2010/2011 Annual Report for the

Nova Scotia TourismHuman Resource CouncilPutting People First = tourism success for Nova Scotia!

In May of 2010, we were very pleased when Glenn Squires, CEO of Pacrim Hospitality Services Inc. accepted the role as Chairman for the Nova Scotia Tourism Human Resource Council (NSTHRC). Under Glenn’s leadership the Council is addressing the future sustainability of the tourism workforce. Our ability to ensure

a steady stream of skilled workers for our sector will be a defining factor in our ability as businesses to compete in the global economy.

The Nova Scotia Tourism Human Resource Council was established in 1989 to address labour market issues within the tourism industry. The Council facilitates and coordinates human resources development activities for the tourism operators and employees. We work closely with the educational community to ensure relevant post secondary options are available for tourism education. As a founding member of the Canadian Tourism Human Resource Council (CTHRC) we are working with every province and territory in Canada to ensure a seamless tourism education and training system is in place.

As an affiliate of the Tourism Industry Association of Nova Scotia (TIANS), the Council is directed by industry leaders representing sector and regional industry associations, government agencies, educators and industry at large.

Our Mission is to develop a skilled and professional workforce for the Nova Scotia tourism sector but we can only achieve this if industry operators bring a renewed focus to their human resource practices as we strive to become employers of choice.

Regards, Darlene Grant Fiander Executive Director, Nova Scotia Tourism Human Resource Council

On behalf of the Nova Scotia Tourism Human Resource Council (NSTHRC) members and staff, I am pleased to present the 2010/11 Annual Report.

As an owner of multiple hotels in various markets throughout North America, I have seen first hand the impact of the labour and skill shortage. As employers,

our ability to attract skilled workers will mean continued changes in business practices around recruitment and retention.

In Nova Scotia during 2010, we saw a dramatic increase in employer sponsored training, a good indication that businesses are starting to make the connection between investing in people and a healthy bottom line. Nova Scotia continues to have the highest number of certified professionals per capita – this will bode well as we position the Nova Scotia tourism industry as an Employer of Choice.

The Council has also been focused on activities that directly address attraction and retention issues for the Industry. For the first time in our history, we have entered a period of 0% labour force growth. As the industry comes to terms with this new reality, the Council has adjusted its work plan to ensure tourism operators have the tools and information to compete with other sectors for skilled employees. We undertook research in the areas of tourism compensation and return on training investment, and participated in the update of tourism employment numbers for Canada. With our successful Ready to Work Program we have shifted our emphasis from training young people to preparing those who are under-represented in the Nova Scotia workforce; this included retirees, new immigrants, and underemployed groups. We have strengthened our presence in the high school system and are working closely with post secondary institutions and apprenticeship.

To further this goal in 2011, NSTHRC is launching a dedicated career campaign that will profile Nova Scotians who have excelled in their tourism careers or have been shaped by their experiences working in tourism. This online campaign will allow us to share messages that will resonate with potential employees and broaden the message around tourism’s significant economic impact.

As we embrace the future, I am confident that NSTHRC has the resources and tools to help operators build a professional and skilled workforce. We remain committed to raising the importance of human resource investment as the future advantage for tourism success.

I encourage all of you to re-examine your human resource practices and reconsider your investment in your most important asset – your people.

Sincerely, Glenn Squires Chairman, Nova Scotia Tourism Human Resource Council

Message from the Executive Director Message from the Chairman

Sincere Appreciation We would like to recognize the team at the Canadian Tourism Human Resource Council who work hard to ensure the development of a strong and professional Canadian tourism workforce. We would also like to extend our sincere appreciation to the Nova Scotia Department of Economic and Rural Development and Tourism for their ongoing commitment to the development of a skilled and professional workforce. The Nova Scotia Tourism Human Resource Council would also like to recognize industry representatives who have volunteered countless hours to provide professional development for the tourism sector.

Nova Scotia Tourism Human Resource Council2089 Maitland Street, Halifax, NS B3K 2Z8

Tel: 902-422-5853 Fax: 902-422-0184 Email: nsthrc@tourism.ca

Employer Investment in Training Continues to Rise

Service Excellence Programs – PartnershipsThe Nova Scotia Tourism Human Resource Council continues to partner with Labatt Breweries in the delivery of our Service Excellence Programs.

This year over 1,867 participants have attended Service Excellence workshops across the province including: Stress Management, Time Management, Workplace Etiquette, Team Excellence, Service Excellence in the Global Village, Supervisor Essentials, Human Resource Management and the HR Tool Kit workshop. Participation continues to rise with this year experiencing an increase of 37% over last year.

To view the full list of Service Excellence programs, please check out “Training Programs” on our website at www.tourismhrc.com.

SuperHost Atlantic – Expect Excellence and Service 1st Making the Connection

SuperHost continues to be the ambassador program for Nova Scotia. Over 28,000 people have participated in the program since its inception in 1995. During 2010/11, over 60 SuperHost businesses were recognized on the Council’s website.

Service 1st – Making the Connection was developed in 2005. Since then over 1,500 participants from across Nova Scotia have taken the program which focuses on enhanced customer service.

Serve Right – It’s Just Good Business Responsible Beverage Service Program

In partnership with the Department of Health Promotion and Protection, the Nova Scotia Tourism Human Resource Council launched the new responsible beverage service program. During 2010/11, 1,334 operators/servers attended sessions across the province – an increase of 43% over last year. The online curriculum was redeveloped and over 303 participants completed the program.

Service Excellence Programs Continue to Expand!

The Nova Scotia Tourism Human Resource Council continues to develop new workshops to meet

Industry needs! During the past year the following programs were developed:

Recognition as a Retention Tool in the Workplace Business Builders Workshop Driving Success – Tour Guiding for Taxis and Limousines Serving Success – Enhancing Profitability Through Service Excellence

NSTHRC will continue to develop new workshops based on industry needs as well as professional development programs incorporating emerit national products and resources.

Samantha Graves, West Kings District High School – 2010 Gold Tourism Scholarship Winner

Autumn Fiske, Lockeport Regional High School – 2010 Silver Tourism Scholarship Winner

Brianne Muise, West Kings District High School – 2010 Culinary Tourism Scholarship Winner

Tourism Scholarships

Each year NSTHRC awards over $4000 in scholarships. The Council offers three scholarships for graduating high school students pursuing post secondary tourism programs including a specific scholarship for culinary programs.

The Judith B. Cabrita Tourism Professional Scholarship is available to Industry professionals interested in pursuing career development opportunities. During 2010, three Nova Scotia tourism professionals have been awarded the scholarship for post secondary education.

www.tourismhrc.com – Check Out Our New Look!

During 2010, the Nova Scotia Tourism Human Resource Council’s website was redeveloped. The new site has a fresh look and is divided into four key areas – Careers, Training Programs, Training Materials and Participation. The new site promotes scholarship opportunities, recognition programs, training and research. Check us out at www.tourismhrc.com and learn more about the Council’s products and services.

Industry RecognitionCommitment to Excellence

National Property Recognition

During the 2010 Recognition of Excellence Dinner, the Nova Scotia Tourism Human Resource Council acknowl-

edged the following Nova Scotia businesses that achieved the Canadian tourism sector’s highest credential for business recognition. To achieve this prestigious award, businesses must have at least 60% of their staff certified in available occupations.

• Blue Ocean Contact Center• Cambridge Suites Hotel Halifax• Cambridge Suites Hotel Sydney• Coastal Inn Concorde• Nova Scotia Department of Economic and Rural Development and Tourism • Pictou Lodge Resort• Quality Inn and Suites Halifax• Radisson Suite Hotel Halifax• The Lord Nelson Hotel & Suites• White Point Beach Resort

Recognizing Nova Scotia’s Tourism Professionals

Tourism Employers continue to invest in the professional development of their employees. Over 200 Tourism Professionals and 20 Tourism Supervisors/Managers registered for certification during 2010.

The Nova Scotia Tourism Human Resource Council hosted the 15th Annual Recognition of Excellence Awards Dinner on May 13, 2010 which was held in honour of all those who achieved national certification in their chosen occupation during the previous year. Nova Scotia continues to lead the country in certification activity accounting for nearly one third of the total number of national certifications.

2010 Human Resources Leadership Award

Each year during the TIANS Tourism Summit and Expo, the Nova Scotia Tourism Human Resource Council presents the Human Resources Leadership Award. The award is presented to an individual or organization that has demonstrated leadership in the development of future professionals in the tourism sector. This year the recipient was Dr. Margaret Bateman Ellison, author and retired Professor from Mount Saint Vincent University’s Tourism Program.

2010 Property Recognition Recipient – Blue Ocean Contact Center

Mary Dempster, Past Chair, NSTHRC and Wendy Swedlove, President, CTHRC present to Nicolle Fizzard, General Manager, The Lord Nelson Hotel & Suites

Certified Tourism Professional, Kieu Lam with Minister Percy Paris

2010 Human Resources Leadership Award Recipient, Dr. Margaret Bateman Ellison

Ready to Work Tourism Essentials Program

The Ready to Work program (RTW) is a national skills development program designed to assist people making a transition into the tourism workforce. RTW continues to be a vital component of the Council’s recruitment and retention strategy. During 2010, 116 participants

took part in the program. Thirty participants completed a new Ready to Work program that incorporated two weeks of occupation specific training in Housekeeping. 75% of this year’s participants will be working towards completing national certification in one of 27 available occupations. Program participants included new Canadians, persons with disabilities, older workers, youth and Aboriginals.

NSTHRC continues to partner with Feed Nova Scotia to deliver the Ready to Work Learning Kitchen program. The 14 week program incorporates the RTW curriculum with the National Line Cook learning system. To date, NSTHRC has delivered 15 programs to participants ranging from 20 to 55 years of age.

In 2010, NSTHRC partnered with the Department of Education and the Hospitality Human resource Committee (HHRC) to develop a Hospitality Orientation Program for the accommodation sector. Thirty-six high school co-op students took part in this pilot program.

Canadian Academy of Travel and Tourism (CATT)

CATT is a national program that offers high school students across Canada the chance to acquire the skills and experience needed to begin their tourism career. For 15 years the Canadian Academy of Travel and Tourism has been an essential part of the tourism sector’s efforts to attract and educate young

people who will continue to build a vibrant, world-class Canadian tourism workforce. Graduates of the CATT program are given preferred standing in post secondary tourism programs. In Nova Scotia there are 28 CATT schools including a virtual school. Nova Scotia has the highest number of CATT schools per capita.

Ready Set Cook High School Culinary Competition

In April 2010, the Council partnered with the Nova Scotia Association of Chefs and Cooks, the Nova Scotia Community College and the Hotel Association of Nova Scotia to provide high school students with the opportunity to compete in a black box competition. Eight high schools participated in the event with a total of 40 students. The 2010 winning school was Auburn Drive High School. The Council supports this event as an opportunity to promote career opportunities within the cooks trade and encourage students to consider post secondary education in culinary arts.

TourismTalent.com

TourismTalent.com continues to be the recruitment website of choice for tourism operators in Nova Scotia. Since 2006, over 700 jobs have been posted on the site representing all five industries within the tourism sector. This year the website was updated and includes more detailed career information as well as changes to how jobs can be posted. During 2010, there was a 50% annual increase in the number of new postings by employers. The site is one of only a few career portals in the world that specifically targets those seeking jobs in tourism.

Tourism 11 and Tourism 12

Tourism education in Nova Scotia remains consistent with 58 high schools offering Tourism 11 and Tourism 12 as academic electives. High school students graduating with Tourism 11 and 12 are given preferential standing when applying for tourism scholarships and are also awarded a credit with a number of post secondary institutions in the province. For a complete listing of Tourism high schools in Nova Scotia, please check out Preparation Programs under the Career section of tourismhrc.com.

During 2010, the Council also offered two professional development opportunities for Tourism high school teachers – a two day Institute in August and a one day session in November during the TIANS Tourism Summit and Expo.

Career Awareness

In an effort to enhance the awareness around careers and work in Tourism, the Council has continued to deliver its provincial Career Awareness Campaign. During 2010/11, NSTHRC delivered 190 presentations and attended 85 career expos targeting junior and senior high schools, post secondary institutions, career resource centers and agencies working with new Canadians, persons with disabilities, older workers and Aboriginals. Whenever possible, Industry Professionals are used to deliver the message to existing and potential employees. To become a Career Awareness volunteer visit the Participation section of our web site.

Attraction and Retention

Nova Scotia

Auburn Drive High School, 2010 Ready Set Cook Winning Team

Strategic Focus for 2011-2015

2089 Maitland StreetHalifax, NS B3K 2Z8www.tourismhrc.com

Tel. (902) 422-5853Fax. (902) 422-0184

ISSUESCareer Perception

Perception/reality of insufficient compensation and benefits compared with other sectors

Perception of undesirable working conditions compared with other sectors

Coming labour shortages

Recruitment methods inadequate for coming labour shortages

Skills shortages

Education programs not aligned with business needs

Cost of doing business: tax, insurance, regulation, etc.

Insufficient understanding of Labour Market Information (cost of turnover, trends, impact of good Human Resource Management)

Lack of funding for training

Develop, Communicate and Promote:• Part time/seasonal opportunities• Career paths• Credit for learning

• Career campaign including provincial recruitment site: tourismtalent.com and national career site: discovertourism.ca

Develop, Communicate and Promote:• Conduct compensation survey and

disseminate findings

• Non-monetary benefits• Sector’s competitive advantages

Develop, Communicate and Promote:• Best Human Resources management practices• Recognition programs

• Employers of choice – employersofchoice.ca

Develop, Communicate and Promote:• Opportunities to employ from non-

traditional labour pools (underrepresented youth, new Canadians, mature workers, persons with disabilities)

• Opportunities to secondary/ post-secondary students

• Skills upgrading programs with government/industry for low skill immigration and underemployed groups

Develop, Communicate and Promote:• National and provincial recognition programs• Best practices by employers• Work with alternative labour pools

(underrepresented youth, new Canadians, mature workers, persons with disabilities)

• Skills upgrading opportunities• Partnerships with immigration• Opportunities for transferable credit

Develop, Communicate and Promote:• Lifelong learning opportunities• Return on investment data• Best practices• Diagnostic test for management skills

• Recognition of skills/competencies• Temporary foreign worker hiring guide

for employers

Develop, Communicate and Promote:• Use of national standards for education• Incorporate employability skills within

education system

• Cooperative education• Expand articulation agreements• Accreditation on skills upgrading programs

Develop, Communicate and Promote:• Risk management programs• Training and certification as risk

management solutions

• Lobby for tax incentives, training credit

Develop, Communicate and Promote:• Research findings on Return on Investment,

turnover and other Human Resources trends• Disseminate research to stakeholders

Develop, Communicate and Promote:• To influence policy requests/regulations that impede healthy market growth

SOLUTIONS