Throughout our Strategic Planning consultation process, conducted in early 2021, members expressed their concern with staffing shortages and recruitment challenges – both seasonal and long-term. Worldwide this situation has been amplified by the pandemic as tourism and hospitality workers have left the industry in large numbers.
Provincial and National tourism industry organizations are advocating for Federal support and policy changes that will allow for more temporary foreign workers, but this takes time and so we will continue to compete with other destinations for a shrinking labour pool.
Fortunately, Tofino is well-known as an awesome place to work for a season – or longer – and Tourism Tofino will capitalize on this to convert this awareness into employees for you. To do this we will run a digital and social media campaign in February and March that creates interest in working in Tofino and urgency to apply early for the best housing options. We will target post-secondary students and those working in ski resorts from BC to Quebec. Additionally, this advertising will also reach graduating students looking for long-term employment.
To provide member businesses with the opportunity to directly capture employment inquiries and to leverage a significant media buy, we have made this campaign into a co-operative program. Members, with businesses operating in Tofino, can choose to participate by paying a fee for a business listing on the campaign landing page and a direct link to the ‘jobs’ section of their websites. The fees raised will be used to increase our $40,000 media buy to boost exposure and provide participants with excellent value.
Attached is the 2022 Staff Recruitment Co-op Program Agreement and some draft ad samples. If you are interested in participating please complete the form and return it nancy@tourismtofino.com by February 1, 2022. Please do not hesitate to contact me if you have any questions at all at 250-800-7380 ext. 101.