Social networks/social media andservices for newcomers witha focus on employment                Diane Dyson, WoodGreen    ...
Post-settlementBureaucratic interactions
The importance of informationBecause the settlement process is complicated, information is key.Newcomers suffer from probl...
The importance of social networksSocial networks & social media facilitate  information flow. Part of the trend away  from...
The importance of social mediaImportant considerations from how  newcomers access information upon how  settlement agencie...
The importance of settlement agencies Because social networks can be unreliable  and provide poor quality information,  se...
Invisible hands in the marketplace            (forthcoming)Survey of 450 Toronto newcomersSurveyed on informal economy par...
Key Questions1.   Where do immigrants get employment information?3.   What demographic characteristics of immigrants deter...
Major Trends1.    Family and friends have continued to be a major source of employment      and settlement information for...
1. Family and friends have continued to be a                              major source of employment and settlement       ...
Family and friends have continued to be a                             major source of employment and settlement           ...
Family and friends have continued to be a major      source of employment and settlement information for       immigrantsL...
2. Internet is evolving as a key source of                                                 information for immigrants     ...
Internet is evolving as a key source of                                        information for immigrants            Settl...
Internet is evolving as a key source ofinformation for immigrants 88% of Chinese and South Asian Immigrants use the inter...
“Among people born in Canada, 75%used the Internet, compared with 66%      of those born elsewhere.  However, the rate was...
65,200 members    81,946 members23,259 Members  1871 members
eLearningOnlineVideo                 Learning                 Portals
Great use of video.
3. In-language media is a priority channel for                             marketing information to immigrants Chinese an...
In-language media is a priority channel for   marketing information to immigrants             The Multicultural Imperative...
In-language media is a priority channel                  for marketing information to immigrants.The Effect of Ethnic Medi...
4. Peer and informal networks are important                         for marketing employment information to               ...
Peer and informal networks are important for                    marketing employment information to                    imm...
5. Not enough employment information is                     being channeled through traditional media,                    ...
Not enough employment information is being                                                channeled through traditional me...
6. Traditional marketing of settlement                                     information is still very effectiveLearn Speak ...
Traditional marketing of settlement                 information is still very effectiveThe Effect of Ethnic Media on Marke...
7. There is a lack of translated materials.Carleton Research Conclusions Newcomers want practical information on employme...
8. Immigrants trust and access ethno-cultural media Newcomers gravitate to ethno-cultural media as a way to connect to th...
9. Employed immigrants are looking for              employment informationLearn Speak Live Evaluation: 47% of callers wer...
10. Women fare worse than men and                  they are under informed Male immigrants appeared to be more informed t...
11.Cultural demographics matter regarding                  media access Fewer people from East and South Asia had heard o...
Cultural demographics matter regarding media                access 88% of Chinese and South Asian Immigrants use the  int...
12. Employment outcomes depend on                             immigrant sources of employment                             ...
More promising approaches to marketing                         settlement information to immigrants include   HRSDC’s wor...
More promising approaches to marketing                settlement information to immigrants includeThe York Region immigrat...
More promising approaches to marketing                settlement information to immigrants includeThe Durham Region immigr...
Conclusion We have some information, but we don’t think that we have  enough. More light should be shed on questions lik...
References Statistics Canada: LSIC, 2003, page 40 http://dsp-  psd.pwgsc.gc.ca/Collection/Statcan/89-614-XIE/89-614-XIE20...
Your turn                 Small group work. So, what are you doing? where are you & your clients getting employment  inf...
Social media/networks/services for newcomers – focus on employment - May 3, 2012
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Social media/networks/services for newcomers – focus on employment - May 3, 2012

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You already know how important employment is in the settlement process for newcomers to Canada. But, just where are they getting their employment information, how good is it, and what are their outcomes related to information sources? What’s your role? What are you doing? Can you do it better? How can we learn from each other to work towards better employment outcomes? How can technology help (hint: your clients are better at using it than you are)?

Join Diane and Marco for an interactive session focused on things we already know and are learning about but, more importantly, what people in the room know and are doing. We’re not going to lecture (OK, maybe a bit of presentation). We’re going to facilitate a dialogue with you. You’re going to leave this session having shared some cool, innovative or impactful thing you’re doing and with new ideas and information to take back to your organization.

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  • Alphabetically, MC should go first!
  • Settlement is complicated
  • It’s the Information Age. Incomplete information includes job opportunities, company reputations, professional networks/social capital, social codes & norms, legal rights. Even Acronyms (UWGT list). All aside from language challenges. SO who do you trust? Who can help sort the information.
  • Quicker employment/poorer employment The problem of neutral information (incomplete/poorer jobs) vs. the problem of non-neutral information (speed)
  • 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?
  • 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.
  • 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. What we want to note at this stage is the fact that 40% of the calls were made on behalf of friend or spouse. This is also evidence that immigrants still rely on information from friends and family. In this particular case, I suspect that immigrants may be relying on family and friends for information because of language or cultural issues. A better understanding of the reasons why one might want another person to call on their behalf might help information marketers to target information to where it is needed most. Most popular time to visit site was evening and early morning (1-3 am) (so likely that visitors mainly working) That tells us that working immigrants are still looking for employment information. They could be under employed.
  • 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.
  • The longer they stay the more immigrants seek information from the internet.
  • http://royal.pingdom.com/2009/09/18/the-sad-truth-about-todays-internet-population/ http://www.statcan.gc.ca/daily-quotidien/080612/dq080612b-eng.htm
  • 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.
  • TV is 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.
  • Jangles was contracted to use a multimedia and multilingual 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 & 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 Marketing settlement information in ethnic languages and through multiple media proved very effective as all 3 services saw significant growth in traffic within the 6 months of the campaign. 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
  • The NewBridger is the only internet-based social network of immigrants that was formally studied. 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. There is anecdotal evidence of the proliferation of social networking sites for newcomers.
  • Ethno and sector specific networks are especially useful for targeting occupation specific information through the most effective channels and using the most effective language.
  • 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 In general, very little employment information is provided thru all media types, compared to all other settlement information. The little employment content available 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 is a disconnect between where immigrants look for employment information and where it can actually be found.
  • 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 Compared to other forms of settlement information, employment information is the least in all media technologies. Of the little employment information made available, most of it was channeled through websites. 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.
  • 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 Here we note that the traditional channels of advertising ( The transit channels and the newspapers are still very effective.
  • Traditional advertising combined with a multimedia and multilingual approach is very effective.
  • Translating materials is a daunting task and translated materials are few. But we now know from the Jangles promotion that in-language advertising is very effective. 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.
  • 5 years and more in Canada and immigrants are still looking for employment information. That brings to doubt the effectiveness of their main source of information: Family and friends. How could employment information be channeled to employed immigrants? Strategies may need to be developed around this question.
  • The Ceris study – a geographical mapping of settlement services in the York region found that New immigrants’ awareness of employment services depended on their demographic and other characteristics.
  • It is important to understand cultural demographics in order to target employment information more effectively. Fewer people from East and South Asian immigrant communities had heard about certain service providers in the York Region probably because these services were not advertised in the media of their preference.
  • Given what this Toronto Immigrant Employment Data Initiative study is showing us we now know that employment information from family and friends does not result in well paying jobs and most immigrants fall in this category. The questions to ask then are: Why do immigrants trust this source of information? How can this source of information be made reliable? How can we make immigrants trust other more reliable sources of information? These and other questions could be answered through a more comprehensive research effort.
  • The IGR Communications and Marketing Working group shared some promising strategies and practices that are currently being implemented in their agencies. There is anecdotal evidence that these initiatives are being effective.
  • 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 "Social media/networks/services for newcomers – focus on employment - May 3, 2012"

    1. 1. Social networks/social media andservices for newcomers witha focus on employment Diane Dyson, WoodGreen Marco Campana, Maytree
    2. 2. Post-settlementBureaucratic interactions
    3. 3. The importance of informationBecause the settlement process is complicated, information is key.Newcomers suffer from problems of incomplete informationNewcomers also need to identify trustworthy sources to help sort and rank information
    4. 4. The importance of social networksSocial networks & social media facilitate information flow. Part of the trend away from “expert” help.Social networks have various strengths & weaknesses.
    5. 5. The importance of social mediaImportant considerations from how newcomers access information upon how settlement agencies deliver programs
    6. 6. The importance of settlement agencies Because social networks can be unreliable and provide poor quality information, settlement agencies are well-suited to fill these gaps.
    7. 7. Invisible hands in the marketplace (forthcoming)Survey of 450 Toronto newcomersSurveyed on informal economy participationFound English language skills strongly tied with formal labour market participationCash jobs accessed through referral.¼ found current job through family/friends.
    8. 8. Key Questions1. Where do immigrants get employment information?3. What demographic characteristics of immigrants determine their level of awareness of employment information or settlement information in general?5. What are the media habits of immigrants?7. What media channels have been used to market employment information to immigrants and how effective have they been?9. How could employment information be better channeled to immigrants?
    9. 9. Major Trends1. Family and friends have continued to be a major source of employment and settlement information for immigrants2. Internet is evolving as a key source3. In-language media is a priority channel4. Peer and Informal networks are important5. Little employment information is being channeled thru traditional media, even less thru ethnic media6. Traditional advertising is still very effective7. Lack of translated materials8. Immigrants trust ethno-cultural media9. Employed immigrants are looking for employment information10. Women immigrants are under informed, fare worse than men11. Cultural demographics matter regarding media access12. Immigrant employment outcomes depend on source of employment
    10. 10. 1. Family and friends have continued to be a major source of employment and settlement information for immigrants Statistics Canada, LSIC, 2003 Employment Information Source for Immigrants 45 39% 40 35 29% 30 25% 20 15 12% 10% 10% 10 5 0 Government agency Immigrant or Refugee School, community Relative or household Friends serving agency college or university member
    11. 11. Family and friends have continued to be a major source of employment and settlement information for immigrants How Immigrants heard about Skills for Change (14 000 + clients served) 60 51% 50 40 30% 20 17% 12% 8% 10 6% 4% 2% 0 Friend Airpot Flyer Social Worker YMCA Internet Counselor Source: Skills for Change Annual Report, 2009/2010
    12. 12. Family and friends have continued to be a major source of employment and settlement information for immigrantsLearn Speak Live Evaluation – Information/Marketing CampaignWide variety of advertising channels, including TV/Radio ads, printadvertising, online advertising, transit advertising.Most popular time to visit site evening and early morning (1-3 am) (so likelythat visitors mainly working)Callers to 1-800 lines: 41% of referrals came from combined transit channels (buses, subway platforms, billboards, transit shelters) 38% of referrals came from Metro publication. 47% Canadian Citizens, 41% PR, 3% Refugee/Refugee Claimants, 9% Temporary Residents. Peak average of 60 calls a day, 38 calls a day overall average, mainly Tuesdays to Thursdays. 40% calling on behalf of friend or spouse.
    13. 13. 2. Internet is evolving as a key source of information for immigrants Settlement.org Evaluation - Major Sources of Settlement Information for Settlement.org Users Other Sources 4% English Teacher 1%Social networking sites and online groups 3% Newspapers 5% Settlement/Employment Counsellor 7% Family and Friends 12% Websites 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: Arnold Love, 2010
    14. 14. Internet is evolving as a key source of information for immigrants Settlement.org Evaluation - Major Reasons for Using Websites for Settlement Information 5% Other main reasons 2%Live too far from an agency that helps newcomers 4% No time to visit an agency that helps newcomers 12% Currently outside Canada Faster and easier to use 36% Reliable source of information for newcomers 42% Source: Arnold Love, 2010
    15. 15. Internet is evolving as a key source ofinformation for immigrants 88% of Chinese and South Asian Immigrants use the internet (above national averages) and average 1.8 hours online daily (also above) 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. Canadian Internet Use Survey, 2007 (Statistics Canada)
    16. 16. “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 theserecent immigrants live in urban areas.” Statistics Canada, 2007
    17. 17. 65,200 members 81,946 members23,259 Members 1871 members
    18. 18. eLearningOnlineVideo Learning Portals
    19. 19. Great use of video.
    20. 20. 3. In-language media is a priority channel for marketing information to immigrants Chinese and South Asians are heavy consumers of in-language media 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 The Multicultural Imperative - Environics Canadian Internet Use Survey, 2007 (Statistics Canada)
    21. 21. In-language media is a priority channel for marketing information to immigrants The Multicultural Imperative - Environics
    22. 22. In-language media is a priority channel for marketing information to immigrants.The Effect of Ethnic Media on Marketing Information to Immigrants 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 There were more than 6.4 million impressions from the combined circulation figures of all 22 ethnic publications over the six month period. This ambitious approach worked: all 3 services saw significantly increased traffic.
    23. 23. 4. Peer and informal networks are important for marketing employment information to immigrantsRole of Internet based informal social networksInternet based informal social networks were very useful for providing immigrants with the following supports:  Advocacy  Counseling and support  Health and well-being  Information and referral  Orientation NewBridger Study-(Julie Xiaoping Lin et al,  Recreation 2010)
    24. 24. Peer and informal networks are important for marketing employment information to immigrants TRIEC’s PINS is a good example of immigrant peer networks. 72 active networks were found during TRIEC’s environmental scan 50+ groups on the on-line directory 30 or so groups have an estimated electronic reach of over 30,000 members 77% of the groups are ethno specific 76% are sector specific Sectors include: Engineering, Accounting, Social work, Architecture, IT, Law, Healthcare, Business Management, Food Service, Natural Sciences and Academics
    25. 25. 5. Not enough employment information is being channeled through traditional media, even less is being channeled thru ethnic media Settlement Information by Type of Media40.0% N= 11, 68035.0%30.0%25.0%20.0% Mainstream15.0% Ethnic10.0% Neighbourhood 5.0% 0.0% h r ics ing he on n alt ip ity n t es en tio tio lit sh Ot us ati He un Re o n vic m Po ea ra en uc Ho m y i ig at cr er plo tiz m Ed m rm ls Co CiEm Im ga fo In Le er um ns Co (Karim H. Karim, Et al, 2007) - Carleton University)
    26. 26. Not enough employment information is being channeled through traditional media, even less is being channeled thru ethnic media 40.0% Settlement Information by Media Technology 35.0% N = 11, 680 30.0% 25.0% 20.0% TV Radio 15.0% Newspaper 10.0% Websites 5.0% 0.0% s th er n g ity n n t ip s ic en n io io in tio h al e sh io un lit ic Ot t us at He m ra ea at Po en rv m uc oy Ho ig rm cr se tiz m Ed m pl Re fo Co Ci l Im Em ga In Le er um ns CoOf the little employment information made available, most of it was channeledthrough websites.(Karim H. Karim, Et al, 2007) - Carleton University
    27. 27. 6. Traditional marketing of settlement information is still very effectiveLearn Speak Live Evaluation – Information/Marketing CampaignWide variety of advertising channels, including TV/Radio ads, printadvertising, online advertising, transit advertising.Most popular time to visit site evening and early morning (1-3 am) (so likelythat visitors mainly working)Callers to 1-800 lines: 41% of referrals came from combined transit channels (buses, subway platforms, billboards, transit shelters) 38% of referrals came from Metro publication. 47% Canadian Citizens, 41% PR, 3% Refugee/Refugee Claimants, 9% Temporary Residents. Peak average of 60 calls a day, 38 calls a day overall average, mainly Tuesdays to Thursdays.
    28. 28. Traditional marketing of settlement information is still very effectiveThe Effect of Ethnic Media on Marketing Information to Immigrants 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 There were more than 6.4 million impressions from the combined circulation figures of all 22 ethnic publications over the six month period. This ambitious approach worked: all 3 services saw significantly increased traffic.
    29. 29. 7. There is a lack of translated materials.Carleton Research Conclusions Newcomers want practical information on employment, health care, education and housing There is insufficient information on where to go to get settlement related information There is a lack of translated material on settlement related subjects Ethno-cultural media are looking for clear and reliable settlement information in multiple languages but cannot find it Print is preferred over video and TV as it can be read repeatedly Newcomers gravitate to ethno-cultural media as a way to connect to the host society through a familiar medium Newcomers experience difficulty in using automated services or accessing internet websites that exclusively or predominately are in English or French (Karim H. Karim, Et al, 2007) - Carleton University
    30. 30. 8. Immigrants trust and access ethno-cultural media Newcomers gravitate to ethno-cultural media as a way to connect to the host society through a familiar medium (Karim H. Karim, Et al, 2007) - Carleton University There were more than 6.4 million impressions from the combined circulation figures of all 22 ethnic publications over the six month period. – Jangles productions campaign Chinese and South Asians are heavy consumers of in-language media Canada) - 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 -Diversity Initiative Canadian Internet Use Survey, 2007 (Statistics Canada) 90 % of Chinese and South Asian families watch TV daily -The Multicultural Imperative - Environics 66 % Listen to radio daily -The Multicultural Imperative - Environics 34% read newspapers daily- The Multicultural Imperative - Environics
    31. 31. 9. Employed immigrants are looking for employment informationLearn Speak Live Evaluation: 47% of callers were Canadian Citizens Most popular time to visit site evening and early morning (1-3 am) (so likely that visitors mainly working)Settlement.org 47% of settlement.org visitors have been in Canada 5 + yearsCERIS working paper # 79 A lot of newcomers have taken up survival jobs and no information is available to them about how they can find an appropriate job. - (Lucia Lo et al, 2010: CERIS working paper # 79 (York Region access)
    32. 32. 10. Women fare worse than men and they are under informed Male immigrants appeared to be more informed than female immigrants –CERIS #79 Immigrant women fare worse than Canadian-born women, Canadian-born men, and immigrant men. - TIEDI Analytical Report 7
    33. 33. 11.Cultural demographics matter regarding media access Fewer people from East and South Asia had heard of some service providers in York Region– Ceris # 79
    34. 34. Cultural demographics matter regarding media access 88% of Chinese and South Asian Immigrants use the internet (above national averages) and average 1.8 hours online daily Publicis Diversite – Diversity Initiative Canadian Internet Use Survey, 2007 (Statistics Canada)
    35. 35. 12. Employment outcomes depend on immigrant sources of employment information. Employed immigrants who found their current job through news stories, union postings, and recruitment agencies had the highest average hourly wages. Employed immigrants who found their current job through personal initiative, family or friends, and Canada Employment Centres had the lowest average hourly wages. Recent immigrants had higher wages when they found their job through the internet or by personal initiative. 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). 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. Immigrant women fare worse than Canadian-born women, Canadian-born men, and immigrant men. TIEDI Analytical Report 7
    36. 36. More promising approaches to marketing settlement information to immigrants include HRSDC’s work in Canada portal is now on Facebook CIC uses Twitter to announce new programs CIC uses You Tube to market settlement information to immigrants MCI has a presence on Facebook and Twitter, marketing Opportunities Ontario information to foreign graduate students studying in Ontario OCASI recently launched the inmylanguage.org website targeted at immigrants in 12 languages Physical outreach still important - important to go where newcomers are OCASI working with ESL instructors to integrate web content into ESL lesson plans 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 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
    37. 37. More promising approaches to marketing settlement information to immigrants includeThe York Region immigration portal implemented a marketing/outreach plan in June 2010, to run until December, at which time theyll evaluate. Approaches:  partnering with ethnic media with targeted, translated ads  TV segments with local community/cable provider  communication kits for local agencies/service providers  link campaigns
    38. 38. More promising approaches to marketing settlement information to immigrants includeThe Durham Region immigration portal launched in March, 2010. Marketing of the portal is done through:  Ads in 24 hours, Canadian immigrant, online, relocation guide, Goldbook (telephone book)  Hard copy swag - USB sticks, mouse pads, pens - provided to service providers, faith communities, Boards of Trade, job fairs with employers, etc.  Having a portal business card has also been helpful, including providing them with card holders for service providers (very popular).
    39. 39. Conclusion We have some information, but we don’t think that we have enough. More light should be shed on questions like:  Where do immigrants get employment information?  Which demographics are getting their information from which sources (print, online, TV/radio)? Are they finding the right employment information at their preferred source?  Are we targeting (and should we be targeting) under-employed immigrants with employment information? 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.
    40. 40. References Statistics Canada: LSIC, 2003, page 40 http://dsp- psd.pwgsc.gc.ca/Collection/Statcan/89-614-XIE/89-614-XIE2005001.pdf Skills for Change Annual Report 2009/10 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 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 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 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 Diversity Initiative, March 2008 Findings of the settlement.org evaluation survey, Arnold love, June 15, 2010 Are immigrant wages affected by the source of job search information? http://www.yorku.ca/tiedi/doc/AnalyticalReport7.pdf
    41. 41. Your turn Small group work. So, what are you doing? where are you & your clients getting employment information, how good is it, and what are their outcomes related to information sources? Whats your role? What are you doing? Can you do it better? How can we learn from each other to work towards better employment outcomes? How can technology help (hint: your clients are better at using it than you are)?

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