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Identifying Canadian Talent Pools for Prince George’s In-Demand Occupations Prepared by R.A. Malatest & Associates Ltd. for Initiatives Prince George (IPG) March 31st, 2014

The Employment Program of British Columbia is funded by the Government of Canada and the Province of British Columbia.

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Workforce Intelligence Study R.A. Malatest & Associates Ltd. Identifying Canadian Talent Pools for In-Demand Occupations March 31, 2014

Executive Summary

This labour market report is provided to Initiatives Prince George (IPG) for the purpose of informing and enhancing its workforce attraction strategy. It is also intended to support local employers and job seekers in Prince George by alerting them to important trends and occupational shortages in the city’s economy and by providing detailed recommendations for addressing these challenges. The key findings of the research completed are highlighted below:

Economic Recovery: Prince George is experiencing a broad-based economic resurgence. Unemployment

is at a 20-year low, and job opportunities are being created in emerging industries as well as regional capital projects.

Workforce Shortages: Local employers are reporting hiring difficulties for professionals and skilled trades. The labour force has not grown sufficiently in recent years to satisfy demands for workers, and in 2013 it suffered a contraction due to such factors as net out-migration, a falling participation rate, and retirement.

Migration Patterns: Historically, Prince George’s most important sources of migration have been its neighboring regional districts; Vancouver, BC; Edmonton, AB; and several cities in BC’s Lower Mainland.

A Perception Gap: One of Prince George’s greatest stumbling blocks for attraction is a perception gap. The Perceptions of Prince George (POPG) survey finds that Prince George is more often than not seen by Canadians as high in crime; economically depressed; and not worth relocating to for employment.

Marketability: Prince George has a series of marketable qualities that can be leveraged for attracting workers. Its low unemployment rate, highly affordable housing and rent, healthcare system, post-secondary education system, and medium size should be promoted in future attraction campaigns.

Attraction Cities: A “top ten” list of cities for future attraction activities has been identified for Prince George. These cities contain high numbers of unemployed workers in the occupations of interest to Prince George. Among those “top ten” cities are Toronto, ON; Montréal, QC; Windsor, ON; and London, ON. Each city is profiled in detail in Appendix A.1.

This report also identifies and describes the occupations that are in greatest demand in Prince George:

1. Professional Engineers

2. Chartered Accountants

3. University Professors and Lecturers

4. Specialist Physicians

5. Heavy Duty Equipment Mechanics

6. Millwrights

7. Truck Drivers

8. Power Engineers

9. Welders

10. Instrumentation Technicians

The above occupations as shown are not ranked in order from highest to lowest priority for attraction. However, Table 3 on page 10 provides priority rankings for the ten occupations, appropriately separated into three distinct groups (skilled trades/technical, health services, and professional/managerial).

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Overview of Recommendations

Conduct Effective General Attraction Activities: IPG needs to focus its attraction on major urban centers across Canada, particularly in the top ten attraction cities established in this report. The best tools to use to reach potential candidates in these cities are major career fairs, campus recruiting events, student placement programs, and co-op programs. IPG also needs to consider the importance of taking a forward-looking approach to workforce development by encouraging secondary students (both local and external) to pursue skilled trades careers in Prince George. Prince George needs to develop labour market integration programs for externally attracted workers. High-growth cities in Alberta and Saskatchewan have established comprehensive training, mentorship, job placement, and coaching programs to facilitate newly arrived workers. Encourage Employer Programs: Employers need to be encouraged to expand their spectrum of hiring programs. There are powerful attraction activities that many of them are not capitalizing on. Using online social media like Facebook and LinkedIn to advertise their organizations and job postings will provide exposure to national labour markets. This report also advises IPG to encourage employers in Prince George to partner with each other to provide job placements for spouses of external hires and to consider recruiting tools like bonuses for employees who vouch and obtain hires for them externally. Work/life balance and alternative job arrangements are potential strategies that can be adopted by Prince George employers to further enhance the attractiveness of their workplaces to prospective employees. Attract High Demand Occupations: For attracting high-demand occupations, employers need to be advised of the best cities for attraction. These cities are generally Toronto, ON; Vancouver, BC; and Montréal, QC. However, the best cities to attract from vary by occupation, and this report details each contingency. Similarly, employers should be advised that there are organizations and resources available for each occupation. The occupations they are trying to attract are usually represented by sector councils, professional associations, and boards. Employers need to be advised of these organizations, as they can offer advice, job posting websites, and placement opportunities.

Overcome the Perception Gap: Canadians need to learn more about Prince George. They need to know about the quality of its healthcare system, its wide range of job opportunities for professionals and skilled trades, its fast growing economy, its affordable housing and cost of living, and its industries. Given the relatively limited awareness of Canadians with respect to the region, IPG needs to leverage and promote the many advantages of the city in various marketing activities.

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Table of Contents

1. Project Purpose and Research Approach ...................................................................................... 6

2. A Brief Profile of Prince George’s Labour Market ......................................................................... 7

2.1. Prince George’s “Ever-Falling” Unemployment Rate ......................................................................... 7

2.2. Prince George’s Labour Market: Supply and Demand Factors............................................................ 8

3. Occupations and Hiring in Prince George ................................................................................... 10

3.1. Prince George’s High-Demand Occupations .................................................................................... 10

3.2. A Brief Description of Prince George’s Highest Demand Occupations .............................................. 11

3.3. Current and Future Workforce Challenges in Prince George ............................................................ 13

4. Historical In-Migration to Prince George: Where Are Workers Coming From? ............................ 15

4.1. Historical In-Migration to Prince George: Top Source Cities and Regions ......................................... 16

4.2. Evaluating the “Top Cities” for Recruiting and Attraction ................................................................ 17

5. General Recommendations ....................................................................................................... 19

5.1. Focus Attraction on Major Canadian Urban Centers ....................................................................... 19

5.2. Use Career Expos and Campus Job Fairs in the Targeted Cities to Your Advantage ........................... 20

5.3. Identify Student Placement Opportunities ..................................................................................... 20

5.4. Reach Out to Secondary Students .................................................................................................. 21

5.5. Encourage Stable Work and Work/Life Balance Programs ............................................................... 21

5.6. Sell Prince George’s Affordable Housing ......................................................................................... 21

5.7. Assist in Spousal Hiring .................................................................................................................. 23

5.8. Offer Incentives for Recruiting Friends ........................................................................................... 23

5.9. Get Active in Social Media and Online Networking ......................................................................... 23

5.10. Fly-in-Fly-Out Work Arrangements: Proceed With Caution ............................................................. 24

5.11. Expand Upon Training and Skills Upgrading Programs for New Entrants .......................................... 25

6. Recommendations for Sourcing Prince George’s “Top Occupations” .......................................... 26

6.1. Professional Engineers ................................................................................................................... 26

6.2. Specialist Physicians ...................................................................................................................... 28

6.3. Financial Auditors and Accountants ............................................................................................... 28

6.4. University Professors and Lecturers ............................................................................................... 29

6.5. Heavy-Duty Equipment Mechanics ................................................................................................. 29

6.6. Construction Millwrights and Industrial Mechanics ........................................................................ 30

6.7. Truck Drivers ................................................................................................................................. 30

6.8. Power Engineers ............................................................................................................................ 31

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6.9. Welders and Related Machine Operators ....................................................................................... 31

6.10. Industrial Instrument Technicians .................................................................................................. 32

7. Perceptions of Prince George (POPG) Survey ............................................................................. 33

7.1. How Willing are Canadians to Move? ............................................................................................. 33

7.2. Where do Canadians Want to Live? ................................................................................................ 33

7.3. What Determines Where Canadians Want to Live? ......................................................................... 34

7.4. Do Canadians Know About Prince George? ..................................................................................... 36

7.5. How Do Canadians Perceive Prince George? ................................................................................... 37

7.6. What Forms of Media Influence Perceptions of Canadian Cities? .................................................... 39

7.7. Perceptions of Prince George Survey (POPG): Summary and Conclusions ........................................ 41

8. Report Conclusion ..................................................................................................................... 41

Appendix 1. Regional Profiles ................................................................................................... 43

A.1.1. Toronto ON CMA ................................................................................................................... 43

A.1.2. Vancouver BC CMA .............................................................................................................. 46

A.1.3. Montréal QC CMA ................................................................................................................. 49

A.1.4. London ON CMA .................................................................................................................... 52

A.1.5. Windsor ON CMA................................................................................................................... 55

A.1.6. Calgary AB CMA .................................................................................................................... 58

A.1.7. Abbotsford-Mission BC CMA............................................................................................. 61

A.1.8. Edmonton AB CMA ............................................................................................................... 64

A.1.9. Victoria BC CMA ................................................................................................................... 67

A.1.10. Kamloops BC CA ................................................................................................................ 70

A.1.11. Chilliwack BC CA ............................................................................................................... 73

A.1.12. Cariboo Regional District................................................................................................ 75

A.1.13. Northeast Development Region ................................................................................... 79

A.1.14. North Coast and Nechako Region ............................................................................... 82

Appendix 2. CMA Talent Pool Ranking for Each “Top Occupation” ............................ 85

Appendix 3. Inventory of Recruiting Events in Top Six Cities ...................................... 92

Appendix 4. Methodology and Research Approach .......................................................... 95

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1. Project Purpose and Research Approach

This workforce intelligence study was commissioned by Initiatives Prince George (IPG) and conducted by R.A. Malatest & Associates Ltd., a full service research and program evaluation firm. The purpose of the study is to provide recommendations for IPG and local employers to address current and future workforce shortages. There are four general objectives of the study:

1) Analyze Prince George’s labour market and identify the occupations that are most strongly in demand in the region;

2) Identify and profile the cities and regions that have historically been the most important sources of in-migration for Prince George;

3) Provide detailed recommendations that IPG and local employers can use to address recruiting challenges and source the occupations that are in highest demand; and

4) Perform a general population survey to find out how Canadians perceive Prince George, what factors influence their decisions to relocate, and what messages and media are most important for influencing their perceptions and relocation decisions.

The first three objectives were completed by analyzing data from the Census of Canada, the 2011 National Household Survey (NHS), the Labour Force Survey (LFS), key informant interviews (KIIs), and a variety of existing labour market reports and news releases. KIIs with employers internal and external to Prince George were carried out for the purpose of understanding industry trends, obtaining information on occupational shortages, and identifying strategies that can be used by IPG and Prince George employers to attract workforce. Methodology and research approach are described in detail in Appendix A.4. The approaches used to establish the core data deliverables of this report were reviewed and evaluated by Informetrica Ltd., a third party quantitative research organization contracted for this purpose. The limitations and challenges encountered are also noted in Appendix A.4. The most important limitation is that occupational unemployment rates were obtained from the 2011 NHS versus the LFS due to the latter having issues with data suppression and availability. To overcome this, R.A. Malatest & Associates Ltd. performed scans of each region profiled to identify trends, job creations, layoffs, and plant closures – factors that could affect unemployment.

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2. A Brief Profile of Prince George’s Labour Market

In 2013, the City of Prince George had an estimated population of 74,133, and its broader census agglomeration (CA) population was estimated to be 86,617.1 This made Prince George the largest city in Central/Northern British Columbia. In terms of its labour force, the following trends are highlighted:

■ The Labour Force Survey (LFS) indicates that working-age population growth has remained flat or has declined since the 2011 census, with a rate of growth of -0.1% in 2012 and -0.4% in 2013.2

■ Prince George’s labour force experienced a 2.5% expansion in 2012 but a 5.8% contraction in 2013.2 This reflects a sizable net decrease in the working age population available to satisfy the increasing demands of local industry and capital projects. The LFS estimates that Prince George CA’s labour force was 50,700 in 2013.2

■ In 2013, the Conference Board of Canada identified Prince George as being one of Canada’s fast growing cities in its Mid-Sized Cities Outlook 2013 report, with an estimated annual gross domestic product growth rate of 5% annually since 2010.3

2.1. Prince George’s “Ever-Falling” Unemployment Rate Throughout the past fifteen years, Prince George has twice seen recession and significant recovery, with a downturn of export markets in 2002 and a global recession that began in 2007 that brought Prince George’s unemployment rate to nearly 12% (this was compounded by other factors, such as the mountain pine beetle infestation). As highlighted in Figure 1, the recovery in the region’s labour market, as exemplified by a declining unemployment rate, has been dramatic. As of 2013, Prince George’s unemployment rate is at 5.1%, which is the lowest level recorded for the CA since 1996.

Figure 1: Prince George CA's Unemployment Rate History

Source: Labour Force Survey (2013, Annual)

1 BC Stats demography and population estimates of municipalities and census areas, obtained March 29, 2014.

2 Labour Force Survey (LFS), Table 282-0115, by selected census agglomerations based on 2006 census boundaries, annual (Persons), 1996 to 2013. 3 Mid-Sized Cities Looking to Recover Recession-era Job Losses, Conference Board of Canada, 2013.

12.7%

5.3%

11.7%

5.1%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

14%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

CA

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To put Prince George’s 2013 unemployment rate into a national context: of the 76 Canadian CAs and CMAs that there are available unemployment rates for (cities with populations at least 10,000), Prince George ranks 12th as the lowest unemployment area. A review of these top ranking cities is revealing: Prince George now has a job market comparable to Canada’s high-growth areas like Edmonton, Calgary, Regina, and Saskatoon. It is important to highlight this factor as a selling point for IPG’s up-and-coming attraction campaigns. As discussed in Section 7, the Perceptions of Prince George survey identifies perceived job opportunities as a leading motivator for the decision of where to relocate. Unfortunately, Canadians generally [mis]perceive Prince George as being depressed and lacking employment opportunities. This will be one of many issues IPG will need to address in order to close the “perception gap”. 2.2. Prince George’s Labour Market: Supply and Demand Factors The falling unemployment rate in Prince George is both a labour supply and labour demand phenomenon. On the supply side, the contraction of Prince George’s labour force (the working age population employed or seeking employment) can potentially be attributed to the following factors:

■ Out-migration of Working-Age Population: The 2011 National Household Survey estimated that there is an average annual loss of approximately 300 to 400 people from Prince George due to net out-migration, which is close to half of one percent of its population.5

■ Declining Workforce Participation: The fall in the local participation rate from 75.8% in 2012 to 71.1% in 2013 is another concerning trend that can explain the marked decline in the unemployment rate.6 The decline reflects the exit of working aged persons from the labour force (which could be indicative of persons leaving the workforce for full time education, or becoming discouraged workers).

On the demand side, Prince George CA is a core service and supply hub for a Northern BC economy that is seeing a surge of investment in major projects.7 These regional investments are valued at over $160 Billion and are reflective of growing interests in activities like mining, oil & gas, liquefied natural gas (LNG), pipelines, and bio-energy.8 Prince George itself currently has 20 underway/proposed projects, collectively valued at well over $1.4 Billion, which are listed in Table 2.

4 Note that this is based on the 46 CAs that Labour Force Survey Table 282-0115 includes. It is not exhaustive. 5 Estimate produced by taking the gross total inflows and outflows from National Household Survey Table 99-013-X2011027, dividing them by 5 years to give a yearly average, and subtracting in-migration from out-migration to produce a net yearly out-migration estimate. In-migration includes immigration from outside of Canada. 6 Participation rate data obtained from Labour Force Survey (LFS), Table 282-0115. 7 Prince George moves up on list of British Columbia’s top investment towns, Real Estate Investment Network, July 2013 8 Based on BC Major Projects Inventory and Initiatives Prince George’s internal data. Exact value is estimated to be $163 Billion, with $209 Million in recently completed projects, $12.1 Billion in projects underway, $11.5 Billion in “on hold” projects, and $139.9 Billion in proposed capital projects.

Table 1: Top Canadian Job Markets

12 Lowest Unemployment Rate CAs/CMAs in Canada

Unemployment Rate (2013 LFS)

1. Grande Prairie, AB 3.4%

2. Regina, SK 3.7%

3. Moose Jaw, SK 3.9%

4. Saskatoon, SK 4.1%

5. Wood Buffalo, AB 4.2%

6. Brandon, MB 4.3%

7. Lethbridge, AB 4.5%

8. Québec, QC 4.7%

9. Medicine Hat, AB 4.8%

10. Edmonton, AB 4.8%

11. Calgary, AB 4.9%

12. Prince George, BC 5.1%

National Average (CMA) 6.8%

National Average (CA)4 7.8%

Source: Labour Force Survey (2013, Annual)

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Capital projects were an often-cited explanation by industry leaders interviewed as drivers for immediate workforce shortages and recruiting difficulties, particularly for the skilled trades-related occupations discussed in this report. Table 2: Capital Projects Underway or Proposed in Prince George (Excludes Cache Creek Corridor)

Mining and Manufacturing Transportation and Utilities Other Projects

1. Western Coal Expansion ($230 Million) - Construction started

1. Prince George Global Logistics Park ($382 Million) - Proposed

1 .Performing Arts Centre ($43 Million) - On hold

2. Giscome Quarry and Lime Project ($130 Million) – Proposed

2. Mount George Wind Park ($100 Million) - On hold 2. Hotel Development ($40 Million) - Proposed

3.Lorraine-Jayjay Copper Mine ($100 Million) – Proposed

3. PGP Bio Energy Project ($50 Million) - Construction started

3.Hotel Development ($40 Million) - Construction started

4. Prince George Pulp Plant Upgrades ($30 Million) - Construction started

4. Prince George Field Building ($47 Million) - Construction started

4. Prince George RCMP Municipal Detachment ($39 Million) - Construction started

5. Hart North Industrial Site (Capital Cost Not Specified) – Proposed

5. UNBC - Bioenergy Project Phase 3 ($33 Million) - Proposed

5. Boundary Road Connector ($28 Million) - Construction started

6. Lakeland Mills Sawmill Replacement (Capital Cost Not Specified) - Construction started

6. Alterna Biocarbon Manufacturing Facility ($15 Million) - Proposed

6. Wood Innovation and Design Centre ($25 Million) - Construction started

7. Mount Polley Copper/Gold Mine (Capital Cost Not Specified) - Proposed

7. Coast Hotel Expansion ($15 Million) – Proposed

Source: BC Major Projects Inventory, September 2013

The city and its surrounding areas are undergoing an economic transition to a more diversified platform that will require a larger labour force and a wider variety of skill sets. This transition could potentially see Prince George become a major Canadian center for health, transportation, post secondary education, finance, as well as an intersection of commerce between Western Canada and its Asian trading partners.

“Right now Prince George’s population is about 80,000. But I don’t see why it can’t be 100,000 or 150,000 in ten or fifteen years. The resource sector is booming, and Prince George is a business center for Northern BC, a center for medical provision, and it has a leading university that creates its own growth. The city can become the transportation hub for the north, where 747 aircraft from Asia land at our airport.” -- Private Consultant and HR Specialist

The challenge ahead is in building a workforce that can support the considerable economic potential of the region.

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3. Occupations and Hiring in Prince George

This section focuses on the occupations that are in shortage or difficult to hire for in Prince George. In addition, analyzed in this section are the general difficulties that local employers have encountered in hiring. 3.1. Prince George’s High-Demand Occupations Detailed in Table 3 are those occupations that have been identified for prioritization in terms of attraction activities. Each occupation is organized into one of three segments (Skilled Trades or Technical; Health Services; and Professional or Managerial). Within each category, the occupations are ordered by level of priority, with 1 representing the highest level of priority for its category. The Profiled Occupations (the top half of the Table 3) are the ones that received the strongest consensus among employers surveyed in Prince George, and are examined in detail in this report. The Occupations Not Profiled are occupations that could potentially be in high demand, but have been omitted from detailed reporting for at least one of the following reasons:

■ There was a lack of consensus among employers as to whether they are in shortage (electricians, registered nurses, and radiation technologists are examples);

■ The occupation was not a proper occupation, but rather a function. One instance of this is project managers, who perform managerial functions but can represent any number of skilled trade occupations. Project managers are sought after in Prince George, but cannot be profiled specifically; or

■ The occupation is too narrowly specialized and represents a very small proportion of Prince George’s workforce (geotechnical driller and airport maintenance workers are examples).

Table 3: High Demand Occupations in Prince George

Skilled Trades or Technical Health Services Professional or Managerial

Pro

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1. Industrial Instrumentation Technicians 1. Specialist Physicians 1. Electrical and Electronics Engineers

2. Millwrights and Industrial Mechanics 2. Mechanical Engineers

3. Power Engineers 3. Civil Engineers

4. Heavy Duty Equipment Mechanics 4. University Professors and Lecturers

5. Truck Drivers 5. Financial Auditors and Accountants

6. Welders and Related Machine Operators

Occ

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7. Project Managers 2. Specialty Nurses 5. Information Systems Specialists

8. Pipefitters and Steam Fitters 3. Licensed Practical Nurses 6. Environmental Engineers 9. Electricians 4. Registered Nurses 7. Geological Engineers

10. Forestry Technologists 5. Radiation Technologists 8. Computer Programming Specialists

11. Geotechnical Drillers 6. Ultra Sonographers 9. Human Resources Professionals

12. Steam Engineers 7. Physiotherapists

13. Heavy Equipment and Crane Operators

14. Gas Fitters

15. Airport Maintenance Workers

16. Legal Surveyors 17. Materials Engineering Technologists

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3.2. A Brief Description of Prince George’s Highest Demand Occupations

This section provides a brief description of Prince George’s highest demand occupations (on the basis of employer perceptions), and provides justification for action and attraction. These occupations are provided in this report as 2011 National Occupational Classifications (NOCs) for data collection and consistency purposes. Professional Engineers (NOCs 2131, 2132, and 2133): There is a strong consensus among employers interviewed that civil engineers, mechanical engineers, and electrical engineers should be a high priority for external attraction.9 Civil engineers (NOC 2131) are responsible for designing and managing projects for the construction of buildings and other structures, like roads and bridges.9 Mechanical engineers (NOC 2132) design and develop machinery and systems for most industries, whereas electrical and electronics engineers (NOC 2133) design and develop electrical and electronic equipment and systems.9 These three fields of engineering are employed in local construction, pulp & paper (with exception of civil engineers), municipal services, consulting, forestry, manufacturing, and refining. Civil engineers may be the most difficult to hire for of the three, and one employer reported vacancies for civil engineers lasting up to four years. There is a general concern that capital projects outside of Prince George, particularly ones in oil & gas, will further exacerbate the demand for both new and experienced engineers. Specialist Physicians (NOC 3111): This occupation includes specialist physicians in clinical medicine, laboratory medicine, and surgery.9 It also includes psychiatrists. It is an umbrella for a very wide range of clinical, laboratory, medical, and surgical specializations. Several specializations are reported as being in immediate shortage in Prince George: neurologists, rheumatologists, geriatricians, medical oncologists (excluding radiation oncologists), and psychiatrists. The number of specialist physicians required to satisfy local requirements is low compared to the other occupations profiled. However, healthcare is an integral part of Prince George’s reputation as a hub for Northern and Central BC. The continuing provision of specialized medicine and oncology needs to be treated as a high priority. A major challenge cited for recruiting specialist physicians is that they cannot be trained within Prince George and that it is difficult to convince qualified external candidates to relocate. This is compounded by the fact that they are generally in shortage across Canada, and have a very wide range of options for where to live. For these reasons, overseas recruiting is becoming more important. An added challenge for recruiting and maintaining psychiatrists is that work arrangements are typically in 3-hour blocks and are often neither steady nor full time. Financial Auditors and Accountants (NOC 1111): Certified Chartered Accountants (CA) is the most strongly required sub-group within the Financial Auditors and Accountants occupational classification, and is generally preferred in Prince George over Certified Management Accountants (CMA). To some extent, local industry and practices have been able to acquire accountants by cycling in co-op students and interns from the University of Northern British Columbia and then on-boarding them upon certification. It is worth noting that the accounting designation is being restructured to have certified accountants, general accountants, and managerial accountants under the Chartered Professional Accountant (CPA) designation. More recently, external recruiting has become increasingly important, and local employers are losing accountants to outside jurisdictions. This is reportedly being influenced in large part by the emerging

9 National Occupational Classification 2011, Human Resources and Skills Development Canada, 2014

(http://www5.hrsdc.gc.ca/NOC/English/NOC/2011/Welcome.aspx)

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regional mining and oil & gas industries, which are able to out-compete local employers in terms of compensation. University Professors and Lecturers (NOC 4011): Post-secondary education is one of Prince George’s core segments, and its two local institutions (University of Northern British Columbia and College of New Caledonia) are the city’s most important internal generators of skilled workers. As such, a high priority should be placed on ensuring that the faculty and support staffing requirements are considered. University professors and lecturers in business (mainly accounting and finance) and nursing are identified as being in highest demand.

“The [University of Northern British Columbia] allowed the local economy to come out of the 2008 recession and enabled Prince George to diversify. The university creates its own growth.” -- Private Consultant and HR Specialist

Industrial Instrumentation Technicians and Mechanics (NOC 2243): This occupation specializes in the repair, maintenance, calibration, installation, and control of industrial equipment.10 Of the twelve interviews conducted with Prince George employers, this was the occupation most frequently mentioned as being in high demand and having a high incidence of vacancy. It is employed in pulp & paper, refining, contracting, manufacturing, resource extraction, and several other industries. Employers and associations external to Prince George indicate a national shortage of this occupation, in large part due to the demand for it in Northern Alberta’s oil & gas industry. Construction Millwrights and Industrial Mechanics (NOC 7311): This occupation specializes in the installation, maintenance, and repair of stationary industrial equipment.10 In Prince George, it is widely employed across different industries, particularly pulp & paper, construction, and manufacturing. The demand for this occupation has been driven up considerably by capital projects, and local employers are finding it difficult to offer competitive compensation to candidates and to retain hires. Several local employers emphasized the importance of acquiring red seal journeyman millwrights, as this is the tier that is in most serious shortage. On a national level, this occupation is being recruited from Eastern Canada and the Maritimes, and one major association that covers it rated national recruiting difficulties as severe. Power Engineers (NOC 9241): This occupation specializes in the operation and maintenance of turbines, boilers, generators, stationary engines and auxiliary equipment to provide heat, light, and refrigeration.6 It is employed in Prince George by pulp & paper, construction, refining, manufacturing, and local public institutions. Interviews with external employers and associations indicate that this is a very difficult occupation to hire for across Canada. Heavy Duty Equipment Mechanics (NOC 7312): This occupation focuses on the repair, adjustment, maintenance, and overhauling of heavy equipment. In Prince George, employers use heavy duty equipment mechanics primarily in forestry, construction, and transportation. The main challenge with this occupation is its general scarcity. Outside of Prince George, there is a high demand for it on capital projects like pipeline development and pipeline maintenance. Local employers have actively been trying to recruit this occupation elsewhere in Canada, sourcing external candidates from as far away as Ontario, Quebec, and New Brunswick. Truck Drivers (NOC 7511): As a service and supply hub, truck drivers are a pivotal occupation to the functioning of Prince George’s economy. Several employers have cited a greater need for truck drivers. Interviews with external employers and associations in Alberta indicate similar recruiting challenges, and

10

National Occupational Classification 2011, Human Resources and Skills Development Canada, 2014 (http://www5.hrsdc.gc.ca/NOC/English/NOC/2011/Welcome.aspx)

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employers are often resorting to hiring from depressed areas in Ontario (particularly Toronto) and Quebec to satisfy their requirements for Class 1 qualified drivers. Welders and Related Machine Operators (NOC 7237): This occupation is employed in a variety of industries in Prince George, particularly in construction. A major challenge employers have encountered with welders is retention. They are more likely than other skilled trade occupations to move around the country to work on different capital projects. Upon completion of projects, they are frequently lost to other jurisdictions. One association indicated that welders are known to not even reside in Prince George when working there, but instead live in expensive trucks for the duration of a local project. 3.3. Current and Future Workforce Challenges in Prince George All employers interviewed in Prince George reported at least one occupation that presents hiring problems, and half indicated more than one occupation. This section discusses the problems that employers commonly cite as challenges in terms of hiring potential new employees. They are as follows:

■ Lack of Knowledge of Cost of Living and Amenities: The most consistently emphasized barrier indicated by employers is that external candidates lack knowledge about Prince George’s cost of living, short commute times, outdoor activities, and amenities like shopping. In actuality, Prince George has a relatively low cost of living and the cost of rent and home ownership are much lower in comparison to cities like Vancouver, Calgary, or Edmonton.11

“We go to conferences [across Canada] and showcase Prince George – people don’t realize the low cost of living. But when they hear about it from us they realize that they can afford to buy their first house, and then they’re instantly turned around.”

-- Health Services Recruitment Specialist

■ Perceptions of Prince George as a “Forestry Town”: A common misconception that Prince George

employers encounter when trying to hire or attract from BC’s Lower Mainland (particularly Vancouver) is that candidates perceive Prince George to be a “forestry town”. This suggests a general ignorance about Prince George’s size and its mix of industries. It is concerning because Canadians generally have negative misperceptions about the forestry industry, and tend to see it as a low-technology sector in decline, with few career opportunities.12

■ Competition from Mining and Oil & Gas: Employers in Prince George often point to Alberta’s oil & gas industry as well as Northern BC’s emerging resource extraction industries as being the most formidable competitors for skilled trades, accounting professionals, and engineers. This is concerning because major industries in Prince George, particularly pulp & paper, typically compete with oil & gas in the same labour markets. Oil & gas, however, is able to offer higher levels of compensation. The industry’s recruitment also has greater reach on a national level, and can capitalize on distant labour markets of opportunity by offering fly-in-fly-out working arrangements – other industries are far more limited in this respect.

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Based on comparison of 2013 rents for 2-bedroom apartments in complexes over 6 units (CANSIM Table 027-0040 ). Housing price comparisons are based on 2013Q4 median selling prices of single-detached family dwellings obtained from Canadian Real Estate Association MLS data, either on http://www.crea.ca/ or directly from real estate boards. 12

A Workforce Strategy for Alberta’s Forest Industry, Government of Alberta, 2008

http://www.crea.ca/

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“Our industry doesn’t offer fly-in-fly-out work like [the oil & gas industry] does in the Alberta oil sands, so the oil & gas sector is pulling people from everywhere. We’ve shut down a lot of mills and the oil sands industry picked up all of those people after the mills closed. Oil & gas and pulp & paper industries pull from the same labour pools.”

-- Trade Association Representative in Ottawa, ON

■ Retirement and Experience Gaps: Employers of skilled trades and some professional occupations report concerns that shortages will be created or exacerbated by an impending wave of retirement. One notable mention for this is registered nurses, which is considered to be adequately available in Prince George but may experience shortages in the next decade due in large part to retirement. Figure 2 provides the age profile of Prince George CA, as of the 2011 census.13 Compared to BC’s age profile, Prince George has a disproportionately large representation of persons 19 or younger. This group will be entering the workforce in large numbers soon, and likely many of them have already entered. The most important group to consider, however, is the 50 to 59 age group. As is the case with BC overall, this age group has a disproportionately high representation in the workforce. These workers currently dominate the senior ranks of the professions and skilled trades in Prince George, and will be gradually leaving the local workforce over the next decade. What will be left in its wake is a smaller group of experienced workers and a disproportionately large cohort of young and largely inexperienced Millennials.

Figure 2: Age Profile of Prince George (2011 Census of Canada)

Source: 2011 Census of Canada

13 Given that the census was taken three years before the publication of this report, note that there will be a proportion of people in each age group under 65 who have moved up by one group.

0%

5%

10%

15%

20%

25%

30%

19 or Younger

20 to 29 30 to 39 40 to 49 50 to 59 60 to 64 65 or Older

Pe

rce

nta

ge o

f P

op

ula

tio

n

Age Category

Prince George CA

British Columbia

15


■ Spousal Job Placement Problems: An important issue raised by several employers in Prince George is that they have lost professional staff because their spouses were unable to secure suitable employment in Prince George. Households have often been resigned to being single income.

■ Perceptions of Prince George as Crime-Ridden and Run-Down: Employers in Prince George

frequently mention Maclean’s Magazine’s appraisal of Prince George as being Canada’s most dangerous city. There is a general sense that this is an embarrassing misrepresentation of what the city is actually like, and that it has a material impact on their ability to attract professionals. Another complaint is that the old-style buildings and overall utilitarian look and unattractiveness of various parts of the downtown area – particularly around where hotels are clustered – are adding to perception problems for when candidates visit Prince George for employer showcases.

4. Historical In-Migration to Prince George: Where Are Workers Coming From?

Between 2006 and 2011, Prince George was a net out-migrator, meaning more residents left Prince George (13,055) than entered (11,470). On a year-to-year net basis, Prince George lost between 300 and 400 people on average due to migration.14 Out-migration outpacing in-migration is a tendency that probably persists to this day, given the noted contractions in Prince George’s workforce between 2011 and 2013.

Table 4: In/Out Migration Flows for Prince George

In-Migration to Prince George Out-Migration from Prince George

Total External

Immigrants Intraprovincial Interprovincial Total Intraprovincial Interprovincial

Total 2006 - 2011 Migration 11,470 1,165 7,615 2690 13,055 8,975 4,080

Yearly Average Migration 2,294 233 1,523 538 2,611 1,795 816

Yearly Average Migration Per 1,000 People

27 3 18 6 31 21 10

Source: National Household Survey (NHS) 2011, Components of Migration, Mobility 5 Years Ago (Table 99-013-X2011027)

As Figure 3 illustrates, in-migrants were predominantly from within BC (66%), whereas migration from other Canadian provinces (24%) and other countries (10%) accounted for the remainder. Excluding out-of-country immigrants, about three quarters of domestic migration to Prince George is from BC and one quarter is from other provinces. Roughly half of migrants coming to Prince George (Fraser-Fort George Census Division) from out-of-province are from Alberta (12-13% of total domestic migration). The remainder of domestic migration from out-of-province is from a dispersion of other provinces, with no single province accounting for the majority of the remaining interprovincial migrants to Prince George.

14

The yearly migration flows are based on a straight division of the 5-year census flows from 2006 to 2011.

16


Figure 3: Composition of In-migration to Prince George

Source: 2011 National Household Survey (Table 99-013-X2011027)

4.1. Historical In-Migration to Prince George: Top Source Cities and Regions

The top sources of migration for Prince George are illustrated in Figure 4. There are several key observations to note regarding the list of top cities and regions:

■ The 14 areas indicated in Figure 4 account for 70% of all migration to Prince George, yet there are at least 100 different cities and census divisions in Canada that provide some level of migration.

■ Vancouver is the number one source of migration for Prince George, which is not surprising given its size, cost of living, unemployment, and relative proximity. Enough migration is received from Vancouver each year to staff a medium sized company (between 200 and 300).

■ Prince George has a considerable draw from Alberta’s big cities: Edmonton and Calgary, which together account for over 9% of its domestic in-migration (and 75% of all migration to Prince George from Alberta). As noted in Appendix A.1, both cities have high rates of out-migration.

■ Other than Vancouver and Edmonton, Prince George’s most notable sources of migration are its regional neighbors in Northern BC and Central Interior BC (Bulkey-Nechako, Kitimat-Stikine, Cariboo Regional District, and Peace River). For the most part, these are sparsely populated areas with only a few cities of 10,000 people or more.

■ Proximity and familiarity are likely the main factors drawing migrants to Prince George from the neighboring regions, while low-density regions that are further away have almost no migrants.

External Immigrants From Outside Canada

(10%)

Intraprovincial (From Within BC)

(66%)

Interprovincial (From Outside BC)

(24%)

17


Figure 4: Top Sources of In-Migration to Prince George

Source: 2011 National Household Survey (Table 99-013-X2011027), 2006 Census of Population Canada (Reference 97-556-XCB2006014)

4.2. Evaluating the “Top Cities” for Recruiting and Attraction The top ten source areas for migration to Prince George from Figure 4 were evaluated against a series of criteria to establish a ranking of cities to focus attraction on. The criteria includes population size, city unemployment rate, recent unemployment conditions of the ten occupations Prince George is most concerned about, out-migration levels, and housing prices. These are primary factors that influence the likelihood that an appropriately organized and targeted attraction or recruiting campaign will be successful. This list of ranked cities also includes four additional census metropolitan areas (CMAs) that have been included based on their high potential for yielding successful attraction campaigns. These cities are:

■ Toronto, Ontario; ■ Windsor, Ontario; ■ London, Ontario; and ■ Montréal, Quebec.

The final rankings of the cities of interest are displayed in Table 5. Please note that the North Coast/Nechako region has not been included in the rankings due to limitations in data available. Also note that for reporting purposes Cariboo Regional District, Northeast Economic Region, Thompson-Nicola, and Fraser Valley are not profiled as regional districts. Instead, this report presents the major CAs or CMAs that account for most of these regions’ internal populations, and it is these cities (like Fort St. John) that are profiled. The detailed profiles of each city can be found in Appendix A.1, in the order ranked in Table 5.

2% (30 or less per year)

2% (30 per year)

2% (45 per year)

3% (50 per year)

3% (60 per year)

3% (70 per year)

5% (90 per year)

5% (95 per year)

5% (110 per year)

6% (130 per year)

6% (130 per year)

6% (130 per year)

11% (220 per year)

13% (270 per year)

14. Skeena-Queen Charlotte (Primarily Prince Rupert, BC)

13. Comox-Strathcona, BC

12. Central Okanagan (Primarily Kelowna, BC)

11. North Okanagan, BC

10. Calgary, AB

9. Victoria, BC

8. Fraser Valley -- Abbotsford and Chilliwack, BC

7. Thompson-Nicola (Primarily Kamloops, BC)

6. Peace River (Northeast Economic Region, BC)

5. Edmonton, AB

4. Cariboo Regional District, BC

3. Kitimat-Stikine (North Coast and Nechako Region, BC)

2. Bulkley-Nechako (North Coast and Nechako Region, BC)

1. Greater Vancouver, BC

Table 5: Rankings of CAs and CMAs as Labour Markets of Opportunity for Attraction

Census Metropolitan Area Or

Census Agglomeration Area

Ov

era

ll C

ity

R

an

kin

g /

15

2013 City Unemployment

Rate

Ra

nk

/1

2

Population (2011)

Ra

nk

/1

5 Average

Unemployment Rate for Prince

George's Top Ten Occupations

Ra

nk

/1

5 Total

Estimated Unemployed

Persons in "Top Ten"

Occupations

Ra

nk

/1

5 Annual

Out-migrants

(Average)

Ra

nk

/1

5 Rate of Out-

migration

(per 1,000 residents)

Ra

nk

/1

5 Average

Rent

(2 Bedroom Apartment)

Ra

nk

/1

5 Median

Single Detached

Home Price15

Ra

nk

/1

5

Toronto, ON 1 8.2% 3 5,583,064 1 4.1% 8 6,400 1 51,881 1 9 15 $1,210 3 $575,000 2

Vancouver, BC 2 6.6% 7 2,313,328 3 4.2% 7 2,700 3 23,725 3 10 13 $1,282 1 $915,000 1

Montréal, QC 3 8.0% 4 3,824,221 2 3.6% 12 3,700 2 37,082 2 10 14 $742 13 $285,000 10

London, ON 4 8.5% 2 474,786 6 4.9% 4 600 6 9,093 6 19 9 $940 8 $242,000 11

Windsor, ON 5 8.9% 1 319,246 8 5.4% 2 500 7 4,885 8 15 12 $816 11 $166,204 14

Calgary, AB 6 4.9% 11 1,214,839 4 3.7% 11 1,800 5 23,084 4 19 10 $1,247 2 $440,000 4

Abbotsford – Mission, BC 7 7.8% 5 170,191 9 3.9% 10 300 8 4,176 9 25 6 $821 10 $389,500 7

Edmonton, AB 8 4.8% 12 1,159,869 5 3.6% 13 2,100 4 18,965 5 16 11 $1,141 4 $374,400 8

Victoria, BC 9 5.2% 10 344,615 7 3.9% 9 250 9 6,771 7 20 8 $1,065 6 $523,450 3

Kamloops, BC 10 6.2% 8 98,754 10 4.4% 6 220 10 2,489 10 25 5 $849 9 $424,900 5

Chilliwack, BC 11 7.7% 6 92,308 11 4.9% 3 140 11 2,055 11 22 7 $777 12 $335,000 9

Quesnel, BC 12 5.7% 9 22,096 13 6.0% 1 130 12 627 14 28 4 $628 15 $165,000 15

Williams Lake, BC 13 5.7% 9 18,490 14 4.5% 5 100 13 649 13 35 3 $695 14 $239,500 12

Fort St. John, BC 14 4.9% 11 26,380 12 3.3% 14 100 14 1,110 12 42 1 $1,045 7 $398,800 6

Dawson Creek, BC 15 4.9% 11 11,583 15 3.1% 15 0 to 100 15 477 15 41 2 $1,089 5 $234,028 13

Weight of Category in Overall Ranking16 .25 .15 .05 .3 .1 .05 .05 .05

Reference Year 2013 Annual 2011 2011 2011 2006 - 2011 2006 - 2011 Average 2013 2013 Q3/Q4

Data Source Labour Force Survey

(2013)

Canadian Census of

Population (2011)

National Household Survey

(NHS) 2011


(NHS) 2011

National Household

Survey (NHS) 2011


(NHS) 2011

Canadian Mortgage and

Housing Corporation

Rental Survey

Canadian Real Estate

Association and Local Boards

15 The reference period varies slightly by city. Some cities had Q3 prices reported, others had Q4 or December 2013 – there will be some seasonal variation. The median Price for Vancouver CMA actually refers to Greater Vancouver, which does not include Surrey or Langley – these cities fall under Fraser Valley Real Estate Board. 16 This weighting scheme is based on factors of migration that historically drive migration. They were informed by interviews and reviews of existing labour market studies.

19


5. General Recommendations

Sections 2 and 3 provided a detailed account of the challenges Prince George’s employers are confronting in sourcing workers. They also established the occupations that should be prioritized for attraction. The purpose of this section is to provide general recommendations for IPG and local employers to follow for responding to these challenges. The next section (Section 5) discusses recommendations for the occupations identified as being in highest demand in Prince George. These recommendations draw upon scans of census metropolitan areas (CMAs) across Canada, as well as interviews with employers and stakeholders in high demand areas like Edmonton, AB; Fort St. John, BC; Fort McMurray, AB; and Regina, SK. 5.1. Focus Attraction on Major Canadian Urban Centers Every employer and industry association surveyed outside of Prince George indicated that they (or the companies they represent) focus attraction on major Canadian urban centers. The arithmetic is not just population: Canada’s large cities have the leading universities, the major technical schools, the most competitive job markets, the highest costs of living, and the infrastructure and institutions in place for reaching large audiences of unemployed workers and students.17

“If you want to recruit people to Prince George, go to places like Vancouver, Calgary, Edmonton, Halifax, and Fredericton. Big urban centers are where your attraction programs should focus on.” -- Trade Association Representative in Ottawa, ON

This report recommends that Initiatives Prince George and local employers focus on the top ten cities ranked in Table 5 as general recruiting theatres:

1. Toronto, ON; 2. Vancouver, BC; 3. Montreal, QC; 4. London, ON; 5. Windsor, ON;

6. Calgary, AB; 7. Abbotsford – Mission, BC; 8. Edmonton, AB; 9. Victoria, BC; and 10. Kamloops, BC.

These cities are selected based on a weighted evaluation of their unemployment rates, populations, migration propensities, housing and rental costs, and the labour market conditions of the occupations of most importance to Prince George. Windsor and London ON are included as high-opportunity labour markets on the basis that they are major cities with very high unemployment rates, as well as recent spates of layoffs and plant closures. Detailed profiles and marketing considerations for each of these cities are available in Appendix A.1 of this report.

17 Employers and stakeholders interviewed hold differing opinions as to which large cities are the best to focus attraction on. Construction industry and resource-related employers were more likely to prefer the CMAs in the Maritimes, such as Fredericton and Moncton, NB; and St. John’s, NL. Transportation and oil & gas industry organizations were more likely to indicate major cities in Ontario, like Toronto, Thunder Bay, London, and Windsor.

20


5.2. Use Career Expos and Campus Job Fairs in the Targeted Cities to Your Advantage

“Prince George needs to target areas that it wants to recruit workers from, and it needs to actually send recruiters to have face-to-face interactions with potential candidates. In [the oil & gas] industry, this takes the form of setting up career fairs or attending career fairs in particular markets of interest.” -- Oil & Gas Industry Labour Specialist

Career fairs and campus events are excellent ways to reach the unemployed populations in each of the cities targeted, particularly soon-to-graduate professionals like engineers, accountants, and health specialists. The details for career fairs for the top cities can be found in Appendix A.1 and A.3. However, the following job fairs are emphasized for reaching larger audiences:

Career Fair Name Event Date (If Announced) City

The National Job Fair and Training Expo Run each spring and fall. Date for fall 2014 fair not yet announced.

Toronto, ON

BC Career, Education, and Recruitment Fair May, 2015 (date to be announced) Vancouver, BC

Aerosalon October 21st & 22nd, 2014 Montreal, QC

Montreal Job and Training Fair May 14th and 15th, 2014 Montreal, QC

Global Energy Career Expo June 11th and 12th, 2014 Calgary, AB

The five career fairs mentioned are general, and attract thousands of job seekers each. Aerosalon is mentioned because it will likely be attended by engineers, skilled trades, and professionals laid off by Bombardier in 2014. 5.3. Identify Student Placement Opportunities

“Relationship-building with schools is important for us. We fly students in and out from around the country during their off-semester times in the summer, and hope they come back to work for us when they get their degrees. We feel like this is one of our most important investments.” -- Regional Manager in Fort St. John, BC

A “best practice” reported among high-demand employers is forming relationships with university co-op programs and posting seasonal positions on campus job sites. The top six cities indicated in Table 5 each have at least one major Canadian university with a co-op and job placement program. An initiative that connects Prince George employers with the major universities in these cities for seasonal internships, placements, and co-op terms can be an effective way to expose candidates to Prince George. It will also be an effective way to establish awareness in the target communities about Prince George, as students returning to their studies will broadcast the experiences they had in Prince George through word-of-mouth and social networking. Various employers in Prince George report that they have arrangements of this nature with the University of Northern British Columbia (UNBC), but employers should as well consider universities outside of Prince George.

21


5.4. Reach Out to Secondary Students

“Career Fairs aren’t enough. Do more with grades 8 through 12. There needs to be more involvement at the grade school level, to start talking to kids about trades.” -- Trade Association Representative in Ottawa, ON

High-growth cities in Alberta and Saskatchewan have taken a forward-looking approach to their labour market gaps by investing in secondary students. One public organization interviewed in Northern Alberta instituted such a program whereby students from grades 8 through 12 are flown into the municipality for several days of presentations and “field experience” for jobs of different skilled trades. Programs like this encourage secondary students to consider skilled trades as a career path, and they also provide positive exposure and public relations of the municipality to the cities and towns it draws students from. According to the institution interviewed, many students, upon getting their high school diplomas, choose to move into the community and attend trades school at the local college. If a program like this is instituted in Prince George, there is an option to focus on students in the local public school system (District No. 57), but there is also the option to fly in or bus in students from other areas. 5.5. Encourage Stable Work and Work/Life Balance Programs

A consistent finding is that Prince George employers are unable to provide compensation on par with the oil & gas industry. Employers outside of Prince George have responded to this challenge by advertising better working arrangements and work stability, which includes job security and work/life balance. One transportation company president in Alberta has been successful in recruiting truck drivers and heavy duty equipment mechanics from Northern Alberta by providing them employment arrangements that are preferable to the oil & gas industry’s “boom and bust” cycle and unsteady work pattern. In addition, the ability to live and work in the same community is seen as preferable to “fly-in-fly-out” work arrangements that characterize much employment in mining and oil & gas sectors. Certainly compensation is an important factor for skilled trades and professionals, but employers need to recognize that it is only one factor. Workers want steady paychecks, they often want Monday through Friday working arrangements (in some cases 4-day workweeks), they want flexibility, and they want stability. If Prince George employers cannot compete on the basis of compensation, they need to up-the-sell on these other highly important factors. Work/life balance is particularly important for the recruiting of physicians.

5.6. Sell Prince George’s Affordable Housing IPG and Prince George employers need to emphasize Prince George’s affordable housing as part of attraction campaigns. Of all medium-to-large sized cities in BC, Prince George boasts the most affordable housing and rental rates. External candidates – particularly younger or recently graduated candidates – will be attracted by messages like, “Prince George is the most affordable major city in BC to buy your first home”. Figure 5 and Figure 6 show the median housing prices and average rents for Prince George versus the top ten cities identified for attraction. With the exception of Windsor, ON; London, ON; and Montréal, QC, Prince George has a strong advantage in offering affordable housing and rent.

22


Figure 5: Median MLS Price for a Single-Detached Family Home (End-of-Year 2013)

Source: Canadian Real Estate Association (CREA). Data for Vancouver, Windsor, Montréal and Abbotsford-Mission were obtained from local real estate boards.

Figure 6: Average Rent for a 2-Bedroom Apartment (For 6+ Unit Apartment Complex, October 2013)

Source: Canadian Mortgage and Housing Corporation (CMHC), data available through StatCan CANSIM Table 027-0040.

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

$900,000

$1,000,000

Me

dia

n P

rice

($

CA

D)

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

Me

dia

n R

en

t ($

CA

D)

23


5.7. Assist in Spousal Hiring As discussed in Section 3.3, one challenge with hiring and retention of individuals in designated occupations is the need to assist spouses of relocated workers who are unable to secure suitable employment in Prince George. To respond to this, the model of hiring needs to be expanded to address the broader needs of families. Advertisements, career fairs, and other activities conducted by Initiatives Prince George and local employers should sell family living and dual-income opportunities. Beyond that, there should be programs in place to facilitate the integration of spouses and families as part of the relocation process. This could take the form of partnerships among employers to share resumes of spouses to identify job placement opportunities. It could also take the form of formal training and upgrading programs to provide spouses with the required skill sets to be gainfully employed in Prince George. With such programs in place, employers will have an extra tool in their on-boarding process to entice external candidates to come to Prince George, purchase property, and potentially become long term residents. 5.8. Offer Incentives for Recruiting Friends One effective program that is being practiced by employers inside and outside of Prince George is the use of employees as recruiters. Typically this is a cash bonus for a lead resulting in the successful on-boarding of a worker. The bonuses are ordered according to the need for the occupation, and can be substantial.

“We pay employees bonuses to recruit their friends – for skilled trade recruits we pay a $4,000 bonus, for engineers it's $1,000 to $2,000.” -- Trade Association Representative in Ottawa, ON “Word of mouth is important for recruiting, as hiring people who are known by current employees who can vouch for them gives us higher quality people.” -- President, Mining and Drilling Company

5.9. Get Active in Social Media and Online Networking The Perceptions of Prince George Survey finds that nearly 30% of Canadians consider the Internet as having the greatest influence on how they perceive different parts of Canada (television was the only media reported as being more influential). Social media (LinkedIn, Twitter, Facebook, Wikipedia, and YouTube) is the second most important source of online media for persons surveyed, after online national news. Also, employers and trade associations interviewed consistently tout the advantages of using social media to build their brands in online labour markets and to post job openings. If IPG and local employers want to affect perceptions of job seekers and reach them, the following strategies should be considered:

■ Facebook and LinkedIn: IPG should encourage local employers to create and keep current company Facebook and LinkedIn pages, and these pages should include job postings as they become available. These pages can be linked to Facebook and LinkedIn pages for professional associations of different occupations. For example, if a Prince George employer is trying to recruit a power engineer, the Institute of Power Engineers maintains a LinkedIn page with job postings that Prince George employers can connect

24


and link to. Occupations typically have major associations that represent them, and generally these associations maintain LinkedIn and Facebook pages that attract large numbers of these workers.

■ Major Job Posting Websites: IPG should encourage local employers to post their vacancies on Monster.ca, Indeed.com, WowJobs.ca, Workopolis.com, the Service Canada Job Bank, and major provincial job sites like WorkBC. These are generally the first sites to appear in search engines, and they are the most widely viewed posting sites by job seekers. Google Analytics can be used to assess the number of views received for jobs posted.

■ Trade and Professional Association Job Boards: Too often employers overlook the job boards of professional associations when trying to recruit for occupations. As mentioned, most occupations are represented by professional standards boards (such as provincial accounting boards), industry associations, and unions; their job boards have a provincial or national reach, and Prince George employers should post jobs on these sites.

5.10. Fly-in-Fly-Out Work Arrangements: Proceed With Caution Fly-in-Fly-Out is a term used to describe a work arrangement whereby external workers are temporarily relocated to a town or city for work purposes or a specific project. In Northern Alberta, this institution is practiced by the major companies operating in the oil sands, who fly workers in through an airport located near the worksites. More often workers live in on-site camps, and they leave upon the completion of a project, a fixed amount of time, or are cycled in and out regularly as operations require. This institution is also associated with major capital construction projects, whereby skilled trades and contractors temporarily reside in or near a municipality for a fixed duration. Interviewees in Alberta and Saskatchewan have expressed mixed feelings about this institution, and have suggested that it may not contribute positively to the development of the local population and can introduce social and economic imbalances. One example of such an imbalance is a shortage in retail workers to serve temporary workers – there are limited resources in place to fly in retail industry workers, and they are deterred from living in rapid-growth cities because of prohibitively high costs of housing and commercial real estate. Two recommendations should be considered in light of these concerns:

■ Maintain the affordability of housing in Prince George for lower and middle income households: The cost of housing is one of the city’s strongest selling points, and it is a factor that will encourage workers to actually live in Prince George (versus work there on a temporary basis). To maintain affordable housing, some municipalities in high-growth areas have established housing development corporations. These are municipally-funded initiatives that develop housing in order to sell or rent units below market value. They are internally financed, at least in part, by selling or leasing a certain number of units to local organizations, both public and private.

■ Keep Prince George livable, and market its amenities: A city like Prince George should sell itself as a place for families to live, not just find work. The amenities it offers, like outdoor recreation, culture, and its local symphony, need to be communicated to the audiences it is trying to reach.

25


5.11. Expand Upon Training and Skills Upgrading Programs for New Entrants In Alberta and Saskatchewan, some high-growth municipalities have curricula and training programs offered specifically for new arrivals. One association interviewed reported that their local initiative provides a 2-week job readiness program, ongoing coaching, as well as an 8-week entry level training program at the local technical college – paid for through municipal funds. Several employers in Prince George indicated that they would like to see programs like this established locally. There are services available by WorkBC and the Skilled Trades Employment Program (STEP) that provide job search facilitation and skills upgrading. There may be a lack of awareness among job seekers and employers in Prince George about them, and Initiatives Prince George should provide information about these programs.

26


6. Recommendations for Sourcing Prince George’s “Top Occupations”

This section of focuses on the top ten occupations for Prince George that are in-demand – the occupations that Initiatives Prince George (IPG) should prioritize for attraction. The most important factor for these occupation-specific attraction strategies is where these occupations can be found. Table 6 provides the ranking for each census metropolitan area (CMA) examined for this report, organized by high-demand occupation.18 For the ranking tables of each occupation, refer to Appendix A.2.

6.1. Professional Engineers The best cities for attracting engineers (civil, mechanical, and electrical) are Toronto, ON; Montréal, QC; Vancouver, BC; and Calgary, AB. London, ON, is also a notable mention for recruiting mechanical engineers specifically. Toronto should be considered as the best CMA to attract these professionals from, as it has a comparably high rate of unemployment for these fields (3.1% major group unemployment). The estimated number of unemployed engineers is very large, at around 1,000 unemployed across the three fields. For targeting engineers for attraction, employers in Prince George should be advised of the following options:

■ Advertising Job openings: Post job openings on Engineering.ca. This is Canada’s largest job board for professional engineering.19

■ Form Relationships with Professional Associations: Two of the three fields of engineering in high demand have dedicated professional associations that can provide information and potentially facilitate placement for employers seeking engineers. The Canadian Society for Mechanical Engineering20 and the Canadian Society for Civil Engineering21 offer job postings on their websites, and also provide ongoing information about conferences and career fairs that could be worth attending.

■ Campus Recruiting and Student Placement: Initiatives Prince George and employers interested in hiring engineers should consider attending career fairs at the universities in the targeted regions. Appendix A.1 and Appendix A.3 provide detailed information about campus events. University of Toronto (U of T), University of Western Ontario (UWO), University of British Columbia (UBC), and the University of Alberta (U of A) regularly hold career fairs. These universities also offer co-op programs, job boards, and student placement programs.

18 In order to be ranked for an occupation, a CMA has to have a notable number of workers. The CMAs that are not ranked for an occupation do not have enough workers in that occupation to be included for ranking. As such, only CMAs with a reasonable number of persons unemployed in a given occupation are ranked for that occupation, and the higher up a CMA’s ranking is (closer to 1), the more likely attraction campaigns are going to be successful. Appendix A.2 provides the table for each occupation, which details the factors that determined how CMAs were ranked. 19 Engineering.ca can be found at http://www.brainhunter.com/CareerSite/EIC/eic_splash.htm 20 Canadian Society for Mechanical Engineering’s website is: http://www.csme-scgm.ca/membership 21 Canadian Society for Civil Engineering’s website is https://csce.ca/

http://www.brainhunter.com/CareerSite/EIC/eic_splash.htm

http://www.csme-scgm.ca/membership

https://csce.ca/

Table 6: Ranking of High-Potential Recruiting CMAs For Each "Top Occupation"22

Occupation from "Top Occupations in Demand" List

Census Metropolitan Area

Mec

han

ical

En

gin

eers

Civ

il E

ngi

nee

rs

Ele

ctro

nic

s an

d E

lect

rica

l E

ngi

nee

rs

Spec

iali

st P

hy

sici

ans

Fin

anci

al A

ud

ito

rs a

nd

A

cco

un

tan

ts

Un

iver

sity

Pro

fess

ors

an

d

Lec

ture

rs

Hea

vy

Du

ty E

qu

ipm

ent

Mec

han

ics

Co

nst

ruct

ion

Mil

lwri

ghts

an

d I

nd

ust

rial

Mec

han

ics

Tru

ck D

riv

ers

Po

wer

En

gin

eers

Wel

der

s an

d R

elat

ed

Mac

hin

e O

per

ato

rs

Ind

ust

rial

In

stru

me

nta

tio

n

Tec

hn

icia

ns

Montréal, QC 5th 4th 3rd 3rd 3rd 6th 3rd 4th 4th 6th 5th 2nd

CM

A R

ankin

g For R

ecru

iting O

ccup

ation

(1

st Bein

g Best)

Toronto, ON 1st 2nd 1st 1st 1st 1st 1st 1st 1st 1st 1st

Vancouver, BC 2nd 1st 2nd 2nd 2nd 2nd 2nd 3rd 3rd 3rd 2nd

Calgary, AB 4th 3rd 4th 6th 5th 5th 8th 7th 2nd 6th 1st

Edmonton, AB 9th (Tie) 9th 5th 5th 8th 4th 7th 5th 5th 3rd 3rd

Hamilton, ON 9th (Tie) 8th 4th 9th 6th 5th 2nd 7th 4th

Kitchener - Cambridge - Waterloo, ON 8th 8th 4th 6th 7th

Winnipeg, MB 10th 9th 9th 10th 9th

London, ON 3rd 5th 3rd 7th

Québec, QC 10th 10th 9th 10th

Halifax , NS 7th 7th 7th

Oshawa, ON 7th 6th 4th

Saguenay, QC 10th 8th

St. Catharines - Niagara, ON 9th 8th

Windsor, ON 6th 2nd

Abbotsford - Mission, BC 8th

St. John's, NL 6th

Victoria, BC 10th

Number of CMAs That Made Ranking 10 10 5 3 10 10 10 10 10 7 10 3

22 See Appendix A.2 to view each occupation’s individual CMA ranking table. Each table ranks CMAs based on general unemployment, occupation-specific unemployment, occupation-specific compensation, the CMA’s general migration propensity, and cost of living related to housing.

28


6.2. Specialist Physicians There are only three cities in Canada where there are unemployed specialist physicians of notable numbers, but it is unknown what kinds of specializations are unemployed and whether the five specializations required most in Prince George are among them. Census unemployment rates are not a good, distinctive basis for assessing the likelihood that attraction will be successful. Each year the Royal College of Physicians performs a survey evaluating unemployment among specialist physicians, which is detailed in its Annual Employment Report.23 The most recent report indicates that the specialist physicians most prone to unemployment are recent medical school graduates. There are reportedly too many specialists in large cities competing over too few positions, and the retirement of older physicians are being delayed by weak stock markets, pension funds, and other factors. The report headlines the following regarding this trend:

“Data from the Royal College’s 2011 and 2012 employment surveys reveal that employment issues extend across multiple medical specialties. Among those who responded to the surveys of new specialists and subspecialists, 208 (16%) reported being unable to secure employment, compared to 7.1% of all Canadians as of August 2013. Of these, 122 stated they were or would be pursuing further training and 86 reported that they were unemployed and without a training post.”

-- Royal College of Physicians, Annual Report 2013

This report is limited in the recommendations it can provide specifically for where these physicians are unemployed, but it is likely that targeting the major Canadian medical schools is the best strategy. Initiatives Prince George should consider attracting specialist physicians, particularly younger recent graduates and those taking up locums as a substitute to permanent positions. To reach underemployed or unemployed specialist physicians, IPG should attend both the general and medical-specific career fairs held regularly at Canada’s major medical universities: University of Toronto, Queens University, McGill University, University of Western Ontario, and the University of British Columbia.24

6.3. Financial Auditors and Accountants As Table 6 indicates, the top CMAs for recruiting accountants are Toronto, ON; Vancouver, BC; and Montréal, QC. To attract accountants, particularly Certified Accountants (CAs), Initiatives Prince George should consider the following:

■ Connect with Professional Boards: Provincial professional associations for accountants provide an infrastructure for “career connecting”, which is essentially job boards for members. Likely the four major accounting firms in Prince George are aware of these resources, but less specialized employers

23 The Royal College of Physicians’ Annual Employment Report is available online at: http://www.royalcollege.ca/portal/page/portal/rc/common/documents/policy/employment_report_2013_e.pdf 24A full list of Canadian Schools can be found on the Royal College of Physicians’ website: http://www.royalcollege.ca/portal/page/portal/rc/resources/schools

http://www.royalcollege.ca/portal/page/portal/rc/common/documents/policy/employment_report_2013_e.pdf

http://www.royalcollege.ca/portal/page/portal/rc/resources/schools

29


who hire accountants in Prince George will likely have less knowledge of them. A major organization to connect with for attracting accountants would be Chartered Professional Accountants Ontario, which can provide information about local networking events and provide access to its job portal.

■ Campus Recruiting and Job Placement: Initiatives Prince George should take a similar approach with accountants as it does with professional engineers, and connect with major universities in the top ten labour markets. IPG should advise Prince George employers to post jobs on university websites, and establish job placements and internships with co-op programs.

6.4. University Professors and Lecturers Attraction and recruiting of university professors is a highly complex matter that deserves an investigation beyond the scope of this report. However, the following general recommendations should be considered by IPG and Prince George’s two post-secondary institutions as guidance for further planning:

■ Post secondary institutions in Canada have been trending towards a casual system of teaching, whereby universities are relying increasingly on sessional, contract-based teaching positions as a substitute for traditional full time and tenure-tracked positions.25 If there are resources available in Prince George’s post-secondary system to offer full time positions, this is something that IPG can market at campus recruiting events at major universities.

■ York University and University of Toronto are important examples of universities that have moved towards the casual model, and teaching professionals will likely be receptive to full time opportunities in Prince George if they are available. These universities both have major business and accounting programs, and the University of Toronto has a renowned nursing and health sciences program.

■ For the College of New Caledonia, attraction should be supplemented by a focus on highly experienced persons in the trades, particularly those who have recently retired and are looking to assume a teaching role.

6.5. Heavy-Duty Equipment Mechanics The pool of unemployed heavy-duty (HD) equipment mechanics has most likely shrunk since the 2011 National Household Survey, in part because of the demand for this occupation in Northern Alberta. However, unemployed HD mechanics should still be available in Toronto, ON; Vancouver, BC; Montréal, QC; and Edmonton, AB. To connect with potential job seekers in this occupation, IPG should consider the following recommendations:

■ Connect with Industry Associations that Cover HD Mechanics: Across Canada, HD mechanics are employed in mining, forestry, transportation, and construction. Each industry usually has a provincial and often region-specific association. These associations have job boards and member services. For employers in Prince George seeking this occupation, IPG should connect them with these resources.

■ General Career Fairs: Emphasize the requirement for this occupation when visiting career fairs in the cities indicated – particularly the cities that have higher rates of unemployment or higher numbers of unemployed HD mechanics. See Appendix A.2 for HD mechanic unemployment data.

■ Connect with Colleges and Technical Schools: A number of institutions across Canada offer HD mechanic training and certification programs. IPG and Prince George employers should connect with

25 Canadian Association of University Teachers: http://www.cautbulletin.ca/en_article.asp?articleid=3071

30


these schools, and investigate apprenticeships, job placements, and other programs. Major schools that train HD mechanics are:26

□ Northern Alberta Institute of Technology (NAIT), AB; □ Thompson Rivers University, BC; □ Keyano College, AB; □ British Columbia Institute of Technology, BC; □ Lakeland College, AB; □ Olds College, AB; □ Conestoga College, ON; and □ Centennial College, ON.

6.6. Construction Millwrights and Industrial Mechanics

The best cities to target for the attraction of millwrights are Toronto, ON; Windsor, ON; Vancouver, BC; and Montréal, QC. Except for Windsor, each city is justified based on the large number of unemployed persons in this occupation and the general labour market conditions in these CMAs. Windsor is a special case, however: it is a smaller city, but the unemployment rate for millwrights is likely high (according to the 2011 National Household Survey), and most likely has increased since 2011 due to the spate of shutdowns in manufacturing and construction. 2014 is likely an opportune year to attract millwrights and other skilled trades from Windsor. To connect with millwrights, construction associations in these labour markets are excellent organizations to involve. IPG should encourage companies to post job vacancies on their web sites, and seek their counsel for information about recruiting and hiring. The Mechanical Service Contractors of Canada (MSCC) is a major association that could provide resources and information on hiring events to IPG or Prince George employers interested in finding millwrights, as this is one of the major occupations their association covers.27 6.7. Truck Drivers

The best cities to target for the attraction of truck drivers are Toronto, ON; Hamilton, ON; Vancouver, BC; and Montréal, QC. Several interviews emphasize Toronto as the best place to attract truck drivers today, and point to a host of layoffs and depressed local wages – which one transportation company president indicated to be as low as $17/hour. Truck drivers in Toronto are seeing falling wages, a high major group unemployment rate of 6.3%, and layoffs. From the 2011 National Household Survey, over 2,000 truck drivers are estimated to be unemployed in Toronto. The consensus among managers interviewed is that the demand for truck drivers is considerably higher in Western Canada than it is in Ontario and Quebec, and that attraction should be focused in the major cities in these provinces.

26Listing of schools available at http://talentegg.ca/incubator/2013/03/13/faq-heavy-duty-equipment-technician-jobs/ 27 The Mechanical Service Contractors of Canada website is http://www.servicecontractor.ca/

http://talentegg.ca/incubator/2013/03/13/faq-heavy-duty-equipment-technician-jobs/

http://www.servicecontractor.ca/

31


The following recommendations should be considered for attracting truck drivers to Prince George:

■ Trucking Human Resources Canada: Employers looking to hire truck drivers should consider consulting Trucking HR Canada (a sector council) for resources related to sourcing, training, and hiring of truck drivers.28

■ Major Associations: Prince George employers should post job openings on the websites of national and provincial trucking associations.29

■ Military Recruiting: An important source of recruitment for truckers that one employer indicated are career fairs at major Canadian military bases. Senior non-commissioned members (NCMs) generally have a wealth of truck driving experience, and can more easily obtain their Class 1 certification. Military members often retire at a younger age, or face issues like medical discharge that require transitions into civilian jobs like truck driving – this is part of the reason why they are good candidates. Canadian Forces Base (CFB) Edmonton is one venue that occasionally has career expos (attended by major companies).

6.8. Power Engineers

This is a highly specialized occupation, and it will be difficult to find unemployed power engineers by attending or holding career fairs. Instead, this report recommends the following strategies for attracting and generating power engineers:

■ National Institute of Power Engineers: Encourage employers to explore membership opportunities with the National Institute of Power Engineers (NIPE), which is the organization that covers this occupation. Members can post power engineering job openings and find out about career opportunities. Posting jobs with the institute is a good way of targeting the audience.

■ Institute of Power Engineers Branch Offices: Major Canadian cities have independent branch offices that represent NIPE locally. Employers looking to hire power engineers should post jobs on the local boards. Toronto, ON; Vancouver, BC; Windsor, ON; Calgary, AB; and Edmonton, AB, each have power engineering institute web sites. They provide job boards, events, and membership benefits. Connecting with these offices and using their job boards could be a great way to reach power engineers, particularly those who are finishing their certification (their colleges should be directing them to these job boards).

■ Generate Internally: There are several major technical schools in BC that train power engineers, including British Columbia Institute of Technology (BCIT) and Northern Lights College. The College of New Caledonia in Prince George has a power engineering program, which includes certification levels 1 through 5. Given that Prince George has the ability to generate power engineers internally, IPG should provide information in presentations about the college’s programs at career fairs and expos to people interested in entering the trades. IPG can also provide information to local employers about this program and help form student-employer connections.

6.9. Welders and Related Machine Operators The top cities for attracting unemployed welders are Toronto, ON; Vancouver, BC; Edmonton, AB; Hamilton, ON; and Montréal, QC. Each city has some combination of high numbers of unemployed welders, depressed wages (in Toronto, the median wage for welders is $20/hour, which is low), and a high unemployment rate

28 Trucking HR Canada’s website is https://www.truckinghr.com/ 29 Links to the major trucking associations can be found at http://www.truckingcareers.ca/en

https://www.truckinghr.com/

http://www.truckingcareers.ca/en

32


for the occupational group. Edmonton is an exception to this, as welders receive a median wage of $30/hour. This city, however, is a good candidate for attraction by virtue of its high representation of both employed and unemployed welders.

■ Career Fairs: Initiatives Prince George should include welders as a special mention in the general career fairs it attends in the targeted cities, as unemployed welders will likely attend major career fairs in reasonably large numbers. IPG should emphasize compensation, cost of living, and employment advantages for working in Prince George.

■ The Canadian Welding Association (CWA): CWA is the national association that covers this occupation, and provides an occupation-specific job board for its members.30 Prince George employers should be aware of this resource and be encouraged to consider posting vacancies on its board, particularly if multiple positions are vacant (as there are fees for postings).31 This could be an excellent way to target welders.

6.10. Industrial Instrument Technicians Key informant interviews outside of Prince George indicate that this is an exceptionally difficult occupation to hire for across Canada, and two associations rated its shortage as being severe.32 The 2011 National Household Survey and a more recent report by Service Canada both indicate this occupation has a very small pool of unemployed specialists.33 The shortage of this occupation varies considerably from year to year, as nearly half of industrial instrument technicians are employed in the manufacturing sector, which is a highly cyclical sector. General career fairs will likely yield little success in attracting this occupation, given its very low incidence of unemployment. The best option is to focus on job placements and apprenticeships directly from technical schools across Canada, especially the ones in British Columbia and Ontario. The International Society of Automation (ISA) provides a list of technical schools that have instrumentation and controls education and certification programs.34 In BC, the British Columbia Institute of Technology (BCIT) is the main generator of instrumentation technicians in the province, and it would be worth including this as an occupation to concentrate on when attending the school’s regularly-run career fairs at its various campuses.35

30 Canadian Welding Association’s (CWA) website can be found at http://www.cwa-acs.org/membership 31 The job posting website for CWA can be found at http://www.weldingindustryjobs.org/frontoffice/enterRecruiterWelcomeAction.do?sitecode=pl545&country=CA&language=en 32 In key informant interviews, representatives were asked to rate hiring difficulties on an increasing scale out of 5. “Severe” means they rated the occupation as being 5/5 in hiring difficulty. 33 The Service Canada page describing Industrial Instrument Technicians can be found at http://www.servicecanada.gc.ca/eng/qc/job_futures/statistics/2243.shtml 34 International Association of Automation’s website can be found at http://www.isa.org/Content/NavigationMenu/General_Information/Careers/Educational_Institutions1/Schools_in_Canada/Ontario.htm 35 BCIT’s Instrumentation and Control program can be found at http://www.bcit.ca/study/programs/2985dipts

http://www.cwa-acs.org/membership

http://www.weldingindustryjobs.org/frontoffice/enterRecruiterWelcomeAction.do?sitecode=pl545&country=CA&language=en

http://www.servicecanada.gc.ca/eng/qc/job_futures/statistics/2243.shtml

http://www.isa.org/Content/NavigationMenu/General_Information/Careers/Educational_Institutions1/Schools_in_Canada/Ontario.htm

http://www.isa.org/Content/NavigationMenu/General_Information/Careers/Educational_Institutions1/Schools_in_Canada/Ontario.htm

http://www.bcit.ca/study/programs/2985dipts

33


7. Perceptions of Prince George (POPG) Survey

A vital component to any attraction initiative is to understand the perceptions of the target audience. To achieve this understanding, a 10-minute telephone survey was administered to 510 respondents in cities across Canada. The cities that were targeted have historically been in-migration sources for Prince George or are potential candidates for being future sources of in-migration. The survey examined the propensities Canadians have to relocate, their perceptions of Prince George, and also the forms of media they consider to be the prime influencers for how they perceive living and working in different parts of Canada. 7.1. How Willing are Canadians to Move? Respondents were asked to rate on a scale of 1 to 10 how willing they are to move to another city in Canada (1 being not at all willing to move and 10 being very willing). The survey found the following:

■ Approximately 17% of Canadians report a very high willingness to move (rated 8, 9 or 10), and 27% report a moderate willingness to move (5, 6, or 7). The remainder is unwilling to move.

■ People between the ages of 18 and 35 have a higher willingness to move on average versus persons over the age of 35.36

■ People who are married, separated, or common law have a lower willingness to move than single people (this group includes persons divorced, widowed, and never legally married).37

■ Income, education, occupation, student status, and employment status each produced no statistically significant relationship with one’s willingness to move.

Marketing Implications: IPG should be confident that there are large groups of Canadians willing to relocate away from the cities surveyed, and that young and unmarried workers will be easier to attract.

7.2. Where do Canadians Want to Live? The survey asked respondents to indicate what two Canadian provinces or territories they would be most likely to move to if they were to move. The overwhelming majority indicated British Columbia as one of the two provinces they would choose to move to. As Figure 7 illustrates, British Columbia is the most frequently preferred province (indicated by 72% of respondents), followed by Alberta and Ontario (indicated by 41% and 31%, respectively). Marketing Implications: Workers who want to move are likely to choose British Columbia. What IPG needs to communicate to workers willing to relocate are the advantages of living in Prince George versus the other cities in the province. It is reasonable to assume that Vancouver has the most gravity for workers willing to come to British Columbia. IPG will want to emphasize the advantages Prince George has over Vancouver, particularly with respect to cost of living, cost of housing, rent, and wages.

36 The mean willingness to move for persons 18 to 35 is 4.7, versus 3.6 for persons 36 to 64. Significance on 95% confidence level 2-tailed t-test is 0.005. 37 The mean willingness to move for single respondents was 4.8, versus 3.5 for married or separated persons. Significance on 95% confidence level 2-tailed t-test is 0.000.

34


Figure 7: Preferences for Provinces to Live in

Source: POPG Survey (n=482)

7.3. What Determines Where Canadians Want to Live?

The survey asked respondents to rate on a scale of 1 to 10 the importance of 11 commonly-cited socioeconomic factors based on how much each could influence their decision of where to live (if they were to move). Figure 8 provides the responses and rankings, from most important (top) to least important (bottom). The following findings are highlighted:

■ Healthcare quality is considered to be the most important factor that influences relocation propensities. 59% of respondents rated it as highly important, and only 8% indicated it as being less important or unimportant.

■ Job opportunities, affordable housing, crime rate, and cost of living are also major factors, and very few respondents place little to no importance on them.

Marketing Implications: IPG needs to place a high priority on advertising its quality of health care, job opportunities, and affordable housing. Messages that extol the city as “BC’s Healthcare Hub of the North” are likely to have a strong effect. IPG should also advertise the city’s low unemployment rate, opportunities for skilled trades and professionals, and its affordable housing.

<1%

1%

2%

3%

3%

3%

5%

8%

10%

11%

31%

41%

72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Nunavut

Northwest Territories

Yukon

Prince Edward Island

Manitoba

Newfoundland and Labrador

New Brunswick

Saskatchewan

Quebec

Nova Scotia

Ontario

Alberta

British Columbia

Percentage of Respondents Indicating Province as One of Their Two Most Preferred Provinces to Live

35


Of principal concern is the importance placed on safety and crime rate. Prince George has a dubious reputation for being Canada’s Most Dangerous City – according to MacLean’s Magazine.38 The city could potentially gain a lot of traction with workers if it addresses this problem. Figure 8: Social and Economic Factors that Influence Choices of Where to Live


38 MacLean’s ranking of cities is available online at http://www.macleans.ca/canadas-most-dangerous-cities-the-rankings/

31%

33%

19%

38%

24%

9%

10%

15%

7%

26%

8%

52%

45%

56%

32%

36%

51%

47%

41%

47%

22%

33%

17%

22%

25%

30%

40%

40%

43%

44%

46%

52%

59%

Shopping and ammenities (11th)

Public transit and commuting times (10th)

Outdoor activities (9th)

Quality of education (8th)

Compensation and salary (7th)

Scenery and landscapes (6th)

Cost of living (5th)

Safety and low crime rate (4th)

Affordable housing (3rd)

Job opportunities (2nd)

Quality and availability of Healthcare (1st)

Less Important or Unimportant (1-5) Important (6-8) Highly Important (9-10)

36


7.4. Do Canadians Know About Prince George?

The survey asked respondents to rate their familiarity of five different cities, including Prince George. Prince Rupert, BC; Fort St. John, BC; and Fort McMurray, AB, were included to provide a comparison of how familiar people are with Prince George versus other Northern Canadian Resource Communities (NCRCs). Vancouver was also included to provide an understanding of how familiar people are with the largest city in Western Canada versus NCRCs and Prince George. The results are displayed in Figure 9. The following points are highlighted:

■ A large proportion of Canadians (37%) have either never heard of Prince George or know very little about it. Also, there is a very small proportion of Canadians who believe they are “very familiar” with Prince George (26%) versus Vancouver, BC (which people are considerably more familiar with).

■ Canadians are almost as familiar with Prince George as they are with Fort McMurray, AB. This is a positive sign, as Fort McMurray is an iconic city within the NCRCs.

■ Canadians are more familiar with Prince George than they are with Prince Rupert and Fort St. John.

Marketing Implications: Although there is a reasonably large proportion of Canadians who are unfamiliar with Prince George, the fact that the city’s familiarity scores are similar to Fort McMurray suggests that a lack of awareness of Prince George is not the biggest hindrance for attracting workers. Rather, the issue may have more to do with how people perceive Prince George, which is addressed in the next section.

Figure 9: Familiarity With Prince George Versus other NCRCs and Vancouver, BC

Source: POPG Survey (n=510)39 39

Note that responses are lower for Vancouver (n=441) and Fort St. John (n=500) because there were 69 participants from Vancouver and 10 participants from Fort St. John. To avoid bias, participants were not asked about how familiar they are with cities they live in.

57%

47%

37%

32%

7%

27%

35%

37%

42%

28%

16%

18%

26%

26%

65%

Fort St. John, BC

Prince Rupert, BC

Prince George, BC

Fort McMurray, AB

Vancouver, BC

Unfamiliar (1-3) Somewhat Familiar (4-6) Very Familiar (7-10)

37


7.5. How Do Canadians Perceive Prince George? Respondents who know of Prince George were asked a battery of questions about how they perceive the city, in terms of job opportunities, compensation, cost of living, safety, and other important factors. Figure 11 provides these questions and their results. Generally speaking, the responses are indicative of two concerning issues:

1) Canadians often have negative misperceptions of Prince George: An alarming proportion of respondents indicate that they see Prince George as being a small and isolated community, unfriendly, and unsafe to live in (high crime rate). The most important issue to note is that only 14% of Canadians feel that Prince George is safe to live in, versus 58% who believe that it is unsafe and high in crime.

2) Many Canadians are ignorant of Prince George’s job opportunities, compensation, and cost of living: The majority of respondents (68%) disagreed or strongly disagreed with the statement that they or their partners are more likely to find a suitable job in Prince George than where they live. Also, more respondents disagreed than agreed with the statement that Prince George has a lower cost of living than where they live. These are largely based on misperceptions, as most of the cities surveyed were large census metropolitan areas with higher unemployment rates and higher costs of living and housing than Prince George.

A separate question asked Canadians to indicate the first two words that come to mind to describe Prince George. As the word cloud in Figure 10 illustrates, the most common words used were “Small”, “Cold”, “Isolated”, “Northern”, “Town”, “Remote”, “Rural”, “Crime”, “Friendly”, and “Community”. Figure 10: Words Canadians Most Commonly Use to Describe Prince George

38


27%

12%

45%

58%

53%

38%

48%

74%

68%

13%

19%

23%

28%

31%

24%

21%

13%

16%

60%

69%

31%

14%

16%

37%

31%

14%

16%

Disagree or Strongly Disagree Neutral Agree or Strongly Agree

Figure 11: Canada’s Perceptions of Prince George40

40 Please note that due to rounding, some of the above results will not add up to 100% exactly.

Q1. I am or my partner is more likely to find a suitable or better job in Prince George. Source: POPG Survey (n=333)

Q2. If I or my partner was offered employment in Prince George at the same compensation rate that could be earned where I live, I would probably move there.


Q3. If I or my partner was offered employment in Prince at a higher level of compensation than where I live, I would probably move there.


Q4. I believe the cost of living in Prince George is more affordable compared to where I live.


Q5. I perceive the community in Prince George to be friendlier than where I live.


Q6. I think that Prince George may be safer and lower in crime than where I currently live. Source: POPG Survey (n=328)

Q7. I perceive Prince George as being a small and isolated community in rural BC.


Q8. I see Prince George as being very different from Fort McMurray.


Q9. I would prefer to live in a city of 80,000 people rather than a large city like Toronto, Calgary, or Vancouver. Source: POPG Survey (n=371)

39


Marketing Implications: IPG needs to “set the record straight” with Canadians, because there is a significant perception gap – a divergence between how Prince George is perceived and what it actually is like. The city has a low cost of living, a low cost of housing, one of Canada’s strongest job markets, a growing economy, and good wages/salaries. Canadians generally do not perceive these real advantages, and that needs to be addressed. IPG needs to overcome this perception gap by advertising the wide range of advantages that Prince George has to offer. Of particular importance are the perceptions of job opportunities, crime and safety, affordable housing and general cost of living – in Section 7.3 these were established as important factors that influence relocation decisions. An additional factor to take into consideration is that Canadians by-and-large prefer medium-sized cities to populous cities like Toronto, ON; Calgary, AB; and Vancouver, BC. Marketing campaigns should focus on dispelling the misperception that Prince George is “small and rural”, but at the same time should emphasize that it is medium-sized city with a strong sense of community and a vibrant local economy.

7.6. What Forms of Media Influence Perceptions of Canadian Cities?

Respondents were asked to identify the media form that they believe has the greatest impact on how they perceive working and living in different Canadian cities. Figure 12 provides the distribution of responses for this question. The most important findings are as follows:

■ Top Forms of Media: The three most perception-influencing forms of media are television/movies (46%), Internet (28%), and word-of-mouth/friends (9%).

■ Televised Media: The most important forms of televised media reported by Canadians for affecting their perceptions are televised national news, like CBC (reported by 40% of respondents asked).41 The next most important are televised local news programs (22%). Documentaries were reported as the third most important (20%). Movies, non-news television shows, and advertisements were not frequently indicated as important forms of televised media.

■ Online Media: Online national news websites such as Globe and Mail, CBC, and Google News were reported as the most influential Internet media form (30% of responses).42 Social media sites like Facebook, Twitter, and LinkedIn ranked as the second most important online forms (20%).

■ Important “Other” Websites: Important web sites mentioned by respondents that do not fall under news or social media include Google’s search engine, MacLean’s Magazine, Wikipedia, general tourism web sites, and municipal home pages.

41 229 respondents were asked this question, as they indicated “Television/Movies” as their most important media form. 42 141 respondents were asked this question, as they indicated “Internet” as their most important media form.

40


Figure 12: Media Forms Indicated as Having Greatest Impact on Perceptions


Marketing Implications: IPG should put together a communications plan that includes televised news programs, online news, online social media, and word-of-mouth advertising. These are the most influential sources of media for how Canadians perceive different cities, and they should be used to Prince George’s advantage. Social media and word-of-mouth campaigns are likely the most cost-efficient avenues and could be highly effective if properly planned and executed. If IPG chooses to use televised news programs for attraction campaigns, a good place to start could be with local news programs in the cities targeted for attraction.

Internet 28%

Television and Movies 46%

Word-of-Mouth and Friends

9%

Print Newspapers 7%

Radio 4%

Print Magazines 2%

Community Events <1% Other

4%

41


7.7. Perceptions of Prince George Survey (POPG): Summary and Conclusions

An encouraging finding from the POPG survey is that there is a large proportion of people willing to move away from the cities surveyed (these are cities of interest for attraction), and that they are more likely to move to British Columbia versus any other province or territory in Canada. However, to get workers to come to Prince George versus another city in the province, IPG is going to need to address a serious perception gap. Canadians more often than not perceive the city as being high in crime, expensive and lacking in job opportunities. It is not so much a lack of awareness that is hindering Prince George as it is the wrong kind of awareness. This perception gap needs to be addressed, and a communications plan is a good first step. IPG should consider the most influential tools available to reach Canadians: televised and online news, social media, and word-of-mouth marketing. It needs to use channels like these to demonstrate (particularly in the cities targeted) that Prince George is a medium-sized city with a rapidly-growing economy, excellent health care, a wide range of job opportunities, and an affordable cost of living.

8. Report Conclusion Prince George is looking upon a future of immense potential. Currently, its local economy is undergoing fast growth and industrial diversification. New sectors are emerging to provide a wider range of job opportunities. Its unemployment rate is very low in comparison to other Canadian cities, and this should appeal to external job seekers. Its next challenge will be to develop a labour force that is congruous with all of these positive trends. The tendencies for net out-migration and labour force contraction need to be halted and reversed. A series of general and occupation-specific recommendations were provided in this report that, if properly implemented, could put the local labour force on a track to growth. Attraction activities need to be deliberate and targeted at major urban centers. Career fairs, campus recruiting, and other programs need to be emphasized. Moreover, IPG needs to provide local employers with the tools and resources they need to compete in labour markets on a national level. These tools include programs like work/life balance, employee recruiting incentives, university job placements, and connections with sector councils and professional associations. Most important, IPG and Prince George employers are going to need to work together to overcome the “perception gap”. There are more reasons to live and work in Prince George than there are reasons not to. Canadians generally do not know this, however, and tend to perceive only the negative legacies associated with the city (like its purported crime problem and industrial closures). People are not current on Prince George, and they need to hear about its rebirth. They need to know about its status an economic hub, its healthcare and education systems, its job opportunities, fast growth, and affordable cost of living – to name just some of its marketable points. There are challenges ahead, but with the right level of cooperation and direction Prince George could implement effective strategies to ensure that sufficient human resources are available to support the city’s current and future economic growth.

42


APPENDIX 1: REGIONAL PROFILES

REGIONAL PROFILES OF HISTORICAL MIGRATION SOURCES AND CENSUS METROPOLITAN AREAS (CMAS) OF INTEREST

43


Appendix 1. Regional Profiles

A.1.1. Toronto ON CMA Attraction Ranking: 1st

of 15 Areas

Toronto CMA is Canada’s largest metropolitan area, with a population of 5,583,064.43 As of 2013, it has the seventh highest unemployment rate of any Canadian CMA, and has been struggling through a recession for five years. The average job seeker in Toronto has to contend with both a depressed job market as well as high costs for rent and housing. Toronto has the second highest costs for housing of Canadian CMAs (surpassed only by Vancouver), and the third highest costs of rent (surpassed by Vancouver and Calgary).

Key Labour Market Statistics and Housing Market Data for Toronto CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS)

Toronto Prince George

8.2% 5.1% 277,200

Source: Labour Force Survey (2013), CANSIM Table 282-0110

Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)

Industrial Similarity to Prince George

Rating

3,121,200 68.3% 27.5 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110

Median Selling Price for Single-Detached Family

Home (2013)

Average Rent for 2-Bedroom Apartment (2013)



$575,000 $241,250 $1,210 $754

Source: Median home selling price data collected from Canadian Real Estate Association’s MLS price listing for Q4 2013. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

Toronto ON CMA Migration Toronto is Canada’s highest gross generator of out-migration. As indicated in the table on the following page, over 50,000 people migrate from Toronto annually, and the city is a net domestic out-migrator by a sizable margin (note, immigrants are excluded). That said, Toronto has remained untapped as a labour pool, given that less than 1% of migration to Prince George on a year-to-year basis is from Toronto. Given its size and migration activity, there could be considerable gains to Prince George’s workforce by focusing more resources on attraction and recruitment from Toronto.

43 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011

3%

4%

5%

6%

7%

8%

9%

10%

11%

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13%

2008 2009 2010 2011 2012 2013

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Toronto Unemployment Profile


44


Annual Average Domestic In/Out Migration Patterns for Toronto CMA

In-Migration (Yearly Avg) Out-Migration (Yearly Avg) Total Intraprovincial Interprovincial Total Intraprovincial Interprovincial

Gross Migration 37,808 26,237 11,571 51,881 36,041 15,840

Migration Per 1,000 People 7 5 2 9 6 3


Occupational Attraction in Toronto ON CMA Toronto CMA is an excellent theatre for focusing recruitment activities, and provides the largest pool of unemployment in Canada for most of Prince George’s high-demand occupations, as the table on the following page demonstrates. The following marketing considerations should be made for attraction:

■ Emphasize Cost of Living Differences: Toronto’s housing prices and rental rates are considerably higher than what a worker could expect to pay in Prince George. This should be communicated.

■ Target Young People and University Students: Toronto has exceptionally poor job prospects for youth and recent graduates, and an unemployment rate for young persons (age 15 to 24) of over 18%.44 The two major universities – University of Toronto and York University – are the largest in Canada by enrollment, with over 70,000 and 45,000 full time students, respectively.45 Many of their students will be graduating with bleak prospects, and it stands to reason that they will be more likely to relocate.

■ Outdoor Advertising: Given the number of people Prince George will be trying to reach, it may be worth considering public advertising on billboards, buses, and posters.

■ Career Fairs: Toronto, like Montréal, has many opportunities for attraction at career fairs. University of Toronto has the largest campus career fairs in Canada. One notable event is Your Next Career Fair, which is focused on connecting employers with students in engineering, science, and technology.46 It attracts roughly 2,800 students and potential job seekers each year, and was last run in January 2014. Another career fair is The National Job Fair and Training Expo, which is run for a few days in the spring and fall of each year, attracting anywhere between 7,000 and 10,000 adults seeking employment or new employment.47

44 Ontario’s Youth Unemployment Rate is Higher than Rust Belt States And Quebec, Toronto Star, September 2013 45 Canada’s Biggest University, Maclean’s Magazine, 2013, http://www2.macleans.ca/2013/06/18/canadas-10-biggest-universities/ 46 The website of Your Next Career Fair is http://yourenext.ca/employers/careerfair 47 The website of The National Job Fair and Training Expo is http://www.thenationaljobfair.com/n/en/home/

http://www2.macleans.ca/2013/06/18/canadas-10-biggest-universities/

http://yourenext.ca/employers/careerfair

http://www.thenationaljobfair.com/n/en/home/

45


Toronto CMA’s Presence of High Demand Occupations

Occupation and NOC# Number

Employed (2011 NHS)

Occupation Unemployment

Rate (2011 NHS)

Above or Below (+/-)

National Occ Average

Estimated Number of

Unemployed (2011 NHS)

Median Wage ($/Hour)


1111 Financial Auditors and Accountants 48,965 3% 1% 1,600 $28.85 $28.57

2131 Civil Engineers 9,315

3% On Par

300 $35.00 $34.00

2132 Mechanical Engineers 10,520 350 $34.36 -

2133 Electrical and Electronics Engineers 10,085 325 $40.00 -

2243 Industrial Instrument Technicians and Mechanics

255 5% On Par - $28.36 -

3111 Specialist Physicians 6,850 2% 1% 137 - -

4011 University Professors and Lecturers 9,665 4% 1% 440 $45.38 -

7237 Welders and Related Machine Operators

7,785 6% -1% 459 $20.00 $30.00

7311 Construction Millwrights and Industrial Mechanics

6,855 6% -1% 404 $27.00 $32.00

7312 Heavy Duty Equipment Mechanics 1,520 6% -1% 90 $23.60 $32.00

7511 Truck Drivers 32,750 6% -2% 2,214 $19.80 $24.85

9241 Power Engineers 2,215 3% 1% 60 $28.00 $26.77

Source: 1) NOC employment data sourced from NHS 2011 (Table 99-012-X2011033). 2) Unemployment rates and figures used to produce estimates sourced from NHS 2011 (Table 99-012-X2011063). 3) All median wage data is sourced from WorkinginCanada.ca, which uses the Labour Force Survey, Employment Insurance statistics, and provincial compensation data.

46


3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

2008 2009 2010 2011 2012 2013

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Vancouver Unemployment Profile

Vancouver Prince George

A.1.2. Vancouver BC CMA Attraction Ranking: 2nd

of 15 Areas

Vancouver, BC, is the third most populous census metropolitan area (CMA) in Canada, with 2,313,328 residents.48 Like Canada’s other major cities, it was heavily impacted by the 2008 recession, which saw its unemployment rate climb to 7.5% between 2008 and 2010. The metropolitan area has experienced a modest recovery since then, and the unemployment rate has leveled out to 6.6%. This is on par with the provincial BC average, but is still high relative to Prince George and relative to its pre-recession level. Vancouver, the financial center of Western Canada, is still struggling to recover. By virtue of its size, cost of living, unemployment, and proximity to Prince George, it should be considered one of the best cities in Canada for Prince George to concentrate attraction campaigns on. In addition to having a relatively high unemployment rate, Vancouver’s prohibitively high cost of home ownership and rent relative to Prince George make a compelling case for attraction. Potential migrants, particularly younger ones, will likely be impressed by the idea that they could purchase or mortgage a house in Prince George for about a fraction of what they could expect to in Vancouver.

Key Labour Market Statistics and Housing Market Data for Vancouver CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Vancouver Prince George

6.6% 5.1% 90,000


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

1,273,300 65.0% 18/35 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110

Vancouver CMA Migration Vancouver CMA is the third largest generator of out-migration of all CMAs and CAs in Canada, surpassed only by Toronto and Montreal. It is the most important source for migration to Prince George, historically speaking (13% of in-migrants).49 Between 2006 and 2011, there was a slightly positive net domestic out-migration.

48 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 49 See section on historical migration to Prince George.


Home (2013)




$915,000 $241,250 $1,282 $754

Source: Median home selling price data collected from the Real Estate Board of Greater Vancouver. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

47


An interesting aspect of Vancouver’s migration pattern is the split between intra/inter-provincial. Whereas in-migrators are more likely to come from out-of-province to Vancouver, those who leave Vancouver are more likely to move elsewhere in BC, which suggests they see opportunity and a willingness to move elsewhere in the province. Annual Average Domestic In/Out Migration Patterns for Vancouver CMA


Gross Migration 21,959 9,087 12,872 23,725 13,076 10,649



Occupational Attraction in Vancouver CMA Vancouver is an excellent source for finding all of Prince George’s in-demand workers, except for Industrial Instrument Technicians. The following marketing implications can be ascertained by reviewing the table on the next page:

■ Emphasize Compensation and Housing: Except for Financial Auditors and Accountants, every occupation where wage data is available can expect to receive a marginally or substantially higher hourly wage in Prince George versus Vancouver. This is compounded by the fact that the costs of living and housing in Vancouver are exceptionally higher.

■ Job prospects are better in Prince George: All occupations have a higher major group unemployment rate in Vancouver than in Prince George, meaning a potential candidate would have a better chance of finding a job in Prince George.

■ Career Fairs: Vancouver is the host to some of the largest career fairs in Western Canada. For professionals like engineers and accountants, the University of British Columbia (UBC) and Simon Fraser University hold regular career fairs, some of which are specialized in certain fields and some general and open to all students. 50, 51 Having a major Canadian medical school, UBC could be a good place to reach prospective doctors and specialist physicians. For attracting entry-level skilled trades, the BC Institute of Technology’s (BCIT) annual career fair, which is held annually in March, is an event connecting current, past, and prospective students with over 70 employers.52

50 University of British Columbia career fairs can be looked up at http://students.ubc.ca/employers/discipline-specific-career-fairs 51 Simon Fraser University Career fairs can be looked up at https://www.sfu.ca/hire/recruit-with-career-services/list-of-fairs-employer-events.html 52 BCIT career fairs can be looked up at http://www.bcit.ca/careersfair/

http://students.ubc.ca/employers/discipline-specific-career-fairs

https://www.sfu.ca/hire/recruit-with-career-services/list-of-fairs-employer-events.html

https://www.sfu.ca/hire/recruit-with-career-services/list-of-fairs-employer-events.html

http://www.bcit.ca/careersfair/

48


Vancouver CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of




1111 Financial Auditors and Accountants 20,045 3% 1% 698 $28.85 $28.57


3% 1%

177 $33.00 $34.00




185 5% On Par - - -

3111 Specialist Physicians 3,150 2% On Par 50 - -

4011 University Professors and Lecturers 6,435 3% On Par 222 $39.90 -

7237 Welders and Related Machine Operators 3,025 6% On Par 192 $26.00 $30.00


2,580 6% -1% 164 $28.57 $32.00


7511 Truck Drivers 13,270 6% -2% 811 $22.60 $24.85

9241 Power Engineers 1,105 3% 1% 33 $26.20 $26.77

Source: 1) NOC employment data sourced from NHS 2011 (Table 99-012-X2011033). 2) Unemployment rates and figures used to produce estimates sourced from NHS 2011 (Table 99-012-X2011063). 3) All median wage data is sourced from WorkinginCanada.ca, which uses the Labour Force Survey, EI statistics, and provincial compensation data.

49


A.1.3. Montréal QC CMA Attraction Ranking: 3rd

of 15 Areas

Montréal CMA is Canada’s second largest metropolitan area, with a population of 3,824,221.53 It has endured a prolonged recession, which saw the decline of its oil and coal processing industries, the closure of five of six refineries, and the downsizing of its electrical appliance production segment. 54 More recently, the CMA has seen significant job losses, and the Canadian Institute for Identities and Migration describes the out-migration from Montréal and Quebec as being “recession-like”, meaning there are a lot of people leaving Quebec and Montréal.55 Currently, unemployment in Montréal CMA sits at a rate of 8.0%, which is lower than the 8.5% rate in 2012 but still high for a large Canadian city. Its unemployment rate is the eighth highest of any Canadian CMA, and the only city of a comparable size with a higher rate of unemployment is Toronto.56 Key Labour Market Statistics and Housing Market Data for Montréal CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS)

Montréal Prince George

8.0% 5.1% 177,800 Source: Labour Force Survey (2013), CANSIM Table 282-0110

Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

2,031,700 67.1% 22/35 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)




$285,000 $241,250 $742 $754

Source: Median home selling price data collected from Quebec Federation of Real Estate Boards. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

Given Montréal’s size, it is less insightful to present a detailed inventory of layoffs and plant shutdowns. However, there are two notable layoffs that merit attention:

■ Bombardier, a major Canadian aerospace company, recently announced the permanent layoff of approximately 1,700 workers, mostly in Montréal.57 This is due to delays and issues with two major

53 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011 54 HRSDC Environmental Scan of Quebec, available online at http://www.esdc.gc.ca/eng/jobs/lmi/publications/e-scan/qc/mar2013.shtml 55 Recession-Like Migration from Quebec, CBC News, available online at http://www.cbc.ca/news/canada/montreal/recession-like-migration-from-quebec-highest-in-over-a-decade-1.2489009 56 This comparison was made from CANSIM Table 282-0112 57 Bombardier Laying off 1,700 from aerospace division, CTV News, January 2014 http://www.ctvnews.ca/business/bombardier-laying-off-1-700-from-aerospace-division-1.1648945

3%

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Montréal Unemployment Profile


http://www.esdc.gc.ca/eng/jobs/lmi/publications/e-scan/qc/mar2013.shtml

http://www.esdc.gc.ca/eng/jobs/lmi/publications/e-scan/qc/mar2013.shtml

http://www.cbc.ca/news/canada/montreal/recession-like-migration-from-quebec-highest-in-over-a-decade-1.2489009


http://www5.statcan.gc.ca/cansim/a26?lang=eng&retrLang=eng&id=2820112&tabMode=dataTable&srchLan=-1&p1=-1&p2=9

http://www.ctvnews.ca/business/bombardier-laying-off-1-700-from-aerospace-division-1.1648945

http://www.ctvnews.ca/business/bombardier-laying-off-1-700-from-aerospace-division-1.1648945

50


jets in production. Likely this will leave a large number of engineers and skilled trades workers unemployed.

■ In 2013, Electronic Arts, a major company in the computer gaming industry, laid off 170 people in its Montréal division.58

Montréal QC CMA Migration The gross out-migration from Montréal on a yearly basis is substantial, and it is likely that the outflows have become more pronounced in recent years. Analysts point to factors ranging from economic stagnation to dissatisfaction with the provincial government.59

Annual Average In/Out Migration Patterns for Montréal CMA


Gross Migration 26,577 19,903 6,674 37,082 26,203 10,879



Occupational Attraction in Montréal QC CMA Montréal is an excellent place to target attraction, given the job losses, unemployment rate, and out-migration patterns discussed. The following points should be taken into consideration for attraction activities:

■ Montréal is a Recruiting Theatre for Most Occupations: As the occupations table on the next page demonstrates, Montréal has a reasonably large number of unemployed persons for all of Prince George’s high demand occupations, and compensation appears to be considerably higher in Prince George in most cases (civil engineers being the exception). With the decline of refining, manufacturing, and aerospace in the last two years, more likely than not many of these occupations have even higher levels of unemployment.

■ Major Career Fairs: There are a series of large-scale career fairs regularly held in the city. The Montreal Job and Training Fair is held on a semi-regular basis, and is attended by around 20,000 job seekers.60 McGill University regularly holds separate career fairs for specific fields, which includes engineering and technology, education, graduates and professionals, and other occupations.61 This could be a great way to meet the large numbers of unemployed and newly graduated engineers, health services professionals, and accountants.

58 Gaming Giant Electronic Arts Announces Massive Layoffs, CTV News, April 2013, http://bc.ctvnews.ca/gaming-giant-electronic-arts-announces-massive-layoffs-1.1256131 59 Recession-Like Migration from Quebec Highest in Over a Decade, CBC News, January 2014, http://www.cbc.ca/news/canada/montreal/recession-like-migration-from-quebec-highest-in-over-a-decade-1.2489009 60 Dates, bookings and additional information for this fair can be found at http://www.emploiformation.com/en/visitors/ 61 Dates, bookings, and additional information for McGill career fairs can be found at https://www.mcgill.ca/caps/employers/careerfairs#tech

http://bc.ctvnews.ca/gaming-giant-electronic-arts-announces-massive-layoffs-1.1256131

http://bc.ctvnews.ca/gaming-giant-electronic-arts-announces-massive-layoffs-1.1256131


http://www.emploiformation.com/en/visitors/

https://www.mcgill.ca/caps/employers/careerfairs#tech

51


■ AeroSpace Career Fair: Aerosalon is a major aerospace career fair for the Montréal aerospace industry, which is in decline (Bombardier workers may attend). There are typically 250 exhibitors and they recruit for electrical and mechanical engineers.62 It is being held in October of 2014.

Montréal CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of



Montreal Prince George



3% On Par

166 $38.00 $34.00




650 4% -1% 26 $22.00 -

3111 Specialist Physicians 5,435 1% On Par 67 - -

4011 University Professors and Lecturers 9,915 3% -1% 282 $37.50 -

7237 Welders and Related Machine Operators 6,205 6% -1% 369 $20.00 $30.00


4,695 6% -1% 279 $20.42 $32.00


7511 Truck Drivers 19,965 6% -2% 1,292 $16.85 $24.85

9241 Power Engineers 1,415 3% 1% 37 $21.00 $26.77


62 Dates, bookings, and additional information for Aerosalon career fairs can be found at https://www.ecarrieres.com/en/fair/aerosalon-aerospace-career-fair-candidates/

https://www.ecarrieres.com/en/fair/aerosalon-aerospace-career-fair-candidates/

52


A.1.4. London ON CMA Attraction Ranking: 4th

of 15 Areas

London has a population of 474,786 and the fourth highest unemployment rate of all census metropolitan areas (CMAs) in Canada at 8.5%, exceeded only by Peterborough, ON; Windsor, ON; and Saint John, NB.63 As the below figure illustrates, London suffered a massive spike in unemployment with the onset of the last recession, and has not recovered. Key Labour Market Statistics and Housing Market Data for London CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) London Prince George

8.5% (High) 5.1% 22,800


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

244,900 63.8% 12.5 (Somewhat) Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)


London Prince George


$242,000 $241,250 $940 $754


Economic strife has not resolved itself, and is expected to persist into the foreseeable future. The city is also being strongly affected by a host of layoffs and shutdowns of major employers:

■ During 2014, Kellogg’s will be closing its cereal plant in London, which will result in the layoff of around 500 workers.64

■ Cargill Value-Added Meats is planning to lay off between 40 and 100 workers in 2014.65

■ In 2012, Caterpillar’s Progress Rail Services closed down its London facility, laying off 450 workers (which included skilled trades such as welders, assemblers, and crane operators).66

■ During 2013, General Dynamics laid off 67 salaried and contracted workers at its London facility, which produces light armoured vehicles for the Canadian Forces.67

63 This comparison was made from CANSIM Table 282-0112 64 Kellogg’s Ontario Plant Closing a Casualty of Changing Tastes, Globe and Mail, December 2013, http://www.theglobeandmail.com/report-on-business/kellogg-to-close-london-ont-plant-next-year/article15840106/ 65 Obtained from Working in Canada databank of layoffs, http://www.workingincanada.gc.ca/ 66Caterpillar Shutdown: US Company Bails from London ON, Toronto Star, 2012, http://www.thestar.com/news/canada/2012/02/03/caterpillar_shutdown_us_company_bails_from_london_onts_electromotive_diesel_plant.html) 67 General Dynamics Cuts 67 Salaried and Contract Jobs in London, London Free Press, August 2013, http://www.lfpress.com/2013/08/22/general-dynamics-land-systems-canada-eliminates-67-london-jobs

3%

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8%

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13%

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London Unemployment Profile



http://www.theglobeandmail.com/report-on-business/kellogg-to-close-london-ont-plant-next-year/article15840106/

http://www.workingincanada.gc.ca/

http://www.thestar.com/news/canada/2012/02/03/caterpillar_shutdown_us_company_bails_from_london_onts_electromotive_diesel_plant.html

http://www.thestar.com/news/canada/2012/02/03/caterpillar_shutdown_us_company_bails_from_london_onts_electromotive_diesel_plant.html

http://www.lfpress.com/2013/08/22/general-dynamics-land-systems-canada-eliminates-67-london-jobs

53


■ There is potentially a wave of layoffs in retail by major companies like Sears and Best Buy.68

London ON CMA Migration As the below table demonstrates, London CMA is a net domestic out-migrator and people are leaving the city at a high rate (19 per 1000 people each year).

Annual Average Domestic In/Out Migration Patterns for London CMA


Gross Migration 8,264 7,040 1,224 9,093 7,156 1,937



Occupational Attraction in London CMA The table of occupations on the next page likely understates occupational unemployment, given the wave of layoffs that have taken place in London since the 2011 census year. Generally speaking, the following points should be noted for attracting from London:

■ General Recruiting Strategy: The city does not stand out in terms of high numbers of unemployed in any particular occupation, but rather there is a reasonable representation of most of the occupations that Prince George needs. As such, a general recruiting initiative is recommended.

■ Compensation: The city’s cost of living and housing is comparable to Prince George. However, some occupations can expect to earn a considerably higher level of compensation in Prince George.

■ Opportunity: The most important marketing factor is opportunity. London is a depressed economy, and a lot of skilled tradespersons and professionals have been laid off. They likely will be attracted by Prince George’s low unemployment, its message of hope, and its booming economy.

■ Unionization: Key informant interviews have suggested a reluctance of major employers in Alberta and Saskatchewan to target cities like London for attraction because of their purported culture of unionization. IPG should emphasize long-term employment and job security in its messages.

68 Obtained from Working in Canada databank of layoffs, http://www.workingincanada.gc.ca/

http://www.workingincanada.gc.ca/

54


London CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ Average

Estimated Number of




CA

1111 Financial Auditors and Accountants

2,115 2% On Par 48 $30.00 $28.57

2131 Civil Engineers 465

5% 2%

23 $35.00 $34.00

2132 Mechanical Engineers 750 37 $34.83 -

2133 Electrical and Electronics Engineers

390 - - -


30 6% 2% - $28.42 -

3111 Specialist Physicians 1,125 2% On Par - - -

4011 University Professors and Lecturers

1,830 5% 1% 92 $36.06 -


920 7% On Par 66 $21.00 $30.00


720 7% On Par 52 $26.00 $32.00

7312 Heavy Duty Equipment Mechanics 360 7% On Par 26 $23.60 $32.00

7511 Truck Drivers 3,535 5% -3% 199 $19.50 $24.85

9241 Power Engineers 190 4% 2% - $28.00 $26.77


55


A.1.5. Windsor ON CMA Attraction Ranking: 5th

of 15 Areas

Windsor CMA has a population of 319,246 and is the only major CMA in Canada to have shrunk in recent history. 69, 70 Losses in manufacturing have been significant in the city since the recession began in 2007, and local chemical companies have faced falling demand for fuel and plastics while facing rising costs of electricity.71 This is on top of an automotive industry that once employed thousands of workers but has long since been in a decline.72 Windsor has the second highest 2013 unemployment rate of any CMA in Canada, exceeded only by Saint John, NB. Key Labour Market Statistics and Housing Market Data for Windsor CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Windsor Prince George

8.9% 5.1% 14,900


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

152,200 62.0% 19/35 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)


Windsor Prince George


$166,204 $241,250 $816 $754

Source: Median home selling price data collected from the Essex-Windsor Association of Realtors. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

A scan of the local economy and current events reveals the following trends and layoffs:

■ In 2014, Tilbury Cylinders is closing its cylinder plant in Windsor, which will result in the layoff of 100 skilled workers, most of them unionized.73

■ As of January 2014, more than 400 Ford Motor Company workers remain on layoff.

■ In the fall of 2013, 300 workers were laid off in connection to a halting of construction on the Herb Gray Parkway Project, due to girders not being up to code.74 This may be temporary.

69 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011 70 Windsor’s Shrinking Population, Rising Unemployment and Falling Fortunes, Globe and Mail, 2012, http://www.theglobeandmail.com/incoming/windsors-shrinking-population-rising-unemployment-and-falling-fortunes/article544636/ 71 Unemployment Rate Highest in Ontario, London Free Press, January 2014, http://www.lfpress.com/2014/01/15/unemployment-rate-highest-in-ontario 72 120 Ford Jobs Safe in Windsor, CBC News, January 2014, http://www.cbc.ca/news/canada/windsor/120-ford-jobs-safe-in-windsor-engine-production-extended-1.2516695 73 Tillbury Plant Closing to Idle 100, The Windsor Star, November 2013, http://www2.canada.com/windsorstar/news/story.html?id=5790bcf0-c476-4136-b12c-4fdbc8549a81 74 Hundreds Laid Off from Herb Gray Parkway Project, CBC News, October 2013, http://www.cbc.ca/news/canada/windsor/hundreds-laid-off-from-herb-gray-parkway-project-1.1931010

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10% 11% 12% 13% 14% 15%

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Windsor Unemployment Profile


http://www.theglobeandmail.com/incoming/windsors-shrinking-population-rising-unemployment-and-falling-fortunes/article544636/


http://www.lfpress.com/2014/01/15/unemployment-rate-highest-in-ontario

http://www.lfpress.com/2014/01/15/unemployment-rate-highest-in-ontario

http://www.cbc.ca/news/canada/windsor/120-ford-jobs-safe-in-windsor-engine-production-extended-1.2516695

http://www.cbc.ca/news/canada/windsor/120-ford-jobs-safe-in-windsor-engine-production-extended-1.2516695

http://www2.canada.com/windsorstar/news/story.html?id=5790bcf0-c476-4136-b12c-4fdbc8549a81

http://www.cbc.ca/news/canada/windsor/hundreds-laid-off-from-herb-gray-parkway-project-1.1931010

56


■ In the fall of 2013, Heinz Canada announced the shutdown of its Leamington plant (50km east of Windsor), which could result in over 700 layoffs of factory workers.75

■ In 2013, Suniovian Pharmaceuticals shut down operations, laying off 32 workers.76

■ In 2010, General Motors shut down its transmission plant in Windsor, laying off 500 autoworkers.77

Windsor ON CMA Migration In 2014 and 2015, the city and its surrounding areas are expected to see a net loss of 2000 people, who will be leaving the city to find employment and opportunity elsewhere in Canada.78 Although not as significant as London’s out-migration rate, people are leaving Windsor in large numbers, which makes it a worthwhile labour market to consider for attraction.

Annual Average Domestic In/Out Migration Patterns for London CMA


Gross Migration 3,173 2,701 472 4,885 3,601 1,284



Occupational Attraction in Windsor CMA Windsor has strong potential as an attracting theatre for Prince George. The following considerations should be made when developing a marketing strategy:

■ Windsor is Major Recruiting Theatre: Key informant interviews and sources indicate that there is a lot attraction activity going on in Windsor, which includes oil industry initiatives. One article examining this issue discussed a program called Oilfield Job Connections, which recruits laid-off Windsor and London residents to the Alberta Oil Sands by guaranteeing them a job if they cover $3,000 themselves for their training and relocation.78

■ General Recruiting Strategy: The city does not stand out in terms of high numbers of unemployed in any particular occupation, but rather there is a reasonable representation of most of the occupations that Prince George needs. As such, a general recruiting initiative is recommended.

■ Compensation: Like London, some occupations of interest pay higher in Windsor than in Prince George, and some pay less. For those that have higher compensation in Prince George, this should be advertised. Note that housing is inexpensive in Windsor.

■ Challenges: Like London, Windsor has a long history of unionization, in its case connected to the auto-industry. These workers are more likely to want job security, good compensation, and other benefits, particularly the more senior workers.

75 Heinz to Close Leamington Factory, The Globe and Mail, November 2013, http://www.theglobeandmail.com/report-on-business/heinz-to-close-ontario-plant-cut-800-jobs/article15442338/ 76 Shutdown at Windsor Drug Plant will Cost 32 Jobs, Herald Business, December 2012, http://thechronicleherald.ca/business/220486-shutdown-at-windsor-drug-plant-will-cost-32-jobs 77 GM Closes Windsor Plant, Ending an Era, CBC News, July 2010, http://www.cbc.ca/news/canada/windsor/gm-closes-windsor-plant-ending-an-era-1.895931 78 Windsor’s Shrinking Population, Rising Unemployment and Falling Fortunes, Globe and Mail, 2012, http://www.theglobeandmail.com/incoming/windsors-shrinking-population-rising-unemployment-and-falling-fortunes/article544636/

http://www.theglobeandmail.com/report-on-business/heinz-to-close-ontario-plant-cut-800-jobs/article15442338/

http://www.theglobeandmail.com/report-on-business/heinz-to-close-ontario-plant-cut-800-jobs/article15442338/

http://thechronicleherald.ca/business/220486-shutdown-at-windsor-drug-plant-will-cost-32-jobs

http://www.cbc.ca/news/canada/windsor/gm-closes-windsor-plant-ending-an-era-1.895931

http://www.cbc.ca/news/canada/windsor/gm-closes-windsor-plant-ending-an-era-1.895931



57


Windsor CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)

Above or Below (+/-) National Occ Average

Estimated Number of






4% 1%

20 $35.00 $34.00


2133 Electrical and Electronics Engineers 415 18 $40.00 -


0 - - - - -

3111 Specialist Physicians 250 1% On Par - - -

4011 University Professors and Lecturers 715 5% 2% 40 $43.59 -


435 9% 2% 45 $21.00 $30.00


720 9% 2% 74 $27.00 $32.00

7312 Heavy Duty Equipment Mechanics 120 9% 2% 12 $23.60 $32.00

7511 Truck Drivers 2,405 7% -1% 177 $19.05 $24.85

9241 Power Engineers 120 3% 2% - - $26.77


58


A.1.6. Calgary AB CMA Attraction Ranking: 6th

of 15 Areas

Calgary CMA, population 1,214,839, is Canada’s fourth largest economy, and has the highest income per capita in Canada. 79,80 It is expected to be among the fastest growing economies in Canada over the next two years, with an average real GDP growth rate of 3.7%. As the below figure indicates, Calgary’s 2013 unemployment rate was lower than Prince George’s, which is reflective of its rapid growth. Of the twelve lowest unemployment CAs/CMAs in Canada, it ranks at 11 (just below Prince George).81 Although job prospects are excellent in Calgary for candidates, a major stumbling block are the high and inflating costs of housing and rent, which in both cases are considerably more than in Prince George. Between 2012 and 2013, housing prices increased from $415,000 to $440,000 for an average single-detached family house.82 Average rent for a 2-bedroom apartment increased from $1,173 to $1,247 per month.83 Key Labour Market Statistics and Housing Market Data for Calgary CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Calgary Prince George

4.9% 5.1% 39,700


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

774,600 74.2% 19 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)


Calgary Prince George


$440,000 $241,250 $1,247 $754


Calgary AB CMA Migration Surprisingly, Calgary has a history of being a net domestic out-migrator and a major source of gross out-migration. Not only have people historically migrated out of Calgary at a high rate (19 per 1000 each year), but a disproportionate number left the province of Alberta (12 per 1000 each year). This may be a valuable clue as to why a notable number of migrants to Prince George are from Calgary: it is a major generator of interprovincial migration.

79 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 80 Calgary Media Kit, Calgary Herald, 2014, http://www.calgaryheralddigitalmedia.com/mediakit/calgary-ecomomy 81 This is a combined comparison of CMAs and CAs from CANSIM Table 282-0112 and Table 282-0110 82 Housing price comparisons are based on 2013Q4 median selling prices of single-detached family dwellings obtained from Canadian Real Estate Association MLS data, either on http://www.crea.ca/ or directly from real estate boards. 83

Based on comparison of 2013 rents for 2-bedroom apartments in complexes over 6 units (CANSIM Table 027-0040).

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Calgary Unemployment Profile


http://www.calgaryheralddigitalmedia.com/mediakit/calgary-ecomomy



http://www.crea.ca/

59


Annual Average Domestic In/Out Migration Patterns for Calgary CMA


Gross Migration 22,310 7,363 14,947 23,084 8,650 14,434



Occupational Attraction in Calgary AB CMA Although Calgary CMA has a high representation of most in-demand occupations, it should be noted that occupational unemployment rates were generally comparable to or substantially below their national averages in 2011. With the more recent growth in the local economy and the expansion of oil & gas in Alberta, there is all the more reason to interpret these unemployment rates cautiously, as they could be lower in 2014 than in the 2011 census year. However, there likely are a reasonably large number of frictionally unemployed engineers and skilled trades, which makes Calgary a possible attraction theatre for Prince George. The following marketing recommendations should be noted:

■ Compensation and Cost of Living: As the table on the next page demonstrates, compensation is comparable to Prince George, but is, in some cases, substantially more attractive in Calgary. This should be measured against the lower cost of living and housing in Prince George, however. So, marketing campaigns should emphasize the ability to afford one’s “first house” and live less expensively.

■ Campus Recruiting: The University of Calgary holds regular career fairs for different programs: Science and engineering, education, and professional/graduate students. This includes general hiring fairs and career expos.84 Typically, these fairs can be attended by thousands of students and job seekers. They are held on a semi-regular basis and often in the campus gymnasium.

■ Global Energy Career Expo: Another important career fair to consider is the Global Energy Career Expo, which will be held in June 2014 for several days. Their website indicates that over 10,000 candidates attended in 2012.85 In 2012, over 75% of attendees were reported to have a willingness to relocate, and 91% had post secondary or graduate level education. This could potentially yield success in attracting engineers of all types as well as high-demand skilled trades.

84 University of Calgary career fairs can be looked up at http://www.ucalgary.ca/careers/employers/career-fairs 85 Global Energy Career Expo career fairs can be looked up at http://globalenergycareerexpo.com/calgary/2013/

http://www.ucalgary.ca/careers/employers/career-fairs

http://globalenergycareerexpo.com/calgary/2013/

60


Calgary CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of






3% On Par

128 $48.08 $34.00




515 4% On Par 23 $40.20 -

3111 Specialist Physicians 1,555 1% On Par -

-



3,790 5% -2% 215 $30.00 $30.00


1,835 5% -2% 104 $30.14 $32.00


7511 Truck Drivers 8,645 5% -4% 406 $22.00 $24.85

9241 Power Engineers 985 4% 3% 45 $33.85 $26.77


61


A.1.7. Abbotsford-Mission BC CMA Attraction Ranking: 7th

of 15 Areas

Abbotsford-Mission CMA, population 170,191, has the highest 2013 unemployment rate of any CMA in Western Canada, at 7.8%.86, 87 As the below figure illustrates, the CMA has suffered through a prolonged recession since 2008, and has made little progress in recovery. One explanation for this high unemployment trend is reliance on agriculture and seasonal work, which tends to be variable and prone to periods of unemployment throughout the year.88 There is also dissatisfaction with commuting and availability of transportation in Abbotsford-Mission; this could be a selling point for Prince George, as interviews with local employers indicated that commute time in Prince George is minimal. The costs of housing are remarkably higher in Abbotsford-Mission versus Prince George. However, between 2012 and 2013, the value of a single detached family home dropped from $409,500 to $389,500, which is generally indicative of a demand-depressed housing market and local economy.89 In any case, a typical worker moving from Abbotsford-Mission to Prince George will likely enjoy lower costs of housing as well as considerably better job prospects. Key Labour Market Statistics and Housing Market Data for Abbotsford-Mission CMA

Unemployment Rate (2013 LFS) Persons Unemployed

(2013 LFS) Abbotsford - Mission

Prince George

7.8% 5.1% 7,900


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

93,500 68.8% N/A Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)


Abbotsford - Mission

Prince George

Abbotsford - Mission

Prince George

$389,500 $241,250 $849 $754

Source: Median home selling price data collected from Fraser Valley Real Estate Board MLS price listing for Q4 2013. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

86 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 87 Based on comparisons from CANSIM Labour Force Survey Table 282-0110 88 Unemployment Highest in Abbotsford-Mission, Abbotsford News, January 2014, http://www.abbynews.com/news/240893481.html 89 Housing price comparisons are based on 2013Q4 median selling prices of single-detached family dwellings obtained from Canadian Real Estate Association MLS data, either on http://www.crea.ca/ or directly from real estate boards.

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Abbotsford-Mission Unemployment Profile

Abbotsford - Mission Prince George


http://www.abbynews.com/news/240893481.html

http://www.crea.ca/

62


Abbotsford-Mission BC CMA Migration Domestic migration has historically been even between in-migration and out-migration for Abbotsford-Mission, as the below table indicates. However, a keen observer of this table will observe that the rate of out-migration per 1,000 people is very high for a city this large, and that the vast majority of out-migrants go elsewhere in BC versus other Canadian provinces. This suggests that Abbotsford-Mission has a fairly mobile population, and that migrants are more likely to stay within BC. Whether workers are more inclined towards a large city like Vancouver versus a medium sized city like Prince George is a matter of speculation. Annual Average Domestic In/Out Migration Patterns for Abbotsford-Mission CMA


Gross Migration 4,135 3,468 667 4,176 3,349 827



Occupational Attraction in Abbotsford-Mission CMA As far as cities in BC go for attraction, Abbotsford-Mission should be considered a good candidate for general attraction activities and recruiting of truck drivers and some skilled trades. The following points should be taken into consideration for marketing employment in Prince George:

■ Emphasize Economic Factors: Prince George’s low unemployment job market means that there is a much better chance of finding suitable employment for a typical candidate. Wages, at least for the high demand occupations, are generally higher in Prince George. Costs of housing and rent are considerably lower in Prince George.

■ Modify “Big City” Tendencies: Being in close proximity to Greater Vancouver, job seekers are going to be more likely to veer towards finding employment in Vancouver versus Northern/Central BC. As such, part of the communication strategy should be about selling Prince George versus Vancouver, by emphasizing better job opportunities for young people and graduates, outdoor recreation, reasonable commuting times, and the significantly lower costs of housing.

■ Campus Attraction: The University of Fraser Valley (UFV) has a student population of over 15,000.90 Many of these students will graduate facing mediocre job prospects locally, and will likely be receptive to the many advantages that can be realized by moving to Northern and Central BC. The university regularly holds career fairs in its UFV Abbotsford gymnasium, attended by around 1,200 students.90

90 University of Fraser Valley (UFV) career fairs can be looked up at http://www.ufv.ca/jobs/career-fair/career-fair-exhibitors/

http://www.ufv.ca/jobs/career-fair/career-fair-exhibitors/

63


Abbotsford-Mission CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of



Abbotsford- Mission

Prince George

1111 Financial Auditors and Accountants 790 2% On Par 19 $28.85 $28.57


- -

- $33.00 $34.00

2132 Mechanical Engineers 45 - $38.46 -

2133 Electrical and Electronics Engineers 60 - $36.06 -


0 - - - - -

3111 Specialist Physicians 60 0% -1% - - -

4011 University Professors and Lecturers 225 - On Par - $39.90 -

7237 Welders and Related Machine Operators 510 7% On Par 38 $26.00 $30.00


295 7% On Par 22 $28.57 $32.00

7312 Heavy Duty Equipment Mechanics 345 7% On Par 26 $32.00 $32.00

7511 Truck Drivers 2,790 6% -3% 163 $22.60 $24.85

9241 Power Engineers 80 5% 3% - $26.20 $26.77


64


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Edmonton Unemployment

Edmonton Prince George

A.1.8. Edmonton AB CMA Attraction Ranking: 8th

of 15 Areas

Edmonton CMA, population 1,159,869, is Alberta’s second largest city and is a service and supply hub for the oil sands in the northeast part of the province. 91, 92 It is also a center for manufacturing, construction, and chemical and food processing in Alberta. Based on the analysis of similarity between different cities and Prince George, Edmonton ranks as being the most similar by North American Industry Classification System (NAICS) and National Occupational Classification (NOC). Although Edmonton is over ten times as populous as Prince George, it is in many respects Alberta’s equivalent of Prince George, and a prime example of how a service and supply hub can expand and gain momentum under the right conditions.

Key Labour Market Statistics and Housing Market Data for Edmonton CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Edmonton Prince George

4.8% 5.1% 36,500


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

718,000 73.4% 3 (Most Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110

In 2014, Edmonton’s economy is expected to grow three times faster than the national average, and people are moving into the city at a high rate for job opportunities in manufacturing, construction, and transportation.91 As the above figure indicates, Edmonton’s unemployment rate was 4.8% in 2013, which is the tenth lowest of the 76 cities researched and the fourth lowest by CMA. From the same figure, it is also indicated that the city’s participation rate is 73.4%, which is among the highest in Canada and an indication that there is strong confidence in the local job market and the ability to secure employment. One setback for Edmonton CMA is its high and inflating housing costs, which are expected to continue rising as more workers move to the city in pursuit of job opportunties.91 As the above figure shows, prices for a single-detached family home and rent for a 2-bedroom apartment are considerably higher in Edmonton than in Prince George.

91 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 92 Edmonton, Alberta’s Industrial Heartland Association, http://www.industrialheartland.com/index.php?option=com_content&view=article&id=148&Itemid=100070


Home (2013)




$374,400 $241,250 $1,141 $754


http://www.industrialheartland.com/index.php?option=com_content&view=article&id=148&Itemid=100070

65


Edmonton AB CMA Migration Edmonton CMA has historically been a net domestic in-migrator. As the below table shows, each year on average between 2006 and 2011, 22,193 people moved to Edmonton versus 18,965 who left. The rates of in/out migration per 1000 people are very high for a city its size (19 and 16 in-migrators and out-migrators, respectively), which indicates that migration activity is strong. It should be noted that these patterns suggest that Edmonton is both a competitor for migration with Prince George, but also a potential source. As discussed earlier in Section 4, Edmonton has historically been Prince George’s top source of out-of-province in-migration.

Annual Average Domestic In/Out Migration Patterns for Edmonton CMA


Gross Migration 22,193 9,050 13,143 18,965 8,057 10,908



Occupational Attraction in Edmonton AB CMA As indicated in the table on the next page, Edmonton has a large representation of skilled trades, which makes it a potential recruiting/attraction theatre for Prince George. Given Edmonton’s more recent economic trends, it is likely that there are fewer unemployed workers than in 2011. With that in mind, given the city’s out-migration rate and contribution to Prince George’s in-migration, it should seriously be considered as an attraction city, particularly if it experiences an economic slowdown. For marketing purposes, note the following:

■ Emphasize Cost of Living: As the table on the next page shows, the high-demand occupations in Edmonton generally offer markedly higher levels of compensation than Prince George. However, the cost of housing is also considerably higher and is reflective of the cost of living. Lower/middle income workers are finding Edmonton to be expensive to find affordable housing in.93

■ Emphasize Lifestyle Factors: Given the high level of opportunity and compensation in Edmonton, marketing purely on the basis of economic factors will be less compelling. Advertising Prince George’s short commute times, outdoors lifestyle, healthcare system quality, and recreation activities is a good attraction strategy.

■ Career Fairs: Each year in October the Alberta Employment and Career Fair is held. In 2013, it was held in the Edmonton Expo Center and had 10,000 visitors and 200 exhibitors, making it the largest career fair in Alberta by attendance.94 The University of Alberta also holds regular career fairs, which can attract up to 200 employers.95

93 Edmonton, Alberta’s Industrial Heartland Association, http://www.industrialheartland.com/index.php?option=com_content&view=article&id=148&Itemid=100070 94 Alberta Employment and Career Fair can be looked up at http://www.albertaemploymentandcareerfair.com/index.asp 95 University of Alberta career fairs can be looked up at http://www.caps.ualberta.ca/Students/Services/CareerFairs/Science%20Student%20and%20Employer%20Mixer.aspx

http://www.industrialheartland.com/index.php?option=com_content&view=article&id=148&Itemid=100070

http://www.albertaemploymentandcareerfair.com/index.asp

http://www.caps.ualberta.ca/Students/Services/CareerFairs/Science%20Student%20and%20Employer%20Mixer.aspx

66


Edmonton CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of






2% On Par

70 $48.08 $34.00




915 4% -1% 33 $39.56 -

3111 Specialist Physicians 1,500 <1% On Par - - -

4011 University Professors and Lecturers 3,920 2% -1% 94 $36.26 -


6,830 6% -1% 411 $30.00 $30.00


3,095 6% -1% 186 $28.85 $32.00


7511 Truck Drivers 9,780 6% -2% 651 $25.00 $24.85

9241 Power Engineers 1,780 3% 1% 48 $37.00 $26.77


67


A.1.9. Victoria BC CMA Attraction Ranking: 9th

of 15 Areas

Victoria CMA, population 344,615, is the second largest city in British Columbia, and an unremarkable contributor to migration in Prince George.96 Its unemployment rate is low and comparable to Prince George. Based on the Industrial Similarity Rating in the below figure, which rates similarity to Prince George by occupation and industry, Victoria has a very different industrial profile. Manufacturing is a relatively minor industry in Victoria (4% by employment, versus 11% in Prince George), construction is not as highly represented, and public administration and services is more of a leading sector.97 One notable point of comparison is cost of housing. Victoria is a considerably more expensive CMA to purchase or rent housing. A single-detached family home in Victoria is over twice as expensive in Victoria than in Prince George.

Key Labour Market Statistics and Housing Market Data for Victoria CMA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Victoria Prince George

5.2% 5.1% 10,000


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

183,700 63.6% 26 (Not Similar) Source: Labour Force Survey (2013), CANSIM Table 282-0110


Home (2013)


Victoria Prince George


$523,450 $241,250 $1,065 $754


Victoria BC CMA Migration Victoria CMA is a net domestic in-migrator, meaning more people are moving to Victoria from elsewhere in Canada than migrating out of it. What is worth noting is that the annual rate of out-migration per 1000 people is quite high for a city its size. On average in a given year, for every 1,000 people living in Victoria, 20 will leave (12 will stay within BC, while 8 will leave BC). These migration figures are encouraging from an attraction standpoint, as they indicate that people in Victoria are more willing to move than comparably-sized cities in Canada – which typically have rates of migration 25-50% lower.

96 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 97 Comparison made using Industry data from CANSIM Table 282-0112. Comparison is between Victoria CMA and Cariboo Development Region, as there is no industry information available for Prince George CA specifically.

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Victoria Unemployment Profile



68


Annual Average Domestic In/Out Migration Patterns for Victoria CMA


Gross Migration 8,281 4,425 3,856 6,771 4,138 2,633



Occupational Attraction in Victoria BC CMA Victoria is a relatively small city with a low level of unemployment. It also has a large representation of public sector workers with secure employment, and a small representation of in-demand occupations for Prince George, except for university professors (which may be good to recruit from Victoria). The following attraction points are worth considering:

■ Emphasize Compensation and Cost of Living: As indicated in the table on the next page, Prince George generally offers higher levels of compensation than Victoria. This is on top of its apparent advantage in offering more affordable housing. It will appeal to younger people that they can earn higher wages and be able to afford their first house in Prince George.

■ Career Fairs: Each year, Education and Career Fairs (ECF) runs a large career fair in Victoria at the Victoria Conference Center East.98 Their coordinator indicates that thousands of job seekers

typically attend, and school districts and students actively participate. The next fair is scheduled for December 2014 and will be a one-day event.

■ Campus Recruiting: The University of Victoria holds two different kinds of career fairs each year. There is a general career fair, which covers all kinds of employment.99 This career fair is held in September or October each year. The other career fair is the “High-Tech” career fair, which mainly pertains to engineering candidates, and is widely attended by major companies in consulting and resource extraction. This fair is held each year in February. The university also provides the option to host information sessions, where presentations can be given and students can be met individually.

98 Education and Career Fairs events can be looked up at http://www.educationcareerfairs.com 99 University of Victoria Career fairs are regularly run, and can be looked up at http://www.uvic.ca/coopandcareer/events/home/employer-events/index.php#section0-0

http://www.educationcareerfairs.com/

http://www.uvic.ca/coopandcareer/events/home/employer-events/index.php#section0-0

69


Victoria CMA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of




1111 Financial Auditors and Accountants 2,150 2% On Par 51 $25.96 $28.57


- -

- $34.00 $34.00




15 - - - $24.10 -

3111 Specialist Physicians 485 2% 1% - - -


7237 Welders and Related Machine Operators 325 7% On Par 25 $27.00 $30.00


145 7% On Par - $32.00 $32.00

7312 Heavy Duty Equipment Mechanics 145 7% On Par - $32.00 $32.00

7511 Truck Drivers 945 5% -3% 49 $22.75 $24.85

9241 Power Engineers 140 0% -2% 0 $26.77 $26.77


70


A.1.10. Kamloops BC CA Attraction Ranking: 10th

of 15 Areas

Kamloops CA, population 98,754, is commonly considered to be the major transportation hub for BC’s southern interior, with two highways passing through it as well as both of Canada’s major railways. 100, 101 Unemployment in the CA has followed a profile comparable to the provincial average, and, as of 2013, is at a 5-year-low of 6.2%. It is also a major center for education in BC, with Thompson Rivers University holding an average enrollment of 11,000 students, making it one of the largest universities in the province. As the below figure indicates, housing prices and rents are similar between Kamloops and Prince George. Key Labour Market Statistics and Housing Market Data for Kamloops CA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Kamloops Prince George

6.2% 5.1% 3,500


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating


The major employers in Kamloops are the Interior Health Authority (2,921 employees), the local public school district (1,650 employees), Thompson Rivers University (1,780 employees), Highland Valley Copper Mine (1,256 employees), New Gold Inc. (495 employees), and Domtar (430 employees and 500 contractors).102 In 2013, Domtar shut down one of its pulp mills in Kamloops, and over 100 workers were laid off.103

100 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 101 Kamloops in Top 5 List of Investment Towns, Real Estate Investment Network, July 2013, http://www.reincanada.com/PressReleasesView/tabid/70/articleType/ArticleView/articleId/327/Kamloops-in-Top-5-list-of-BC-Investment-Towns.aspx 102 Kamloops’ Major Employers, Venture Kamloops, 2013, http://venturekamloops.com/labour-force/major-employers/ 103Domtar Layoffs Could be $15 Million Hit, Kamloops News, January 2013, http://www.kamloopsnews.ca/article/20130123/KAMLOOPS0101/130129947/-1/kamloops/domtar-layoffs-could-be-15-million-hit


Home (2013)


Kamloops Prince George


$234,028 $241,250 $849 $754


3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

2008 2009 2010 2011 2012 2013

Un

em

plo

yme

nt

Rat

e (

%)

Kamloops Unemployment Profile


http://www.reincanada.com/PressReleasesView/tabid/70/articleType/ArticleView/articleId/327/Kamloops-in-Top-5-list-of-BC-Investment-Towns.aspx


http://venturekamloops.com/labour-force/major-employers/

http://www.kamloopsnews.ca/article/20130123/KAMLOOPS0101/130129947/-1/kamloops/domtar-layoffs-could-be-15-million-hit

http://www.kamloopsnews.ca/article/20130123/KAMLOOPS0101/130129947/-1/kamloops/domtar-layoffs-could-be-15-million-hit

71


Kamloops BC CA Migration Kamloops CA has historically been a net in-migrator, meaning more people have moved to rather than away from Kamloops between 2006 and 2011. However, for the population leaving Kamloops, there is a very high and disproportionate rate of intraprovincial out-migration, meaning those exiting are more likely to move elsewhere in BC versus another province. This could be heavily influenced by the continuous flow of graduating students who leave the area for employment in other BC cities.

Annual Average Domestic In/Out Migration Patterns for Kamloops CA


Gross Migration 3,017 2,103 914 2,489 1,752 737



Occupational Attraction in Kamloops BC CA Kamloops has a low representation of Prince George’s in-demand occupations, but should nonetheless be considered a general attraction theatre because of its large group of post secondary students. The following factors should be taken into consideration:

■ Emphasize Lifestyle and Recreation: The job markets and costs of living are comparable between Prince George and Kamloops. As such, a communications plan that emphasizes outdoor recreation, northern living, and adventure could appeal to the local population, particularly the younger students graduating from the university.

■ Campus Attraction: About 40% of Thompson Rivers University’s student population is from outside of Kamloops.104 Included in this group are a proportion of students who likely have no intention to stay in Kamloops after graduating, and will be the most mobile. To reach out to these students, there is an annual job fair held at the university, which is advertised by the university to be the second largest university job fair in the province, with 1,500 students attending on average.105 The next job fair is on March 6, 2014, and is held annually. For 2014, there are 56 organizations attending.

104 Kamloops in Top 5 List of Investment Towns, Real Estate Investment Network, July 2013, http://www.reincanada.com/PressReleasesView/tabid/70/articleType/ArticleView/articleId/327/Kamloops-in-Top-5-list-of-BC-Investment-Towns.aspx 105 Information about Thompson University career fairs can be looked up at http://www.tru.ca/jobfair/students.html



http://www.tru.ca/jobfair/students.html

72


Kamloops CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of




1111 Financial Auditors and Accountants 505 0% -2% 0 $27.18 $28.57


- -

- $34.00 $34.00

2132 Mechanical Engineers 25 - - -

2133 Electrical and Electronics Engineers 35 - - -


0 - - - $24.10 -

3111 Specialist Physicians 85 - - - - -

4011 University Professors and Lecturers 490 - - - $39.90 -

7237 Welders and Related Machine Operators 280 8% 1% 25 $27.00 $30.00


250 8% 1% 22 $32.00 $32.00


7511 Truck Drivers 1,135 10% 1% 121 $22.50 $24.85

9241 Power Engineers 45 0% -2% 0 $26.77 $26.77


73


A.1.11. Chilliwack BC CA Attraction Ranking: 11th

of 15 Areas

Chilliwack CA, population 92,308, was hailed by the Conference Board of Canada in its Mid-Sized Cities Outlook 2013 report as being one of Canada’s fastest growing mid-sized economies, with an average annual rate of GDP growth of 6.2%.106,107 This is difficult to square with its recent bouts of high unemployment. As shown in the below figure, the 2013 unemployment rate for Chilliwack CA was 7.7%, which is high compared to the provincial rate and particularly high in comparison to Prince George. In part, Chilliwack’s unemployment trend can be explained by the rapid growth in its labour force, from 42,600 in 2009, to 57,100 in 2013.108 This labour force growth visibly outpaced economic expansion, and likely contributed to a saturation of workers in the area.

Key Labour Market Statistics and Housing Market Data for Chilliwack CA

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Chilliwack Prince George

7.7% 5.1% 4,400


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating



Home (2013)


Chilliwack Prince George


$335,000 $241,250 $777 $754


Chilliwack BC CA Migration Chilliwack CA experienced a significant level of in-migration between 2006 and 2011. The average rate of annual in-migration to Chilliwack of 32 people per 1,000 residents was considerable, and reflects the draw that the CA’s economic growth had for workers (particularly those living in BC). The rate of out-migration of 22 people per 1,000 residents was also significant. Chilliwack CA has historically been a very active center for both in and out migration.

106 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 107 http://www.conferenceboard.ca/press/newsrelease/13-05-06/mid-sized_cities_looking_to_recover_recession-era_job_losses.aspx 108 Obtained from Labour Force Survey CANSIM Table 282-0115

3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

2008 2009 2010 2011 2012 2013

Un

em

plo

yme

nt

Rat

e (

%)

Chilliwack Unemployment Profile


http://www.conferenceboard.ca/press/newsrelease/13-05-06/mid-sized_cities_looking_to_recover_recession-era_job_losses.aspx

http://www.conferenceboard.ca/press/newsrelease/13-05-06/mid-sized_cities_looking_to_recover_recession-era_job_losses.aspx

74


Annual Average Domestic In/Out Migration Patterns for Chilliwack CA


Gross Migration 2,994 2,404 590 2,055 1,538 517



Occupational Attraction in Chilliwack BC CA There is not a strong representation of Prince George’s high-demand occupations in Chilliwack CA. This is partly due to the relatively small size of the city. Although Prince George’s compensation is generally more competitive across the occupations, the high growth of Chilliwack’s economy will make it difficult to compel workers to make the move. Chilliwack CA is not an opportune CA for attracting workers to Prince George at this time.

Chilliwack CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occupation

Average

Estimated Number of






8% 5%

- $33.00 $34.00




0 - - - - -

3111 Specialist Physicians 20 0% -1% 0 - -

4011 University Professors and Lecturers 135 2% -2% 2 $39.90 -

7237 Welders and Related Machine Operators 425 8% 1% 36 $26.00 $30.00


140 8% 1% 12 $28.57 $32.00


7511 Truck Drivers 1,030 6% -2% 62 $22.60 $24.85

9241 Power Engineers 40 0% -2% 0 $26.20 $26.77


75


A.1.12. Cariboo Regional District Attraction Ranking: 12th & 13th of 15 Areas

The Labour Force Survey does not report on the Cariboo Regional District or its two major census agglomerations (CA), Williams Lake and Quesnel. However, Cariboo Economic Region, which includes both this district as well as Fraser-Fort George (Prince George’s regional district) indicates an unemployment rate of 5.7%.109 This is probably an understatement of the district’s unemployment rate, as it includes Prince George (which has a markedly lower unemployment rate). For the purpose of this report, Cariboo Regional District is presented in terms of its two largest CAs, Williams Lake and Quesnel (as these CAs have housing market and migration data available). Also, being the major urban centers of the district, they most likely contribute much of the district’s migration to Prince George – however, there is no formal data available to confirm this. A general review of each CA is as follows:

Williams Lake CA, population 18,490, has both a notable forestry industry and a growing mining sector, which includes Gibralter Mine and Mount Polly Copper and Gold Mine. 110,111 There are two major projects proposed by Spanish Mountain Gold Ltd. and Taseko Mines Ltd. to build new mining facilities and expand operations, which together are worth almost $2 billion dollars.112 The municipal government for Williams Lake notes challenges with meeting the industry’s demand for skilled workers, and is working with Thompson Rivers University in Williams Lake to provide workforce training to meet these emerging requirements.

Quesnel CA, population 22,096, is a forestry-intensive city, where Canadian Forest Products

(CANFOR), West Fraser, Tolka Industries, and Cariboo Pulp & Paper are the primary employers. 110, 113 In October 2013, CANFOR announced the closure of its Quesnel sawmill due to the pine beetle infestation. 114 The 209 laid-off workers are being offered other positions within CANFOR, so it is up to speculation as to how many will become or have become unemployed as a result of this closure. Quesnel has two relatively small proposed capital projects, one of which is a gold mine with an estimated capital cost of $60 million dollars.112

Both Quesnel and Williams Lake CA have less expensive housing than Prince George. Between 2012 and 2013, housing prices dropped slightly in both CAs.

109 Obtained from CANSIM Labour Force Survey Table 282-0055 110 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011 111 City of Williams Lake 2013Q4 Economic Review, http://www.williamslake.ca/files/1/2013%20Q4%20Economic%20Indicators.pdf 112 BC major Project Inventory 113 Welcome BC Profiles (Quesnel, BC), http://www.welcomebc.ca/welcome_bc/media/Media-Gallery/docs/community%20snapshots/Quesnel-Snapshot_Final.pdf 114 Canadian Forest Products Media Center Public Release, http://www.canfor.com/media-center/news-press-releases/2013/10/24/canfor-corporation-announces-the-closure-of-quesnel-sawmill-and-tenure-exchange-agreement-with-west-fraser

http://www.williamslake.ca/files/1/2013%20Q4%20Economic%20Indicators.pdf

http://www.welcomebc.ca/welcome_bc/media/Media-Gallery/docs/community%20snapshots/Quesnel-Snapshot_Final.pdf

http://www.welcomebc.ca/welcome_bc/media/Media-Gallery/docs/community%20snapshots/Quesnel-Snapshot_Final.pdf

http://www.canfor.com/media-center/news-press-releases/2013/10/24/canfor-corporation-announces-the-closure-of-quesnel-sawmill-and-tenure-exchange-agreement-with-west-fraser



76


Key Housing Market Data for Cariboo Regional District


Home (2013)


Quesnel Prince George


$165,000 $241,250 $628 $754


Cariboo Regional District Migration Out-migration from Williams Lake and Quesnel, the two main CAs in the regional district, are largely intraprovincial – meaning persons leaving these CAs are more likely to go elsewhere within BC, rather than other provinces. This underscores why Prince George has historically seen a lot of migration from the Cariboo Regional District. For both CAs, the rate of out-migration is substantial (35 and 28 persons per 1000 each year for Williams Lake and Quesnel, respectively), meaning people have out-migrated from these locations at a high rate, given their small populations. For Williams Lake, this could be turning the other way, however, because of the expansion of mining and the surge in demand for workers. Williams Lake has historically been a net out-migrator.

Annual Average Domestic In/Out Migration Patterns for Williams Lake CA


Gross Migration 519 418 101 649 482 167



Annual Average Domestic In/Out Migration Patterns for Quesnel CA


Gross Migration 653 491 162 627 456 171




Home (2013)


Williams Lake

Prince George

Williams Lake

Prince George

$239,500 $241,250 $695 $754


77


Occupational Attraction in Cariboo Regional District BC Neither Williams Lake nor Quesnel are major sources of high-demand occupations. This is especially the case for Williams Lake, which likely has experienced a rise in demand and a fall in unemployment for these occupations in light of its expanding resource sector. However, both CAs may provide some narrow opportunities for acquiring truck drivers. Quesnel could be a good theatre for attracting millwrights, given the relatively large number of persons employed/unemployed in that occupation and [potentially] because of the cessation of operations at CANFOR’s sawmill. The following points should be taken into consideration for marketing purposes:

Focus on Quesnel: Of the two major CAs in the district, Quesnel is the more likely one to yield success for attraction activity, given that Williams Lake currently has a higher demand labour market.

Emphasize Job Opportunities and Amenities: As a larger city with a low unemployment rate, Prince George offers a wider range of jobs opportunities, as well as local amenities that one may not be able to find in a smaller CA like Quesnel. Prince George’s opportunities for recreation, health services, shopping, and entertainment could generate interest in local candidates.

Communications: There are no major career fairs in the district other than the BC Jobs Start Here fair, which is run throughout different parts of BC. In 2013, Quesnel was one recipient of the fair, which was held in its College of New Caledonia.115 It has not been decided when the next event will be held or whether Quesnel will be part of the circuit. Without a strong presence of career fairs, word-of-mouth, social media, and business/municipal partnerships may be a more effective strategy for attracting from Quesnel.

115 BC Government Newsroom, http://www.newsroom.gov.bc.ca/2013/03/bc-jobs-start-here-job-fair-coming-to-quesnel.html

http://www.newsroom.gov.bc.ca/2013/03/bc-jobs-start-here-job-fair-coming-to-quesnel.html

78


Williams Lake CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of



Williams Lake Prince George

1111 Financial Auditors and Accountants 70 0% -2% 0 - $28.57


- -

- - $34.00




0 - - - - -


4011 University Professors and Lecturers 20 - - - - -


35 - - - - $30.00

7311 Construction Millwrights and Industrial mechanics

170 7% On Par 12 - $32.00

7312 Heavy Duty Equipment Mechanics 160 7% On Par 11 - $32.00

7511 Truck Drivers 265 24% 15% 81 - $24.85

9241 Power Engineers 30 0% -2% 0 - $26.77


Quesnel CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of




1111 Financial Auditors and Accountants 60 0% -2% 0 - $28.57


- -

- - $34.00




20 10% 6% 2 - -



7237 Welders and Related Machine Operators 45 11% 4% 5 - $30.00


280 11% 4% 33 - $32.00

7312 Heavy Duty Equipment Mechanics 100 11% 4% 12 - $32.00

7511 Truck Drivers 190 30% 22% 81 - $24.85

9241 Power Engineers 160 0% -2% 0 - $26.77


79


3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

2008 2009 2010 2011 2012 2013

Un

em

plo

yme

nt

Rat

e (

%)

Northeast DVR BC Unemployment

Northeast DVR Prince George

A.1.13. Northeast Development Region Attraction Ranking: 14th & 15th of 15 Areas

The Northeast Development Region, population 72,500, is divided into two regional districts: Peace River and Northern Rockies (populations are 66,100 and 6,400, respectively).116 Nearly all of the migration to Prince George from the region is from Peace River, because of its population and, likely, because of its closer proximity. Less than 2% of the province’s population lives in the Northeast, but it is estimated to have 10% of the province’s resource industry jobs – forestry, mining, oil & gas, fishing, hunting and trapping.117 The key cities in the region are Dawson Creek, Fort St. John, Tumbler Ridge, Chetwynd, and Fort Nelson. However, only Dawson Creek (population 11,537) and Fort St. John (population 26,380) are large enough to have labour market data available. These are the cities that will be profiled in this section. As the below figure indicates, the region’s unemployment rate is low, at 4.9%. The participation rate is remarkably high, at 78%, which indicates that the working age population is highly engaged in working or trying to find work. The region has an active labour market, and with the growth of the northern resource industry the demands for labour are likely going to become more pronounced.

Key Labour Market Statistics and Housing Market Data for Northeast Development Region

Unemployment Rate (2013 LFS) Persons Unemployed (2013 LFS) Northeast DVR Prince George

4.9% 5.1% 2,000


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

38,900 78.0% N/A


Median Selling Price for Single-Detached Family Home (2013)


Dawson Creek

Fort St. John

Prince George

Dawson Creek

Fort St. John

Prince George

$234,028 $398,800 $241,250 $1,089 $1,045 $754 Source: Median home selling price data collected from Canadian Real Estate Association’s MLS price listing for Q4 2013. Rental data collected from StatCan CANSIM table 027-0040, which represents Canadian Mortgage and Housing Corporation (CMHC) Rental Survey (October 2013).

116 Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 117 WorkBC Statistics, http://www.workbc.ca/Statistics/Regional-Profiles/6

http://www.workbc.ca/Statistics/Regional-Profiles/6

80


Northeast Development Region Migration As the migration tables below indicate, Dawson Creek and Fort St. John are both net out-migrators, meaning more people are moving away from them than moving to them. Another important observation is that the rates of out-migration for both areas are very high (42 and 41 for Fort St. John and Dawson Creek, respectively), which indicates a very high propensity to move. Annual Average Domestic In/Out Migration Patterns for Fort St. John


Gross Migration 901 559 342 1,110 589 521



Annual Average Domestic In/Out Migration Patterns for Dawson Creek


Gross Migration 364 240 124 477 277 200



Occupational Attraction in Northeast Development Region BC Neither Fort St. John nor Dawson Creek provides attraction opportunities for high demand occupations. Both have low representations of all occupations of interest. As well, Fort St. John’s unemployment rates are well below the national average for the respective occupations. The development of the resource industry in the Northeast since 2011 has probably lowered unemployment rates, and key informant interviews with stakeholders in the region suggest similar shortages of workforce available to fill at least some of these occupations.

81


Fort St. John CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of



Fort St. John Prince George



0% -3%

0 - -

2132 Mechanical Engineers 20 0 - -

2133 Electrical and Electronics Engineers - 0 - -


75 4% -1% - - -

3111 Specialist Physicians - - - - - -

4011 University Professors and Lecturers - - - - - -

7237 Welders and Related Machine Operators 190 6% -1% 13 - $30.00

7311 Construction Millwrights and Industrial mechanics

195 6% -1% 13 $32.00 $32.00

7312 Heavy Duty Equipment Mechanics 200 6% -1% 13 $28.39 $32.00

7511 Truck Drivers 490 10% 2% 57 $29.00 $24.85

9241 Power Engineers 45 0% -2% 0 - $26.77


Dawson Creek CA’s Presence of High Demand Occupations


Employed (2011 NHS)


Rate (2011 NHS)


National Occ

Average

Estimated Number of



Dawson Creek Prince George


2131 Civil Engineers -

- -

- - $34.00

2132 Mechanical Engineers - - - -

2133 Electrical and Electronics Engineers - - $37.99 -


25 0% -4% 0 - -



7237 Welders and Related Machine Operators 65 10% 3% - - $30.00


40 10% 3% - $32.00 $32.00

7312 Heavy Duty Equipment Mechanics 25 10% 3% - $28.39 $32.00

7511 Truck Drivers 220 8% On Par 20 $29.00 $24.85

9241 Power Engineers 30 0% -2% 0 - $26.77


82


3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

2008 2009 2010 2011 2012 2013

Un

em

plo

yme

nt

Rat

e (

%)

North Coast and Nechako DVR BC Unemployment

North Coast and Nechako Prince George

A.1.14. North Coast and Nechako Region Attraction Ranking: Not Ranked

The North Coast and Nechako region, population 99,000, is actually made up of two separate economic regions but is reported as a single entity in the Labour Force Survey. 118 This is due to population limitations. 119 It is made up of four regional districts: Bulkley-Nechako (population 39,300), Skeena-Queen Charlotte (population 19,400), Kitimat-Stikine (39,200), and Stikine (population 1,100).119 Bulkey-Nechako and Kitimat-Stikine are the only two regional districts that provide notable in-migration to Prince George. The region suffered through a long period of high unemployment between 2008 and 2012, and has recently made a dramatic recovery. Whereas the percentage of the labour force unemployed was at nearly 11% in 2012, in 2013 this figure fell to 6.6%. The recovery is reported to be linked to the recent push in capital projects related to mining, power, transportation, and [more speculatively] liquefied natural gas (LNG).45 According to the BC Major Projects Inventory, the combined capital cost of these proposed/underway projects in North Coast and Nechako is over $120 billion, and could see investment from major names like Petronas, Teck, Rio Tinto, Chevron, and TransCanada.120 Key Labour Market Statistics and Housing Market Data for North Coast and Nechako Region

North Coast and Nechako should not be seen as a significant recruiting or attraction theatre, but rather as an up-and-coming engine for growth in Northern BC that could propel Prince George’s service and supply hub forward but also potentially exacerbate its shortages in skilled trades and professionals.

118

Census of Canada 2011, Population and Dwelling Counts, for Canada, Census Metropolitan Areas, Census Agglomerations and Census Subdivision, 2011 and 2006 Censuses, Statistics Canada, 2011. 119

Work BC Statistics, http://www.workbc.ca/Statistics/ 120

BC Major Projects Inventory

Unemployment Rate (2013 LFS) Persons Unemployed

(2013 LFS) North Coast and Nechako

Prince George

6.6% 5.1% 2,800


Persons

Employed (2013 LFS)

Participation Rate

(2013 LFS)


Rating

39,900 65.7% N/A


http://www.workbc.ca/Statistics/

83


North Coast and Nechako Region Migration Due to data limitations and the way the 2011 National Household Survey reports migration, in/out migration patterns for the North Coast and Nechako region are not presented in this report. However, it is important to highlight that this region will likely become a net in-migrator if it is not already, given the recent expansion of investment and capital projects. While two of its regional districts have historically provided strong sources of migration to Prince George, more recent trends indicate that this could turn around, and that Prince George could start losing workforce to this region rather than gaining workforce.

84


APPENDIX 2: CITY RANKING TABLES

DETAILED TABLES RANKING CENSUS METROPOLITAN AREAS (CMAS) AS CANDIDATES FOR ATTRACTING EACH OF THE “TOP TEN” OCCUPATIONS

85


Appendix 2. CMA Talent Pool Ranking for Each “Top Occupation”

This appendix provides the tables that are used to produce the rankings displayed in Table 6: Ranking of High-Potential Recruiting CMAs For Each "Top Occupation". Each of the top ten occupations has a ranking table in this section, and the rank for each CMA within an occupation represents its overall rank established. The process of producing this overall CMA ranking is as follows: 1) For a given occupation, the ten census metropolitan areas (CMAs) with the largest number of unemployed persons were selected. They represent the “short list” for the occupation, and any CMA not short listed is not ranked (because it does not have enough unemployed persons in this occupation to warrant ranking). For several occupations (Specialist Physicians being one example), there were only several CMAs shortlisted (as opposed to 10) because there were a limited number that had a representation of persons unemployed in those occupations. 2) Each CMA shortlisted was quantitatively evaluated and ranked according to four factors:

■ Occupation Unemployment: This is a weighted average of the CMAs ranking in the list for (a) number of persons unemployed in that occupation and (b) the 2011 unemployment rate of the occupation’s major group in the CMA (based on 2011 National Household Survey).

■ CMA Migration Propensity: This is a weighted average of the ranking of (a) the CMA’s gross out-migration and (b) out-migration rate (number of out-migrators per 1,000 population). This provides the overall generation potential of the CMA as an out-migrator.

■ Cost of Living Versus Income: For each CMA, the occupation of interest’s median wage (from WorkinginCanada.ca) was multiplied by 160 to provide a monthly full time annual income estimate (i.e. what a median worker would make per month in this occupation). The monthly rent in the CMA was divided by this monthly occupational income figure to provide the Cost of Living Indicator. This cost of living indicator is essentially average rent as a percentage of median monthly income for this occupation.

This indicator was ranked for each CMA to provide the cost of living versus income metric. The justification for including this is that a higher rent to median monthly income will make workers in this occupation more likely to relocate to earn a more generous wage and/or enjoy a lower cost of housing.

■ CMA Economic Stagnation Ranking: This is the 2013 Labour Force Survey unemployment rate ranked for each short-listed CMA. As such, a ranking of 1 will indicate that this CMA has the highest general unemployment rate within the list of selected cities. The justification for including this is to provide a measure of general opportunity (or lack thereof) for employment in a city.

3) For each occupation, the four separate ranked variables were weighted to produce the overall ranking, which encapsulates the CMA’s potential as an attraction theatre.

86


Mechanical Engineers: Top CMAs for Attraction

Census Metropolitan Area (CMA)

Persons Employed In Occupation

Occupation Unemployment Rate Estimate

(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking

CMA Migration Propensity

Ranking

Cost of Living Versus Income Ranking

CMA Economic Stagnation

Ranking

Overall Ranking for CMA

Toronto 10520 3.1% 339 34.36 22% 1 2 1 3 1

Vancouver 3405 3.4% 119 38.46 21% 2 4 2 7 2

London 750 4.7% 37 34.83 17% 3 8 6 2 3

Calgary 4505 2.9% 133 43.27 18% 5 1 5 9 4

Montréal 6615 2.6% 177 28.85 16% 6 3 8 4 5

Windsor 1290 4.1% 55 37.50 14% 4 10 10 1 6

Oshawa 630 3.4% 22 34.36 18% 7 9 4 5 7

Kitchener - Cambridge - Waterloo

1100 2.1% 23 33.17 18% 10 5 3 6 8

Edmonton 2285 2.4% 56 43.27 16% 9 6 7 10 9

Hamilton 1055 2.9% 31 37.98 15% 8 7 9 8 9

Civil Engineers: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Vancouver 5070 3.4% 177 33.00 24% 1 4 1 4 1

Toronto 9315 3.1% 300 35.00 22% 2 2 2 2 2

Calgary 4340 2.9% 128 48.08 16% 4 1 7 9 3

Montréal 6215 2.6% 166 38.00 12% 5 3 10 3 4

London 465 4.7% 23 35.00 17% 6 7 5 1 5

St. John's 670 5.0% 35 38.46 14% 3 10 9 7 6

Halifax 775 3.1% 24 35.69 17% 7 8 4 4 7

Hamilton 965 2.9% 29 32.69 18% 8 6 3 6 8

Edmonton 2890 2.4% 70 48.08 15% 9 5 8 10 9

Winnipeg 1315 2.4% 32 36.55 17% 10 9 6 8 10

Electronics and Electrical Engineers: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 10085 3.1% 325 40.00 19% 1 1 4 1 1

Vancouver 3660 3.4% 128 36.06 22% 2 3 1 3 2

Montréal 6050 2.6% 161 32.00 14% 3 2 5 2 3

Calgary 3700 2.9% 109 40.87 19% 4 4 3 4 4

Edmonton 2345 2.4% 57 33.65 21% 5 5 2 5 5

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Specialist Physicians: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Salary for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 6850 2.0% 137 196,867 7% 1 1 2 1 1

Vancouver 3150 1.6% 50 125,297 12% 2 3 1 3 2

Montréal 5435 1.2% 67 - - 3 2 - 2 3

Heavy-Duty (HD) Equipment Mechanics: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 1520 5.6% 90 23.60 32% 4 2 1 2 1

Vancouver 1420 6.0% 90 32.00 25% 2 4 3 5 2

Montréal 1955 5.6% 116 20.02 23% 3 3 7 3 3

Edmonton 3270 5.7% 197 34.29 21% 1 5 9 9 4

Calgary 1560 5.4% 89 30.00 26% 8 1 2 8 5

Hamilton 415 6.4% 28 23.60 25% 6 6 5 6 6

London 360 6.7% 26 23.60 25% 7 8 4 1 7 Abbotsford - Mission 345 7.0% 26 32.00 16% 5 9 10 4 8

Winnipeg 935 4.8% 47 25.00 24% 9 10 6 7 9

Québec 480 5.0% 25 21.00 23% 10 7 8 10 10

Construction Millwrights and Industrial Mechanics: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 6855 5.6% 404 27.00 28% 1 2 2 3 1

Windsor 720 9.3% 74 27.00 19% 2 9 8 1 2

Vancouver 2580 6.0% 164 28.57 28% 6 4 1 7 3

Montréal 4695 5.6% 279 20.42 23% 5 3 6 4 4

Hamilton 1750 6.4% 120 29.58 20% 3 6 7 8 5

Oshawa 930 7.5% 75 27.00 23% 4 7 5 6 6

Edmonton 3095 5.7% 186 28.85 25% 7 5 4 10 7

Calgary 1835 5.4% 104 30.14 26% 10 1 3 9 8 St. Catharines - Niagara 1060 6.3% 71 29.58 19% 9 8 9 2 9

Saguenay 930 7.1% 71 23.38 15% 8 10 10 5 10

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University Professors and Lecturers: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 9665 4.4% 440 45.38 17% 1 1 5 2 1

Vancouver 6435 3.3% 222 39.90 20% 4 4 2 5 2

London 1830 4.8% 92 36.06 16% 2 9 6 1 3 Kitchener - Cambridge - Waterloo 1850 4.5% 87 39.51 15% 3 5 8 4 4

Calgary 3045 3.0% 93 38.46 20% 7 3 1 9 5

Montréal 9915 2.8% 282 37.50 12% 5 2 10 3 6

Halifax 1755 4.0% 73 32.97 19% 6 8 4 5 7

Edmonton 3920 2.3% 94 36.26 20% 8 6 3 10 8

Hamilton 1450 3.9% 59 40.50 14% 9 7 9 7 9

Victoria 1505 3.7% 58 40.87 16% 10 10 7 8 10

Financial Auditors and Accountants: Top CMAs for Attraction


Persons Employed In Occupation (2011 NHS)


(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 48965 3.20% 1613 28.85 26% 2 2 2 1 1

Vancouver 20045 3.40% 698 28.85 28% 1 4 1 4 2

Montréal 27160 2.50% 698 24.73 19% 4 3 10 2 3

Hamilton 3475 3.30% 118 30.29 19% 3 6 9 6 4

Edmonton 8245 2.90% 242 32.14 22% 5 5 4 9 5

Calgary 15330 2.50% 392 35.9 22% 7 1 5 8 6

Halifax 2620 3.20% 86 26.00 24% 6 9 3 4 7 Kitchener - Cambridge - Waterloo 2475 2.20% 56 28.21 21% 9 8 6 3 8

Winnipeg 4870 1.60% 78 29.11 21% 8 10 7 7 9

Québec 4435 1.60% 72 24.60 20% 10 7 8 10 10

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Truck Drivers: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 32750 6.3% 2214 19.80 38% 1 2 1 2 1

Hamilton 5000 6.9% 368 19.60 30% 2 6 6 6 2

Vancouver 13270 5.8% 811 22.60 35% 5 4 2 5 3

Montréal 19965 6.1% 1292 16.85 28% 4 3 9 3 4

Edmonton 9780 6.2% 651 25.00 29% 3 5 7 9 5 Kitchener - Cambridge - Waterloo 4170 6.3% 281 19.75 30% 6 7 5 4 6

Calgary 8645 4.5% 406 22.00 35% 9 1 3 8 7 St. Catharines - Niagara 3415 6.8% 248 19.60 28% 8 10 8 1 8

Québec 4755 6.2% 315 17.70 27% 7 8 10 10 9

Winnipeg 5480 4.9% 281 18.50 33% 10 9 4 7 10

Power Engineers: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 2215 2.7% 60 28.00 27% 2 1 2 1 1

Calgary 985 4.4% 45 33.85 23% 1 2 3 6 2

Vancouver 1105 2.9% 33 26.20 31% 5 4 1 4 3

Oshawa 1380 2.8% 40 28.00 22% 3 7 4 3 4

Edmonton 1780 2.6% 48 37.00 19% 4 5 7 7 5

Montréal 1415 2.6% 37 21.00 22% 7 3 5 2 6

Hamilton 425 4.2% 19 28.00 21% 6 6 6 5 7

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Welders and Related Machine Operators: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Toronto 7785 5.6% 459 20.00 38% 2 2 1 1 1

Vancouver 3025 6.0% 192 26.00 31% 4 4 3 5 2

Edmonton 6830 5.7% 411 30.00 24% 1 5 8 9 3

Hamilton 1905 6.4% 131 22.50 26% 3 6 6 6 4

Montréal 6205 5.6% 369 20.00 23% 5 3 9 2 5

Calgary 3790 5.4% 215 30.00 26% 7 1 5 8 6 Kitchener - Cambridge - Waterloo 1680 5.2% 91 20.55 29% 8 7 4 4 7

Saguenay 1080 7.1% 82 20.00 18% 6 10 10 3 8

Winnipeg 2095 4.8% 106 19.00 32% 10 9 2 7 9

Québec 1885 5.0% 99 20.00 24% 9 8 7 10 10

Industrial Instrumentation Technicians and Mechanics: Top CMAs for Attraction




(2011 NHS)

Estimated Number


Median Wage for

Occupation

Cost of Living

Indicator


Ranking


Ranking



Ranking


Calgary 515 4.2% 23 40.20 19% 1 2 2 2 1

Montréal 650 3.9% 26 22.00 21% 3 1 1 1 2

Edmonton 915 3.5% 33 39.56 18% 2 3 3 3 3

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APPENDIX 3: INVENTORY OF ATTRACTION EVENTS

INVENTORY OF MAJOR CAREER FAIRS AND CAMPUS EVENTS IN TOP 6 ATTRACTION CENSUS METROPOLITAN AREAS (CMAS)

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Appendix 3. Inventory of Recruiting Events in Top Six Cities

Table 7 provides major career fairs and campus events for the top six cities indicated for attracting workers. Table 7: Major Career Fairs and Campus Events in Top Cities

Career Fair Organization Description

Toronto, ON

The National Job Fair and Training Expo

The National Job Fair & Training Expo Inc.

General job fair run for a few days in the spring and fall of each year, attracting anywhere between 7,000 and 10,000 adults seeking employment or new employment (http://www.thenationaljobfair.com/n/en/home/)

Your Next Career Fair

University of Toronto

A campus recruiting event, focused on connecting employers with students in engineering, science, and technology. It attracts roughly 2,800 students and potential job seekers each year, and was last run in January 2014. (http://yourenext.ca/employers/careerfair)

Career Fair Fall 2014 York University

A general campus recruiting event that is smaller than the events run by University of Toronto. These career fairs are still relatively major, and last attracted over 60 employers. The next career fair is in September, 2014 (http://www.yorku.ca/careers/fair/)

Vancouver, BC

Business Career Expo

University of British Columbia, Simon Fraser University, and University of Victoria

BC's largest business-only career fair, which is run each year in March. It typically attracts over 60 companies and over 1,000 students from three major universities in BC. (https://www.businesscareerexpo.com/home.htm)

BC Career, Education, and Recruitment Fair

2G Group

A 2-day general career fair held in the Vancouver Convention Center each year. The last fair was held in May 2013, and could have attracted 8,000 job seekers. Their survey indicates a high willingness to relocate for attendees. (http://theeventpros.ca/conferences/2013-BC-Career-Fair.html)

Montréal, QC

Montreal Job and Training Fair

Expoz Inc. A general career fair run on a semi-regular basis, attracting around 20,000 job seekers each time it is run. (http://www.emploiformation.com/en/visitors/)

Aerosalon National Career Event

A major aerospace career fair for the Montréal aerospace industry. There are typically 250 exhibitors and they recruit for electrical and mechanical engineers. It is being held in October of 2014, and could potentially be a way to reach workers recently laid off from Bombardier. (http://www.emploiformation.com/en/visitors/)

Regular McGill University

McGill regularly holds separate career fairs for specific occupations, which includes engineering and technology, education, graduates and professionals, and other fields (https://www.mcgill.ca/caps/employers/careerfairs#tech)

http://www.thenationaljobfair.com/n/en/home/

http://yourenext.ca/employers/careerfair

http://www.yorku.ca/careers/fair/

https://www.businesscareerexpo.com/home.htm

http://theeventpros.ca/conferences/2013-BC-Career-Fair.html

http://theeventpros.ca/conferences/2013-BC-Career-Fair.html



https://www.mcgill.ca/caps/employers/careerfairs#tech

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Career Fair Organization Description

Calgary, AB

Global Energy Career Expo

DMG Events

Another important career fair to consider is the Global Energy Career Expo, which will be held in June 2014 for several days. Their website indicates that over 10,000 candidates attended in 2012. In that year, over 75% of attendees were reported to have a willingness to relocate, and 91% had post secondary or graduate level education. (http://globalenergycareerexpo.com/calgary/2013/)

Regular University of Calgary

The University of Calgary holds regular career fairs for different programs: Science and engineering, education, and professional/graduate students. This includes general hiring fairs and career expos. Typically, these fairs can be attended by thousands of students and job seekers. They are held on a semi-regular basis and often in the campus gymnasium. (http://www.ucalgary.ca/careers/employers/career-fairs)

Windsor, ON

Job Fair -- A Partnership to the Future

University of Windsor and St. Clair College

An annual career fair run jointly between the two institutions. Historically, over 1,500 students and job seekers have attended. (http://www1.uwindsor.ca/cce/job-fair-a-partnership-to-the-future)

Windsor-Essex Job Day Fair

New Canadians' Centre of Excellence Inc.

A general career fair, last held in February 2014. The last run attracted almost 1,000 job seekers. (http://www.jobday.ca/#!about-windsor-essex-job-day/cgvz)

London, ON Western Job Fair University of Western Ontario

Last run in January 2014, this job fair (which may be an annual event), typically attracts 1,500 to 2,000 job seekers. The University of Western Ontario has an enrolment level of 30,000, so this is a large event. (http://success.uwo.ca/partners/recruiters/job_fair/)

http://globalenergycareerexpo.com/calgary/2013/

http://www.ucalgary.ca/careers/employers/career-fairs

http://www1.uwindsor.ca/cce/job-fair-a-partnership-to-the-future

http://www1.uwindsor.ca/cce/job-fair-a-partnership-to-the-future

http://www.jobday.ca/#!about-windsor-essex-job-day/cgvz

http://success.uwo.ca/partners/recruiters/job_fair/

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APPENDIX 4: DESCRIPTION OF METHODOLOGY

A DESCRIPTION OF APPROACHES TAKEN, DATA USED, AND CHALLENGES ENCOUNTERED

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Appendix 4. Methodology and Research Approach

This appendix outlines the approaches used to produce the core features of the report, with an emphasis on main data sources culled and key informant interviews. Methodological approaches pertaining to the collection and estimation of labour market data were reviewed and approved by Informetrica Ltd., R.A. Malatest & Associates Ltd.’s third party contractor. This includes estimations of unemployment figures for occupations and estimations of migration flows and historical sources of migration for Prince George. Key Informant Interviews Key Informant Interviews (KIIs) were carried out with 20 organizations. 12 interviews were conducted with employers in Prince George, while 8 were conducted with employers and trade associations external to Prince George. The interviews were carried out with two distinct purposes in mind: 1. Internal Interviews: Interviews with Prince George organizations were conducted to identify the

occupations that are in highest demand in Prince George. These interviews were typically 30 minutes to 1 hour in length, and asked which occupations the organization finds most difficult to hire for, the sources of recruiting challenges (i.e. scarcity of workers or institutional barriers), whether external hiring has become important, and what programs the organization has in place to cope with occupational shortages. The selection of organizations in Prince George was based on a variety of factors. The main factor was the requirement of having a broad representation of Prince George’s major industries and high-growth industries. Another important consideration was to focus on major employers, but to also capture mid-sized and smaller employers as well. Half of the interviews were with human resources managers. The other half included a mix of company presidents, operations managers, a local consultant and an association president.

2. External Interviews: Interviews were conducted with organizations external to Prince George for the

purpose of learning about strategies they (or the organizations they represent) have employed to recruit occupations, particularly the “top ten” occupations that were identified. This was the main source of data collection for identifying programs and strategies to address workforce shortages in Prince George. Of the 8 interviews conducted, 3 were with employers and 5 were with trade associations. The external interviews were the more difficult to secure, as the response rate for email invitations and follow-up calls only had a 15% response rate (versus 50% for Prince George organizations). A greater-than-anticipated commitment of resources was required to secure the interviews needed. Typically, trade associations were more willing to participate than private employers, which is why there was a greater representation of trade associations than employers in external interviews. This was not a problem, as the trade associations interviewed typically had extensive knowledge of trends and hiring in the sectors/industries they represent, and were able to provide good recommendations. The interviews targeted company presidents, executive directors of trade associations, and labour specialists in trade associations.

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Table 8: Industry Matrix of Internal and External Key Informant Interviews

Industry Segment of Interview

Internal / External Key Informant Interviews

Within Prince George (Internal

Interviews)

External Interviews

(Within BC)

External Interviews

(Outside of BC)

Health Services 2 1 - Resources, Extraction, and Manufacturing 4 1 1

Construction and Engineering 2 1 2

Consulting and Accounting 1 - -

Transportation 1 - 1

Education and City Services 2 1 - The interviews are confidential and held within the BC Freedom of Information and Protection of Privacy Act, and the informants are maintained as anonymous. We thank all employers and associations who devoted their time and knowledge to assist Prince George in this endeavor. How “Occupation” is Defined in this Report National Occupation Classification (NOC) 2011 was selected as the basis for defining and analyzing occupations. This is because National Household Survey datasets and Labour Force Survey datasets are defined in terms of NOC (or NOC-S). These were the primary statistical sources used in the collection of labour market data.

Identification of “Top Ten” Occupations The primary source of data used in determining the top ten occupations in demand in Prince George was KIIs with employers in the city. After completing 12 interviews with local employers, the filled-out KII survey forms were aggregated by question, and the following criteria set was used to shortlist and rank the occupations indicated by employers:

Frequency of Mention for the Occupation: We put a much higher priority on occupations that were reported by multiple employers as being in high demand. Several occupations were mentioned by over half of the 12 employers interviewed, such as professional engineers, heavy duty mechanics, power engineers, and millwrights. Reported Severity of Shortage: Occupations that employers emphasized as being urgently required were more likely to be included in the top ten list. Centrality to Prince George’s Local Economy: Several occupations included in the list – specialist physicians and university professors – are only utilized by one or a few local employers, but they are listed because they and the employers who use them are central figures in Prince George’s economy.

The BC Labour Market Scenario model was also utilized in a limited way to evaluate Prince George’s occupations, and the full 2006/2011 datasets were obtained from the BC Ministry of Jobs, Tourism, and Innovation. The major limitation of these datasets is that they do not report on Prince George, but rather the Cariboo Development Region (CDR). Although Prince George is the largest city in the region, our findings are

97


that this model does not provide a satisfactory understanding of the city’s contemporary occupational shortages. While the model’s supply and demand estimates are consistent with our findings for professional positions being in high demand, it indicates a general depression in demand for many skilled trades. The interviews with local employers strongly disagree with this appraisal.

Historical Source Migration Data and Current Migration Data All of the migration data presented in this report is based on the 2011 National Household Survey (NHS) and, in certain areas, the 2006 Canadian Census of Population. CMA/CA Migration Data: Gross migration flows were obtained from NHS table 99-013-X2011027, which indicates for each CMA/CA in Canada the number of people who had a different CMA/CA of residence 5 years before the survey (i.e. people who were residents of another city in the 2006 census). The breakdown of the number of migrants from the same province (intraprovincial), a different province (interprovincial), and a different country (external) are also captured in this table. Each CMA/CA in this table also has an estimate of the number of people who migrated out intraprovincially or interprovincially. Essentially, this table provides the 5-year total intraprovincial/interprovincial in and out migration figures for CMAs/CAs in Canada. Annual Migration and Migration Propensities: The annual intraprovincial and interprovincial migration flows were carried out by dividing by 5 the gross migration flows from table 99-013-X2011027. The alternative was to instead use the 1-year-ago NHS mobility and migration data table, which indicates the number of people who lived elsewhere one year before the survey. However, we deemed it more representative (and free of noise) to use the 5-year totals, as they give a longer time frame and a more stable picture of each CMA/CA’s migration patterns.

Historical Migration Flows to Prince George: The migration flows to Prince George are based on data from the National Household Survey table 99-013-X2011027, and the source composition flows are based on a combination approach of this table and the 2006 census. The interprovincial/intraprovincial mix is provided by the 2011 NHS. However, the 2011 NHS does not provide the source CA/CMAs or areas directly, which is why the 2006 census was utilized to supplement the analysis of migration sources. Informetrica’s review of this approach is that it is a sound methodology on the basis that there have not been disturbances significant enough to alter the composition of where workers are coming to Prince George from. While migration flows are sensitive to macro-economic variables over the medium term, the most important variables (chiefly economic growth) remained stable between the 2006 and 2011 census periods among provinces (the recession was felt evenly enough across Western Canada to leave migration compositions mostly unperturbed). One caveat is that the cities and regions that are further down in the “top ten” list of migration cities are more susceptible to having their migration flows to Prince George change, as their contributions are smaller and more volatile. While we can be reasonably certain that Vancouver is still the most important source for migration, we cannot say with the same confidence that Calgary is the tenth most important migration source – as its contributions are much smaller and unstable.

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Collection of Macroeconomic Data and Housing Market Data CMA/CA Key Labour Market Indicators: The Labour Force Survey (LFS) was the primary source for all CMA/CA-level labour market variables: unemployment rates, numbers of unemployed, participation rates, and employment figures. The table used from the LFS varies based on whether the city is a CMA or CA. CA data was collected from CANSIM table 282-0115, whereas CMA data was collected from CANSIM table 282-0112. Both tables are based on annual data. A limitation of the LFS data is that it only provides key labour market indicators for a select group of CAs. Fortunately, Prince George is a city included in this table. The macroeconomic variables presented for Prince George in the first section of the report are collected from CANSIM table 292-0112. CMA/CA Average Rent Data: Data on average rents for each CMA and CA presented in this report were obtained from CANSIM table 027-0040. Each year in April and October, the Canadian Mortgage and Housing Corporation (CMHC) conducts a rental survey across Canada. Any city with a population of 10,000 or more is included in this survey. For this report, the apartment configuration chosen is 2-bedroom apartments in complexes with over six units. The data from the October 2013 survey is presented in this report. Housing Price Data: The MLS median price for single-detached family (2013 Q3 or Q4) homes was selected as the basis for evaluating and presenting housing prices. This is mainly because it is the most widely available and stable measure of housing prices, particularly for smaller cities. Most housing prices were obtained from the Canadian Real Estate Association. The exceptions are Vancouver, Montreal, Abbotsford-Mission, and Windsor. Housing prices for these cities were obtained directly from the real estate boards that represent them: Real Estate Board of Greater Vancouver, Quebec Real Estate Federation, Fraser Valley Real Estate Board, and Windsor-Essex County Association of Realtors.

Estimation of Occupation Unemployment Rates and Numbers The greatest challenge in the production of this report was the estimation of NOC-specific unemployment figures within CMAs/CAs. While the LFS was relied upon to collect city-level unemployment data, suppression issues precluded its use for occupation-level unemployment analysis for most of the cities of interest. To overcome this challenge, the 2011 NHS was used instead to provide occupation-level unemployment figures. The survey reports reliable employment data for 4-digit National Occupational Classifications (NOCs) in Table 99-012-X2011033. These employment figures were used as the starting point for determining unemployed persons within each occupation by city. Major group-level (2-digit NOC) unemployment rates and numbers were obtained from table 99-012-X2011063. These figures required transformation from skill levels to NOCs, which was carried out using the Human Resources and Skills Development Canada (HRSDC) NOC concordance matrix.121 The resulting unemployment rates for major groups were projected from the 2-digit NOC level onto the 4-digit level as averages. These are the occupational unemployment rates presented in the report.

121 HRSDC concordance matrix is available online at http://www5.hrsdc.gc.ca/noc/english/noc/2011/html/matrix.html

http://www5.hrsdc.gc.ca/noc/english/noc/2011/html/matrix.html

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To produce estimates of numbers of unemployed by occupation, the following formula was employed for each occupation:

Informetrica reviewed the approach for determining occupation-level data, and agreed that it was reasonable given the data limitations noted. The following caveats were provided in Informetrica’s audit:

■ The unemployment rates and figures are based on 2-digit major cohort data applied on a 4-digit NOC level. A 2-digit NOC can refer to a number of 4-digit NOCs, and this projection provides only a general indication of unemployment at the 4-digit NOC level.

■ Given that the data is based on 2011 NHS, unemployment rates for NOCs presented could have changed (perhaps considerably) between 2011 and 2014. As such, the unemployment rates should be interpreted cautiously.

Methodology for Establishing “Top Ten” Cities for Attraction The ranking of the top cities to attract from was determined by a weighting of various factors established as affecting the propensity of workers to leave those cities. Each factor and its weight in the final ranking is available in Table 5.

Methodology for Producing “Industrial Similarity to Prince George” Rating The industrial similarity rating was produced by using CMA and economic region employment by industry and employment by occupation data from the LFS. Industry employment data for each CMA was obtained from LFS Table 282-0112, and the same data for economic regions was obtained from Table 282-0060. From these tables, the employment by industry breakdown for 2013 annual was collected. For occupations, CMA employment data was obtained from LFS Table 282-0112, and for economic regions occupation data was obtained from LFS Table 282-0063. The approach used was to perform two separate similarity comparisons between the Cariboo Development Region and each CMA: (1) Comparison of employment by North American Industry Classification System (NAICS), and (2) Comparison of employment by National Occupational Classification (NOC-S). For each comparison, two matrices for each studied CMA were set up to show the percentage of total employment each industry and occupation accounts for. Each CMA’s NAICS matrix was compared to and subtracted from the Cariboo Development Region’s matrix, to provide the difference in the proportion of employment in the given industry between the CMA and the Cariboo Development Region. The same was done with each NOC matrix. This provided two matrices – one for NAICS and one for NOC-S – for each CMA showing differences in employment composition versus the Cariboo Development Region. Each comparison matrix was put in absolute value terms, so that differences in employment, both positive and negative, would properly indicate a divergence between the Cariboo Development Region and the CMA. The absolute value matrices were summed and collapsed to produce a total industry divergence figure and a total occupation divergence figure, showing how different the given CMA’s employment and industries are from the Cariboo Development Region. These two figures were separately ranked for every CMA included, producing one ranking for industry similarity and one ranking for occupation similarity. A straight average of these rankings was taken, which provides the Industrial Similarity to Prince George rating used in this report.

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Perceptions of Prince George Survey Sampling The intent of the Perceptions of Prince George (POPG) Survey was to measure how Canadians perceive Prince George, and to identify what their relocation propensities are, what determines where they live, and what forms of media most affect their perceptions. The sample was designed to target cities that (a) are historical sources of migration for Prince George or are (b) potentially sources of migration for Prince George. Cities were organized into nine separate groups, each of which had a completion quota – to obtain a representative sample across Canada. The below table shows the cities included in the sample, and the completions obtained for each city group. The response rates were higher for BC and Alberta than they were for the eastern provinces. The greatest challenges were encountered obtaining survey completions in Quebec, and fewer-than-expected completions were obtained from the four cities in the non-Montréal Quebec group. While R.A. Malatest & Associates Ltd. provided bilingual support for French language telephone participants, there was a general lack of interest on the part of respondents in this group. Sample and Completions Obtained for Each Group

Sampling Group Cities Included (If Multiple) Surveys

Completed % of Total Completions

Vancouver CMA Vancouver, BC CMA 69 13.5 % Toronto CMA Toronto, BC CMA 48 9.4 % Montréal CMA Montréal, BC CMA 25 4.9 % Windsor-Hamilton Industrial Corridor

• Windsor, ON CMA • Waterloo-Kitchener-Camb., ON CMA • London, ON CMA • Hamilton, ON CMA • St. Catharines, ON CMA

56 11.0 %

Major Alberta Cities • Calgary, AB CMA • Edmonton, AB CMA

58 11.4 %

Major Prairies Cities • Regina, SK CMA • Saskatoon, SK CMA • Winnipeg, MB CMA

60 11.8 %

Non-Montréal Major Cities in Quebec

• Saguenay, QC CMA • Quebec City, QC CMA • Trois-Rivieres, QC CMA • Sherbrooke, QC CMA

11 2.2 %

Major Maritime Cities • Saint John, NB CMA • Fredericton, NB CMA • Moncton, NB CMA • St John’s, NL CMA • Halifax, NS CMA

58 11.4 %

Non-Vancouver Historical Source Migration Cities

• Smithers, BC (Town) • Terrace, BC CA • Quesnel, BC CA • Williams Lake, BC CA • Fort St John, BC CA • Dawson Creek, BC CA • Kamloops, BC CA • Abbotsford-Mission, BC CMA • Chilliwack, BC CA • Victoria, BC CMA

125 24.5 %

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