The document outlines recommendations for increasing human capital in the tourism industry over 8 years to address an upcoming labor shortage. It analyzes target youth demographics and proposes awareness, education, and career development strategies like social media campaigns, tourism curriculum in high schools, and scholarships to attract young workers. A proposed budget details the multi-year implementation of these tactics across marketing, workshops, and other initiatives totaling nearly $2 million over 8 years.

1. INCREASING
HUMAN CAPITAL
Jake Lynch
Jared Zuege
Emily MacCannell
Jillian Fonteyne

3. AGENDA
CONTEXT
TARGET
MARKETS
RECOMMENDATIONS
TACTICS
IMPLEMENTATION

4. SITUATION
• Deficit occurring due to expansion of industry &
retirement of Baby boomer generation
• 8 year time constraint
• Focus on young domestic workers
• World class destination
• Unique opportunity to increase human capital

5. 10,000 JOBS
8 YEARS TO FILL POSITIONS
343 SECONDARY SCHOOLS
4 STUDENTS
PER SCHOOL
PER GRADUATING YEAR
http:/ /www.brentgranby.ca/wordpress/wp-content/uploads/2012/03/2011EdFacts.pdf

6. Meet Kyle

7. Parents
Counselors

8. Job Seekers

9. AWARENESS OF INDUSTRY
CREATING THE ABILITY TO BE SEEN AS A CAREER,
NOT JUST A JOB

10. STUDENTS
• Approaching students at their level
• How to:
• Online Campaign - Website design
• Social Media

11. INFLUENCERS
Parents & Counselors
• Expanding Career Perceptions
• Pamphlets
• Posters

12. JOB SEEKERS
• Awareness of
Transferable skills
• Breaking perceptions

13. INSPIRING ACTION FOR
YOUNGER GENERATION
Tourism Education in High Schools
• LinkBC
• Simplifying college model
• Presented to ministry of education

14. Workshops for the next
generation of tourism
• Key cities
• Attendees
• Benefits & Features

15. Scholarships as an Incentive
• Funded by Universities, Colleges, Industry
Leaders
• Incentive to continue education
• Incentive for the workforce

16. LIFESTYLE & CAREER
MAKING THE INDUSTRY SUITABLE FOR YOUNG WORKERS
“Historically, younger generations have always
stirred new ideas into the corporate world causing
some expected „irritation‟ for older generations. Yet
this time it‟s not an attitude problem, it‟s a transition
in business where globalization and technology
have radically changed the game. Gen Y has grown
up participating in this revolution and sees clearly
how they can be creative and innovative in today‟s
world.”
-Erica Dhawan, Forbes, 2012

17. • It‟s not all about the money
• Good HR practices leads to a better bottom line
• High cost of turnover
• Younger workforce an opportunity, not a nuisance

19. STRATEGIES
CREATING AN EXCELLENT FIRST IMPRESSION
& ESTABLISHED PATHS FOR CAREER DEVELOPMENT
1. Go2 HR roll out an education of initiative for small
businesses about how to engage millennials in the
workplace and maximize their potential
2. Promoting and empowering, knowledge
based, decentralized management structure
3. Initiating lateral and vertical training programs in
the industry to engage young employees and foster
life long careers

20. STAKEHOLDERS
Provincial
Government
Employers Go2 HR
Educational
LinkBC
Institutions

21. Budget
ITEM 2012 ‘13 ‘14 ‘15 ‘16 ‘17 ‘18 ‘19 ‘20
MARKETING CAMPAIGN 25K 25K 5K 5K 5K 5K 5K 5K 5K
WEBSITE
SOCIAL MEDIA PRESENCE 0 10K 10K 10K 10K 10K 10K 10K 10K
SEARCH ENGINE MARKETING 0 10K 10K 5K 5K 5K 5K 5K 5K
ONLINE ADVERTISING 0 200K 150K 50K 50K 200K 100K 50K 50K
POSTERS 0 10K 10K 10K 10K 10K 10K 10K 10K
BROCHURES 0 50K 50K 50K 50K 50K 50K 50K 50K
TOURISM CURRICULUM 10K 10K 0 0 10K 0 0 0 0
DEVELOPMENT
WORKSHOPS 0 100K 0 100K 0 100K 0 100K 0
SCHOLARSHIPS 0 0 0 0 0 0 0 0 0
YEARLY TOTALS: 35K 405K 235K 230K 140K 380K 180K 230K 130K
8 YEAR TOTAL: 1,965K

22. CONCLUSION

24. http://impact.webershandwick.com/?q=category/tags/teens-survey-
mobile-social-media (Social Impact, 2011)
http://www.brentgranby.ca/wordpress/wp-
content/uploads/2012/03/2011EdFacts.pdf (British Columbia Teachers
Federation, 2010-2011)
http://www.forbes.com/sites/85broads/2012/01/23/gen-y-workforce-
and-workplace-are-out-of-sync/ (Fobes.com, 2012)