okanagan college (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the Thompson Rivers University degree team at the 6th Annual LinkBC Case Competition. They were challenged with solving 10% of BC's projected tourism labour shortage by 2020.TRANSCRIPT
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Naturally Forward Consulting
Josh RamponeJessica PommerLana ReimerMaik Uhlmann
NFC
Okanagan College Diploma Program
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Agenda• Challenges• Target Markets• Working Budget• Promoting a Career• Conclusion
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Project VisionTo attract and retain ten-thousand new workers into the British Columbia tourism labour market
by 2020.
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Labour Force Challenges
• Aging population• Lack of skilled
workers• Leakage to other
industries
• Transferability of certifications• Career expectations• Working
environment
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Target Markets• Domestic Students (5,000 recruits)• International Professionals (2,000 recruits)• Exiting Baby Boomers (3,000 recruits)
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Domestic Student Characteristics
• 14-22 years old• Technologically advanced• Flexible lifestyle• Career exploration
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Vision: Domestic Students
Making it work…promoting tourism as a career
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Domestic Student Tactics
• Cooperative Programs (Co-op)• Social Media• Job-fairs
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Okanagan Culinary Arts Program
Perry Bently• Apprenticeship• Turnover equals cross training• Networking
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Key Stakeholders
• LinkBC • Go2
Career counsellors
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International Professional Characteristics
• Post Secondary Education• Life experience• Unemployed professionals
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Vision: International Professional
Providing skilled workers with a secure career
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International Professional Tactics
• Similar educational outcomes• Transferable credential and qualifications• International Framework
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Manteo ResortKim Desrosier
• Jamaica• Retention• Key Communication• “Above and beyond, those are the ones you want”
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Key Stakeholders
• Tourism B.CCitizenship and Immigration Canada
• British Columbia Counsel for International EducationPromotion and interest
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Existing Baby Boomer Characteristics• 48+• Life experience• Workforce Experience• Seeking connections
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Vision: Baby Boomers
Maintain quality of life through tourism employment
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Baby Boomer Tactic's• Social clubs• Online networking• Emphasize benefits
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Key Stakeholders• Go2• Social Clubs
City of Kelowna Recreation and Cultural Services
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Budget Total 8 Year Budget: 5.25 Million
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Measuring Success• Qualitative
Expectation SurveyStay Survey
• QuantitativeNumber of people entering the
program
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Promoting a Career
• Quality of life• Travel opportunities• Flexible hours
• Job growth• Countless learning• Diversification
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Delta Grand HotelsShari Avery
• Delta Leadership Program• Cross training• Internal recruitment• Transparency and honestly approaches• Stay Interview
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References• Banon, Francois. Our People. 2010. 13 October 2012.• Bell, Pat and Harry Bloy. Service Plan. Service Plan. Victoria: Ministry of Jobs,
Tourism and Innovation, 2012/13 - 2014/15.• Recruitment Campaign Launched for Tourism Ambassadors. September 2012.
13 October 2012.• Stroomer, Chad. "Special Focus: Tourism Sector Slumps in 2009." Statistics
Canada Report. 2010.• Candian Tourism Human Resource Council. (2010). The future of Canada's
tourism sector: Economic recession only a temporary reprieve from labour shortages. Retrieved from http://www.otec.org/PDF/SupplyDemand_2010_NatSummaryEN.pdf
• BC Tourism Labour Market Strategy. (2011). Retrieved from http://www.go2hr.ca/research/bc-tourism-labour-market-strategy
• Study Tourism in BC Canada. (2012). Draft Marketing Plan 2012-2014. Retrieved from http://linkbc.ca/siteFiles/85/files/DraftMktgPlanExecutiveSummary.pdf
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References Continued• Wheeler, A.B. (n.d.). Texting affects communication skills. Retrieved
from http://www.kent.k12.md.us/index.php?option=com_content&view=article&id=555:texting-affects-communication-skills&catid=54:superintendent&Itemid=188
• Nobscot Corporation. (2012). Retention Management and Metrics. Retrieved from http://www.nobscot.com/library/retention.cfm
• Failte Ireland’s Pick Tourism web recruitment campaign (n.d.) Retrieved from http://www.episerver.com/Customer/Pick-Tourism/
• Recruitment Campaign Launched for Tourism Ambassadors. (n.d.) Retrieved from http://www.goskills.org/news/latest-news/recruitment-campaign-launched-for-tourism-ambassadors
• Creative Ways to Recruit and Attract Good Workers (n.d) Retrieved from http://www.go2hr.ca/articles/creative-ways-recruit-and-attract-good-workers
• Travel Industry Careers Association. (n.d). Why Travel and Tourism. Retrieved from http://www.travelindustrycareers.org/why-travel-and-tourism
• Staff Writer-Nanaimo News Bulletin. (2012 October 27). Future looks bright for B.C.’s tourism industry. Retrieved fromhttp://www.bclocalnews.com/business/176018131.html?mobile=true
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References Continue• Tourism Kelowna. (n.d.) Retrieved from http://www.tourismkelowna.com/• Perry Bentley, Personal Communication, October 30, 2012• Gielles DuFort, Personal Communication, October 26, 2012• Kim Desrosier , Personal Communication, October 24, 2012 • Sheri Avery, Personal Communication, October 31, 2012
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Questions?