royal roads university (2012 linkbc case competition)

Jake LynchJared Zuege

Emily MacCannellJillian Fonteyne

INCREASING HUMAN CAPITAL

AGENDA

CONTEXT

TARGET MARKETS

RECOMMENDATIONS

TACTICS

IMPLEMENTATION

SITUATION

•Deficit occurring due to expansion of industry & retirement of Baby boomer generation

•8 year time constraint

•Focus on young domestic workers

•World class destination

•Unique opportunity to increase human capital

10,000 JOBS

8 YEARS TO FILL POSITIONS

343 SECONDARY SCHOOLS

4 STUDENTS

PER SCHOOL

PER GRADUATING

YEAR

http:/ /www.brentgranby.ca/wordpress/wp-content/uploads/2012/03/2011EdFacts.pdf

Meet Kyle

Parents

Counselors

Influencers

Job Seekers

CREATING THE ABILITY TO BE SEEN AS A CAREER, NOT JUST A JOB

AWARENESS OF INDUSTRY

WEALTH OF OPPORTUNITY

STUDENTS•Approaching students at their level

•How to:

• Online Campaign - Website design

• Social Media

INFLUENCERS

Parents & Counselors

• Expanding Career Perceptions

• Pamphlets

• Posters

JOB SEEKERS

•Awareness of Transferable skills

•Breaking perceptions

INSPIRING ACTION FOR YOUNGER GENERATION

• LinkBC• Simplifying college model • Presented to ministry of education

Tourism Education in High Schools

• Key cities• Attendees• Benefits &

Features

Workshops for the next generation of tourism

• Funded by Universities, Colleges, Industry Leaders

• Incentive to continue education • Incentive for the workforce

Scholarships as an Incentive

MAKING THE INDUSTRY SUITABLE FOR YOUNG WORKERS

LIFESTYLE & CAREER

“Historically, younger generations have always stirred new ideas into the corporate world causing some expected ‘irritation’ for older generations. Yet this time it’s not an

attitude problem, it’s a transition in business where globalization and technology have

radically changed the game. Gen Y has grown up participating in this revolution and sees

clearly how they can be creative and innovative in today’s world.”-Erica Dhawan, Forbes, 2012

•It’s not all about the money

•Good HR practices leads to a better bottom line

•High cost of turnover

•Younger workforce an opportunity, not a nuisance

CREATING AN EXCELLENT FIRST IMPRESSION & ESTABLISHED PATHS FOR CAREER DEVELOPMENT

STRATEGIES

1.Go2 HR roll out an education of initiative for small businesses about how to engage millennials in the workplace and maximize their potential

2. Promoting and empowering, knowledge based, decentralized management structure

3.Initiating lateral and vertical training programs in the industry to engage young employees and foster life long careers

STAKEHOLDERS

Provincial Government

Go2 HR

LinkBCEducational Institutions

Employers

ITEM 2012 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20

MARKETING CAMPAIGN WEBSITE

25K 25K 5K 5K 5K 5K 5K 5K 5K

SOCIAL MEDIA PRESENCE

0 10K 10K 10K 10K 10K 10K 10K 10K

SEARCH ENGINE MARKETING

0 10K 10K 5K 5K 5K 5K 5K 5K

ONLINE ADVERTISING 0 200K 150K 50K 50K 200K 100K 50K 50K

POSTERS 0 10K 10K 10K 10K 10K 10K 10K 10K

BROCHURES 0 50K 50K 50K 50K 50K 50K 50K 50K

TOURISM CURRICULUM DEVELOPMENT

10K 10K 0 0 10K 0 0 0 0

WORKSHOPS 0 100K 0 100K 0 100K 0 100K 0

SCHOLARSHIPS 0 0 0 0 0 0 0 0 0

YEARLY TOTALS: 35K 405K 235K 230K 140K 380K 180K 230K 130K

8 YEAR TOTAL: 1,965K

Budget

CONCLUSION

QUESTIONS?

THANK YOU!

http://impact.webershandwick.com/?q=category/tags/teens-survey-mobile-social-media (Social Impact, 2011)http://www.brentgranby.ca/wordpress/wp-content/uploads/2012/03/2011EdFacts.pdf (British Columbia Teachers Federation, 2010-2011)http://www.forbes.com/sites/85broads/2012/01/23/gen-y-workforce-and-workplace-are-out-of-sync/ (Fobes.com, 2012)

References