This project will develop a recruitment strategy integrating sectoral needs analysis, behavioural insights, and social marketing to reach underrepresented groups and increase their awareness, knowledge, and connection to the building trades. A social media based messaging strategy informed by how each of the targeted groups perceives benefits and barriers to entering the trades will connect prospective candidates to an innovative online assessment and matching platform which will help users determine their suitability, connect directly to a Building Trades union, and transition into the apprenticeship system with essential skills tutoring. Unions will help to inform the recruitment strategy and refine the assessment and matching process to ensure candidates have the skills and mentor/support networks to succeed.
Phase II of the project will focus on optimization of user pathways and enhanced functionality and content of learning resources. As well, this phase will focus on customizing components to be more responsive to local conditions, recruitment challenges, and union-specific skills needs. Evidence on the effectiveness of these enhancements will be generated through a mixed methods approach, which will include both implementation research and an outcomes study to evaluate the success of the initiative.
Capability: Experimentation - Data Sciences - Survey Design and Data Management - Strategic Program Review - Behavioural Economics - Knowledge Mobilization/ Workshop Facilitation - Strengthening Capacity
Policy Area: Adult Learning - Adult Training - Workplace Training - Literacy and Essential Skills, Employment - Workplace Diversity and Inclusion - Employment Supports and Services - Employment Programs, Youth Development and Inclusion, Newcomers Labour Market Integration
Population: Low-skilled Workers - Newcomers - Women - Youth - Indigenous Peoples