1. From the Frontlines of
Employer Engagement
2010 ALLIES Learning Exchange
Putting Ideas into Action
May 7, 2010
Racquel Sevilla, TRIEC
New Realities. New Opportunities.
2. Toronto Region Immigrant
Employment Council (TRIEC)
Convene, catalyze, collaborate
Three Objectives:
1. To convene and collaborate with partners, creating opportunities for
skilled immigrants to connect to the local labour market.
2. To work with key stakeholders, particularly employers, building their
awareness and capacity to better integrate skilled immigrants into the
workforce.
3. To work with all levels of government, enhancing coordination and
effecting more responsive policy and programs for skilled immigrant
employment.
New Realities. New Opportunities.
3. Outline
• TRIEC story
• Employer engagement model
• Employer stories
• Challenges, key learnings & tips
New Realities. New Opportunities.
5. Employer Engagement
Internal Coordination
• Established CSRMs as point of contact to employers
• Implemented mechanisms to enhance internal coordination:
– Bi-weekly employer-facing team meetings
– Email communication
– Internal team meetings
– Customer Relationship Management (CRM) system
New Realities. New Opportunities.
6. Employer Engagement
Effective
employer
engagement
New Realities. New Opportunities.
7. Awareness
TRIEC:
• Public awareness (print, TV
ads, media / public
relations, IS Awards)
CSRM Role:
• Speaking opportunities
• Strategy development:
Increasing employer identification of partnership
awareness of the value of opportunities, target groups,
immigrant skills, education setting priorities
and experience • Employer outreach
New Realities. New Opportunities.
8. Acceptance
Employer:
• Internal buy-in
CSRM Role:
• Relationship development
and management
• Tailoring solutions to meet
employer needs
Increasing employer • Coordination with TRIEC
acceptance of the need to
explore solutions and
and partner teams
opportunities
New Realities. New Opportunities.
9. Action
Employers:
• Participation in programs
• Spokespersons
• Champions
• Informing solutions
CSRM Role:
• Hand-off to programs
Enabling employers to take • Feedback
action & engage in • Convening
solutions to recruit &
• Identifying opportunities to
integrate skilled immigrants
re-engage
New Realities. New Opportunities.
10. Pitney Bowes Example
Works with TRIEC Wins HRPA award Wins IS Award
on immigrant- for diversity
focused marketing
committees
Joins TRIEC
council
Posts jobs through
TRIEC partner
agencies
Works with ALLIES
Launches Expands to expand
Mentoring pilot Mentoring Program mentoring outside
of the GTA
2007 2008 2009 2010
New Realities. New Opportunities.
11. American Express Example
HR intro to TRIEC Holds onsite
partner agency recruitment event
w/ TRIEC partners
Hosts BUILD IT
launch, Amex Director of IT joins
President speaks BUILD IT advisory
Joins TRIEC committee & Continues to
Individual council commits her participate in
mentors sign- division as pilot BUILD IT initiatives
Joins TRIEC’s
up
York advisory
VP Legal committee Mentoring Program
mentor wins Mentoring Program expands to other
Mentor of the expands to peer divisions as part of
Year group diversity initiatives
2005/6 2008 2009 2010
New Realities. New Opportunities.
12. Steam Whistle Brewing Example
Media Media Media
coverage: CBC coverage: coverage: Globe
Radio, TV and Financial Post & Mail
Workopolis TV,
Workplace News
Wins IS Award Sponsor of IS Sponsor of IS
Awards Selection Awards Selection
Committee Committee
Joins TRIEC
council
Posts jobs through
Participates in HR TRIEC partner
consultant project agencies
2007 2008 2009 2010
New Realities. New Opportunities.
13. Key Learnings
Challenges Learnings & Tips
initial contact • network
• create opportunities for follow-up contact
• employers opening doors to opportunities
accelerates success
turnover of • get your contact to introduce/endorse you to their
employer replacement; bring the replacement up-to-speed
contacts • stay in touch and engage your contact’s new
organization
• TRIEC council membership transition from individual
to institutional; more embedded within the
organization
New Realities. New Opportunities.
14. Key Learnings
Challenges Learnings & Tips
sales cycle is • establish a means of staying in contact
long • success is also a factor of need, timing and capacity
many employer • be prepared to connect the dots – you may be more
contacts, not aware of their immigrant activities
coordinated
external factors • do your research about the industry and the
(e.g. recession) particular employer
• know where the job opportunities are
• messaging may need to change
New Realities. New Opportunities.
15. Key Learnings
Challenges Learnings & Tips
employer • the risk is higher if you have a small stable of
fatigue employers
• one person manages the employer relationship
• CRM software is a good tool
appropriate • find other opportunities to engage (e.g. involve in
and effective partner programs, as spokespersons, seek input on
opportunities program development)
for action
New Realities. New Opportunities.
16. Key Learnings
Challenges Learnings & Tips
employers do not have • understand their needs; help them navigate
time to learn about & through the options
engage in programs
employers say they • coordinate requests / opportunities with
receive too many calls partners / internal team
from various programs
employers have • support your champion
challenges getting • pilot, demonstrate success
internal buy-in • find ways to get the hiring managers in front
of skilled immigrants (mentoring, job fairs, info
sessions)
New Realities. New Opportunities.
18. Thank you!
Racquel Sevilla
Toronto Region Immigrant Employment Council (TRIEC)
Manager, Corporate & Stakeholder Relations (Toronto)
www.triec.ca
New Realities. New Opportunities.
New Realities. New Opportunities.
