Social media/networks/services for newcomers – focus on employment - May 3, 2012

Social networks/social media andservices for newcomers witha focus on employment Diane Dyson, WoodGreen Marco Campana, Maytree

Post-settlementBureaucratic interactions

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

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.

The importance of social mediaImportant considerations from how newcomers access information upon how settlement agencies deliver programs

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.

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.

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?

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

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

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

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.

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

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

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)

“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

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 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)

In-language media is a priority channel for marketing information to immigrants The Multicultural Imperative - Environics

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.

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)

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

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)

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

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.

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.

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

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

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)

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

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

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)

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

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

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

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).

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.

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

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)?

Social media/networks/services for newcomers – focus on employment - May 3, 2012

by Marco Campana

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Social media/networks/services for newcomers – focus on employment - May 3, 2012 Presentation Transcript