royal roads university (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the Royal Roads University team at the 6th Annual LinkBC Case Competition. They were challenged with solving 10% of BC's projected tourism labour shortage by 2020. This presentation won first place.TRANSCRIPT
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