Research on Marketing Employment Information to Immigrants Key findings from past and recent research
Key Questions <ul><li>Where do immigrants get employment information? </li></ul><ul><li>What demographic characteristics o...
<ul><li>Statistics Canada, LSIC, 2003 </li></ul>Where do immigrants get employment information?
<ul><li>Source: Skills for Change Annual Report, 2009/2010 </li></ul>Where do immigrants get employment information?
<ul><li>Source: Arnold Love, 2010 </li></ul>Where do immigrants get employment information?
Source: Arnold Love, 2010 Where do immigrants get employment information?
<ul><li>Learn Speak Live Evaluation – Information/Marketing Campaign </li></ul><ul><li>Wide variety of  advertising channe...
<ul><li>New immigrants’ awareness of employment services depended on their demographic and other characteristics </li></ul...
<ul><li>Source: Arnold Love, 2010 </li></ul>What demographic characteristics of immigrants determine their level of awaren...
<ul><li>Source: Arnold Love, 2010 </li></ul>What demographic characteristics of immigrants determine their level of awaren...
<ul><li>Chinese and South Asians are heavy consumers of in-language media </li></ul><ul><li>88% use the internet (above na...
The Multicultural Imperative - Environics What are the media habits of immigrants?
<ul><li>Role of Internet based informal social networks </li></ul><ul><li>Internet based informal social networks were ver...
<ul><li>Employment content  </li></ul><ul><li>was channeled  </li></ul><ul><li>mainly through  </li></ul><ul><li>mainstrea...
<ul><li>Most employment information was channeled through websites. Language barriers an issue. </li></ul><ul><li>R J Spar...
<ul><li>Carleton Research Conclusions </li></ul><ul><li>Newcomers want practical information on employment, health care, e...
<ul><li>More employment information should be channeled through ethnic media in ethnic languages </li></ul><ul><li>More co...
<ul><li>HRSD’s work in Canada portal is now on Facebook </li></ul><ul><li>CIC uses Twitter to announce new programs </li><...
<ul><li>The  York Region immigration portal  implemented a marketing/outreach plan in June 2010, to run until December, at...
<ul><li>The  Durham Region immigration portal  launched in March, 2010. </li></ul><ul><li>Marketing of the portal is done ...
<ul><li>Employed immigrants who found their current job through news stories, union postings, and recruitment agencies had...
<ul><li>Joint initiatives could be undertaken to conduct research in these areas, in order to be able to improve the provi...
<ul><li>Statistics Canada: LSIC, 2003, page 40 http://dsp-psd.pwgsc.gc.ca/Collection/Statcan/89-614-XIE/89-614-XIE2005001....
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Marketing Employment Information to Immigrants: Presentation to TRIEC’s Intergovernmental Relations Committee, 2011

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Effective marketing of employment information to immigrants requires knowing where immigrants look for such information. This presentation offers some insight into such resources and the factors that influence immigrants’ search habits.

We have concluded that more research in this area needs to be undertaken in order to improve how employment opportunities are marketed to skilled immigrants.

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  • Effective marketing of employment information to immigrants requires knowledge of about where immigrants look for information. We looked for research in this area and there is not much. I will share with you the little information that we found. We hoped to find gaps between where immigrants look for information and the channels that have actually been used to channel employment information to immigrants.
  • In this regard we gathered information around: Where immigrants look for employment information? Which immigrant demographics are aware of employment information available? Which immigrant communities go where for employment information? How has employment information been channeled to immigrants? And what are the promising practices?
  • In terms of where immigrants get their information: The LSIC results here suggest that close to 70% of new immigrants got their employment information from friends relatives and household members.
  • More recent information was from Skills for Change an agency that provides employment support services to immigrants. They asked their clients how they heard about their services and found that 51% of their 14 000 + clients had heard about them from a friend, a result still consistent with the LSIC finding. This is the most recent information we have about where immigrants get their employment information from.
  • More recent information shows that immigrants get a lot of their information from websites. Although there is an obvious selection bias with this data in the sense that all people surveyed were users of a website responding to a survey on the website, the results show a significant number of respondents got their settlement information from websites.
  • Asked why they preferred using websites , 78% said websites were faster and Reliable.
  • CIC carried out a Learn Speak Live (LSL) campaign earlier this year( March to May 2010). It incorporated a lot of evaluation components to gage the effectiveness of different approaches of the campaign.  Effectiveness was measured by asking callers to disclose their source of information about learn speak live. During the campaign LSL experienced a spike in hits to 1.3 million page clicks. 5 phone numbers were used with the advertising: one for all TV/Radio ads One for all print advertising (mainly newspaper and magazine) And 3 for regional advertising (one each for Peel, Toronto and York), which includes transit advertising and the online promotion. Effectiveness of Advertising Channels: Newspaper/Magazine: 38% Metro paper (expensive but most cost-effective with bulk). No calls from Magazines (Canadian Newcomer and Canadian Immigrant magazines) but their online advertising did work (see below).   12% other papers but surprisingly, not many calls from ethnic papers (maybe not enough advertising there.) With papers, calls mainly came in on behalf of someone else. 14% Bus (outside) 13% Subway platforms 8% billboards 6% bus shelters 5% online, including PSAs (Canadian Newcomer Magazine Online and Google, mainly) 4% TV/radio
  • To effectively reach immigrants with employment information, one needs to understand immigrant demographics. There is not a lot of information about these demographic preferences. But the information in this slide raises critical questions like: How do we channel information so that the older and less educated can be made aware of it? Why are male immigrants more informed about employment information than the female immigrants? How can employment information be targeted at the under employed immigrants? Or should they be targeted with employment information? We do not have answers to these questions but having the answers could be useful in targeting employment information to the demographic groups that need it most.
  • Settlement.org Tabulated the age groups of people using the website. 87% of the users were between the ages of 25 and 54, which is also the working age.
  • 47% of the users had been in Canada for more than 5 years. Newer immigrants still trusted information from family and friends. Information in other parts of the settlement.org survey shows that 12% of the respondents were outside of Canada. That tells us that websites are also good for marketing information to immigrants before they arrive in Canada.
  • It is also important to understand media habits of immigrant communities in order to effectively channel information to them through the media. In-language media is very useful to reach the Chinese and South Asian communities. But it would be important to also know the media habits of all immigrant communities. Habits vary from one community to another and we do not have all that information. 66% of newcomers (5 years or less) use the internet. When we include immigrants who have lived in Canada for the past 10 years, the rate increases to 78%. This is another piece of information that says immigrants increasingly look for information from the interment the longer they live in Canada.
  • TV could be a viable channel for targeting employment to Chinese and south Asian immigrant communities. But this result could vary from community to community. A more complete picture of this variability would be useful if we had all the information.
  • The NewBridger is the only example we found of an internet-based social network of immigrants. This is a moderated email network of Chinese immigrants exchanging information on various topics of common interest to the community. The study found it very useful in providing Chinese immigrants with useful settlement information.
  • This graph shows the percentages of various settlement information found in media content by type of media. For example: Ethnic media carried 5% employment information Mainstream media carried about 13% employment information Neighbourhood media carried about 12% employment information Employment content was channeled mainly through Mainstream and Neibourhood (local geographical area) media. Very little employment content was channeled through ethnic media (a more trusted channel).
  • This graph shows the percentages of various settlement information found in media content by media technology. For example: TV contained less than 5% employment information Radio contained 5% employment information Newspapers contained slightly more than 5% employment information. Internet contained 8% employment information Most employment information was channeled through websites. Where language problems exist, this can become a barrier as mentioned in (R J Sparks Consulting Inc. and WGW Services Ltd. Sponsored by COSTI Immigrant Services, 2001:25). However as we have seen, more recent statistics show that 78% of new immigrants use the internet. Therefore the internet is a good tool for channeling employment information to immigrants.
  • This study shows an example of a mismatch between where immigrants look for employment information and where this information could actually be found. Whereas immigrants went to ethnic media to look for employment information, the information had been channeled through mainstream media.
  • The Jangles Productions campaign is one of the examples we found where multi-media and multilingual marketing of settlement services was very successful. All three services promoted saw significant growth in clientele over the 6 moth promotion. Jangles was contracted to use a multimedia approach to promote 3 settlement services: OCASI’s website settlement.org (A comprehensive website for newcomer information) Newcomer Information Centres (3 Toronto, 2 Mississauga, 2 Brampton, 1 Caledon, 1 Oakville and 1 Ottawa) Findhelp Information Services 211 Toronto &amp; 211 Peel (24/7 multi-language phone referral services) The campaign consisted of: Producing and placing ads in 22 ethnic publications Placing ads on the websites of 14 of the 22 ethnic publications contracted Producing, translating and distributing brochures throughout the GTA and in the Ottawa area where the ethnic publications are circulated and where the targeted newcomer communities live This ambitious approach worked: all 3 services saw significantly increased traffic. There were more than 6.4 million impressions from the combined circulation figures of all 22 ethnic publications over the six month period The 10 Newcomer Information Centres (NIC) posted significant increases For March/10 the Toronto sites were the highest on record for new clients served The Ottawa site saw a 100% increase in new and repeat clients for December/09. The six NIC sites operated by Centre for Education and Training (CET) showed dramatic increases of over 100% in October/09 and 110% in November/09 compared to the year before. Findhelp information Services 211 Toronto posted an 18% increase in monthly calls in March/10 compared to February/10 211 Peel indicated a 110% increase in November/09 compared to November/08 OCASI’s website www.settlement.org showed a 40% increase in unique users (first time users) in March/10 compared to December/09
  • Settlement.org and inmylanguage.org Marketing is done through OMNI TV, video ads and on TTC platform visual displays – proved very effective website hits were at their highest this January aafter the promotion was launched.
  • Even though most of these new initiatives have not yet been formally evaluated, anecdotal evidence suggests that they are very promising. A coordinated approach to these promising initiatives could be more effective in bringing employment information to where immigrants are.
  • In conclusion, more work is needed to shed light on sources of information for various immigrant demographic and ethnic groups. A key consideration for the Communications and Marketing working group could be undertaking comprehensive research into these matters as a joint initiative. References: Statistics Canada: LSIC, 2003, page 40 Skills for Change Annual Report 2009/10 The role of internet-based social support networks in immigrant settlement – a case study of the NewBridger, Julie Xiaoping Lin et al, 2010 Settlement Programming throuogh the media, Karim H. Karim, Mahmoud Eid and Boulou Ebanda de B’beri, 2007 Recent Immigrants’ Awareness of, Access to, Use of and Satisfaction with Settlement services in the York Region, Lucia Lo et al, 2010 CERIS working paper number 79 Settlement in the workplace, the settlement needs of employed newcomers, an exploratory study, R J Sparks Consulting Inc. and WGW Services, sponsored by COSTI Immigrant Services, 2001 Diversity Initiative, March 2008 Findings of the settlement.org evaluation survey, Arnold love, June 15, 2010 http://www.yorku.ca/tiedi/doc/AnalyticalReport7.pdf
  • Transcript of "Marketing Employment Information to Immigrants: Presentation to TRIEC’s Intergovernmental Relations Committee, 2011"

    1. 1. Research on Marketing Employment Information to Immigrants Key findings from past and recent research
    2. 2. Key Questions <ul><li>Where do immigrants get employment information? </li></ul><ul><li>What demographic characteristics of immigrants determine their level of awareness of employment information or settlement information in general? </li></ul><ul><li>What are the media habits of immigrants? </li></ul><ul><li>What media channels have been used to market employment information to immigrants and how effective have they been? </li></ul><ul><li>How could employment information be better channeled to immigrants? </li></ul>
    3. 3. <ul><li>Statistics Canada, LSIC, 2003 </li></ul>Where do immigrants get employment information?
    4. 4. <ul><li>Source: Skills for Change Annual Report, 2009/2010 </li></ul>Where do immigrants get employment information?
    5. 5. <ul><li>Source: Arnold Love, 2010 </li></ul>Where do immigrants get employment information?
    6. 6. Source: Arnold Love, 2010 Where do immigrants get employment information?
    7. 7. <ul><li>Learn Speak Live Evaluation – Information/Marketing Campaign </li></ul><ul><li>Wide variety of advertising channels , including TV/Radio ads, print </li></ul><ul><li>advertising, online advertising, transit advertising. </li></ul><ul><li>Most popular time to visit site evening and early morning (1-3 am) (so likely </li></ul><ul><li>that visitors mainly working) </li></ul><ul><li>Callers to 1-800 lines: </li></ul><ul><li>41% of referrals came from combined transit channels (buses, subway platforms, billboards, transit shelters) </li></ul><ul><li>38% of referrals came from Metro publication. </li></ul><ul><li>47% Canadian Citizens, 41% PR, 3% Refugee/Refugee Claimants, 9% Temporary Residents. </li></ul><ul><li>Peak average of 60 calls a day, 38 calls a day overall average, mainly Tuesdays to Thursdays. </li></ul><ul><li>40% calling on behalf of friend or spouse. </li></ul>Where do immigrants get employment information?
    8. 8. <ul><li>New immigrants’ awareness of employment services depended on their demographic and other characteristics </li></ul><ul><li>Awareness was higher for those who were younger and better educated </li></ul><ul><li>Male immigrants appeared to be more informed than female immigrants </li></ul><ul><li>Fewer people from East and South Asia had heard of the specific service providers </li></ul><ul><li>A lot of newcomers have taken up survival jobs and no information is available to them about how they can find an appropriate job. </li></ul><ul><li>(Lucia Lo et al, 2010: CERIS working paper # 79) </li></ul>What demographic characteristics of immigrants determine their level of awareness of employment information?
    9. 9. <ul><li>Source: Arnold Love, 2010 </li></ul>What demographic characteristics of immigrants determine their level of awareness of employment information?
    10. 10. <ul><li>Source: Arnold Love, 2010 </li></ul>What demographic characteristics of immigrants determine their level of awareness of employment information?
    11. 11. <ul><li>Chinese and South Asians are heavy consumers of in-language media </li></ul><ul><li>88% use the internet (above national averages) and average 1.8 hours online daily (also above) </li></ul><ul><li>41 TV networks/digital stations that have some multilingual coverage, 47 radio stations that represent over 70 different ethnic groups, 195 newspapers/magazines for 44 different cultural groups, including some dailys/weeklys </li></ul><ul><li>Among people born in Canada, 75% used the Internet, compared with 66% of those born elsewhere. However, the rate was 78% among immigrants who arrived in Canada during the last 10 years. Most of these recent immigrants live in urban areas. </li></ul><ul><li>Publicis Diversite – Diversity Initiative </li></ul><ul><li>Canadian Internet Use Survey, 2007 (Statistics Canada) </li></ul>What are the media habits of immigrants?
    12. 12. The Multicultural Imperative - Environics What are the media habits of immigrants?
    13. 13. <ul><li>Role of Internet based informal social networks </li></ul><ul><li>Internet based informal social networks were very useful for providing </li></ul><ul><li> immigrants with the following supports: </li></ul><ul><ul><ul><li>Advocacy </li></ul></ul></ul><ul><ul><ul><li>Counseling and support </li></ul></ul></ul><ul><ul><ul><li>Health and well-being </li></ul></ul></ul><ul><ul><ul><li>Information and referral </li></ul></ul></ul><ul><ul><ul><li>Orientation </li></ul></ul></ul><ul><ul><ul><li>Recreation </li></ul></ul></ul><ul><li>NewBridger Study-(Julie Xiaoping Lin et al, 2010) </li></ul>What are the media habits of immigrants?
    14. 14. <ul><li>Employment content </li></ul><ul><li>was channeled </li></ul><ul><li>mainly through </li></ul><ul><li>mainstream and </li></ul><ul><li>neighborhood (local </li></ul><ul><li>geographical area) </li></ul><ul><li>media. Very little </li></ul><ul><li>employment content </li></ul><ul><li>was channeled </li></ul><ul><li>through ethnic </li></ul><ul><li>media (a more </li></ul><ul><li>trusted channel). </li></ul>( Karim H. Karim, Et al, 2007) - Carleton University) What media channels have been used to market employment information to immigrants and how effective have they been?
    15. 15. <ul><li>Most employment information was channeled through websites. Language barriers an issue. </li></ul><ul><li>R J Sparks Consulting Inc. and WGW Services Ltd. Sponsored by COSTI Immigrant Services, 2001:25. </li></ul>What media channels have been used to market employment information to immigrants and how effective have they been?
    16. 16. <ul><li>Carleton Research Conclusions </li></ul><ul><li>Newcomers want practical information on employment, health care, education and housing </li></ul><ul><li>There is insufficient information on where to go to get settlement related information </li></ul><ul><li>There is a lack of translated material on settlement related subjects </li></ul><ul><li>Ethno-cultural media are looking for clear and reliable settlement information in multiple languages but cannot find it </li></ul><ul><li>Print is preferred over video and TV as it can be read repeatedly </li></ul><ul><li>Newcomers gravitate to ethno-cultural media as a way to connect to the host society through a familiar medium </li></ul><ul><li>Newcomers experience difficulty in using automated services or accessing internet websites that exclusively or predominately are in English or French </li></ul>What media channels have been used to market employment information to immigrants and how effective have they been?
    17. 17. <ul><li>More employment information should be channeled through ethnic media in ethnic languages </li></ul><ul><li>More content should go to ethnic newspapers </li></ul><ul><li>Internet information should be channeled to ethnic websites in ethnic languages </li></ul><ul><li>Channeling employment information through social media is worth exploring. </li></ul><ul><li>The Effect of Ethnic Media on Marketing Information to Immigrants </li></ul><ul><li>Jangles Productions was contracted by CIC Ontario Region in August of 2009 to conduct a multimedia, multilingual campaign to promote three settlement services: Settlement.Org, 211, Newcomer Information Centres </li></ul><ul><li>There were more than 6.4 million impressions from the combined circulation figures of all 22 ethnic publications over the six month period. </li></ul><ul><li>This ambitious approach worked: all 3 services saw significantly increased traffic. </li></ul>How then could employment information be better channeled to immigrants?
    18. 18. <ul><li>HRSD’s work in Canada portal is now on Facebook </li></ul><ul><li>CIC uses Twitter to announce new programs </li></ul><ul><li>CIC uses You Tube to market settlement information to immigrants </li></ul><ul><li>MCI has a presence on Facebook, marketing Opportunities Ontario information to foreign graduate students studying in Ontario </li></ul><ul><li>OCASI recently launched the inmylanguage.org website targeted at immigrants in 12 languages </li></ul><ul><li>Physical outreach still important - important to go where newcomers are </li></ul><ul><li>OCASI working with ESL instructors to integrate web content into ESL lesson plans </li></ul><ul><li>COSTI will be running a CIC marketing campaign - mainly focused on some of the lesser known services that CIC funds - there will be a mini destination portal on Settlement.Org </li></ul><ul><li>City of Toronto recently launched the Toronto Employment & Labour Market Information (TELMI) web portal, a local labour market information website and the City of Toronto Immigration & Settlement Portal, for marketing settlement information to immigrants </li></ul>Other new initiatives for marketing settlement information to immigrants include
    19. 19. <ul><li>The York Region immigration portal implemented a marketing/outreach plan in June 2010, to run until December, at which time they'll evaluate. </li></ul><ul><li>Approaches: </li></ul><ul><ul><li>partnering with ethnic media with targeted, translated ads </li></ul></ul><ul><ul><li>TV segments with local community/cable provider </li></ul></ul><ul><ul><li>communication kits for local agencies/service providers </li></ul></ul><ul><ul><li>link campaigns </li></ul></ul>Current, specific initiatives for marketing settlement information to immigrants include
    20. 20. <ul><li>The Durham Region immigration portal launched in March, 2010. </li></ul><ul><li>Marketing of the portal is done through: </li></ul><ul><ul><li>Ads in 24 hours, Canadian immigrant, online, relocation guide, Goldbook (telephone book) </li></ul></ul><ul><ul><li>Hard copy swag - USB sticks, mouse pads, pens - provided to service providers, faith communities, Boards of Trade, job fairs with employers, etc. </li></ul></ul><ul><ul><li>Having a portal business card has also been helpful, including providing them with card holders for service providers (very popular). </li></ul></ul>Current, specific initiatives for marketing settlement information to immigrants include
    21. 21. <ul><li>Employed immigrants who found their current job through news stories, union postings, and recruitment agencies had the highest average hourly wages. </li></ul><ul><li>Employed immigrants who found their current job through personal initiative, family or friends, and Canada Employment Centres had the lowest average hourly wages. </li></ul><ul><li>Recent immigrants had higher wages when they found their job through the internet or by personal initiative. </li></ul><ul><li>Immigrants are more likely to have found their current jobs through sources of information resulting in lower wages (family and friends, personal initiative), than those providing access to higher wages (union postings, news stories or recruitment agencies). </li></ul><ul><li>Immigrants who had found their current job through news stories, job fairs, the internet, Canada Employment Centres, or help wanted ads earned more than Canadian-born. </li></ul><ul><li>Immigrant women fare worse than Canadian-born women, Canadian-born men, and immigrant men. </li></ul>TIEDI Analytical Report 7 Are immigrants affected by the source of job search information?
    22. 22. <ul><li>Joint initiatives could be undertaken to conduct research in these areas, in order to be able to improve the provision of employment information to un- and under-employed immigrants. </li></ul><ul><li>We have some information, but we don’t think that we have enough. </li></ul><ul><li>More light should be shed on questions like: </li></ul><ul><ul><li>Where do immigrants get employment information? </li></ul></ul><ul><ul><li>Which demographics are getting their information from which sources (print, online, TV/radio)? Are they finding the right employment information at their preferred source? </li></ul></ul><ul><ul><li>Are we targeting (and should we be targeting) under-employed immigrants with employment information? </li></ul></ul>Conclusion
    23. 23. <ul><li>Statistics Canada: LSIC, 2003, page 40 http://dsp-psd.pwgsc.gc.ca/Collection/Statcan/89-614-XIE/89-614-XIE2005001.pdf </li></ul><ul><li>Skills for Change Annual Report 2009/10 </li></ul><ul><li>The role of internet-based social support networks in immigrant settlement – a case study of NewBridger, Julie Xiaoping Lin et al, 2010 http://ceris.metropolis.net/events/seminars/2010/20100115WangLinWangSemPres.pdf </li></ul><ul><li>Settlement Programming throuogh the media, Karim H. Karim, Mahmoud Eid and Boulou Ebanda de B’beri, 2007 http://atwork.settlement.org/sys/atwork_library_detail.asp?doc_id=1004503 </li></ul><ul><li>Recent Immigrants’ Awareness of, Access to, Use of and Satisfaction with Settlement services in the York Region, Lucia Lo et al, 2010 CERIS working paper number 79 http://ceris.metropolis.net/Virtual%20Library/other/CWP79.pdf </li></ul><ul><li>Settlement in the workplace, the settlement needs of employed newcomers, an exploratory study, R J Sparks Consulting Inc. and WGW Services, sponsored by COSTI Immigrant Services, 2001 http://atwork.settlement.org/downloads/Settlement_in_the_Workplace.pdf </li></ul><ul><li>Diversity Initiative, March 2008 </li></ul><ul><li>Findings of the settlement.org evaluation survey, Arnold love, June 15, 2010 </li></ul><ul><li>Are immigrant wages affected by the source of job search information? http://www.yorku.ca/tiedi/doc/AnalyticalReport7.pdf </li></ul>References
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