2010 allies learning exchange: racquel sevilla - employer engagement

New Realities. New Opportunities.

From the Frontlines of Employer Engagement

2010 ALLIES Learning ExchangePutting Ideas into Action

May 7, 2010

Racquel Sevilla, TRIEC



Toronto Region Immigrant Employment Council (TRIEC)

Convene, catalyze, collaborate

Three Objectives:

1. To convene and collaborate with partners, creating opportunities for skilled immigrants to connect to the local labour market.

2. To work with key stakeholders, particularly employers, building their awareness and capacity to better integrate skilled immigrants into the workforce.

3. To work with all levels of government, enhancing coordination and effecting more responsive policy and programs for skilled immigrant employment.


Outline

• TRIEC story• Employer engagement model• Employer stories• Challenges, key learnings & tips


TRIEC Story

The needEarly days Present


Employer Engagement

Internal Coordination• Established CSRMs as point of contact to employers• Implemented mechanisms to enhance internal coordination:

– Bi-weekly employer-facing team meetings– Email communication – Internal team meetings– Customer Relationship Management (CRM) system


Employer Engagement

Effective employer

engagement


Awareness

Increasing employer awarenessawareness of the value of immigrant skills, education and experience

TRIEC:• Public awareness (print, TV

ads, media / public relations, IS Awards)

CSRM Role:• Speaking opportunities• Strategy development:

identification of partnership opportunities, target groups, setting priorities

• Employer outreach


Acceptance

Increasing employer acceptanceacceptance of the need to explore solutions and opportunities

Employer:• Internal buy-in

CSRM Role:• Relationship development

and management• Tailoring solutions to meet

employer needs • Coordination with TRIEC

and partner teams


Action

Enabling employers to take actionaction & engage in solutions to recruit & integrate skilled immigrants

Employers:• Participation in programs• Spokespersons• Champions• Informing solutions

CSRM Role:• Hand-off to programs• Feedback • Convening• Identifying opportunities to

re-engage


Pitney Bowes Example

Launches Mentoring pilotLaunches Mentoring pilot

Expands Mentoring ProgramExpands Mentoring Program

Works with TRIEC on immigrant-focused committees

Works with TRIEC on immigrant-focused committees

Wins HRPA award for diversity marketing

Wins HRPA award for diversity marketing

Joins TRIEC councilJoins TRIEC council

Posts jobs through TRIEC partner agencies


Works with ALLIES to expand mentoring outside of the GTA

Works with ALLIES to expand mentoring outside of the GTA

Wins IS AwardWins IS Award

20082007 2009 2010


American Express Example

VP Legal mentor wins Mentor of the Year

VP Legal mentor wins Mentor of the Year

Mentoring Program expands to peer group

Mentoring Program expands to peer group

Holds onsite recruitment event w/ TRIEC partners

Holds onsite recruitment event w/ TRIEC partners


20082005/6 2009 2010

Individual mentors sign-up

Individual mentors sign-up Joins TRIEC’s

York advisory committee

Joins TRIEC’sYork advisory committee

HR intro to TRIEC partner agencyHR intro to TRIEC partner agency

Hosts BUILD IT launch, Amex President speaks

Hosts BUILD IT launch, Amex President speaks

Mentoring Program expands to other divisions as part of diversity initiatives

Mentoring Program expands to other divisions as part of diversity initiatives

Director of IT joins BUILD IT advisory committee & commits her division as pilot

Director of IT joins BUILD IT advisory committee & commits her division as pilot

Continues to participate in BUILD IT initiatives

Continues to participate in BUILD IT initiatives


Steam Whistle Brewing Example

Wins IS AwardWins IS Award

Participates in HR consultant projectParticipates in HR consultant project

Media coverage: CBC Radio, TV and Workopolis TV, Workplace News

Media coverage: CBC Radio, TV and Workopolis TV, Workplace News

Sponsor of IS Awards Selection Committee





20082007 2009 2010



Media coverage:Financial Post

Media coverage:Financial Post

Media coverage: Globe & Mail

Media coverage: Globe & Mail


Key Learnings

Challenges Learnings & Tipsinitial contact • network

• create opportunities for follow-up contact • employers opening doors to opportunities accelerates success

turnover of employer contacts

• get your contact to introduce/endorse you to their replacement; bring the replacement up-to-speed• stay in touch and engage your contact’s new organization• TRIEC council membership transition from individual to institutional; more embedded within the organization


Key Learnings

Challenges Learnings & Tipssales cycle is long

• establish a means of staying in contact • success is also a factor of need, timing and capacity

many employer contacts, not coordinated

• be prepared to connect the dots – you may be more aware of their immigrant activities

external factors (e.g. recession)

• do your research about the industry and the particular employer • know where the job opportunities are• messaging may need to change


Key Learnings

Challenges Learnings & Tips

employer fatigue

• the risk is higher if you have a small stable of employers• one person manages the employer relationship• CRM software is a good tool

appropriate and effective opportunities for action

• find other opportunities to engage (e.g. involve in partner programs, as spokespersons, seek input on program development)


Key Learnings

Challenges Learnings & Tipsemployers do not have time to learn about & engage in programs

• understand their needs; help them navigate through the options

employers say they receive too many calls from various programs

• coordinate requests / opportunities with partners / internal team

employers have challenges getting internal buy-in

• support your champion• pilot, demonstrate success • find ways to get the hiring managers in front of skilled immigrants (mentoring, job fairs, info sessions)


Conclusion

Effective employer engagement:• Employer-focused• On-going• Managed


Thank you!

Racquel SevillaToronto Region Immigrant Employment Council (TRIEC)Manager, Corporate & Stakeholder Relations (Toronto)

www.triec.ca


2010 allies learning exchange: racquel sevilla - employer engagement

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