New Realities. New Opportunities.
From the Frontlines of Employer Engagement
2010 ALLIES Learning ExchangePutting Ideas into Action
May 7, 2010
Racquel Sevilla, TRIEC
New Realities. New Opportunities.
New Realities. New Opportunities.
Toronto Region Immigrant Employment Council (TRIEC)
Convene, catalyze, collaborate
Three Objectives:
1. To convene and collaborate with partners, creating opportunities for skilled immigrants to connect to the local labour market.
2. To work with key stakeholders, particularly employers, building their awareness and capacity to better integrate skilled immigrants into the workforce.
3. To work with all levels of government, enhancing coordination and effecting more responsive policy and programs for skilled immigrant employment.
New Realities. New Opportunities.
Outline
• TRIEC story• Employer engagement model• Employer stories• Challenges, key learnings & tips
New Realities. New Opportunities.
TRIEC Story
The needEarly days Present
New Realities. New Opportunities.
Employer Engagement
Internal Coordination• Established CSRMs as point of contact to employers• Implemented mechanisms to enhance internal coordination:
– Bi-weekly employer-facing team meetings– Email communication – Internal team meetings– Customer Relationship Management (CRM) system
New Realities. New Opportunities.
Employer Engagement
Effective employer
engagement
New Realities. New Opportunities.
Awareness
Increasing employer awarenessawareness of the value of immigrant skills, education and experience
TRIEC:• Public awareness (print, TV
ads, media / public relations, IS Awards)
CSRM Role:• Speaking opportunities• Strategy development:
identification of partnership opportunities, target groups, setting priorities
• Employer outreach
New Realities. New Opportunities.
Acceptance
Increasing employer acceptanceacceptance of the need to explore solutions and opportunities
Employer:• Internal buy-in
CSRM Role:• Relationship development
and management• Tailoring solutions to meet
employer needs • Coordination with TRIEC
and partner teams
New Realities. New Opportunities.
Action
Enabling employers to take actionaction & engage in solutions to recruit & integrate skilled immigrants
Employers:• Participation in programs• Spokespersons• Champions• Informing solutions
CSRM Role:• Hand-off to programs• Feedback • Convening• Identifying opportunities to
re-engage
New Realities. New Opportunities.
Pitney Bowes Example
Launches Mentoring pilotLaunches Mentoring pilot
Expands Mentoring ProgramExpands Mentoring Program
Works with TRIEC on immigrant-focused committees
Works with TRIEC on immigrant-focused committees
Wins HRPA award for diversity marketing
Wins HRPA award for diversity marketing
Joins TRIEC councilJoins TRIEC council
Posts jobs through TRIEC partner agencies
Posts jobs through TRIEC partner agencies
Works with ALLIES to expand mentoring outside of the GTA
Works with ALLIES to expand mentoring outside of the GTA
Wins IS AwardWins IS Award
20082007 2009 2010
New Realities. New Opportunities.
American Express Example
VP Legal mentor wins Mentor of the Year
VP Legal mentor wins Mentor of the Year
Mentoring Program expands to peer group
Mentoring Program expands to peer group
Holds onsite recruitment event w/ TRIEC partners
Holds onsite recruitment event w/ TRIEC partners
Joins TRIEC councilJoins TRIEC council
20082005/6 2009 2010
Individual mentors sign-up
Individual mentors sign-up Joins TRIEC’s
York advisory committee
Joins TRIEC’sYork advisory committee
HR intro to TRIEC partner agencyHR intro to TRIEC partner agency
Hosts BUILD IT launch, Amex President speaks
Hosts BUILD IT launch, Amex President speaks
Mentoring Program expands to other divisions as part of diversity initiatives
Mentoring Program expands to other divisions as part of diversity initiatives
Director of IT joins BUILD IT advisory committee & commits her division as pilot
Director of IT joins BUILD IT advisory committee & commits her division as pilot
Continues to participate in BUILD IT initiatives
Continues to participate in BUILD IT initiatives
New Realities. New Opportunities.
Steam Whistle Brewing Example
Wins IS AwardWins IS Award
Participates in HR consultant projectParticipates in HR consultant project
Media coverage: CBC Radio, TV and Workopolis TV, Workplace News
Media coverage: CBC Radio, TV and Workopolis TV, Workplace News
Sponsor of IS Awards Selection Committee
Sponsor of IS Awards Selection Committee
Joins TRIEC councilJoins TRIEC council
Posts jobs through TRIEC partner agencies
Posts jobs through TRIEC partner agencies
20082007 2009 2010
Sponsor of IS Awards Selection Committee
Sponsor of IS Awards Selection Committee
Media coverage:Financial Post
Media coverage:Financial Post
Media coverage: Globe & Mail
Media coverage: Globe & Mail
New Realities. New Opportunities.
Key Learnings
Challenges Learnings & Tipsinitial contact • network
• create opportunities for follow-up contact • employers opening doors to opportunities accelerates success
turnover of employer contacts
• get your contact to introduce/endorse you to their replacement; bring the replacement up-to-speed• stay in touch and engage your contact’s new organization• TRIEC council membership transition from individual to institutional; more embedded within the organization
New Realities. New Opportunities.
Key Learnings
Challenges Learnings & Tipssales cycle is long
• establish a means of staying in contact • success is also a factor of need, timing and capacity
many employer contacts, not coordinated
• be prepared to connect the dots – you may be more aware of their immigrant activities
external factors (e.g. recession)
• do your research about the industry and the particular employer • know where the job opportunities are• messaging may need to change
New Realities. New Opportunities.
Key Learnings
Challenges Learnings & Tips
employer fatigue
• the risk is higher if you have a small stable of employers• one person manages the employer relationship• CRM software is a good tool
appropriate and effective opportunities for action
• find other opportunities to engage (e.g. involve in partner programs, as spokespersons, seek input on program development)
New Realities. New Opportunities.
Key Learnings
Challenges Learnings & Tipsemployers do not have time to learn about & engage in programs
• understand their needs; help them navigate through the options
employers say they receive too many calls from various programs
• coordinate requests / opportunities with partners / internal team
employers have challenges getting internal buy-in
• support your champion• pilot, demonstrate success • find ways to get the hiring managers in front of skilled immigrants (mentoring, job fairs, info sessions)
New Realities. New Opportunities.
Conclusion
Effective employer engagement:• Employer-focused• On-going• Managed
New Realities. New Opportunities.
Thank you!
Racquel SevillaToronto Region Immigrant Employment Council (TRIEC)Manager, Corporate & Stakeholder Relations (Toronto)
www.triec.ca
New Realities. New Opportunities.