1. Pre-migration Selection, Services and Supports: Experiences from New Zealand Anne-Marie Masgoret Manager Strategy Leadership Settlement, Protection, and Attraction Branch Immigration New Zealand International Metropolis Conference, Tampere 9-13 September 2013

2. Attracting the migrants New Zealand needs New Zealand competes internationally for a limited pool of skilled migrants with choices about where may immigrate In general, New Zealand’s skilled migrants are attracted by our lifestyle rather than by work opportunities or salaries Immigration New Zealand’s Settlement, Protection, and Attraction Branch works to promote New Zealand as a destination for skilled migrants, and to retain them We work closely with employers in key skill shortage sectors to link migrants with job opportunities in New Zealand

3. Skilled Migrant Category quick facts SMC Approvals - Last Three Years Top Source Countries - 2012/13 94% of applicants had a job or job offer 63% of applicants gained points for recognised work experience 87% were approved onshore

4. The Migration Pathway Encouragement Access to prospects Support to promote coming to NZ Encouragement Access to prospects Support to promote coming to NZ Process clarity Connection to prospects Support to promote coming to NZ Process clarity Connection to prospects Support to promote coming to NZ Information Clarity & ease Confidence Ability to support applicant Information Clarity & ease Confidence Ability to support applicant Speed Transparency of steps No problems with medical or registration Speed Transparency of steps No problems with medical or registration A clear date to organise around Facilitated at border A clear date to organise around Facilitated at border Employee settles in quickly and delivers professionally Support to help acclimatisation Employee settles in quickly and delivers professionally Support to help acclimatisation INTEREST ENQUIRE APPLY ASSESS & DECIDE TRAVEL STAY Migrant Needs Employer Needs Emotionally-led Inspiration Job and living opportunities Connections Multiple countries compared Emotionally-led Inspiration Job and living opportunities Connections Multiple countries compared Practical information Answers Reassurance for all the family Clear direction for process Practical information Answers Reassurance for all the family Clear direction for process Information clarity & ease Confidence Clear direction for process Information clarity & ease Confidence Clear direction for process Speed Transparency of steps No problems with medical or registration Speed Transparency of steps No problems with medical or registration A clear date to organise around Feeling welcome to NZ Facilitated at border A clear date to organise around Feeling welcome to NZ Facilitated at border Settle in quickly Reinforcement Feel ‘at home’ Overcome set-backs Settle in quickly Reinforcement Feel ‘at home’ Overcome set-backs Individuals can enter at different stages depending on the market, segment and visa category SELL Convert Interest In NZ Into Enquiries SELL Convert Interest In NZ Into Enquiries SIGN-UP Convert Enquiries Into Applications SIGN-UP Convert Enquiries Into Applications STREAM Channel Applications into Assessment STREAM Channel Applications into Assessment SIGNAL Confirm Decision to allow to Travel or Stay SIGNAL Confirm Decision to allow to Travel or Stay SETTLE Guide Arrivals into Settlement SETTLE Guide Arrivals into Settlement INZ Attraction & Retention Tasks

5. 2013/14 Attraction & Settlement marketing plan

6. Attract Build a pool of pre-qualified prospects

7. Uses geo-targeting to re- arrange messages according to where in the world the site is being viewed Search engine marketing to ensure that the majority of traffic comes from ‘priority markets’ Main role of site to generate leads for further communication and to connect with NZ employers Integrate settlement messages from the outset to inform expectations New Zealand Now website

8. Viewing from the UK

9. Viewing from South Africa

10. Viewing from Asia

11. Convert and Select Work with employers and NZ Inc to convert leads into visa holders

12. Main role: convert prospects into visa holders Promote the live & work in NZ Q+A about work & visas Showcase news and video content Showcase video content from NZ employers and news media Audience currently 15k+ and growing ~1,500 a month NZ Now Facebook page www.facebook.com/newzealandnow

13. Visa Options Check Easy to use tool for prospective migrants to see which visa categories they may be eligible to apply under 40k visits per month (and growing) visaoptions.immigration.govt.nz

14. Complementary to Visa Options Check Allows employers to easily check if their job vacancy is on one of the Skill Shortage Lists and the visa options available to the potential migrant Also allows migrants to see if their skills are in demand Nearly 50,000 unique visits in its first month skillshortages.immigration.govt.nz Skill Shortage List Checker

15. Foreign Credential Recognition For Immigration: Immigration NZ has list of qualifications exempt from assessment - automatically qualify for Skilled Migrant Category points All other qualifications need an assessment by the New Zealand Qualifications Authority (NZQA) NZQA has a qualifications ‘pre-approval’ process aligned with the Expressions of Interest stage of the Skilled Migrant Category

16. Skilled Migrant Category Two-step Application Process STAGE ONE: Prospective migrants complete an Expression of Interest, claiming points based on an offer of employment, qualifications, English proficiency etc. All Expressions of Interest are submitted into a pool. STAGE TWO: Immigration NZ automatically selects all Expressions of Interest with 140+ points and issues an Invitation to Apply. Prospective migrants then submit an application with supporting documentation to Immigration NZ.

17. Application process Self Assessment EOI submitted EOI in pool EOI selected from pool EOI checked Invitation to apply Residence application lodged Application decided Residence approved Job search visa issued Residence declined Prospective migrant

18. Role of employers To meet SMC requirements the job offer needs to: - be for skilled, ongoing, full-time employment - comply with New Zealand employment laws Employers need to: - ensure the job offer meets the definition of skilled employment - make a job offer to the applicant As a general rule, skilled jobs are at skill levels one, two, or three on the Australian and New Zealand Standard Classification of Occupations

19. SkillFinder employer tool

20. www.newkiwis.co.nz Free for employers throughout NZ A nationally focused initiative funded by Immigration NZ Register vacancies, search for candidates in New Zealand and offshore New Kiwis – Global and Local

21. NZ Ready – settlement planning tool

22. Trusted information channels: www.ssnz.govt.nz

23. Retain Identify and target prospects already on a visa pathway for work and residence

24. Welcome emails Sent to all new visa- holders Different versions for different entrants – permanent and temporary, and students Different versions for new and renewed visa- holders

25. Residence up-sell pilot

27. Settlement is not an “end state” – it is pro-active intervention throughout the Migration Pathway The Pathway provides the framework for the range of settlement interventions, end to end Well-informed expectations pre-arrival underpin good settlement and skills retention Moving towards more individually customised information Settlement is not just about migrants - employers as well as migrants need to receive support Increased focus on business needs, and business as customer Acknowledgement of New Zealand’s high rate of temporary migrants transitioning to permanent residents (80+%) Importance of on-shore support Lessons Learned & Future Focus

28. Thank You WEBSITES: immigration.govt.nz newzealandnow.govt.nz facebook.com/newzealandnow visaoptions.immigration.govt.nz nzready.immigration.govt.nz ssnz.govt.nz Anne-Marie.Masgoret@mbie.govt.nz