TRU Diploma Team (2012 LinkBC Case Competition)
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This is the presentation from the Thompson Rivers University diploma team at the 6th Annual LinkBC Case Competition. They were challenged with solving 10% of BC's projected tourism labour shortage by 2020. This team had the winning presentation.
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TRU Diploma Team (2012 LinkBC Case Competition)
- 1. THOMPSON RIVERS UNIVERSITY Meaghan Blakely Denise Sturlini Elena Tsvetkova Alex Ponomarev Tourism Management Diploma Team, Human Resources
- 2. Our Discussion: OUR CHALLENGE • • Our Challenge Context for Recommendations • Target market • Our 3 Key Develop a marketing plan to recruit • Recommendations 1st 10,000 new people to the tourism • Recommendation 2nd industry in the next 8 years. Recommendation • 3rd Recommendation • Stakeholders • Preliminary Working Budget • Concluding Thompson Rivers University Remarks
- 3. Our Discussion: CONTEXT FOR • Our Challenge • Context For RECOMMENDATIONS • Recommendations Target Market • Our 3 Key Labour demand by 2020: Recommendations 101,430 • 1st Recommendation 77% of all business are small • 2nd Recommendation business • 3rd 30.3% of the tourism and Recommendation hospitality industry workforce • Stakeholders is 15-24 year olds • Preliminary Working Budget • Concluding BC Tourism Labour Market Strategy – go2, 2012 Thompson Rivers University Remarks
- 4. Our Discussion: CONTEXT FOR • Our Challenge • Context For RECOMMENDATIONS • Recommendations Target Market • Our 3 Key Recommendations • 1st Recommendation • 2nd Recommendation • 3rd Recommendation • Stakeholders • Preliminary Working Budget • Concluding BC Tourism Labour Market Strategy – go2, 2012 Thompson Rivers University Remarks
- 5. Our Discussion: TARGET MARKET • • Our Challenge Context For Recommendations Sources for workforce: • Target Market • Our 3 Key Aboriginal youth Recommendations • 1st People with disabilities Recommendation • 2nd Recommendation The new generation of youth in BC • 3rd Recommendation International students and workers • Stakeholders • Preliminary Working Budget • Concluding Employees First - Tourism BC, 2012 Thompson Rivers University Remarks
- 6. Our Discussion: VALUES OF GEN Y • Our Challenge • Context For Recommendations • Target Market • Our 3 Key Qualities the younger generation of workers may look for in a Recommendations dynamic work environment : • 1st Stimulating learning opportunities Recommendation Mentoring programs • 2nd Recommendation Opportunity for advancement • 3rd A welcoming entrepreneurial spirit Recommendation Values – based work culture • Stakeholders Flexible schedule • Preliminary Working Budget • Concluding Employees First - Tourism BC, 2012 Thompson Rivers University Remarks
- 7. Our Discussion: 1 ST RECOMMENDATION • • Our Challenge Context For Recommendations Focus on Generation Y • Target Market • Our 3 Key Recommendations Short term Strategy • 1st Recommendation Aboriginal Youth • 2nd New immigrants Recommendation Temporary workers • 3rd Youth with Disabilities Recommendation • Stakeholders • Preliminary Tactic: Aboriginal based businesses supplying Working Budget opportunities • Concluding Employees First - Tourism BC, 2012 Thompson Rivers University Remarks
- 8. Our Discussion: 2 ND RECOMMENDATION • • Our Challenge Context for recommendations Young workers: Generation Y • Target Market • Our 3 key recommendations Long Term Strategy • 1st recommendation International Students • 2nd Canadian Students recommendation • 3rd recommendation • Stakeholders • Preliminary Tactic: Internships and co-operative education working budget • Concluding Employees First - Tourism BC, 2012 Thompson Rivers University remarks
- 9. Our Discussion: 3 RD RECOMMENDATION • • Our Challenge Context for recommendations Young workers: Generation Y • Target Market Workers age 15 – 19 High School Canadians • Our 3 key recommendations THE 5 STAGES OF MILLENIAL CANDIDATE ENGAGEMENT • 1st Make them aware recommendation Influence their decisions • 2nd recommendation Lure them in • 3rd Keep them engaged recommendation Ask them to join the conversation • Stakeholders • Preliminary Tactic: Guest speakers in high school working budget Five Best Recruiting & Workforce Marketing Channels for Gen Y - • Concluding Blogging4jobs, 2012 Thompson Rivers University remarks
- 10. Our Discussion: PRELIMINARY WORKING • Our Challenge • Context For BUDGET • Recommendations Target Market • Our 3 Key Marketing Channels: Initial Cost: Operation: Recommendations • 1st Recruitment Agencies (WORKBC) $0 $0 Recommendation Websites $10,000 $1,000 • 2nd Social Media (LinkedIn) $13,000 $1,000 Recommendation Newspapers (Disabilities) $9,600 $9,600 • 3rd Recommendation Direct Marketing $0 $0 • Stakeholders $113,800 • Preliminary Working Budget • Concluding BC Web Design - 2012 Thompson Rivers University Remarks
- 11. Our Discussion: STAKEHOLDERS • Our Challenge • Context For Recommendations Aboriginal youth: Aboriginal Tourism Association • Target Market • Our 3 Key People with disabilities: BC Aboriginal Network on Recommendations Disability Society • 1st Recommendation The new generation of youth in BC: The Career Education • 2nd Department Recommendation (Cooperative education) • 3rd Recommendation • Stakeholders International students and workers: World Youth Student & Educational Travel • Preliminary Working Budget Confederation • Concluding Thompson Rivers University Remarks
- 12. Our Discussion: CONCLUDING REMARKS • Our Challenge • Context For Target Market: Recommendations International, first nations, BC´s new • Target Market generation, Disabled • Our 3 Key Recommendations 3 Key Recommendations: • 1st Short term strategy, Long term strategy, Youth Recommendation • 2nd Preliminary Budget: Recommendation $113,800 Initial cost and operational • 3rd Recommendation • Stakeholders Stakeholders: • Preliminary ATA, BCANDS, Cooperative Education, Working Budget WYSETC • Concluding Thompson Rivers University Remarks
- 13. QUESTIONS Thompson Rivers University