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Session Overview
• Context
• What is Human Capital?
• Labour Force Trends
• CIRRO Program
• Overview of the Community Attractiveness Indicators
for Newcomers tool
• Available Resources
• Peterborough Case Study

Context…
• I have lived in my current community for:
a) 0 to 5 years
b) 5 to 10 years
c) 10 to 20 years
d) 20 years +

Who Is a Newcomer?
Newcomers are anyone who come from outside the
community and chose to move to work and / or live in
your community.
• New immigrants
• Established immigrants
• Canadians
!

Context…
• What was the change in population in your
community between 2006-2011?
a)My community grew in population
b) My community had no change in
population
c) My community saw a drop in population
d) I do not know

Population growth in Eastern Ontario, 2006-2011
Legend
Less than -10 %
to -5 percent
to 0
Ontario’s up to 5 percent
population grew to 10 percent
by 5.7% between over 10 percent
2006 to 2011. Percent Change in Population 2006 to 2011
"
Census Subdivisions

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What Is Human Capital?
Human capital refers to the attributes of a person from productivity
perspectives in an economic context. It is the knowledge, skills
and abilities that allow the people working in your community to be
productive.
Human Capital includes:
-Hard skills
-Soft skills
#

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Edward Glaeser
The New York Times
Saturday, Feb 15, 2011

Components for Human Capital Strategy
Human Capital
Attraction
and Retention
Strategy
Encourage
Youth Retention
people to stay Newcomers
Skill Development
longer in job Attraction
Training
before retirement and Retention
Education

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Human Capital in Small Cities and Rural Areas
• These shortages in human capital could hamper
the economic growth or even the viability of
some communities.
• There may not be the people and the know-how
to retain and grow existing businesses in rural
areas, especially the small and medium-sized
businesses.
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The CIRRO Guidebook
• Raises awareness about changing
demographics and its effect on
local economy
• Offers strategies and methodology
on newcomer attraction and
retention
• Presents an integrated approach to
newcomer attraction and retention
• Provides examples and illustrates
recommended practices for
newcomer attraction and retention
for small communities
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Training Process Map Guidebook
LAYING THE CONTEXT
LAYING THE CONTEXT Section 1
Section 1
STAGE I: GETTING STARTED Section 2
Section 2
Community Establishing a Module 1
Module 1
Engagement Steering Committee
STAGE II: BUILDING KNOWLEDGE
STAGE II: BUILDING KNOWLEDGE
BR+E FICE Section 2
Section 2
Community Specific Other
Analysis Indicators Research Module 2
Module 2
Indicators
STAGE III: PLANNING AND TAKING ACTION
STAGE III: PLANNING AND TAKING ACTION Section 2
Section 2
Module 3
Module 3
Section 2
Section 2
STAGE IV: MEASURING SUCCESS
STAGE IV: MEASURING SUCCESS Module 4
Module 4
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Key Characteristics of attractive Community
! Employment Opportunities ! Available and Accessible
! Affordable and Suitable Public Transit
Housing ! Presence of Diverse
! Positive Attitudes toward Religious Organizations
Immigrants, Cultural ! Social Engagement
Diversity, and the Presence Opportunities
of Newcomers ! Safety
! Presence of Newcomer- ! Opportunities for Use of
Serving Agencies Public Space and
! Educational Opportunities Recreation Facilities
! Accessible and Suitable ! Favourable Media Coverage
Health Care
%(

Project Origin
• Conference Board of
Canada City Magnets:
Benchmarking the
Attractiveness of Canada’s
Cities
• Project looked at the
application of attractiveness
measures in a rural context

Project Partners
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Purpose
• A tool utilizing indicators based on national
and provincial statistics in a number of
theme areas was developed
• Enables communities of all sizes to measure
and assess their attractiveness to
newcomers, benchmarked against
comparable communities

Functionalities
• It provides a realistic measures for small
communities
• It allows comparisons with peers communities
• It includes all Census Subdivisions (e.g.
township) and Census Divisions (e.g. Districts)
in Ontario

CSDs by Population size and Metro
Influence Zones (MIZ) - 18 different groups

7 Theme Areas and 44 Indicators
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HBM (Example)

HBM (Example)

HBM (Example)

Theme Averages
• The theme are sets or groups of indicators that measure different
aspects of a community’s attractiveness.
• In the theme average each indicator was given equal weighting.
• The theme averages are based adjusted on a scale from 1 to 0,
where the top ranked community is given a value of 1 and the
lowest ranked community receives a value of 0.
• For every community two theme averages were created:
– “Average (Group)” is the theme average compared to the
other CSDs within the group
– “Average (Province)” is the theme average compared against
all CSDs in the province (432)

• Quintiles is a statistical
term where a group is
divided into fifths
• Quintiles were used to
assist in benchmarking
communities against its
peers

Interpretation
Start by looking at the theme areas (Group Average)
• Generate a radar or bar chart to display this
information.
• What are the theme areas that the community has
the greatest strengths and weaknesses?
• Then focus on the Indicators in those theme areas
first. Trying to identify how the community can we
build on their strengths, or mitigate weaknesses?

Important note about the Data
Data is based on municipal boundaries
Number of general practitioners per 100,000 population
Municipality A Municipality B
Pop 10,000 Pop 10,000
Distance 10 km
1 MD
5 MDs
Residents will know that regionally there is a good supply of MDs.
As it is a short commute for medical services in a neighbour
community. However, indicator may show low value. Local
knowledge is important in interpretation.

Resources

How to access the Tool
http://www.omafra.gov.on.ca/engli
sh/rural/edr/cirro/index.html
The tool is available free of
charge to any not-for-profit
organization in Ontario
Potential users are asked to
complete and submit the
“Letter of Agreement”, which
is the usage agreement for the
tool

We are here to help

Questions & More Information:
Stephen Morris M.A.E.S, Ec.D.
Economic Development Specialist
Regional Economic Development
Branch
Ontario Ministry of Agriculture, Food
and
Rural Affairs
1Stone Rd. West, 3rd SW
Guelph, ON
N1G 4Y2
Phone: (519) 826-3954
Fax: (519) 826-4328
Stephen.morris@ontario.ca
www.omafra.gov.ca/rural

Data Won’t Tell You What to Do
Data Will Help Start A Conversation
• Important to understand where our communities
stand – relative strengths and weaknesses
• Using facts to build community capacity and
sustainability
• Newcomer integration requires a holistic approach
& a strategy