Final Report
Jobs of the Future Executive Summary

POR-074-10
Contract # G9178-100001/011/CY
Contract award date: 2010-11-19
Research budget: $89,855.34, incl. HST.
Field End Date: January 7, 2011

Prepared for
Human Resources and Skills Development Canada
nc-por-rop-gd@hrsdc-rhdcc.gc.ca

March 2, 2011

Prepared by
The Strategic Counsel
21 St. Clair Ave E., Ste. 1100
Toronto, Ontario M4T 1L9
Tel: (416) 975-4465 Fax: (416) 975-1883
Email: info@thestrategiccounsel.com
Website: www.thestrategiccounsel.com

Ce rapport est disponible en français sur demande.

Executive Summary

The Strategic Counsel (TSC) is pleased to present this report to Human Resources and Skills Development Canada (HRSDC) detailing the results of a public opinion research study with the general public, youth, older workers, newcomers and small and medium-sized enterprises (SMEs).

Canada's future economic vitality and prosperity are heavily dependent on a highly educated and skilled workforce, one that continues to amass knowledge and upgrade their skills over the course of their working lives. In order to better understand how Canadians and Canadian enterprises view the economic and workforce challenges ahead, as well as their attitudes toward continuous learning and workplace training, HRSDC undertook this baseline survey. The results will be used to define and improve communications products on this topic. The budget to conduct this research was $89,855.34, including HST.

A survey was undertaken with five specific groups identified as the main target audiences for this initiative:

All surveys were conducted by telephone, although youth and newcomers were sourced from an online panel, given their relatively low incidence in the population and, for youth in particular, their low rates of participation in telephone surveys. Two survey instruments were developed: one for the general public, youth, older workers and newcomers (with slight modifications depending on the target group), and one for SMEs. There was some overlap in the two surveys and, where this is the case, comparative results are shown for all groups in the discussion of the SME findings.

The detailed analysis that follows is presented in two parts: Section IV presents the findings for the first four target groups noted above, while Section V presents the findings for SMEs.

A. Background and Objectives

Human Resources and Skills Development Canada (HRSDC) has undertaken the development of the Government of Canada’s Better Jobs advertising campaign (formerly known as Jobs of Tomorrow). Canada’s economic prosperity depends heavily on a highly educated and skilled workforce able to acquire and upgrade its skills and knowledge throughout the working life.

In order to develop an advertising campaign aimed at raising awareness among the Canadian working population, specific sub-groups, and small and medium sized employers of the need for higher education and continuous skills upgrading over the course of their working lives, HRSDC conducted a baseline survey of Canadians’ attitudes and current behaviours. Thus, the purpose of this research was two-fold:

Specific objectives of the research were to:

This research helps to support the government priority agenda on jobs. The results detailed herein will help define and improve the campaign narrative and key messages, both overall and targeted. The total value of the contract to complete this research program was $89,855.34, including HST.

B. Survey Methodology

A quantitative methodology was employed to capture the views of five specific target audiences. A brief description of the methodology employed for each of the above-noted target audiences is described below :

1. The General Population

A national telephone survey was conducted with a sample of 1,000 respondents. All respondents were Canadians, aged 18 years and older and were screened to ensure that they, or a direct member of their household, were not employed by the Government of Canada, the media or working in the field of market research, as is standard practice for most Government of Canada surveys.

A sample of this size has an accompanying margin of error of +/- 3.1%, at a 95% confidence level or 19 times out of 20. Regional margins of error vary, as presented in the following table. The response rate was 16%.

Calls were made using random-digit dialling and a disproportionate stratified sample was designed to ensure that a minimum of 125 respondents were included in all regions. National results were weighted, according to 2006 Census data, by region and age to ensure that results were representative of the Canadian population.

2. Canadian Youth

Although a small portion of the base sample of the general population yielded some respondents between the ages of 18 and 20 years, a multi-mode methodology, recruiting from a web panel to the telephone survey, was employed to obtain a total final sample of 150 interviews with those 16 to 20 years of age. In keeping with industry standards, permission was sought from panellists who were identified as parents with children aged 16 and 17 years to have their son or daughter participate in a telephone interview.

The final sample cannot be considered to be nationally representative as it was neither stratified nor were respondents selected randomly and, as such, no margin of error accompanies the reporting of these results.

3. Newcomers to Canada

The methodology used to obtain a minimum of 150 completed interviews with newcomers was similar to the approach taken for the youth segment. Respondents were recruited for the telephone survey via an online panel of newcomers. The panel from which newcomers were drawn comprises approximately 13,000 members, with representation that skews towards Canada’s largest cities (Toronto, Montreal and Vancouver). The majority of panel members are recent immigrants to Canada, including those who have self-identified as South Asians, Chinese, Filipino and Arabic.

All potential respondents were screened to ensure that they have resided in Canada less than 5 years and that they are not classified as temporary foreign workers. In addition, respondents were assessed for their comfort level in conducting a telephone survey, in either English or French, to ensure adequate comprehension of the survey.

The final sample of 162 completed interviews among newcomers, combining both those obtained from the natural fall-out of a survey of the general population, as well as the online recruit to telephone methodology, cannot be considered to be nationally or regionally representative. As with the other select target audiences, respondents were not drawn randomly from a known and complete universe or sampling frame. As a result, we cannot attach a margin of error to the results reported for this target audience.

4. Older Workers

Given the low incidence of older workers in a survey of the general population, an oversample of this group was conducted, again to ensure a minimum of 150 completed surveys. The final sample for this target audience is 156. Although attempts were made to ensure reasonable representation of this group across the regions, the final sample cannot be considered to be random nor representative and, as such, we do not attach a margin of error to these results.

5. Small and Medium-sized Enterprises

A total of 150 small and medium-sized firms were also surveyed as part of this research program. It should be noted that the final sample was not stratified either by region, by size of business or by section with the small/medium-sized segment. No specific quotas were set for these variables, although attempts were made to ensure reasonable representation by region and size. Results for this survey are accurate to within +/- 7.97%, at a 95% confidence level or 19 times out of 20. Caution should be taken when analysing results for this survey at the regional level or by any other subgroup, due to very small base sizes at the subgroup level.

Records were sourced through Dun & Bradstreet based on size of organization (i.e., under 500 employees). Eligible respondents were screened to ensure they have some responsibility for hiring decisions within their organization and/or the management of human resources.

A multiple-step process in recruiting was executed which involved calling into the organization, obtaining the appropriate contact, and scheduling an interview at a convenient time.

In keeping with Government of Canada standards for the conduct of telephone public opinion research, each questionnaire (and any specific versions of the questionnaire targeted to particular sub-groups) was pre-tested in both official languages (10 in English/10 in French). The purpose of the pre-test was to test the flow and sequence of the questionnaire, ascertain an estimate of average questionnaire length in both languages, and assess respondents’ ease of understanding and general comprehension of the questions and response categories. The pre-tests for the survey were conducted on December 15th and 16th. No changes to the surveys were made as a result of the pre-test.

The surveys were completed during the following dates:

C. Key Highlights

The economy/jobs/unemployment /globalization (21%) is among one of several issues, including health care (13%), pensions and retirement (8%) and the environment (7%) which the general public feels will have a significant impact on them personally over the next decade, and beyond. A significant proportion (41%) of respondents representing the general public envisages that their employment status will change over the next couple of years. However, for the most part, respondents view this change as “self-imposed” (i.e. a desire to change jobs, retire, move into/back into the workforce). Very few (3%) expect that they will be laid off or terminated.

Canadian SMEs also identify the economy/jobs/unemployment/globalization (36%) as top among the issues that Canada will face in the next 10 to 20 years and which will affect their business. Workforce issues (31%), including the need to hire experienced workers and an aging workforce are also considered to be key in the coming years. When asked specifically about the impact of four issues on their business, over half of employers say they expect the impact of an aging workforce (57%) and technological change (50%) to be significant, while significant proportions also rate globalization (37%) and immigration (27%) as significantly impacting their firms over the next 10 to 20 years. Recruitment and retention of workers are forecast to present at least somewhat of a challenge for at least seven-in-ten SMEs in the near term, within the next five to 10 years.

Looking ahead, all target audiences concur that not only do the jobs of tomorrow require different skills than those of today, but they will also require that workers to be a lot more skilled. While the majority among all target audiences agree that a post-secondary degree, diploma or certificate is the minimum requirement in today's job market, agreement on this varies from 54% among SMEs to 72% among newcomers.

Of note, although there is strong support on all fronts for the notion of continuous learning, the data reveals some question regarding perceptions as to where the most effective or valuable training ground for workers lies: is it on the job experience or more formal education/skills upgrading? Many (at least six-in-ten across all groups with the exception of youth) agree that once you are in the workforce, experience on the job trumps formal education.

Views on the Changing Nature of Jobs, Training and Skills Requirements, by Target Group % Agree

Agree/Disagree Statements

SMEs
(n=150)

General Population (n=1000)

Youth
(n=160)

Older Workers (n=156)

Newcomers (n=162)

Companies today/today's workers need to invest in continuous learning/skills upgrading to remain competitive

90

87

80

83

76

Once someone is/you're in the workforce, experience on the job is more valuable than formal education

67

60

49

61

72

A career in the skilled trades provides stable employment

67

61

63

63

64

The jobs of tomorrow will require that people are a lot more skilled than they are today

64

65

63

63

75

The jobs of tomorrow will require different skill sets than today

63

68

66

71

73

A post-secondary degree, diploma or certification is the minimum qualification required in today's job market

54

62

59

66

72

What skills do workers and employers believe will be required for the jobs of tomorrow and/or the businesses of the future?  Respondents to the surveys were asked to rate the importance of nine specific types of skills, including reading, thinking skills, computer use, oral communication, continuous learning, basic understanding of numbers, working with others, writing and the ability to interpret and create documents.

While majorities in all cases say that each of these nine skills are important, respondents generally place relatively greater importance on computer use, reading and thinking skills. Notably, the results do vary considerably by target audience with respect to the relative importance of each of the nine skills examined. Of particular interest is the fact that those rating continuous learning as a “very important” skill ranged from one-third (33%) of newcomers, to four-in-ten among youth (40%) and SMEs (42%), and about six-in ten among the general public (59%) and older workers (62%). Thus, those at the beginning of their careers hold very different views on the importance of continuous learning relative to those in the latter stages of their working lives.

Importance of key skills required for the jobs of tomorrow - By Target Audience

Importance of key skills required for the jobs of tomorrow - By Target Audience

Text description of Figure 1: Importance of key skills required for the jobs of tomorrow - By Target Audience

Four-in-five (83%) SMEs say they plan to offer training to their employees to help develop these skills and just slightly fewer (71%) are indeed engaged in workplace learning and training initiatives at present. There is a great deal of variability by size of business (based on number of employees) in the percentage of firms engaged in training, from 54% of firms with fewer than 20 employees to 92% of those with 251 to 499 staff.

Fewer than three-in-ten respondents from the survey of the general public who identified themselves as employed (30%) are currently taking courses through work or on their own to upgrade their skills or educational standing. While those we surveyed from the general public and other target audiences were not exclusively employed in the small/medium business sector, the difference between the percentage of employers offering training and workers engaged in training at this time is quite considerable. Of particular note, when asked whether they anticipate taking any training in the next two to five years, over half of the general public responded in the affirmative (58%), while the response was much lower among older workers (43%) and newcomers (33%). Age and proximity to retirement are the main reasons why older workers do not expect to pursue further training, while cost, time and a sense that they are already well qualified, if not overqualified for jobs, preclude newcomers from considering further education.

For those employers who are participating in training, the types of training they most often engage in tend to be of a less formal nature, including attendance at trade shows and conferences, job coaching, webinars or online training sessions, job mentoring and job shadowing. Nevertheless, about six-in-ten (59%) are supporting workers enrolled in courses through schools, universities and colleges and, just under half (48%) are participating in apprenticeship programs. Employers offer their workers a range of incentives to encourage them to upgrade their skills, most frequently citing flexible work arrangements (81%), individual training plans (57%), financial incentives (55%) and leave to obtain training (either without pay (52%) or with pay (50%)). Notably, while four-in-ten (43%) offer training specifically directed at new graduates coming into the company, substantially fewer offer training directed at older workers (23%) or newcomers (19%).

Respondents perceive a range of benefits and barriers associated with training, but principally profitability for businesses and better job prospects for workers. On the part of business, the main motivators from workplace learning and training are improved performance (47% strongly agree this is a possible benefit) and increased efficiencies in business processes (44%). The general public, by contrast, views the prospect of better jobs (57% strongly agree this is a possible benefit), assurance of the necessary skills for the jobs of tomorrow (57%), and greater employability in general (54%) as the key benefits to be derived from pursuing further educational and training opportunities.

Cost is the most significant barrier for all groups, and particularly for youth and newcomers (57% of SMEs rate cost as an important factor preventing them supporting workplace training; 78% of newcomers; 71% of youth). Concerns about losing workers, once trained, to the competition and operational requirements are further important considerations for SMEs. Among the general public, family responsibilities and a lack of time are additional important factors in the decision as to whether or not to pursue further education or training.

Awareness of Government of Canada assistance to Canadian businesses and to Canadians regarding skills development and training programs and services varies, but is in the range of one-quarter to four-in-ten (22% of newcomers, 35% of youth, 36% of SMEs, 38% of the general public, 39% of older workers). SMEs demonstrate reasonable awareness of Apprenticeship Programs (43% say (unprompted) they have heard about these programs), while few among the general public and other target groups can identify any particular programs by name.

Preferred means of informing Canadians and Canadian businesses include both online and traditional channels, as shown in the chart below.

Most Effective Means of Informing Canadians/Enterprises About Government of Canada Programs and Services (unprompted mentions), by Target Group* %

Preferred Media/Channel

SMEs
(n=150)

General Population (n=1000)

Youth
(n=160)

Older Workers (n=156)

Newcomers (n=162)

NET Traditional Media

23

39

34

40

33

Television

9

28

24

28

23

Print

17

16

9

19

14

Radio

1

6

3

6

7

NET Advertising

6

15

13

14

2

NET Direct Mail

31

17

9

15

17

NET Online

57

27

31

28

44

Internet

25

25

31

26

38

Email

39

3

1

2

7

NET New Media (social media)

0

6

4

4

3

NET Other

10

7

30

10

21

*Multiple mentions permitted. As such, totals in each column for each of the individual items within a category may not sum to the NET shown.

D. Conclusions

All respondents support the notion of continuous learning although relatively few are, at this time, actively pursuing training and education on their own or in the workplace. The general public, workers and employers intuitively grasp that access to better jobs, greater employability in general, and more profitable businesses can be achieved by further training and skills upgrading. However, the principal hurdle for businesses and other target audiences alike is cost, although family responsibilities are also a concern for many Canadians. Additionally, many among the general population and other target groups, including businesses, also indicate that, once in a job, the experience gained was/would be more valuable than any additional training or formal education that could be pursued.

Awareness of Government of Canada assistance for training and retraining is also clearly an issue. There is both low to modest overall awareness among all target groups of Government of Canada programs and services, and in particular, low awareness of the range of programs and services available for both businesses and workers or those seeking to enter the workforce.