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Workforce Development Month - October 2016

Planning and CommunicationHighlights Overview

(416) 392-8952 | [email protected]

Key Contact Patricia Walcott General Manager,Toronto Employment & Social Services

@TorontoESS facebook.com/TorontoESS

Table of Contents Page 3

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Appendix A

Appendix B

Appendix C

Background

Purpose, Objectives and Key Dates

Outreach Strategy

2016 WFD Month Events

Event Themes

Target Audiences and Expected Outcomes

Examples of WFD Month Spotlight Series

Example of WFD Month Transit Ad

WFD Month Event Breakdown by Theme

Workforce Development Month 2016 |

Background Working as One: A Workforce Development Strategy for Toronto was endorsed by Toronto City Council in March 2012. The Strategy reflects the City’s commitment to build a responsive workforce development system to better serve and better connect employers and job seekers across the City. Building on this vision, the City officially launched Workforce Development (WFD) Week in October 2012 as a dedicated week to showcase activities that advance the objectives of Toronto’s Workforce Development Strategy.

During the week, activities ranging from events to partnerships, profile the work that the City is engaged in year round. These activities also serve to demonstrate the City’s commitment to providing programs and services that are responsive to the needs of residents across diverse communities in Toronto.

Last year, October was designated Workforce Development Month. By expanding this week event to a month, the City was afforded a broader platform to showcase partnerships and collaboration with employers, community partners and networks to further advance the goals of the Workforce Development Strategy.

For WFD Month 2016, Toronto Employment and Social Services (TESS) is working with other City Divisions to ensure that efforts and intended outcomes are aligned with key City strategic priorities and actions. Other divisions include Children’s Services (CS), Economic Development & Culture (EDC), Social Development, Finance & Administration (SDFA), Parks Forestry and Recreation (PFR) and Toronto Public Library (TPL).

Together, City Divisions continue to build WFD Month activities that:

• strengthen private-sector employer partnerships

• leverage connections with employers engaged in redevelopment projects in the city

• build strong community connections and engage diverse communities

• create opportunities for job seekers to enter/progress into diverse employment sectors

‘Toronto: Waterfront Skyline’ by http://flic.kr/cityoftoronto. CC BY 2.0, http://creativecommons.org/licenses/by/2.0


Purpose The purpose of WFD Month is to demonstrate the variety of ways City Divisions are working together to support employers and job seekers. It showcases the work the City does with employers, celebrates partnerships, and confirms the City’s commitment to employers and job seekers throughout Toronto’s diverse communities.

Objectives Increase awareness, knowledge and use of City services for residents and employers

Engage city residents to participate in events and connect them to multiple services, training and employment opportunities

Spotlight key partnerships between the City, private sector employers, community partners and networks and other orders of government

Key Dates September 6, 2016: • begin WFD outreach and promotion to Toronto residents

September 19, 2016: • WFD Month presentation to Economic Development Committee

• share WFD communications material with Councillors

October 3, 2016: • launch of Transit/Bus Shelter Ad Campaign

October 5, 2016: • acknowledge WFD Month at City Council

Outreach Strategy for 2016 To align with commitments TESS made earlier this year at Economic Development Committee to communicate effectively with TESS’ customers and increase awareness about TESS’ services, here are some new elements being incorporated into the promotion of WFD month for 2016.

WFD month Transit ad campaign To raise the profile and awareness of WFD month this year, TESS has secured 75 transit ad spots located across the City. The transit shelter display is a sophisticated, high profile outdoor advertising medium and the design will contain a bold visual featuring successful client stories. Each visual will be accompanied by a strong call to action to visit toronto.ca/tess to read more about the stories featured and explore TESS’ multitude of programs and services. Ads are targeted to both Toronto residents and employers and will be on display from October 3 - 31. (Appendix B)

Staff engagement & Outreach Experience has demonstrated that one of the most effective methods of event promotion is by personal invitation; Ontario Works clients and/or residents are most likely to attend an event if they have been referred by their caseworkers and/or by Employment Centre staff.

To enhance and augment the promotion of WFD events to Ontario Works clients and visitors to Employment Centres, strategies and additional promotional tools to support staff have been included in the outreach campaign this year.


AdditionaL Outreach Additional marketing strategies to reach out to Toronto residents, businesses and community partners will include a variety of communication material including but not limited to:

Online and Social Media (appendix A) • events and success story spotlights will be

promoted through the toronto.ca/workone site and TESS’ various social media platforms

• coordination with Strategic Communications to promote events through City of Toronto managed social media platforms (e.g., Twitter, Facebook and LinkedIn Company Pages)

• coordination with City Divisions, partnering employers and agencies to promote and cross promote events through their social media channels and websites

Hashtag campaign • the hashtag, #workoneTO, will be shared on

promotional material, related websites and used for WFD related tweets and posts

• event attendees, community agencies and employer partners will be encouraged to use this hashtag to follow and participate in online conversations related to WFD Month

Print Material • printed material such as invitations for

events, flyers, posters, banners, brochures, mail outs and advertising material to be posted and distributed using the appropriate channels e.g., TESS sites, PFR Community Centres, Toronto Public Libraries, community partner locations and the community agency distribution network

Media and Press • media advisories will be sent on select WFD

Month events, as appropriate

• media kits to be developed as required

Outreach to City Councillors • City Councillors will be provided with the

WFD Month Planning and Communication Highlights Overview, WFD Month related links and key TESS contact information

• Councillors will be encouraged to share WFD Month event information, available on the toronto.ca/workone website, through their electronic newsletters and distribution lists to residents, as well as to share and comment on WFD related posts on social media

Resident Outreach and access • mail, telephone and in-person contact to

targeted audience groups for specific events as appropriate

• residents can drop in to open events

• self-registration for events requiring registration available through the Employment Centre Portal website: www.toronto.ca/ecportal

• a select number of events will be by invitation (for qualification & eligibility)

www.toronto.ca/ecportal

2016 WFD Month Events Along with highlighting City of Toronto WFD initiatives, the month incorporates core themes aligned with city strategic priorities to support residents with employment and social support services.

Event planning is guided by key City strategies, priorities and recommended actions including, but not limited to: Toronto Seniors Strategy, Newcomer Strategy, Youth Equity Strategy, Collaborating for Competitiveness, Strong Neighbourhoods Strategy 2020 and the Poverty Reduction Strategy.

Workforce Development Month 2016 | Key WFD EventS OCT

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Partnership to Advance Youth Employment: Financial Services Group Interview Event A group hiring event matching pre-screened candidates to front line opportunities with multiple financial institutions.

Yorkdale Mall Recruitment Event A recruitment event connecting job seekers to retailers at Yorkdale Shopping Centre.

Engineering Information and Networking Event A networking event connecting job seekers, graduates and internationally educatedprofessionals to engineering professionals from the construction sector.

Celebrating Manufacturing and Technology in Scarborough: Opportunities for the Future This event will create awareness for the manufacturing and technology sectors with afocus on opportunities for youth and Scarborough-based businesses.

Become a Home Child Care Provider An event to learn about what it takes to become a home child care provider.

City of Toronto Social Procurement Program Information and Networking Event An event to launch the City of Toronto Social Procurement Program to the vendorcommunity with an opportunity to learn more about the program.

Yorkdale Expansion Grand Opening Grand opening of the Yorkdale Expansion, highlighting the successes of the Oxford Properties partnership with TESS and community partners.

Experience Counts! The 45+ Job Seeker An event for job seekers aged 45+ to learn about employment services, library programs, job search techniques, networking and social media.

City of Toronto Career Information Event An event to learn about careers in the Toronto Public Service and how to apply.

Financial Empowerment: Helping Parents to Build Healthy Financial Futures An event providing parents, with children under 12, with information about the Financial Empowerment program and the Canada Learning Bond.

Small Business Forum An event providing entrepreneurs with information on how various technologies and organizations can help operate and grow businesses.

City of Toronto Aboriginal Employment Event An event to talk about the City of Toronto’s Aboriginal Employment Strategy.

Starter Company Appreciation and Networking Lunch An event highlighting the City of Toronto’s Starter Company and StarterSpace@Crossways programs with opportunities to network with business mentors at the event.

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Sector-based Focused sector-based events both from an employer engagement and work-based learning perspective identify and connect job seekers to recruitment, employment, networking opportunities, education, and training supports for specific sectors.

These events enhance, expand and strengthen relationships with employers in specific sectors. Sectors include: public service, construction, financial, engineering, non-profit, information technology and retail.

Event Themes Events are targeted to various groups including employers, community partners, diverse job seekers and residents across the City. Key themes guiding the direction for the WFD Month Events include:

Population-specific Targeted populations include: mature workers, youth, sole-support parents, Ontario Works recipients, LGBTQ, Aboriginal job seekers and newcomers.

Focused events based on specific population groups allow for events to be customized to serve the unique and identified needs of each population.

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Geography-based Focused events connecting local residents to events happening in their neighbourhood allow for increased connection to one or more diverse communities and help to build strong neighborhoods.

By planning events in specific geography-based areas in Toronto, resources, networking opportunities and employment services provided through the event can be customized to the identified needs of that community.

Careful consideration has been made during the planning of WFD month to ensure events are equitably distributed across the city.

ENTREPRENEURSHIP DEVELOPMENT Focused events that recognize the need to support small business start ups, self-employment and entrepreneurship development will highlight services and supports available to job seekers interested in self-employment and/or entrepreneurs.

‘Toronto: U of T Scarborough Campus’ by http://flic.kr/cityoftoronto. CC BY 2.0, http://creativecommons.org/licenses/by/2.0

Target Audiences Events may involve and reach out to:

• residents

• diverse job seekers (e.g. youth, mature workers, newcomers and more)

• employer partners

• private or public sector employers

• community agencies and other government orders

• workforce development organizations

• educational institutions

• training providers


Expected outcomes • employment opportunities are accessed; job

seekers are hired; employers fill vacancies

• additional recruitment initiatives for job seekers are established

• new relationships with employers and community stakeholders are developed that create opportunities for job seekers and employers

• residents are connected to training, educational and volunteer opportunities to support their employment or self-employment goals

• residents and employers learn about services and supports in their community

Workforce Development Month 2016 | Appendix A

Examples of WFD Month online outreach

Examples of Facebook and/or Website Posts:

October is Workforce Development Month. Throughout this month, there will be a great line-up of activities for job seekers and employers, from recruitment to small business events. Workforce Development Month events will also showcase some of the City’s initiatives and partnerships with employers and community partners.

Visit our events calendar and follow us on Twitter @TorontoESS for up-to-date Workforce Development Month event information and announcements. Join the conversation with the hashtag #workoneTO.

For the past four years, the City of Toronto has hosted the Yorkdale Recruitment Event to connect job seekers to retail employment opportunities. Retailers/employers are supported by providing them with pre-screened job applicants for their job openings. Click here to learn about the partners and employers involved and find out how many job seekers have been hired through this partnership.

Examples of Tweets (from 2015): “Some call it an opportunity, but I call it a miracle.” Follow Elza’s journey to her first Canadian job: bit.ly/paye_elza #workoneTO

Want to work for the City of Toronto? Chat with a recruiter every Thurs. 11:30 am to 12 pm @ CityTOjobs #totalentalk #workoneTO

Starting/growing a small business? @torontolibrary has free programs to help you: http://bit. ly/1JNhLWK #workoneTO #smallbiz

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._ -Raad about Sondley's journey and how CIBC partnered with the Cily of Toronto to help job seekers at: ......... , .... U.TORONID:

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Workforce Development Month 2016 | Appendix B

Workforce Development Month 2016 | Appendix C

Workforce Development Month Event Breakdown by Theme

Sector-based (10)

• City of Toronto Career Information Event Public • PAYE Financial Services Group Interview Event Financial • Engineering Information & Networking Event Engineering • Investing in Neighbourhoods Recruitment Event (SE) Non-Profit • Investing in Neighbourhoods Recruitment Event (NW) Non-Profit • Innovative Work-Based Learning: Business Roundtable Manufacturing • Disruptive Innovation/Inclusive Economies Panel Information Technology • Celebrating Manufacturing and Technology in Scarborough: Manufacturing

Opportunities for the Future • PF&R Youth Employment Opportunities Public • Yorkdale Mall Recruitment Event Retail

Population-Specific (18)

Youth (5) • Starter Company Appreciation and Networking Lunch

• Celebrating Manufacturing and Technology in Scarborough: Opportunities for the Future

• PAYE Financial Services Group Interview Event

• PF&R Youth Employment Opportunities

• Police Record Checks and Employment: A Learning Forum

Aboriginal (1)

• City of Toronto Aboriginal Employment Event

OW clients (4)

• Job Incentive Program Information Session (SE)

• Job Incentive Program Information Session (NW)

• Investing in Neighbourhoods Recruitment Event (NW)

• Investing in Neighbourhoods Recruitment Event (SE)


Older workers/seniors (2)

• Experience Counts! The 45+ Job Seeker (SE)

• Experience Counts! The 45+ Job Seeker (NW)

LGBTQ (1) • LGBTQ Networking Forum: Promoting Inclusivity & Diversity: making connections with Toronto

Public Service

Newcomers (3)

• Engineering Information & Networking Event

• Bright Ideas: Exploring Employment Options: An employment event for newcomers andinternationally trained professionals

• Strong Scarborough Community Event

Parents (2)

• Supports Matter – Resource Fair for Single Parents

• Become a Home Child Care Provider

Entrepreneurship (2)

• Starter Company Appreciation and Networking Lunch

• Small Business Forum

Aligning with City of Toronto Strategies (28)

Youth Equity Strategy (4)

• Starter Company Appreciation and Networking Lunch

• Celebrating Manufacturing and Technology in Scarborough: Opportunities for the Future



Workforce Development Strategy (14)

• City of Toronto Career Information Event


• Innovative Work-Based Learning: Business Roundtable


• Investing in Neighbourhoods Recruitment Event (NW)

• Investing in Neighbourhoods Recruitment Event (SE)

• Disruptive Innovation/Inclusive Economies Panel

• Job Incentive Program Information Session SE

• Job Incentive Program Information Session NW

• LGBTQ Networking Forum: Promoting Inclusivity & Diversity: making connections with Toronto Public Service



• Small Business Forum

• City of Toronto Aboriginal Employment Event

• Yorkdale Mall Recruitment Event

Newcomer Strategy (2)


• Bright Ideas: Exploring Employment Options: An employment event for newcomers and internationally trained professionals

Poverty Reduction Strategy (6)

• Become a Home Child Care Provider

• Financial Empowerment: Helping Parents to Build Healthy Financial Futures

• Read Write Think Learn Grow: Essential skills can support your goals

• Regent Park Employment Forum

• Police Record Checks and Employment: A Learning Forum

• Supports Matter – Resource Fair for Single Parents

Seniors Strategy (2)

• Experience Counts! The 45+ Job Seeker (NW)

• Experience Counts! The 45+ Job Seeker (SE)

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