014, Employers and Social Media, Employment Practices Liability, <>.

Patti, C, 2003, Cases in Marketing and Marketing Communication, Sydney: Pearson Education Australia.

Tam, S, 2014, 5 Social Media Listening Tools That Every Business Should Be Using, <>.