1. 







Overview:
• Introduction and test your knowledge
• What is Human Capital
• CIRRO Program
• Community Attractiveness Indicators
• Resources Available

2. First the context…
• Census results: Change in Population
between 2006-2011
a)My community was growing in population
b) My community had no change in
population
c) My community saw a drop in population

3. Population growth in Eastern Ontario, 2006-2011
Legend
Less than -10 %
to -5 percent
to 0
Ontario’s up to 5 percent
population grew by to 10 percent
5.7% between over 10 percent
2006 to 2011.
Percent Change in Population 2006 to 2011
Census Subdivisions 
Question 2: My community is at the stage that:
a) Newcomer attraction and retention isn’t even on
the radar
b) Stakeholders in our community are concerned
about it but there’s no plan or coordinated action
c) We are developing a strategy or plan for
newcomer attraction and retention
d) We are implementing a strategy for newcomer
attraction and retention

4. 
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


5. 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


During the past decade, three key factors
have shaped Canada’s workforce:


6. 




7. 




8. 



 
 


9. 





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,
especially small and medium-sized businesses
that have a limited staff.


10. 
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


11. 
 
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


12. Project Origin
• Conference Board of
Canada City Magnets:
Benchmarking the
Attractiveness of Canada’s
Cities
• looked at the application of
attractiveness measures in
a rural context
Project Partners
• 





13. Purpose
• Generate a tool utilizing indicators based on
national and provincial statistics in a number
of socioeconomic categories
• Enable communities of all sizes to measure
and assess their attractiveness to
newcomers, benchmarked against
comparable communities















14. Functionalities
• It provides more 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

15. 7 Theme Areas and 44 Indicators
  
•  •  •  
•       •  
•   •  •  
•   •  
• •  
•    
 
• 
•   
•   • 
•  
 
•  
 •   

•    •  
  •  
•     •  • 
      
•   •     • 
     
•   •   
     •  
• 
•          
    •  
•     
•      •   •  
•     •  
•  • 
   
• 

16. Theme Averages
• The theme are sets or groups of indicators that measure different
aspects of a community’s attractiveness.
• The theme averages are based on a composite index, where the
top ranked community is given a value of 1 and the lowest ranked
community receives a value of 0.
• In the theme average each indicator was given equal weighting.
• 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 Quintiles
• Quintiles is a statistical term where
a group is divided into fifths.
• Quintiles were used to assist in
benchmarking communities against
its peers.

17. HBM (Example)
HBM (Example)

18. HBM (Example)

20. 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.

21. 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?
• Examine the Indicators in those theme areas first. Trying to
identify how the community can we build on their strengths, or
mitigate weaknesses?
Interpretation
Now What What
Action Planning - to improve The Theme and
Indicators values
So What
Discussion at the community
level regarding the data

22. Resources
How to access the Tool
http://www.omafra.gov.on.ca/english/
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.

23. 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
We are here to help

24. 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