THOMPSON RIVERS UNIVERSITY

Meaghan Blakely

Denise Sturlini

Elena Tsvetkova

Alex Ponomarev

Tourism Management Diploma Team, Human Resources

OUR CHALLENGEOur Discussion:• Our Challenge• Context for

Recommendations

• Target market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Thompson Rivers University

Develop a marketing plan to recruit 10,000 new people to the tourism industry in the

next 8 years.

CONTEXT FOR RECOMMENDATIONS

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Labour demand by 2020: 101,430

77% of all business are small business

30.3% of the tourism and hospitality industry workforce is 15-24 year oldsBC Tourism Labour Market Strategy – go2, 2012

CONTEXT FOR RECOMMENDATIONS

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

BC Tourism Labour Market Strategy – go2, 2012

TARGET MARKET

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Sources for workforce:

Aboriginal youth

People with disabilities

The new generation of youth in BC

International students and workers

Employees First - Tourism BC, 2012

VALUES OF GEN Y

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Qualities the younger generation of workers may look for in a dynamic work environment :

Stimulating learning opportunitiesMentoring programsOpportunity for advancementA welcoming entrepreneurial spiritValues – based work cultureFlexible schedule

Employees First - Tourism BC, 2012

1ST RECOMMENDATION

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Tactic: Aboriginal based businesses supplying opportunities

Focus on Generation Y

Short term Strategy

Aboriginal Youth New immigrants Temporary workers Youth with Disabilities

Employees First - Tourism BC, 2012

2ND RECOMMENDATION

Thompson Rivers University

Our Discussion:• Our Challenge• Context for

recommendations

• Target Market• Our 3 key

recommendations

• 1st recommendation

• 2nd recommendation

• 3rd recommendation

• Stakeholders• Preliminary

working budget• Concluding

remarks

Young workers: Generation Y

Long Term Strategy

International StudentsCanadian Students

Tactic: Internships and co-operative education

Employees First - Tourism BC, 2012

3RD RECOMMENDATION

Thompson Rivers University

Our Discussion:• Our Challenge• Context for

recommendations

• Target Market• Our 3 key

recommendations

• 1st recommendation

• 2nd recommendation

• 3rd recommendation

• Stakeholders• Preliminary

working budget• Concluding

remarks

Tactic: Guest speakers in high school

Young workers: Generation Y

Workers age 15 – 19 High School Canadians

THE 5 STAGES OF MILLENIAL CANDIDATE ENGAGEMENT

Make them aware Influence their decisions Lure them in Keep them engaged Ask them to join the conversation

Five Best Recruiting & Workforce Marketing Channels for Gen Y - Blogging4jobs, 2012

PRELIMINARY WORKING BUDGET

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget

• Concluding Remarks

Marketing Channels:

Recruitment Agencies (WORKBC) Websites Social Media (LinkedIn) Newspapers (Disabilities) Direct Marketing

Initial Cost:

$0 $10,000 $13,000 $9,600 $0

Operation:

$0 $1,000 $1,000 $9,600 $0BC Web Design - 2012

$113,800

STAKEHOLDERS

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Aboriginal youth: Aboriginal Tourism Association

People with disabilities: BC Aboriginal Network on Disability Society

The new generation of youth in BC: The Career Education

Department

(Cooperative education)

International students and workers: World Youth Student

& Educational Travel

Confederation

CONCLUDING REMARKS

Thompson Rivers University

Our Discussion:• Our Challenge• Context For

Recommendations

• Target Market• Our 3 Key

Recommendations

• 1st Recommendation

• 2nd Recommendation

• 3rd Recommendation

• Stakeholders• Preliminary

Working Budget• Concluding

Remarks

Target Market: International, first nations,

BC´s new generation, Disabled

3 Key Recommendations: Short term strategy, Long

term strategy, Youth

Preliminary Budget: $113,800 Initial cost and

operational

Stakeholders: ATA, BCANDS, Cooperative

Education, WYSETC

Thompson Rivers University

QUESTIONS