Okanagan College (2012 LinkBC Case Competition)

Naturally Forward Consulting

Josh RamponeJessica PommerLana ReimerMaik Uhlmann

NFC

Okanagan College Diploma Program

Agenda• Challenges• Target Markets• Working Budget• Promoting a Career• Conclusion

Project VisionTo attract and retain ten-thousand new workers into the British Columbia tourism labour market

by 2020.

Labour Force Challenges

• Aging population• Lack of skilled

workers• Leakage to other

industries

• Transferability of certifications• Career expectations• Working

environment

Target Markets• Domestic Students (5,000 recruits)• International Professionals (2,000 recruits)• Exiting Baby Boomers (3,000 recruits)

Domestic Student Characteristics

• 14-22 years old• Technologically advanced• Flexible lifestyle• Career exploration

Vision: Domestic Students

Making it work…promoting tourism as a career

Domestic Student Tactics

• Cooperative Programs (Co-op)• Social Media• Job-fairs

Okanagan Culinary Arts Program

Perry Bently• Apprenticeship• Turnover equals cross training• Networking

Key Stakeholders

• LinkBC • Go2

Career counsellors

International Professional Characteristics

• Post Secondary Education• Life experience• Unemployed professionals

Vision: International Professional

Providing skilled workers with a secure career

International Professional Tactics

• Similar educational outcomes• Transferable credential and qualifications• International Framework

Manteo ResortKim Desrosier

• Jamaica• Retention• Key Communication• “Above and beyond, those are the ones you want”

Key Stakeholders

• Tourism B.CCitizenship and Immigration Canada

• British Columbia Counsel for International EducationPromotion and interest

Existing Baby Boomer Characteristics• 48+• Life experience• Workforce Experience• Seeking connections

Vision: Baby Boomers

Maintain quality of life through tourism employment

Baby Boomer Tactic's• Social clubs• Online networking• Emphasize benefits

Key Stakeholders• Go2• Social Clubs

City of Kelowna Recreation and Cultural Services

Budget Total 8 Year Budget: 5.25 Million

Measuring Success• Qualitative

Expectation SurveyStay Survey

• QuantitativeNumber of people entering the

program

Promoting a Career

• Quality of life• Travel opportunities• Flexible hours

• Job growth• Countless learning• Diversification

Delta Grand HotelsShari Avery

• Delta Leadership Program• Cross training• Internal recruitment• Transparency and honestly approaches• Stay Interview

References• Banon, Francois. Our People. 2010. 13 October 2012.• Bell, Pat and Harry Bloy. Service Plan. Service Plan. Victoria: Ministry of Jobs,

Tourism and Innovation, 2012/13 - 2014/15.• Recruitment Campaign Launched for Tourism Ambassadors. September 2012.

13 October 2012.• Stroomer, Chad. "Special Focus: Tourism Sector Slumps in 2009." Statistics

Canada Report. 2010.• Candian Tourism Human Resource Council. (2010). The future of Canada's

tourism sector: Economic recession only a temporary reprieve from labour shortages. Retrieved from http://www.otec.org/PDF/SupplyDemand_2010_NatSummaryEN.pdf

• BC Tourism Labour Market Strategy. (2011). Retrieved from http://www.go2hr.ca/research/bc-tourism-labour-market-strategy

• Study Tourism in BC Canada. (2012). Draft Marketing Plan 2012-2014. Retrieved from http://linkbc.ca/siteFiles/85/files/DraftMktgPlanExecutiveSummary.pdf

References Continued• Wheeler, A.B. (n.d.). Texting affects communication skills. Retrieved

from http://www.kent.k12.md.us/index.php?option=com_content&view=article&id=555:texting-affects-communication-skills&catid=54:superintendent&Itemid=188

• Nobscot Corporation. (2012). Retention Management and Metrics. Retrieved from http://www.nobscot.com/library/retention.cfm

• Failte Ireland’s Pick Tourism web recruitment campaign (n.d.) Retrieved from http://www.episerver.com/Customer/Pick-Tourism/

• Recruitment Campaign Launched for Tourism Ambassadors. (n.d.) Retrieved from http://www.goskills.org/news/latest-news/recruitment-campaign-launched-for-tourism-ambassadors

• Creative Ways to Recruit and Attract Good Workers (n.d) Retrieved from http://www.go2hr.ca/articles/creative-ways-recruit-and-attract-good-workers

• Travel Industry Careers Association. (n.d). Why Travel and Tourism. Retrieved from http://www.travelindustrycareers.org/why-travel-and-tourism

• Staff Writer-Nanaimo News Bulletin. (2012 October 27). Future looks bright for B.C.’s tourism industry. Retrieved fromhttp://www.bclocalnews.com/business/176018131.html?mobile=true

References Continue• Tourism Kelowna. (n.d.) Retrieved from http://www.tourismkelowna.com/• Perry Bentley, Personal Communication, October 30, 2012• Gielles DuFort, Personal Communication, October 26, 2012• Kim Desrosier , Personal Communication, October 24, 2012 • Sheri Avery, Personal Communication, October 31, 2012

Questions?