The labor shortage is one of the topics we talk about most often when discussing the economy in Canada. If you follow the politics, you will see that it is even an electoral issue for all the parties present in the next federal election.
How to attract more talent? How to create more jobs and revive the economy after months of strict health measures? These are so many questions to which the various leaders of political parties have had to answer, of all persuasions.
In the first quarter of this year, Canada had 553,500 job vacancies. This figure has increased over the months, reaching 816,000 in June 2021. Quebec is the province in which there is the most labor shortage.
We will not come back here to the causes of this phenomenon, which are for the most part demographic. We want to emphasize that the attraction and retention of talent is indirectly part of the political debates of all formations.
What is HR marketing?
Let’s start with a small definition in order to know what HR marketing is.
HR marketing is the meeting between the techniques of marketing and those of human resources.
From a talent attraction perspective, HR marketing aims to strengthen the relationship between the company and its candidates. They are therefore considered as customers that we must attract. Once attracted, they must benefit from a customer experience that meets their expectations.
To do this, the candidate must be approached where he is: social networks, job sites and other media.
HR marketing should not be confused with employer branding. The employer brand is often seen as the accomplishment and implementation of an HR marketing strategy.
The employer brand, for example, means creating and respecting a brand identity and values that are transmitted to the employees of the company.
You will understand that the two concepts are complementary. A successful HR marketing strategy requires the establishment of a sincere and unifying employer brand. It’s more than benefits and great wages.
HR marketing: a political and economic issue
As mentioned in the introduction, the attraction and retention of talent are political and economic issues in a context of labor shortage. In July 2021, the unemployment rate in Canada fell to 7.5%.
If we take a closer look at political speeches, the current economic context is conditioned by a lack of personnel across Canada.
This can be explained by a fairly simple equation: over the past 10 years, Statistics Canada has found that the working-age population – aged 20 to 64 – has increased by 8% in Canada. Meanwhile, those aged 65 and over jumped 42.3%.
On the one hand, we want to eliminate government assistance to encourage people to “come back to work”, on the other hand, we want to help businesses hire by offering incentives.
Otherwise, everyone seems to agree (with a few nuances) that international recruiting is part of the solution.
For all these reasons, Canada is called upon to become a model in HR marketing in order to recruit the best talents from here and elsewhere. As we can see today, several sectors are struggling to recruit, and it is not just a question of low wages.
Why should you get into HR marketing right away?
Imagine that the next government decides to work extra hard to limit the labor shortage and that the talent you are looking for has the choice between several companies in the same sector (which is the case in several industries). So what would you do to stand out?
Businesses in all industries (especially small and medium-sized businesses) should learn the basics of HR marketing and building a strong employer brand. The issues of diversity and inclusion should not be overlooked during this quest. It will also be necessary to think about the integration of people with disabilities and people in the judiciary.
So, if you haven’t already, create the DNA of your company and affirm your positions as well as your entrepreneurial values. There are many firms and consultants who can advise you on what is best for your industry, region and industry.
Know that investing in the installation of an HR marketing strategy will certainly cost you less than the loss of employees to which we add the costs of recruiting.
Whether at the local, national or international level, Canada faces a major challenge: finding the qualified workforce necessary for its economic development.
To do this, there is certainly financial investment to attract workers, but also a large-scale HR marketing strategy that should be put in place.