Okanagan College (2012 LinkBC Case Competition)
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This is the presentation from the Thompson Rivers University degree team at the 6th Annual LinkBC Case Competition. They were challenged with solving 10% of BC's projected tourism labour shortage by 2020.
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Okanagan College (2012 LinkBC Case Competition)
- 1. Naturally Forward Consulting Josh Rampone Jessica Pommer Lana Reimer Maik Uhlmann Okanagan College Diploma Program
- 2. Agenda • Challenges • Target Markets • Working Budget • Promoting a Career • Conclusion
- 3. Project Vision To attract and retain ten-thousand new workers into the British Columbia tourism labour market by 2020.
- 4. Labour Force Challenges • Aging population • Transferability of • Lack of skilled certifications workers • Career expectations • Leakage to other • Working industries environment
- 5. Target Markets • Domestic Students (5,000 recruits) • International Professionals (2,000 recruits) • Exiting Baby Boomers (3,000 recruits)
- 6. Domestic Student Characteristics • 14-22 years old • Technologically advanced • Flexible lifestyle • Career exploration
- 7. Vision: Domestic Students Making it work…promoting tourism as a career
- 8. Domestic Student Tactics • Cooperative Programs (Co-op) • Social Media • Job-fairs
- 9. Okanagan Culinary Arts Program Perry Bently • Apprenticeship • Turnover equals cross training • Networking
- 10. Key Stakeholders • LinkBC • Go2 Career counsellors
- 11. International Professional Characteristics • Post Secondary Education • Life experience • Unemployed professionals
- 12. Vision: International Professional Providing skilled workers with a secure career
- 13. International Professional Tactics • Similar educational outcomes • Transferable credential and qualifications • International Framework
- 14. Manteo Resort Kim Desrosier • Jamaica • Retention • Key Communication • “Above and beyond, those are the ones you want”
- 15. Key Stakeholders • Tourism B.C Citizenship and Immigration Canada • British Columbia Counsel for International Education Promotion and interest
- 16. Existing Baby Boomer Characteristics • 48+ • Life experience • Workforce Experience • Seeking connections
- 17. Vision: Baby Boomers Maintain quality of life through tourism employment
- 18. Baby Boomer Tactic's • Social clubs • Online networking • Emphasize benefits
- 19. Key Stakeholders • Go2 • Social Clubs City of Kelowna Recreation and Cultural Services
- 20. Budget Total 8 Year Budget: 5.25 Million
- 21. Measuring Success • Qualitative Expectation Survey Stay Survey • Quantitative Number of people entering the program
- 22. Promoting a Career • Quality of life • Job growth • Travel opportunities • Countless learning • Flexible hours • Diversification
- 23. Delta Grand Hotels Shari Avery • Delta Leadership Program • Cross training • Internal recruitment • Transparency and honestly approaches • Stay Interview
- 24. 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
- 25. 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
- 26. 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
- 27. Questions?
Editor's Notes
- The labour force challenge is a labour market shortage of 100,000 tourism jobs by 2020 predicted by go 2Skilled Workers- A person with certified training or education in a specific field, by the end of this decade more of a need for post secondary educationAging issue: Current generation isnt providing enough young workers by 2036, for very 2.3 young workers there will be one senior workerRetention- Holding onto the employee after there trained, loss of employees to other provinces (Leakage), High cost of living in B.C
- Homogenized Control-quality and quantity (want more qualified then unskilled people)Internal Recruitment- Nationally transferable certificationInternational Framework- Recruit internationally, so adopts common framework from other tourism hot spotsIntegrated education programs
- Accommodating education transfersNotification jobs are in b.c willing to look at education. Come up program of awareness such as
- Go2 careers in tourism
- 2 years measure it increase in customer serivice levels account for it quant qual
- Travel opportunities = benefit? So maybe erase or make i.e. pointAnother aspect: Hit Highschool, Colleges, Career Fairs and Job Fairs (time!!!, not off season)