TRU Diploma Team (2012 LinkBC Case Competition)
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THOMPSON RIVERS UNIVERSITY Meaghan Blakely Denise Sturlini Elena Tsvetkova Alex Ponomarev Tourism Management Diploma Team, Human Resources
description
This is the presentation from the Thompson Rivers University diploma team at the 6th Annual LinkBC Case Competition. They were challenged with solving 10% of BC's projected tourism labour shortage by 2020. This team had the winning presentation.
Transcript of TRU Diploma Team (2012 LinkBC Case Competition)
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
