Draw the World into Your Workplace
About
The Petroleum HR Council has long recognized the need for the
petroleum industry to diversify its labour force to meet the
growing need for skilled employees. The Council's 2003 study,
The Decade Ahead, uncovered troubling information gaps between
employers and potential employees - information gaps that were
impeding the industry's ability to attract and retain a diverse
pool of talent. It was clear that a combination of lack of
information and misinformation was significantly impeding the
petroleum industry's ability to expand its skilled labour
force.
The Council realized that only by pursuing recruitment
strategies that communicated directly to specific and available
groups of workers would the industry be able to expand its skilled
labour pool and continue its dynamic growth.
Results
An outreach research project identified the information gaps and
practical strategies to bridge the gaps between industry employers
and six specific groups of potential employees - Caucasian males,
Youth, Women, Aboriginal Peoples, Visible minorities and
Immigrants. The research provided two streams of information:
- Target audience data: Qualitative data and demographic profiles
of each targeted labour group, as well as their information needs,
communication format preferences, key influencers and career
decision motivators.
- Outreach strategies: Proven outreach activities already being
used in the petroleum industry (including best and promising
practices), as well as innovative strategies developed from
analysis of the data.
A complete outreach strategy was developed and in order to share
the most useful, Draw the World into your Workplace was created. It
is available both online and in hard copy. Hard copies of the
document are available free of charge to those involved in human
resources issues within the Canadian petroleum industry. To request
a hard copy, please email the Council at info@petrohrsc.ca.
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