Recruitment Strategies for Health Professionals in Australian Market

This research project aims to analyze the strategies that the company can use to increase the recruitment of health professionals to cover the demand of the Australian businesses.

BUSN20020 BUSINESS INTERNSHIP
ASSESSMENT 1 - Project Proposal
Project title: Recruitment strategies for covering vacancies of health professionals
in the Australian market
Host Company: 1st Executive Pty. Ltd.
Student’s full name:Adriana Aponte Velásquez
Student ID: 12062312
Campus: Central Queensland University – Melbourne
12th of April, 2019

Table of Contents
1. THE COMPANY................................................................................................................1
1.1 Background of the Company..........................................................................................1
1.2 Company structure..........................................................................................................1
1.3 Market segment...............................................................................................................1
1.4 Market share....................................................................................................................2
1.5 Key competitors..............................................................................................................2
2. THE PROJECT...................................................................................................................3
2.1 Background.....................................................................................................................3
2.2 Research aims and objectives of the project...................................................................4
2.3 Justification of the project...............................................................................................5
2.4 Schedule of the project....................................................................................................5
2.5 Literature review.............................................................................................................6
REFERENCES...........................................................................................................................7

RECRUITMENT STRATEGIES FOR COVERING VACANCIES OF HEALTH
PROFESSIONALS IN THE AUSTRALIAN LABOUR MARKET
1. Introduction
This research project aims to analyse the strategies that the company can use to increase the
recruitment of health professionals to cover the demand of the Australian businesses.
The recruitment of health professionals suffers some delays as frequently the processes to
complete all the accreditations such as job placements, experience or visa requirements
requires time and third parties response. For example, the assessment pathways that
international medical graduates (IMGs) must follow to have a valid registration.
This project proposal is structured by chapters, thus this introduction is the first, followed by
a second chapter that outlines the internship host company as it is 1st Executive Pty. Ltd., the
third and last chapter is about the project and all its components such as problem statement,
research aim and objectives, justification of the research project, expected research outputs,
conceptual framework and research hypothesis, methodology, the schedule to execute this
applied research.

2. The Company
2.1 Background of the Company
1st Executive Pty. Ltd. was established in 2000 focus on providing talent to medium sized to
large organisations, specialised in Strategic Consulting, Human Resource Consulting and
Recruitment with a headsquare office in Melbourne that works in alliance with a network
spread over 250 locations throughout Australia and overseas. The firm provides business
strategies, people performance consulting and recruitment services for its clients with
principals from business and senior management backgrounds.
2.2 Company structure
Director/Owner: Andrew Thoseby and, Suzanne Whitmarsh
Marketing Manager: Daphne Cauchi
HR Consultant: Kate Turner
HR & Recruitment Consultant: Alma Duval
2.3 Market segment
1st Executive Pty. Ltd. works focus on medium sized to large companies that require services
such as Strategic Consulting, Human Resource Consulting and Recruitment, being part of the
7,400 recruitment agencies across Australia that according to the Australian Recruitment
Industry 2016 Report commissioned by the Department of Employment to a consulting firm
KPMG Australia (2016), which based on the research conducted by IBIS world about
employment placement and recruitment services in Australia, revealed that the commercial

recruitment industry has shown an annual growth approximately of 3.2 percent with over
7,400 recruitment agencies and an estimated of $15.0 billion in revenue in 2019.
The Figure 1 illustrates that roughly 80 percent of recruitment agencies in Australia operate
in New South Wales, Victoria and Queensland.

Figure 1 Geographic distribution of recruitment establishments in 2015-16 as a
percentage
NSW, 35.60%
VIC, 26%
QLD, 19.50%
WA, 8.90%
SA, 6.30%
TAS, 1.10%
ACT, 2.10%
NT, 0.50%
Figure 3.4 Geographic distribution of recruitment
establishments (%) 2015-16
Source (of graph): IBIS world, Employment Placement and Recruitment Services in Australia
Market Research1
The Figure 2 shows the market segmentation of the recruitment industry per sector.
Figure 2 Market segmentation of recruitment industry in 2015-16 as a percentage
Construction,
engineering and
trades
21%
Healthcare and
medical
12%
IT and
telecommunications
12%
Hospitality, tourism and travel
10%
Retail and
wholesale
8%
Manufacturing,
transport and
logistics
8%
Banking, finance
and insurance
6%
Other sectors and
businesses
23%
Figure 3.11 Market segmentation of recruitment
industry (%) 2015-16
1 IBIS world, (2016) Employment Placement and Recruitment Services in Australia Market Research. Available at:
http://www.ibisworld.com.au/industry/default.aspex?indid=569

Source (of graph): IBIS world, Employment Placement and Recruitment Services in Australia
Market Research
2.4 Market share
The market share represents the percentage of the industry, market’s total sales that is
fully earned by the business in the specific time. The market share is mostly calculated by
taking the company’s sales over the period and also dividing it by the entire sales of the
company within the same period of time.
2.5 Key competitors
The market position of the 1st Executive Pty. Ltd. is second as compared to Drake
International Melbourne, Michael Page Recruitment Agency, Melbourne, Alecto Australia
Medical Recruitment although it is entering in the business market, it has the capability to
compete with these business. The market position of the business is very low as compared to
the MACRO Recruitment, people2people Melbourne, Hays Specialist Recruitment job
employment agency, Medical staff, Locum Doctors & Nursing Agency. These company has
achieved great position in the business market compared to other business. For rest of the
business the marketing position of the business is average that is 1st Executive Pty. Ltd. By
going through few improvements the business can bring effective competition with this
business.
Recruitment Consultancy Market position
1. Hays Specialist Recruitment job employment agency 4
2. Drake International Melbourne 9

3. MACRO Recruitment 1
4. Hobson Healthcare Recruitment 7
5. Frontline Health Melbourne 5
6. Alecto Australia Medical Recruitment 8
7. Michael Page Recruitment Agency, Melbourne 9
8. SMAART Recruitment 5
9. people2people Melbourne 3
10. Alpha Services Australia PTY Ltd. 5
11. Medical staff, Locum Doctors & Nursing Agency 4
12. Aktrapid Nursing Agency Australia 6
1. Hays Specialist Recruitment job employment agency
2. Drake International Melbourne
3. MACRO Recruitment
4. Hobson Healthcare Recruitment
5. Frontline Health Melbourne
6. Alecto Australia Medical Recruitment
7. Michael Page Recruitment Agency, Melbourne
8. SMAART Recruitment
9. people2people Melbourne
10. Alpha Services Australia PTY Ltd.
11. Medical staff, Locum Doctors & Nursing Agency
12. Aktrapid Nursing Agency Australia
0
2
4
6
8
10
Chart Title
Recrutiment Consultancy Market position

3. The Project
3.1 Background
The Australian labour market has experienced an increase of the demand of health
professionals due to an increment of the population and a higher use of certain medical
services as Australian population is aging, whereas the supply of resources remained fairly
static.
3.2 Problem Statement
Currently, only 15 percent of job vacancies in Australia in accordance with IBIS world about
employment placement and recruitment services in Australia are covered by employment
agencies (private agencies, labour hire companies and services providers for Australian
public employment) (KPMG, 2016). Also, according to diverse labour market research’s for
health professionals in Australia, the Department of Jobs and Small Business (2018) clearly
presents a shortage of four professions nationally and two regionally, out of nine professions
evaluated for the period 2017-2018.
3.3 Research aims and objectives of the project
This research project aims to analyse the strategies that the company can use to increase the
recruitment of health professionals to cover the demand of the Australian businesses.
Research questions:
 What are the factors affecting health professional’s recruitment in the Australian
labour market?

 What are potential strategies to increase the recruitment and retention of health
professionals in diverse Australian organisations?
Search terms: Global Health, Emigration and Immigration, Recruitment - Methods,
Personnel Selection - Methods, Foreign Professional Personnel - Supply & Distribution,
Nursing Staff - Supply & Distribution, Nurses – Recruiting.
3.4 Justification of the project
A migration consultant Anna Gorna manifested that “…there was a post-Brexit increase of
about 30% in inquiries from nurses planning to leave for Australia, mainly from European
nurses working in the NHS” (Dean (2016, p.8)). However, changes in the Australian
immigration requirements interferes the arrival of nurses from the UK as they lack a degree
from registering in Australia whereas another nation accept nurses educated without a
register.
Additionally, according to the Australian Jobs 2018 Report the Healthcare and Social
assistance sector is projected to grow by 16.1% over the 5 years to May 2022, being the top
occupations Registered Nurses, Aged and Disabled Carers, Child Carers, Nursing Support
and Personal Care Workers (Department of Jobs and Small Business (2018)). The
distribution of employment for this highly educated industry is as Professionals (42%) and
Community and/or Personal Service Workers (31%). The Figure 3 depicts projection of
changes for the recruitment industry by 2020 mainly propelled by the healthcare and social
services.
Figure 3 Projected change in industry size as a percentage, 2015 versus 2020

-20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0
Health Care and Social Assistance
Professional, Scientific and Technical Services
Education and Training
Accommodation and Food Services
Rental, Hiring and Real Estate Services
Arts and Recreation Services
Transport, Postal and Warehousing
Financial and Insurance Services
Retail Trade
Construction
Administrative and Support Services
Public Administration and Safety
Other Services
Information Media and Telecommunications
Wholesale Trade
Electricity, Gas, Water and Waste Services
Agriculture, Forestry and Fishing
Manufacturing
Mining
Figure 3.10 Projected change in industry size (%) 2015 vs. 2020
Source (of graph): 2015 Industry Projections
Likewise, Stankiewicz & Am (2014) mentioned the scarcity of evidence about Australian
cultural adaptation of foreing nurses while Yu Xu (2010) emphasises the importance of a year
of transition under the Australian Clinical context. Thus, any international recruitment
program should be evaluated as was done by Chun et al. (2018) who studied the experience
of international registered nurses working in the Australian healthcare system identifying
relevant elements such as the support in the transition process towards practice in campus,
practices variations between the clinical and the local context, facing some cultural prejudices
and how through diverse programs the organisations can find a cultural balance.
The reasons previously manifested open a niche market for 1st Executive as it is international
nursing recruitment opportunities in donor countries such as the United Kindom, the
Philippines, China, New Zealand, etc. Afterwards, the comprehension of the Australian
population allow recruiters to understand how culture influences the health professional staff
composition and willingness to migrate, as Javanmard et al. (2017) said in reference to the
2017 Australia Bureau of Statistics "6.1 million Australians (26% of the population) were

born overseas and 11.5 million (49%) were either born overseas or have one parent who was
born overseas". Hence, to migrate as a midwife or without a register in nursing can be
challenging as they mentioned the Australian College of Midwives.
3.5 Potential research output
This research aims to generate the following outcomes:
 To outline barriers of international nursing recruitment towards Australia based on
migration legislation and nurse’s migration experiences to clarify failures in the
recruitment or engaging process in the workplace.
 To propose recruitment strategies to entry in a new niche market as it is the health
professional’s recruitment.
3.6 Conceptual Framework
Giblin et al. (2016) discuss a project that was focused on improving the effectiveness of the
Canadian migration process of nurses educated overseas applying for a register and based on
that Stankiewicz & Am (2014) expressed the opportunity that Australia will have by
establishing an Overseas Qualified Nurses Association (OQNA) to support nurses’ transition.
On the other hand, Jones-Berry (2017) cited Professor Buchan who highlighted nurses
payment rates as a factor of desertion from the UK, benefit recruiters in the United States and
Australia countries that also have been successfully incrementing student intakes in nursing.
No less important, is the nursing talent war between Australia and China manifested by Wang
(2017) as both countries have a shortage of nurses, being aware that the largest group of
international nursing students is composed by Chinese citizens.

Thus, is required to revise retention programs as Bragg & Bonner (2015) mentioned some
reasons why registered nurses resigned from hospitals in rural areas of New South Wales and
the importance of its intervention to identify strategies to retain this type of professionals
such as employee's satisfaction perception, treatment received and reassess resignation
procedures.
Likewise, the authors Brook et al. (2019) reviewed what type of management done by Health
institutions contribute to diminish nurses' turnover rate such as promoting orientation
programmes towards providing an internship or a residency for a period of 27–52 weeks.
Nonetheless, rural and regional areas in Australia face an enormous challenge to retain
healthcare workforce where sometimes personal factors influence the permanency of nurses
and doctors like the preference to work in major cities or their home-town affecting the
intention of service and consequently the turnover rates, (Keane, Lincoln, & Smith 2012).
3.7 Methodology
3.7.1 Literature review
Cross cultural effects
The cross cultural environment relies in the Australian hospitals where the nurses
faces the cross cultural issues in the hospitals. Like the indigenous people in Australia founds
it difficult to receive treatment in the hospitals. As stated by Mattioni (2018), the health care
professionals is required to look after the cross cultural values. The staffs of the hospitals
belong from various cultures thereby looking after the growing cultural diversities in the
hospitals. Also stated by Wilson (2018), as the population is increasing the nation’s
population is culturally becoming diverse. For this the cross cultural problems are faced by

the individuals in every business sectors. The cultural diversity is becoming demographic and
the small hospitals are becoming the medical challenges for which the health professionals is
required to be prepared for dealing with the individuals of different cultures. Like this may
occur that the patients and the physicians could describe the similar problem areas but
showing different perspectives on it. Mattioni (2018) argued, that the health care is required
to train the health care professionals based on the values of the cross cultural diversities.
Recruitment and retention
The human resource development can be maintained by the proper recruitment
strategies which involves the major role of the HR professional. The HR professional should
look after the strategies of recruiting the employees. As stated by Mcmurtrie (2014), the
Employees look for companies where work pressure doesn't affect their personal life. A
modern-day company offers so much to their employees. The work conditions should
be balanced and it shouldn't become monotonous to work all day. This is recommended to
give them something extra like work from home options at times, weekly offs, open
environment office (Wang, 2017). Many companies conduct friendly sports matches to keep
the employees entertained. A sense of rejuvenation and freedom is very crucial else it would
become a traditional workplace of 9-5. In short get away from the conventional working
standards. The author suggested some of the effective reasons that prevents the employee
retention facilities, those are low employee morale which leads to employee dissatisfaction
towards the work. The absence of the clear career path, financial insecurity and the lack of
satisfaction and the commitment towards the organization (Wang, Whitehead & Bayes,
2017). All these factors leads to the employee retention. Thus the HR professionals should
make a proper career draft then the business will be able to find the proper retention strategies
for the employees. The HR professionals is required to retain the staffs and the employees for
growing the human resource development.

The nurses in Australia have to work in accordance of the standards set by the
Nursing and Midwifery board of the country. Nursing codes in the country are implemented
through evidence based practices. Cultural safety is one of the important aspects of the
nursing standards of Australia (Nursing and Midwifery Board of Australia - Professional
standards, 2019). It is important to understand that the cross cultural aspects are much
importantly focused in case of the business. This is because nurses would be coming from
altogether different backgrounds and cultures than that of Australia. Some of the main
problems related to the recruitment of international nurses are related to cultural issues.
Additionally, the environment in new countries might prove to be a significant challenge for
the nurses to overcome. Economic burden are significant issues that affect the recruitment of
the international nurses. Nurses many times do not have sufficient financial backing to live in
countries with higher living standards. Difficulty in orientation of the nurses are also
significant problems that were found through the various empirical researches. There are
personal and professional differences that might arise. Additionally, there are instances where
nurses can face hostility and discrimination (Stankiewicz & Am, 2014). Recruitment of
nurses that can adapt to the conditions are significant problems. It is important that these
aspects are focused when understanding the prospect of international nurses.
Marketing strategies
The marketing strategies that the HR professionals should maintain for making the
organization known to other business in the market. As stated by Morphet (2015), The
Marketing strategies give the business a direction toward effective promotion. Marketing
strategies differ from one business to the next and should be customized to suit the needs of
the particular company. The development of a marketing strategy involves the isolation of a

target market segment, a set of clear-cut goals, a fair amount of consumer research, and the
implementation of initiatives aimed at getting the word out.
Plummer (2015) also stated that the business will involve the Clear-cut goals which are an
essential part of marketing strategy development. The small-business goals should consist of
distribution and financial mile-markers that will gauge the success or failure of your
marketing strategy, and will help you to know when you've hit on the right strategy for you.
Goals and projections should be based on customer and market research, starting with past
performance, and factoring in the changes that additional marketing efforts and promotions
will bring (Yu Xu. 2010). If the marketing strategy fails to reach the goals you've set,
alterations to the plan and additional investment may be required to right the ship.
Literature gap
In the first journal the authors describes about the cross cultural condition in the
health care. The cross cultural conditions in the health care centre makes the individual in the
organization faces problems. The cross cultural challenges leads to business limitation as the
individuals are unable to interact and communication in the proper manner. This study does
not recommend how the health care professionals are going to mitigate the cross cultural
problems in the business and this study will mention the recommendations. The second
journal describes about the effective strategy of retaining employees that is by developing
various new strategies for the development. This study has not described about how the
business will increase the employee retention facilities thereby this study will show how the
employees retentions helps to develop the human resource practice in the organization. In the
third journal this is mentioned that the management strategies will increase the business
process. This study will how the management process will increase the business benefits for
the business.

3.7.2 Data collection method
Both primary and secondary data collection technique are used by the researcher
while collecting data for the research work. In the case of primary data collection technique,
the data are collected from the participants of the research directly. On the other hand, the
secondary data collection technique highlights the use of secondary resources such as books,
journals, official websites and other internet facilities (Silverman, 2016). This study will be
based upon the secondary data collection as the researcher collects data from the case study.
The collected data will help the researcher to analyse the recruitment of nurses in the
Australian health care centres.
3.7.3 Data analysis methods
The data analysis can be done by using both qualitative and quantitative technique. In
the case of qualitative data analysis technique, the researcher focuses on the quality of the
data and is depicted by analysing the transcript. On the other hand, in the case of quantitative
data analysis technique the researcher emphasizes on the quantity of the data. This study will
be based on the qualitative data analysis as the data is gathered from the case study (Quinlan
et al. 2019). This helps the researcher to analyse the recruitment issues of the nurses in the
Australian health care centres.
3.8 Schedule of the project
The grant chart is provided in another file.
Nursing Recruitment and Retention in New York State: A Qualitative Workforce Needs
Assessment

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