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