Naturally Forward Consulting
Josh RamponeJessica PommerLana ReimerMaik Uhlmann
NFC
Okanagan College Diploma Program
Agenda• Challenges• Target Markets• Working Budget• Promoting a Career• Conclusion
Project VisionTo attract and retain ten-thousand new workers into the British Columbia tourism labour market
by 2020.
Labour Force Challenges
• Aging population• Lack of skilled
workers• Leakage to other
industries
• Transferability of certifications• Career expectations• Working
environment
Target Markets• Domestic Students (5,000 recruits)• International Professionals (2,000 recruits)• Exiting Baby Boomers (3,000 recruits)
Domestic Student Characteristics
• 14-22 years old• Technologically advanced• Flexible lifestyle• Career exploration
Vision: Domestic Students
Making it work…promoting tourism as a career
Domestic Student Tactics
• Cooperative Programs (Co-op)• Social Media• Job-fairs
Okanagan Culinary Arts Program
Perry Bently• Apprenticeship• Turnover equals cross training• Networking
Key Stakeholders
• LinkBC • Go2
Career counsellors
International Professional Characteristics
• Post Secondary Education• Life experience• Unemployed professionals
Vision: International Professional
Providing skilled workers with a secure career
International Professional Tactics
• Similar educational outcomes• Transferable credential and qualifications• International Framework
Manteo ResortKim Desrosier
• Jamaica• Retention• Key Communication• “Above and beyond, those are the ones you want”
Key Stakeholders
• Tourism B.CCitizenship and Immigration Canada
• British Columbia Counsel for International EducationPromotion and interest
Existing Baby Boomer Characteristics• 48+• Life experience• Workforce Experience• Seeking connections
Vision: Baby Boomers
Maintain quality of life through tourism employment
Baby Boomer Tactic's• Social clubs• Online networking• Emphasize benefits
Key Stakeholders• Go2• Social Clubs
City of Kelowna Recreation and Cultural Services
Budget Total 8 Year Budget: 5.25 Million
Measuring Success• Qualitative
Expectation SurveyStay Survey
• QuantitativeNumber of people entering the
program
Promoting a Career
• Quality of life• Travel opportunities• Flexible hours
• Job growth• Countless learning• Diversification
Delta Grand HotelsShari Avery
• Delta Leadership Program• Cross training• Internal recruitment• Transparency and honestly approaches• Stay Interview
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
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
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
Questions?