Media, Modernization and Millenials... What's the future of settlement work?


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This presentation, for the Newcomer Organization Network of Peel, provides an overview of key trends and innovations that are and will influence the nature of settlement work and providing services to newcomers to Canada. It focuses on settlement funding "modernization", use and integration of social media in our work, and demographics of service providers, including desirable characteristics agencies should look for, regardless of age.

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  • Listening: Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit. (5 hours per week) Participate: Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment. You can also participate vicariously through bloggers by encouraging them to write about your organization. (10 hours per week - also includes listening tasks as they go hand-in-hand) Generate Buzz: Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content. Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category that are found in other categories. I'd also include your individual social networking profile which can be a great way to spread buzz (or spread yourself too thin.) (10-15 hours per week - also includes some listening tasks) Share Your Story: You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site. Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks. But even better is getting your constituents to share their stories about your organization with others (which takes more time because it is more in the community building area) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill) Community Building and Social Networking: You build relationships online, nurture a community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising. Note, this step goes beyond just setting up your individual profile or creating a fan page or profile -- to get results in this category - it requires heavy lifting. I wouldn't advise an organization to start here ... (20 plus hours a week)
  • Word Association - What do you think of when you hear Gen Y?
  • How can you create a learning, innovative, welcoming organization? How can you leverage the strengths, differences and divides to build something better?
  • InformationIsBeautiful.Net. US Gender figures – source:
  • InformationIsBeautiful.Net. US Gender figures – source:
  • InformationIsBeautiful.Net. US Gender figures – source:
  • How can you create a learning, innovative, welcoming organization? How can you leverage the strengths, differences and divides to build something better?
  • Media, Modernization and Millenials... What's the future of settlement work?

    1. 1. Media, Modernization and Millenials... What's the future of settlement work?
    2. 3. <ul><li>Services are accessible to all who need them. </li></ul><ul><li>Services are offered in an inclusive manner, respectful of and sensitive to diversity. </li></ul><ul><li>Clients are empowered by services. </li></ul><ul><li>Services respond to needs as defined by users. </li></ul><ul><li>Services take account of the complex, multifaceted, interrelated dimensions of settlement and integration. </li></ul><ul><li>Services are delivered in a manner that fully respects the rights and dignity of the individual. </li></ul>12 Core Values of Settlement Work Canadian Council for Refugees
    3. 4. 12 Core Values of Settlement Work <ul><li>Services are delivered in a manner that is culturally sensitive. </li></ul><ul><li>Services promote the development of newcomer communities and newcomer participation in the wider community and develop communities that are welcoming of newcomers. </li></ul><ul><li>Services are delivered in a spirit of collaboration. </li></ul><ul><li>Service delivery is made accountable to the communities served. </li></ul><ul><li>Services are oriented towards promoting positive change in the lives of newcomers and in the capacity of society to offer equality of opportunity for all. </li></ul><ul><li>Services are based on reliable, up-to-date information. </li></ul>
    4. 5. <ul><li>Anonymous and/or confidential access to information. </li></ul><ul><li>Be empowered to the extent possible. </li></ul><ul><li>Assistance based on the inquirer's personal value system. </li></ul><ul><li>Treatment based on respect and sensitivity to cultural, generational and age/disability related differences. </li></ul><ul><li>Self-determination and the opportunity to access the most appropriate service available in the human services system. </li></ul><ul><li>Accurate and comprehensive information about services. </li></ul><ul><li>An appropriate level of support in obtaining services. </li></ul><ul><li>A grievance procedure if they feel they have not received satisfactory service. </li></ul>Client Bill of Rights Alliance of Information & Referral Systems
    5. 6. Settlement Modernization
    6. 7. From a Suite of Programs to a Single Program with a Suite of Activities to Achieve Results
    7. 8. The Modernized Approach <ul><li>Outcomes - The modernized approach is an outcome based approach, which aims at supporting newcomers by providing: </li></ul><ul><ul><li>language training so they have the language/skills to function in Canada; </li></ul></ul><ul><ul><li>the information they need to better understand life in Canada and make informed decisions about their settlement experience; </li></ul></ul><ul><ul><li>the required assistance to find employment commensurate with their skills and education; and </li></ul></ul><ul><ul><li>help to establish networks and contacts so they are engaged and feel welcomed in their communities </li></ul></ul><ul><li>Needs Assessment – Newcomers will be assessed to determine services required to meet their needs. Needs assessment is to begin as early as possible, optimally overseas. </li></ul><ul><li>Planning - All activities will be harmonized through improved coordination and collaboration among the range of partners. </li></ul><ul><ul><li>Communities develop and implement strategic settlement plans, offering services that respond to identified needs and regional issues. All stakeholders are involved in planning and carrying out settlement programming. Best practices shared. </li></ul></ul><ul><li>Performance measurement - Results in terms of outcomes, outputs, and financial resources will be gathered and monitored to ensure activities continue to achieved expected results and link services to specific settlement outcomes. </li></ul>
    8. 9. Settlement Program Logic Model Ultimate Outcomes Immediate Outcomes Program Components CIC Strategic Outcome 3 Outputs Intermediate Outcomes Policy Development, Program Design and Management Policy and Program Development Settlement Services Program Implementation and Management Needs Assessment and Referrals Support Services Information & Awareness Services Employment-related Services <ul><li>Initial and on-going needs assessments (including language assessments) </li></ul><ul><li>Referrals to CIC-funded and community settlement services </li></ul><ul><li>Enabling services: </li></ul><ul><li>Childminding </li></ul><ul><li>Transportation assistance </li></ul><ul><li>Provisions for disabilities </li></ul><ul><li>Other support services: </li></ul><ul><li>POE reception services </li></ul><ul><li>Translation </li></ul><ul><li>Interpretation </li></ul><ul><li>Settlement/ crisis counselling </li></ul><ul><li>Information products </li></ul><ul><li>Orientation sessions </li></ul><ul><li>Promotion and outreach </li></ul><ul><li>Labour market bridging </li></ul><ul><li>Job search skills training </li></ul><ul><li>Labour market information </li></ul><ul><li>Workplace orientation </li></ul>23. Successful integration of newcomers into society and the promotion of Canadian Citizenship <ul><li>Policies and programming align with departmental and government priorities </li></ul><ul><li>Program models are evidenced-based, informed by stakeholder input and address the barriers & needs of both newcomers and communities </li></ul><ul><li>Standards, tools, resources and program coordination support the effective delivery of services ) </li></ul><ul><li>4. Services are efficiently delivered </li></ul><ul><li>5. Provision of settlement services across Canada that achieve comparable outcomes </li></ul>6. Clients, service providers and CIC are aware of newcomer settlement needs 7. Referrals and personalized settlement plans are based on assessed settlement needs 19. Newcomers find employment commensurate with their skills and experience 20. Newcomers enjoy their rights and act on their responsibilities in Canadian society 21. Canadians provide a welcoming community to facilitate the full participation of newcomers into Canadian society 22. Newcomers contribute to the economic, social and cultural development needs of Canada ( in PAA) 8. Target population is aware of CIC settlement services 9. Timely, useful and appropriate CIC settlement services are available in the Official Language of choice (in accordance with the Official Languages Act and Policy) 10. Clients obtain the CIC settlement services they need to deal with settlement issues as they emerge Language Learning & Skills Development <ul><li>Language training </li></ul><ul><li>Other skills/ life-skills training </li></ul>11. Clients have timely, useful and accurate information needed to make informed settlement decisions 12. Clients understand life in Canada including laws, rights, responsibilities and how to access community resources 13. Clients have the official language skills needed to function in Canadian society 14. Clients have the skills/life-skills needed to function in Canadian society 15. Clients have knowledge of the Canadian work environment and are connected to local labour markets 16. Clients have the skills to find and apply for employment 17. Clients are connected to the broader community and social networks 18. Program participants are aware of newcomers’ needs and contributions and are engaged in newcomer settlement <ul><li>Strategic plans </li></ul><ul><li>Policy, priorities, standards and outcomes </li></ul><ul><li>Performance measurement strategy and national reports </li></ul><ul><li>Horizontal coordination </li></ul><ul><li>PT consultations </li></ul><ul><li>Research analysis/ and reports </li></ul><ul><li>Funding allocation </li></ul><ul><li>Operational plans </li></ul><ul><li>Program delivery materials and tools </li></ul><ul><li>Functional guidance & training </li></ul><ul><li>Data collection and regional/local/SPO reports </li></ul><ul><li>Regional, local and SPO coordination </li></ul><ul><li>Service delivery capacity building </li></ul><ul><li>Best practices and info sharing </li></ul><ul><li>Contribution agreements </li></ul>Community Connections <ul><li>Individual and community-level bridging, e.g.: </li></ul><ul><li>Host/ mentor matches </li></ul><ul><li>Volunteers engaged trained and supported </li></ul><ul><li>Cultural awareness, anti-racism, and welcoming communities services </li></ul>E A B C D Expected Results A - Orientation B - Language/Skills C - Labour Market Access D – Welcoming Communities E - Program and Policy Development
    9. 10. Innovations Now: JSW Newcomer Information Centres Settlement Workers in Schools LINC Orientation materials Library Settlement Partnerships, Youth-centered programming, Professional Development conferences for IEPs, Higher level language training, LT in the workplace, Occupation-specific language training, Local Immigration Partnerships. Future Innovations: Coordinated Language Assessment and Referral System, Occupation Specific Language Training – OSLT, Employment Related Services, Welcoming Communities, Capacity-building (focus on governance and needs assessment), Enhancing pre-Arrival Services
    10. 11. Operating Vision <ul><li>Common Contract – Outcome Based Performance </li></ul><ul><li>Flexible funding model to support innovative and dynamic programming </li></ul><ul><li>Capacity building </li></ul><ul><li>Report results and trends / needs </li></ul>Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs Local needs addressed through local planning and community-wide coordination (LIPs, RNEN, Local Labour Market Planning tables) Ministry Perspective – Government priorities; oversight and policy development <ul><li>Immigrant Services – clear entry points/access to services/multi-channel </li></ul><ul><li>Multi-service locations/province-wide coverage/services mobile and dynamic </li></ul><ul><li>Deliver immigrant services based on defined client needs & outcomes </li></ul><ul><li>Refer to other support services as required </li></ul><ul><li>Manage provider relationship </li></ul><ul><li>Monitor performance </li></ul><ul><li>Develop streamlined processes to support integrated service delivery </li></ul>Client Perspective – Continuum of services; no eligibility gaps; alignment with core programs (e.g. health, education, housing, employment)
    11. 12. Social Media
    12. 13.
    13. 14. The chaos, the loss of control, the privacy/security concerns, they scare a lot of us.
    14. 15. So, we ban it.
    15. 16. The Information Problem <ul><li>Our agencies are made up of a wide range of knowledge workers. </li></ul><ul><li>We are not currently able to effectively meet our information management and communication needs. Ad hoc systems and approaches for Information/Knowledge Management aren’t working.  </li></ul><ul><li>  Leading edge and consistent information practices are vital for our continued success as an organization.  </li></ul><ul><li>We need to find, engage, retain and serve our clients in a competitive environment. </li></ul>
    16. 17. Silos Synergies
    17. 18. FROM knowledgeable individuals ad hoc information sharing, if at all short-term knowledge capacity Less than optimal performing organization TO knowledgeable individuals and organizations Information and knowledge sharing systematic, formal, strategic sharing generating new knowledge continuity in knowledge retention tools and processes to support an even better performing orgs RESULTS IN greater access to information better program planning & delivery more effective and efficient service to clients /members/ stakeholders better partnerships with service providers and stakeholders stronger organizational systems
    18. 19. What if increased use of online tools could save us time, free us up to do more interesting work, get us the information we needed to do our jobs and engage our community more efficiently, effectively? Working Smarter?
    19. 20. Why Social Media? It’s happening now . With or without you. The people you want to reach are already using it.
    20. 21. 36544 members 50023 members 1445 members 17009 Members and many more...
    21. 22. eLearning Online Video Learning Portals
    22. 29. Service Evolution: S.Org Example We envision the S.Org site as an I&R tool for newcomers. The site started with a discussion forum. No uptake. Took it off the site. We responded to emails from site users. 1 to 1. A few years ago we noticed we were getting very similar emails from multiple people. Started creating form emails. 1 to many - kind of, but not really. This trend increased, so we realized that we should simply post the typical question and answer, then email them back with the address where their answer could be found. Could have been an FAQ section, but we decided to resurrect the discussion forum, as we thought, &quot;hey, people could follow up with additional questions&quot;. 1 to many. Eventually, we restricted the places where people could send us email, and directed them to our discussion forum to ask questions. Discussion forum membership and postings increased. No one was answering questions but us. All postings were moderated (funder pressure, very much the right decision!) Still 1 to many. At some point, after some time, for some reason, people started not only posting questions, but also answers! Some users became frequent contributors, site experts. Some threads now include dozens of replies, thousands of reads. Some of them are not even questions, but discussions about experiences, opinions on issues, etc. We have a full time discussion area facilitator. We could use another!
    23. 30. Connect and integrate your online work with your offline work For e-service delivery, technology is valuable when it complements or maximizes a relationship currently in progress.
    24. 31. <ul><li>Important principles: </li></ul><ul><li>No loss of human service interaction with clients </li></ul><ul><li>Minimal increase in workload for staff; instead, a change in how we do our work with some of our clients </li></ul><ul><li>E-services must complement existing services </li></ul><ul><li>Online work must contribute to meeting client service targets </li></ul><ul><li>E-services is not for all clients </li></ul><ul><li>Privacy and confidentiality are essential </li></ul><ul><li>Maintaining a high level of client-centric service focus </li></ul>
    25. 32. How can we complement existing service delivery to offer clients another way to get help? Can on-line, interactive access to and connection with counsellors, information, mentors and advisors, peers, and other learning resources be part of a service solution?
    26. 33. 1. Listen Up! 2. Target your audience 3. Develop an active idea 4. Produce engaging content 5. Distribute your content 6. Get social Engaging Online: A 6 Step Program
    27. 34. <ul><li>5 Pillars </li></ul><ul><ul><ul><li>Ease of Use (tech becoming boring, easier) </li></ul></ul></ul><ul><ul><ul><li>Trusted Networks (that's you!) </li></ul></ul></ul><ul><ul><ul><li>Everyone Can Publish (if you can send an email, you can use social media) </li></ul></ul></ul><ul><ul><ul><li>Actively Passive (set it and forget it – well, almost) </li></ul></ul></ul><ul><ul><ul><li>Media Rich (use pictures, video to inform, educate, serve) </li></ul></ul></ul>Social Media
    28. 35. Your Org Here Your Service Platform Other?
    29. 36. How much time?
    30. 37. Millenials
    31. 38. Can you solve your social media problem by hiring a new generation of employees?
    32. 39. Well, no.
    33. 40.
    34. 41. <ul><li>They bring </li></ul><ul><li>Energy </li></ul><ul><li>New Skills </li></ul><ul><li>Attitude </li></ul><ul><li>Creativity </li></ul><ul><li>Innovation </li></ul><ul><li>Facebook </li></ul><ul><li>Social media </li></ul><ul><li>You have </li></ul><ul><li>Experience </li></ul><ul><li>Structure </li></ul><ul><li>Awareness </li></ul><ul><li>Community </li></ul><ul><li>Introspection </li></ul><ul><li>Face time </li></ul><ul><li>Social connection </li></ul>
    35. 42. But, it's isn't necessarily an age thing. It's a skill, attitude, innovation thing. And, that's ageless.
    36. 48.
    37. 49. “ 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.” Statistics Canada
    38. 50. It’s Not About the Technology
    39. 51. Help people explore and make the most of what they need.
    40. 52. Connect people with other people. Connect them with the information they need.
    41. 53. The future of settlement work is a culture of innovation, creativity, learning, serving.