WORKFORCE DEVELOPMENT BOARD

Transcription

SIMCOE MUSKOKA
WORKFORCE
DEVELOPMENT BOARD
2012
LOCAL LABOUR MARKET PLAN
Simcoe and Muskoka’s Trends, Priorities and Opportunities
1
Simcoe Muskoka
Workforce Development Board
An Architect for Innovation
Simcoe Muskoka Workforce Development Board (SMWDB) functions as a catalyst
for engaging communities and community partners in innovative workforce
solutions. SMWDB is now responsible for communities in Simcoe County and the
District of Muskoka. Our neutral position within the community enables us to act as
a mechanism to bring together divergent labour market partners (labour, business,
service providers, education, training, economic development, and equity groups)
to develop local solutions for local workforce development issues.
In operation since 1997, SMWDB is an autonomous, community directed, non-profit
corporation engaging in Simcoe County and the District of Muskoka in ensuring that we are prepared to
meet the demands of a changing economy by identifying the skills, training needs and workforce issues
in our own communities.
SMWDB is led by a volunteer Board of Directors who work throughout our geographical coverage area,
and therefore understand the importance of a robust and responsive local labour market. Additionally,
we are a member of Workforce Planning Ontario, a network of workforce planning boards funded by the
Ministry of Training, Colleges and Universities.
Sourcing and compiling data and disseminating information across various vehicles for the convenience
of our stakeholders is one of the key responsibilities of SMWDB. This report is the primary medium in
which we fulfill that responsibility. The action plan reflects back on past initiatives and looks forward to
future opportunities.
Material contained in this report has been prepared by SMWDB and is drawn from a variety of sources considered
to be reliable. We thank all who have contributed through consultations, conversations, and/or data sharing as well
as our sponsor Ministry of Training, Colleges and Universities. We make no representation or warranty, express or
implied, as to its accuracy or completeness. In providing this material, SMWDB does not assume any responsibility
or liability.
This Employment Ontario project is funded by the Ontario Government.
Ce projet Emploi Ontario est financé par le gouvernement de l'Ontario.
The views expressed in this document do not necessarily reflect those of Employment Ontario.
Les points de vue exprimés dans le présent document ne reflètent pas nécessairement ceux d’Emploi Ontario.
This publication was prepared by
Susan Laycock, cfre, cae, cavr
Executive Director, Simcoe Muskoka Workforce Development Board
2
3
Table of Contents
Introduction…………………………………………………………………………………………….………..…… 3
Vision, Goal, Mandate…………………………………………………………………….………………………
7
Board of Directors……………………………………………………………………………….……..………….
8
Executive Summary………………………………………………………………………………………..……..
9
Local Labour Market Analysis………………………………………………………………………..……….
10 - 11
Census Population Percentage Change……………………………………………………...…...
12 - 13
Migration Trend……………………………………………………………………………………………….
14
Change in Number of Employers By Employee Size Range……………………………..
15 -21
Change of Number of Employers By Industry and Firm Size……………………..….….
21 - 23
Change in SME Employment by Industry Sector……………………………………………..
24 - 25
Top 10 Industry Sub-Sectors with Increase/Decrease in SME Employment…….
26 - 30
Special Topic: Review of South Georgian Bay Labour Market Study
31
Demographic Overview………………………………………………………………………………….
31 -32
Employer Survey
32 - 37
Action Plan Update 2011 – 2012……………………….……………….………………………………….
39 - 40
Other Activities………………………………………………………………………………………………………
41
Action Plan 2012 - 2013 ……………………………………………….……..…………………….…………
42 - 44
Participants in Consultations……………………………………………………………………....…………
45
4
5
Simcoe Muskoka Workforce Development Board
Our Vision
SMWDB is a catalyst for community planning while ensuring
equity and addressing employment training needs and
marketable skills for a changing economy
Our Goal
SMWDB will achieve our vision by promoting a coherent and
co-ordinated system of labour force development training
that is open, accessible and equitable.
Our Mandate
SMWDB will facilitate training and adjustment activities that
will equip people with skills for new and/or changing
employment that is in demand by employers in their own
local community.
Specifically
• Provide up-to-date information on programs and services that lead to employment
• Communicate with stakeholders about trends, opportunities and priorities in local employment
and economic fluctuations
• Facilitate community partnerships throughout Simcoe County and the District of Muskoka to
discuss and identify training needs and support the development of local solutions
• Promote and support local equity in sectorial employment and training opportunities
• Promote life-long learning
6
Board Directors and Staff
The Directors of the Board are representative of
diverse constituency groups within Simcoe County
and the District of Muskoka. They ensure the needs
of their communities and specific groups are
considered in all aspects of employment and
training.
Under the direction of the Labour Co-Chair Patty
Coates and Business Co-Chair Luke Sternberg,
SMWDB will continue to bring partners of all the
communities of Simcoe County and the district of
Muskoka together to address employment and
training needs of their communities. Working
together with our community partners, SMWDB will
provide a local voice in government decision-making
and ensure the needs of our community are heard
and met.
Business Co-Chair
Labour Co-Chair
Business
Labour
Luke Sternberg
Patty Coates
Peggy Crane
John Smith
Terry Heittola
Andrew MacPhee
Silvanna Petersen
Educator/Training
Francophone
Visible Minorities
MTCU Advisors
ODSP Advisor
Ontario Works Advisor
Executive Director
Project Coordinator
Executive Assistant
Charlotte Parliament
Malcolm Greaves
Pierre Casault
Gyslain Gamache
Carl Persaud
Deb Crawford
Joanne Gallacher
Lynda Porteous
Kelly Scott
Susan Laycock
Brandie Black
CherieAnne Young
7
Executive Summary
Workforce Development Trends
“The looming exodus of baby boomers, growth of
a multi-cultural and multi-generational workforce,
and demand for a higher skilled and educated
workforce are several of the key workforce trends
facing individuals, companies and communities.
As we look ahead to 2012 and begin planning
workforce development activities it’s helpful to
look at recent and upcoming trends identified by
thought leaders and futurists in the workforce
development arena.”
Millier Dickinson Blais, Leading edge expertise in
core economic development.
Over the last fiscal year the Simcoe Muskoka Workforce Development Board has conducted Community
Consultations with our own local thought leaders to compare local indicators gleaned through research
released over the past year with real community issues. The conversations at those events, in
combination with feedback from our surveys and meetings attended, informs this report.
Survey questions asked of our community included:
1
What is the state of the local economy?
2
What key sectors are growing or experiencing problems?
3
What challenges are you/employers facing? For example, recruitment, training,
retention.
4
What areas in your local community are you paying particular attention to? For
example, resources, new development, upcoming events, areas of interest.
Front of mind for our communities were lack of HR expertise, shortage or retention of skilled workers in
Tourism, Health Care, Manufacturing, Skilled Trades and Customer Service due in part to the aging
population and workers lacking job training and/or required skill sets.
In response to these challenges the SMWDB has developed six projects for 2012 – 2013:

Skilled Trades Expo

Communications Strategy

Immigration Resource Guide for Immigrants to Simcoe County

County of Simcoe Ontario Works Department Labour Market Analysis

Resource Guide Focusing on Hiring Practices for Persons with Disabilities

Workforce One-Stop Lunch and Learn focusing on Topical Issues in Todays’ Workforce
8
The overarching theme of these projects is enhancing skill sets within a diverse workforce, which
includes better integration of the multi-generational and multi-cultural workers, and persons with
disabilities.
The recently released Drummond Report http://www.fin.gov.on.ca/en/reformcommission/ spoke to the
value of Workforce Development Boards in our communities and stated “The boards can also serve as a
vehicle to encourage greater support for workplace-based training among employers. Various studies
show that, compared to international competitors, Canadian employers invest less in training on a per
capita basis and that Canadian workers have a lower participation rate in training. According to a recent
Conference Board of Canada report, Canada’s capacity for innovation is decreasing. One of the key
drivers for this decline might be the relatively low priority placed on learning and development within
Canadian organizations. From 2006 to 2010, Canadian organizations spent on average only 64 cents for
every dollar spent by American organizations on these types of initiatives. The boards play a role in
improving these fortunes.”
SMWDB will continue to advocate for on-going education for workers in our region. As well, we will be
actively working towards a much enhanced system of information sharing to help ensure that employers
and employees are aware of existing and new opportunities, such as training and funding.
As SMWDB enters its 15th year of service to our communities, we are happy to report that our
Community Partners have expressed high optimism for our local economy and see increased expansion
in employment in the next three years. The Bank of Canada’s January report mirrors that by projecting
that the national economy will ‘return to full capacity by the third quarter of 2013’.
SMWDB would like to thank all the employers, community partners and organizations who gave their
time and provided input towards the preparation of this report.
Additionally, we would like to thank Tom Zizys for his work in analysing data and developing tables for
this report. Tom has worked for 20 years as a policy researcher and project consultant in the
community sector, focusing on labour market analysis. He works regularly with the various training
boards across Ontario and frequently makes presentations to organizations and policymakers regarding
labour market trends. Tom has held a number of senior positions in the Government of Ontario,
including Director of Policy, Premier’s Office.
We trust this compiled, local information is a valuable tool for your organization, and welcome questions
and comments regarding the local labour market.
9
Local Labour Market Analysis
The purpose of this report is to use local labour market information derived from a variety of sources,
including data from the 2006 Census, Statistics Canada, Canadian Business Patterns, and consultations
with local businesses, government organizations, educators and service providers. This data helps to
provide “evidence-based” information regarding the challenges facing the local labour market. This
report presents a strategic framework, putting a spotlight on identifying trends in the local labour
market and identifying actions that will address these concerns.
SMWDB looks at the areas surrounding and including Huntsville, Bracebridge, Gravenhurst, Orillia,
Barrie, Midland, Penetanguishene, Collingwood, Alliston and Innisfil.
The rate of population growth in Simcoe County slowed during the last census period (2006 to 2011)
compared to the previous census (2001 to 2006), but still matched the provincial average, with growth
rates varying across its major municipalities, from a high of 16.7% for Wasaga Beach to a low of 0.2% for
Oro-Medonte. Growth slowed considerably in Muskoka District to almost zero (0.8%), although some
municipalities still grew at 4-5% (Gravenhurst and Huntsville).
Simcoe, having a larger population, experiences higher rates of migration. The largest net migration
occurs among 25-44 year olds, a significant part of the core working age cohort. Simcoe also experiences
net positive migration among all other age groups except in the category of youth (18-24 year olds), who
are either seeking education or jobs outside the area.
Muskoka has smaller net migration numbers and the largest net increase occurs among 45-64 year olds.
Like Simcoe, it has experienced a net loss among its youth, but unlike Simcoe it also registers a
(miniscule) loss among those aged 65 years and older.
More than half of the enterprises in both Simcoe and Muskoka have no employees, and 98% of all firms
have 49 or fewer employees, a proportion similar to that for Ontario as a whole.
The industry sector with the largest number of firms in both Simcoe and Muskoka is Construction, and in
Muskoka it makes up a particularly large proportion of firms (23%). The Professional, Scientific and
Technical Services sector makes up a smaller share of firms in both regions compared to the provincial
average of 15% (in Simcoe at 11%, in Muskoka at 9%). Among large firms, industries with the most
employers in both areas are Retail Trade, Manufacturing and Health Care & Social Services.
Between December 2008 and June 2011, both Simcoe and Muskoka had similar outcomes when
measuring changes among firms by the number of employees: a slight increase among firms with “0”
employees; firms with 1-19 employees showing the largest increase; firms with 20-99 employees
10
showing almost no change (minus 1% for Simcoe, plus 1% for Muskoka); and a decline in the number of
firms with 100 or more employees (with Muskoka showing a larger proportionate drop).
There are similar trends between the two regions when focusing on changes in the number of firms by
industry between June 2010 and June 2011: both Manufacturing and Wholesale Trade have seen
notable declines in the number of employers (more pronounced in Simcoe), and small declines in
Educational Services. Both regions have seen mainly increases in: Construction; Retail Trade; Real Estate
and Rental & Leasing; and Health Care & Social Assistance. But in all these categories, Simcoe has
experienced slight declines among larger firms; Muskoka has fewer large firms, but it did experience a
decline in the Construction industry.
When estimating changes in employment among small and medium-sized firms between December
2008 and June 2011, both Simcoe and Muskoka experienced large decreases in Manufacturing and in
Administrative Support, and large increases in Health Care & Social Assistance and Real Estate. Several
industries exhibited contradictory trends between the two areas: Wholesale Trade: Simcoe, a large loss,
Muskoka, a large increase; Construction: Simcoe, almost no change; Muskoka, a large increase;
Accommodation & Food: Simcoe, a minor drop; Muskoka, a huge drop.
11
The Status of the Labour Market in the
County of Simcoe and the District of Muskoka
Population
Every five years Statistics Canada carries out a full Census, establishing the precise population count for
every community in the country. Tables 1A and 1B offer the census population for the municipalities in
Simcoe County and the District of Muskoka for 2006 and 2011, together with comparisons between the
current rate of population growth with that of the previous census.
TABLE 1A – SIMCOE
CENSUS POPULATION AND PERCENTAGE CHANGE
ONTARIO
2011
2006
% change
2006-2011
446,063
422,204
5.7%
12.0%
135,711
19,241
18,505
33,079
16,572
30,234
30,586
20,078
18,223
17,537
128,430
17,290
16,901
31,175
16,330
27,701
30,259
20,031
17,456
15,029
5.7%
11.3%
9.5%
6.1%
1.5%
9.1%
1.1%
0.2%
4.4%
16.7%
23.8%
7.8%
0.6%
8.8%
0.5%
6.0%
3.9%
9.4%
8.4%
21.0%
12,851,821
12,160,282
5.7%
6.6%
SIMCOE COUNTY
Barrie
Collingwood
Essa
Innisfil
Midland
New Tecumseth
Orillia
Oro-Medonte
Springwater
Wasaga Beach
ONTARIO
% change
2001-2006
Statistics Canada, 2006 and 2011 Census Profiles
Simcoe County experienced population growth between 2006 and 2011 at exactly the same rate as
Ontario as a whole. For Simcoe County and in many of its larger municipalities, that rate of growth was
lower than that which occurred between 2001 and 2006. Several municipalities increased their rate of
growth, such as Essa, Collingwood and New Tecumseth. Even though its rate of growth slowed, Wasaga
Beach continued to experience significant growth, at 16.7%.
12
TABLE 1B – MUSKOKA
CENSUS POPULATION AND PERCENTAGE CHANGE
ONTARIO
2011
2006
% change
2006-2011
58,047
57,563
0.8%
8.4%
15,409
11,640
19,056
15,652
11,046
18,280
-1.6%
5.4%
4.2%
13.8%
1.3%
5.4%
12,160,282
12,851,821
5.7%
6.6%
DISTRICT OF MUSKOKA
Bracebridge
Gravenhurst
Huntsville
ONTARIO
% change
2001-2006
Statistics Canada, 2006 and 2011 Census Profiles
Overall, growth in Muskoka slowed considerably, from a rate of 8.4% between 2001 and 2006 to almost
no growth (0.8%) between 2006 and 2011. Among its major municipalities, Bracebridge’s numbers
reflected a considerable reversal, from a very high 13.8% growth between 2001 and 2006 to a
population loss of 1.6% between 2006 and 2011. Gravenhurst, meanwhile, upped its numbers, while
Huntsville’s growth changed only a little.
13
Migration
Among the population dynamics that affect an area’s labour market are
the patterns of in- and out-migration. Chart 1 provides the net average
migration figures for Simcoe and Muskoka for the last five years. For all
age categories there has been a consistent pattern across the years.
Simcoe, having a larger population, experiences higher rates of migration.
The largest net migration occurs among 25-44 year olds, a significant part
of the core working age cohort. Simcoe also experiences net positive
migration among all other age groups except in the category of youth (1824 year olds), who are either seeking education or jobs outside the area.
Muskoka has smaller net migration numbers and the largest net increase occurs among 45-64 year olds.
Like Simcoe, it has experienced a net loss among its youth, but unlike Simcoe it also registers a
(miniscule) loss among those aged 65 years and older.
Chart 1: Average net migration figures for Simcoe and Muskoka, 2005-06 to 2009-101
1
Statistics Canada, Annual Migration Estimates by Census Division (from tax filer administrative data).
14
Number of Employers by Employee Size Range
Tables 2A and 2B offer the number of employers present in Simcoe and Muskoka in June 2011, and
break down the figures by industry and by employee size ranges.
TABLE 2A – SIMCOE
NUMBER OF EMPLOYERS BY EMPLOYEE SIZE RANGE
JUNE 2011
%
RANK
794
200
64
32
16
4
2
1112
4
11
16
15
5
16
4
1
0
57
0
18
11
6
6
5
6
0
1
35
0
19
2781
1195
372
174
87
12
7
4628
17
1
451
235
136
80
58
33
43
1036
4
13
528
303
142
94
53
16
2
1138
4
10
1060
675
572
322
158
63
44
2894
11
3
841
263
82
34
27
14
8
1269
5
9
161
60
23
9
15
6
5
279
1
17
845
237
62
68
73
2
0
1287
5
8
2305
305
77
32
27
2
1
2749
10
4
1993
846
160
76
32
6
3
3116
11
2
720
68
12
6
6
4
0
816
3
14
797
373
162
60
42
9
10
1453
5
7
181
65
32
22
5
0
4
309
1
16
363
589
290
155
65
9
30
1501
5
6
274
76
40
37
25
13
5
470
2
15
288
212
185
176
153
42
24
1080
4
12
997
851
257
93
37
3
4
2242
8
5
7
1
0
1
2
6
17
34
0
20
15413
6575
2679
1492
891
245
210
27505
56%
24%
10%
5%
3%
1%
1%
100
56%
80%
90%
95%
98%
99%
100%
56%
ONTARIO percentage of all employers
Source: Statistics Canada, Canadian Business Patterns
24%
9%
5%
4%
1%
1%
INDUSTRY SECTOR
2-DIGIT NAICS
11 Agriculture
21 Mining
22 Utilities
23 Construction
31-33 Manufacturing
41 Wholesale Trade
44-45 Retail Trade
48-49 Transportation/Warehousing
51 Information and Cultural
52 Finance and Insurance
53 Real Estate
54 Professional Scientific Tech
55 Management of Companies
56 Administrative Support
61 Educational Services
62Health Care & Social Assist
71 Arts, Entertainment & Rec
72 Accommodation & Food
81 Other Services
91 Public Administration
TOTAL
Percentage of all employers
Cumulative percentage
0
1-4
5-9
10-19
20-49
50-99
100+
TOTAL
15
The table highlights a number of features regarding employers in Simcoe.
Number of small firms:
Businesses are by far made up of small establishments. 56% of the firms in Simcoe have no employees,
and another 24% have 1-4 employees. Cumulatively (the second to last row on the table), 90% of all
firms in Simcoe have nine or fewer employees, and 98% have 49 or fewer employees. This distribution is
not unusual: the last row provides the Ontario percentage distribution of employers by size of firm, and
the Simcoe figures almost exactly match those numbers.
Highest numbers of firms by industry:
The second to last column provides the percentage distribution of all firms by industry. Construction
accounts for the largest proportion of employers, and at 17% is considerably higher than the provincial
average of 11%. Professional, Scientific and Technical Services comes in second at 11%, somewhat
smaller than the provincial average of 15%. This category is made up of many professionals and
consultants.
Highest number of firms by size and industry:
The three largest industries by each employee size category have also been highlighted. The table
demonstrates how the large number of firms in the smaller size categories drives the total numbers (for
example, in Professional, Scientific and Technical Services and in Real Estate). In the mid-size ranges,
Construction, Retail Trade and Accommodation & Food Services are the prominent industries. Among
large firms (100+ employees), Retail Trade, Manufacturing and Health Care & Social Assistance have by
far the biggest numbers.
__________
1.
This actually undercounts the number of self-employed individuals. The Statistics Canada’s Canadian Business Patterns
database does not include unincorporated businesses that are owner-operated (have no payroll employees) and that earn less
than $30,000 in a given year
16
TABLE 2B – MUSKOKA June 2011
NUMBER OF EMPLOYERS BY EMPLOYEE SIZE RANGE
21 Mining
22 Utilities
23 Construction
31-33 Manufacturing
41 Wholesale Trade
44-45 Retail Trade
53 Real Estate
71 Arts, Entertainment & Rec
81 Other Services
TOTAL
Percentage of all employers
Cumulative percentage
ONTARIO percentage of all employers
RANK
11 Agriculture
%
INDUSTRY SECTOR
2-DIGIT NAICS
44
14
6
2
3
0
0
69
1
15
4
5
3
5
0
0
0
17
0
18
0
1
2
2
1
0
0
6
0
20
685
381
154
54
29
2
0
1305
23
1
100
59
18
19
10
3
6
215
4
10
77
49
22
9
8
1
0
166
3
12
196
163
141
77
37
10
8
632
11
2
118
43
9
4
3
1
4
182
3
11
35
15
8
2
2
0
0
62
1
16
179
50
10
13
13
0
0
265
5
8
498
63
21
12
4
2
0
600
11
3
321
137
38
13
2
0
0
511
9
4
131
15
5
1
2
0
0
154
3
13
157
83
29
13
9
2
2
295
5
7
31
4
3
5
1
0
0
44
1
17
48
108
41
37
6
2
7
249
4
9
59
21
16
14
14
1
3
128
2
14
100
60
45
40
36
11
5
297
5
6
191
151
43
10
2
0
1
398
7
5
1
0
0
1
1
1
5
9
0
19
2975
1422
614
333
183
36
41
5604
53%
25%
11%
6%
3%
1%
1%
100
53%
78%
89%
95%
98%
99%
100%
56%
24%
9%
5%
4%
1%
1%
0
1-4
5-9
10-19
20-49
50-99
100+
TOTAL
.
17
The table highlights a number of features regarding employers in Muskoka.
Number of small firms: Businesses are by far made up of small establishments. 53% of the firms in
Muskoka have no employees, and another 25% have 1-4 employees. Cumulatively (the second to last
row on the table), 89% of all firms in Muskoka have nine or fewer employees, and 98% have 49 or fewer
employees. This distribution is not unusual: the last row provides the Ontario percentage distribution of
employers by size of firm, and the Muskoka figures closely match the provincial numbers.
Highest numbers of firms by industry: The second to last column provides the percentage distribution of
all firms by industry. Construction accounts for the largest proportion of employers and at 23% is
considerably higher than the provincial average of 11%. Retail Trade accounts for the next largest
category, at 11%. Muskoka has a smaller proportion of firms in the Professional, Scientific and Technical
Services category; while nevertheless the fourth largest employer category, at 9% the proportion is
considerably lower than the provincial average of 15%.
Highest number of firms by size and industry: The three largest industries by each employee size
category have also been highlighted. In Muskoka, the three industries that largely dominate the top
three ranking in each employee size category are Construction, Retail Trade and Accommodation &
Food Services. Muskoka has few employers with 100 or more employees, and this category is dominated
by Health Care & Social Assistance, Retail Trade and Manufacturing (with Accommodation & Food
Services and Public Administration, tied at fourth, also figuring prominently).
Change in the number of employers by size of firm
One indicator of local economic activity and employment trends is the
number of employers, including the size of their firms, present in the
local community. Table 2 provides for numbers of employers
aggregated by several size categories for Simcoe and Muskoka for four
reporting periods:
“0”
Zero employees (in most instances, self- employed
employers, or no employees)
1-19
Small firms
20-99 Medium-sized firms
100+ Large firms
____________
2
This actually undercounts the number of self-employed individuals. The Statistics Canada’s Canadian Business Patterns
database does not include unincorporated businesses that are owner-operated (have no payroll employees) and that earn less
than $30,000 in a given year.
18
Table 3: Number of firms by employee size, December 2008 to June 2011, Simcoe and Muskoka
0
1-19
20-99
100+
SIMCOE
December 2008
15318
10387
1151
219
June 2010
14878
10561
1109
220
December 2010
15566
10741
1148
219
June 2011
15413
10746
1136
210
MUSKOKA
December 2008
2871
2235
217
46
June 2010
2898
2354
228
42
December 2010
3010
2366
225
45
June 2011
2975
2369
219
41
Statistics Canada, Canadian Business Patterns, December 2008, June 2010, December 2010 and June 2011
Charts 2 and 3 provide a graphic illustration of the trends by assigning a value of 100 to the December
2008 numbers and showing the corresponding changes over time.
Chart 2: Number of firms by employee size, December 2008 to June 2011, Simcoe
19
Chart 3: Number of firms by employee size, December 2008 to June 2011, Muskoka
Despite different ups and downs, the changes from December 2008 result in roughly similar outcomes
by June 2011 for both Simcoe and Muskoka: a slight increase among firms with “0” employees; firms
with 1-19 employees showing the largest increase; firms with 20-99 employees showing almost no
change (minus 1% for Simcoe, plus 1% for Muskoka); and a decline in the number of firms with 100 or
more employees (with Muskoka showing a larger proportionate drop).
In large measure, these trends are fairly close to what was experienced in Ontario as a whole during this
same period (Chart 4).
20
Chart 4: Number of firms by employee size, December 2008 to June 2011, Ontario
Statistics Canada, Canadian Business Patterns, December 2008, June 2010, December 2010 and June 2011
Change in the number of firms by industry, June 2010 to June 2011
Changes in the number of employers are experienced differently across the various industries. Tables 3
and 4 highlight the changes in the number of firms between June 2010 and June 2011, for Simcoe and
Muskoka. The tables also list the total number of firms in each industry in June 2011 in each area, to
provide a context.
There are similar trends between the two regions: both Manufacturing and Wholesale Trade have seen
notable declines in the number of employers (more pronounced in Simcoe), and small declines in
Educational Services. Both regions have seen mainly increases in Construction; Retail Trade; Real Estate
and Rental and Leasing; Health Care and Social Assistance; but in all these categories, Simcoe has
experienced slight declines among larger firms (Muskoka has fewer large firms, and it did experience a
decline in Construction).
Some other trends: Simcoe experienced increases in Transportation and Warehousing; Information and
Cultural Industries; Finance and Insurance; Professional, Technical and Scientific Services; and Other
Services. Muskoka’s numbers showed fewer industry-wide trends, with the exception of
Accommodation and Food Services, which saw notable losses among small and medium sized
employers.
21
TABLE 4A: SIMCOE
CHANGE IN THE NUMBER OF EMPLOYERS,
BY INDUSTRY AND BY FIRM SIZE, JUNE 2010 TO JUNE 2011
Firm size
(number of employees)
INDUSTRY
Agriculture, forestry, fishing and farming
Mining and oil and gas extraction
Utilities
Construction
Manufacturing
Wholesale trade
Retail trade
Transportation and warehousing
Information and cultural industries
Finance and insurance
Real estate and rental and leasing
Professional, scientific and technical services
Management of companies and enterprises
Administrative and support
Educational services
Health care and social assistance
Arts, entertainment and recreation
Accommodation and food services
Other services
Public administration
0
1-19
20-99
100+
32
-2
-1
143
-6
-8
22
-5
13
21
261
22
-5
0
2
67
7
-24
-5
1
6
8
0
32
-11
-14
18
15
-1
-1
17
47
-2
1
-4
34
-9
26
23
0
0
0
-1
9
0
-5
16
2
1
3
4
0
1
0
-3
-2
0
-1
1
2
0
0
0
-2
-8
-1
-1
0
2
0
-1
1
0
1
0
-1
0
1
0
-1
Total
number
of firms
June-11
1112
57
35
4628
1036
1138
2894
1269
279
1287
2749
3116
816
1453
309
1501
470
1080
2242
34
Statistics Canada, Canadian Business Patterns, June 2010 and June 2011
22
TABLE 4B: MUSKOKA
CHANGE IN THE NUMBER OF EMPLOYERS,
BY INDUSTRY AND BY FIRM SIZE, JUNE 2010 TO JUNE 2011
Firm size
(number of employees)
0
INDUSTRY
Agriculture, forestry, fishing and farming
Mining and oil and gas extraction
Utilities
Construction
Manufacturing
Wholesale trade
Retail trade
Transportation and warehousing
Information and cultural industries
Finance and insurance
Management of companies and enterprises
Administrative and support
Other services
Public administration
-1
-1
0
27
-5
-13
-8
-2
1
1
46
3
-8
10
7
13
2
5
0
0
1-19
1
2
-3
33
1
2
6
1
1
-4
5
0
-1
-7
-2
-9
0
-14
3
0
20-99
1
-3
1
3
-5
-1
1
-1
0
0
1
-1
0
-3
0
2
3
-7
0
0
100+
0
0
0
-1
0
0
0
0
0
0
0
0
0
-1
0
1
-1
0
1
0
Total
number
of firms
June-11
69
17
6
1305
215
166
632
182
62
265
600
511
154
295
44
249
128
297
398
9
Statistics Canada, Canadian Business Patterns, June 2010 and June 2011
__________
3 The Canadian Business Pattern data can be used to make estimates about employment trends. For each industry and for
each size of firm, there is a provincial employment average. The reliability of the average goes down as the size of firm
increases, as there are fewer firms in the large employer category. As a consequence, the employment estimate is more likely
accurate for small and medium sized firms (less than 100 employees).
These changes in employment numbers among small and medium-sized firms likely indicate the health of that industry as a
whole (although it is possible that in some cases employment might drop among smaller firms yet increase among larger firms,
or vice versa). However, this approach is less helpful for those industry subsectors where larger firms made up a significant
proportion of employment, for example, among Educational Services (where schools, colleges and universities are major
employers), Hospitals, and Public Administration (where federal, provincial and municipal workplaces are larger operations and
there are few small establishments).
Nevertheless, even with these caveats, highlighting employment trends among SMEs offer another insight into the dynamics of
the local labour market.
23
Estimated change in employment among small and medium size firms
The following tables provide the estimated change in employment among SMEs in Simcoe and Muskoka
by industry, between December 2008 (the start of the recession) and June 2011.3
TABLE 5A – SIMCOE
CHANGE IN SME EMPLOYMENT BY INDUSTRY SECTOR
DECEMBER 2008 TO JUNE 2010
INDUSTRY SECTOR
2-DIGIT NAICS
TOTAL
TOTAL
ABSOLUTE
EMPLOYMENT EMPLOYMENT CHANGE
2008
2011
11 Agriculture
21 Mining
22 Utilities
23 Construction
31-33 Manufacturing
41 Wholesale Trade
44-45 Retail Trade
53 Real Estate
62 Health Care & Social Assistance
71 Arts, Entertainment & Recreation
81 Other Services
TOTAL
2,693
457
343
13,565
8,259
7,140
18,654
4,114
1,269
4,677
4,403
6,847
1,613
5,863
1,088
7,334
3,145
12,013
6,383
585
110,445
2,802
492
304
13,480
7,026
5,999
19,436
4,095
1,392
4,833
4,762
6,923
1,445
5,267
973
8,157
2,852
11,839
6,797
489
109,364
109
35
-39
-85
-1,233
-1,141
782
-19
123
156
360
75
-167
-596
-116
823
-292
-174
414
-96
-1,081
PERCENT
CHANGE
4%
8%
-11%
-1%
-15%
-16%
4%
0%
10%
3%
8%
1%
-10%
-10%
-11%
11%
-9%
-1%
6%
-16%
-1%
By this calculation, large employment losses were experienced in Simcoe in Wholesale Trade (-1,141
jobs, a drop of 16%), Manufacturing (-1,233 jobs, a decline of 15%) and Administrative Support (-596
jobs, a drop of 10%) (this industry includes businesses that support other businesses, such as: financing,
billing and record-keeping; janitorial and security services; and employment placement agencies.
24
TABLE 5A – MUSKOKA
CHANGE IN SME EMPLOYMENT BY INDUSTRY SECTOR
INDUSTRY SECTOR
2-DIGIT NAICS
TOTAL
EMPLOYMENT
2008
269
115
56
3,847
1,324
631
4,278
494
264
912
989
994
236
1,345
179
1,281
776
3,509
980
119
22,600
11 Agriculture
21 Mining
22 Utilities
23 Construction
31-33 Manufacturing
41 Wholesale Trade
44-45 Retail Trade
53 Real Estate
54 Professional Scientific Technical
62 Health Care & Social Assistance
71 Arts, Entertainment & Recreation
62Health
Care & Social
Assist
72
Accommodation
& Food
81 Other Services
TOTAL
TOTAL
EMPLOYMENT
2011
225
105
71
4,227
1,130
749
4,289
463
202
883
1,172
1,048
263
1,088
156
1,357
896
2,908
963
118
22,314
ABSOLUTE
CHANGE
PERCENT
CHANGE
-44
-11
15
380
-194
118
11
-30
-62
-29
182
54
27
-257
-23
76
120
-601
-18
-1
-287
-16%
-9%
27%
10%
-15%
19%
0%
-6%
-23%
-3%
18%
5%
11%
-19%
-13%
6%
15%
-17%
-2%
-1%
-1%
Muskoka experiences some similar trends, but also different ones. Manufacturing (-194 jobs, a loss of
15%) and Administrative Support (-257 jobs, a decline of 19%) also experienced losses, but the biggest
loss was among Accommodation & Food Services (-257 jobs, a decline of 17%). The biggest gain was in
Construction (+380 jobs, an increase of 10%, which experienced a small loss in Simcoe) and in Real
Estate (+182 jobs, an increase of 18%).
Drilling down further, the next four tables look at sub-categories of industries, what are known as threedigit industry sub-sectors (so-called because of their numerical designation in the North American
Industry Classification System). For each of Simcoe and Muskoka, the top ten industries showing the
largest increases and largest decreases in estimated employment among SMEs are highlighted.
25
TABLE 5B – SIMCOE
TOP 10 INDUSTRY SUB-SECTORS WITH INCREASE IN SME EMPLOYMENT
INDUSTRY SUB-SECTOR
3-DIGIT NAICS
623 - Nursing and Residential Care
Facilities
531 - Real Estate
813 - Religious, Grant-Making,
Civic, & Professional Organizations
238 - Specialty Trade Contractors
453 - Miscellaneous Store Retailers
443 - Electronics and Appliance
Stores
446 - Health and Personal Care
Stores
523 – Securities and Other
Financial Investment Activities
445 - Food and Beverage Stores
621 - Ambulatory Health Care
Services
TOTAL
TOTAL
EMPLOYMENT EMPLOYMENT
2008
2011
ABSOLUTE
CHANGE
PERCENT
CHANGE
1,378
2,139
760
55%
3,518
3,967
449
13%
1,921
2,251
330
17%
8,560
8,871
311
4%
1,420
1,725
305
21%
631
845
213
34%
1,830
2,019
189
10%
1,231
1,418
187
15%
3,717
3,900
183
5%
4,408
4,591
183
4%
26
TABLE 5C – SIMCOE
TOP 10 INDUSTRY SUB-SECTORS WITH DECREASE IN SME EMPLOYMENT
INDUSTRY SUB-SECTOR
3-DIGIT NAICS
561 - Administrative and Support
Services
336 - Transportation Equipment
Manufacturing
236 - Construction of Buildings
418 - Miscellaneous WholesalerDistributors
417 - Machinery, Equipment and
Supplies Wholesaler-Dist.
713 - Amusement, Gambling and
Recreation Industries
441 - Motor Vehicle and Parts
Dealers
484 - Truck Transportation
551 - Management of Companies
and Enterprises
413 - Food, Beverage and Tobacco
Wholesaler-Dist.
TOTAL
TOTAL
2008
2011
ABSOLUTE
CHANGE
PERCENT
CHANGE
5,411
4,819
-592
-11%
793
399
-394
-50%
3,772
3,448
-324
-9%
970
681
-289
-30%
1,540
1,253
-287
-19%
2,595
2,351
-244
-9%
2,520
2,302
-218
-9%
2,379
2,211
-168
-7%
1,613
1,445
-167
-10%
1,238
1,081
-157
-13%
When examined in greater detail, it is apparent that in a number of instances, changes in employment
for an industry as a whole are often accounted for by large changes within one subsector of that
industry. For example, the increase in employment in the Health Care & Social Assistance is largely due
to an over 50% increase in employment in the Nursing & Residential Care Facilities subsector. Similarly,
the entire loss in the Administrative Support industry is as a result of losses in Administrative and
Support Services, with almost no losses in Waste Management and Remediation Services. There can also
be contrary trends within an industry: in Construction, Specialty Trade Contractors show an increase of
311 jobs, while Construction of Buildings shows a decrease of 324 jobs. In Retail Trade several
subsectors show increase, while Motor Vehicle & Parts Dealers experiences a decrease.
27
TABLE 5B – MUSKOKA
TOP 10 INDUSTRY SUB-SECTORS WITH INCREASE IN SME EMPLOYMENT
INDUSTRY SUB-SECTOR
3-DIGIT NAICS
238 - Specialty Trade Contractors
TOTAL
TOTAL
2008
2011
PERCENT
CHANGE
1,972
2,152
180
9%
790
953
163
21%
528
660
132
25%
705
823
118
17%
1,606
1,706
100
6%
269
369
100
37%
146
239
93
64%
327
392
64
20%
994
1,048
54
5%
254
290
36
14%
531 - Real Estate
444 - Building Material & Garden
Stores
713 - Amusement, Gambling and
Recreation Industry
236 - Construction of Buildings
ABSOLUTE
CHANGE
237 - Heavy and Civil Engineering
Construction
416 - Building Material and
Supplies Whole.-Dist.
623 - Nursing and Residential Care
Facilities
541 - Professional, Scientific and
Technical Services
453 - Miscellaneous Store Retailers
28
TABLE 5C – MUSKOKA
TOP 10 INDUSTRY SUB-SECTORS WITH DECREASE IN SME EMPLOYMENT
INDUSTRY SUB-SECTOR
3-DIGIT NAICS
721 - Accommodation Services
561 - Administrative and Support
Services
722 - Food Services and Drinking
Places
332 - Fabricated Metal Product
Manufacturing
446 - Health and Personal Care
Stores
511 - Publishing Industries (except
Internet)
327 - Non-Metallic Mineral Product
Manufacturing
323 - Printing and Related Support
Activities
441 - Motor Vehicle and Parts
Dealers
321 - Wood Product
Manufacturing
TOTAL
TOTAL
2008
2011
ABSOLUTE
CHANGE
PERCENT
CHANGE
1,437
1,085
-352
-25%
1,220
958
-262
-21%
2,072
1,824
-248
-12%
183
81
-102
-56%
312
236
-75
-24%
152
81
-71
-47%
201
135
-66
-33%
94
28
-66
-70%
781
722
-58
-7%
155
114
-42
-27%
29
In Muskoka, the Construction sector exhibited strength across all three subsectors, with employment
increases among Specialty Trade Contractors (+180 jobs, an increase of 9%), Construction of Buildings
(+100 jobs, up 6%) and Heavy & Civil Engineering Construction (+100 jobs, a big 37% increase).
On the other hand, outcomes in the tourism industry were mixed, with the Amusement, Gambling &
Recreation Industry showing an increase (+118 jobs, up 17%), but Accommodation Services (-352 jobs,
down 25%) and Food Services & Drinking Places (-248 jobs, down 12%) showing very large decreases.
The Retail Trade sector was also mixed, with increases among Building Material & Garden Stores (+132
jobs, up 25%) and Miscellaneous Store Retailers (+36 jobs, up 14%), but decreases in Health & Personal
Care Stores (-75 jobs, a drop of 24%) and Motor Vehicle & Parts Dealers (-58 jobs, a decrease of 7%).
The increase among Building Material & Supplies Wholesalers and Distributers (+93 jobs, up 64%) may
be related to the increase seen in Building Material & Garden Stores.
The increase in Nursing & Residential Care Facilities (+64 jobs) while significant, was not nearly as
pronounced as that experienced in Simcoe (+20% versus +55% in Simcoe).
Administrative & Support also had a significant decline in Muskoka as in Simcoe, and Muskoka saw three
manufacturing subsectors among the top ten employment declines.
30
SPECIAL TOPIC: REVIEW OF SOUTH GEORGIAN BAY LABOUR MARKET STUDY
Among the activities which SMWDB supported last year was a labour market study undertaken for the
South Georgian Bay area, encompassing the municipalities of Clearview, Collingwood, The Blue
Mountains and Wasaga Beach. This section will provide an overview of the results of that study, both
because it is of interest to the western part of our area but also because the results of an employer
survey and the report’s recommendations have broader relevance.
Demographic overview
Generally, the demographics of this area reflects a slightly older population, with a greater proportion of
older adults (45 to 64 years old) and seniors (65 years and older), reflecting the extent to which The Blue
Mountains, Wasaga Beach and, to a slightly lesser degree, Collingwood are home to a significant
retirement population. From a labour market perspective, all four communities have a smaller
proportion of residents aged 25 to 54 years old, the prime working age, compared to Ontario as a whole,
or compared to Barrie or Toronto.
Industries that have a higher concentration in this area are:
•
Agriculture (forestry, fishing and hunting can be dropped as a descriptor for this area)
•
Construction
•
•
•
These latter four industries reflect the importance of tourism and retirement living in the area.
To this list of industries should also be added those industries that encompass an important proportion
of the total jobs, namely:
•
Manufacturing
•
Retail trade
•
•
•
In terms of occupations that residents are employed in: the male occupation profile for The Blue
Mountains residents is slightly different from that of the other three communities, with notably higher
concentrations of senior managers, business professionals and professional and technical occupations in
art, culture and recreation. Blue Mountains shares with Clearview a higher proportion of workers in
agriculture and with all local communities a high concentration of workers in the construction trades.
_______
1
The Blue Mountains does not fall within the catchment area of SMWDB, but these four municipalities have a history of
collaborating and they have close labour market connections.
31
The other three communities have higher proportions of male residents across the trades, transport and
equipment operator occupations. Clearview and Collingwood have higher proportions of manufacturing
assemblers. Collingwood also has higher proportion of machine operators and has more males working
in retail and food & accommodation occupations (as managers, sales clerks and chefs and cooks) and
other sales and service occupations. Wasaga Beach has a notably higher proportion of residents working
in protective services (police officers, firefighters, security guards, armed forces personnel other than
commissioned officers).
Occupations for females resident in The Blue Mountains also reflect higher end jobs (such as finance and
insurance occupations, lawyers, social workers, teachers and real estate agents) as well as contractors
and in construction trades. The Blue Mountains and Collingwood have more women working as
managers in retail and food & accommodation services, and Collingwood similarly has a higher
proportion of female real estate agents. The Blue Mountains shares with Clearview a higher
concentration of women working in agriculture.
Otherwise, Clearview, Collingwood and Wasaga Beach have a larger proportion of female residents
working in the assisting occupations in health (most likely personal support workers, but this also
includes dental assistants). Collingwood has a higher proportion of food and beverage servers, and
workers in travel, accommodation, recreation and sport; Wasaga Beach has a high number of women
working as cashiers, and Clearview has a high proportion of manufacturing assemblers.
Employer survey
An employer survey was carried out between July 6 and August 9, 2011, generating 99 completions. The
respondents were well distributed by industry, by geography and by employee size, so that while not a
scientific sample, the survey responses do represent a good cross-section of employers in the local area.
For that reason, these responses may also have relevance for other communities.
Employers were asked to identify their workforce in terms of work status (full-time or part-time,
permanent or non-permanent), as well as by skill level. Table 6 lists the responses for work status.
ALL
Services
Knowledge
Manufacturing
Health & Social
Other
Table 6: Percentage of employees by work status and by industry
Full-time (30 hrs+)
Part-time (<30 hrs)
66%
34%
56%
44%
73%
27%
96%
4%
53%
47%
75%
25%
Permanent
Non-permanent
51%
49%
27%
73%
83%
17%
96%
4%
78%
22%
94%
6%
32
Services includes: Retail Trade; Accommodation & Food Services: Arts, Entertainment & Recreation
Knowledge includes: Professional, Scientific & Technical Services; Finance & Insurance; Education; Public
Administration
Other includes: Agriculture; Construction; Wholesale Trade; Transportation & Warehousing; Real Estate
and Rental & Leasing; Other Services
The proportion of both part-time and non-permanent employment is particularly pronounced in the
Service sector, as is part-time employment in the Health & Social Assistance sector (which also has the
second highest proportion of non-permanent employment).
Employers were asked to provide a breakdown of their staffing numbers by the following categories:
•
Entry level (jobs that usually require no more than a high school education, could be performed
by low skilled and/or inexperienced staff; can include clerical, sales & customer service, labourer jobs);
•
Intermediate level (semi-skilled or skilled, typically filled by employees with 2 years or more job
experience, or someone with specific training; entry-level manager);
•
Senior level (experienced management, professionals, highly specialized skilled worker).
As Chart 7 illustrates, the Service sector stands out with its high proportion of entry-level jobs, while at
the opposite end of the spectrum, the Knowledge sector stands out for its very low proportion of entrylevel jobs. The Knowledge, Health & Social Assistance and Other sectors have high proportions of Senior
and Intermediate occupations, while Manufacturing has a balance, with half of its jobs defined as entrylevel and the other half a mix of Intermediate and Senior positions.
Chart 7: Percentage of employees by skill category and by industry sector
Not surprisingly, the prerequisite educational qualifications for a job varied by skill level, increasing as
one moved up the skills ladder.
33
Entry Level
Intermediate
Senior
27%
7%
7%
58%
34%
24%
5%
21%
14%
13%
12%
49%
50%
36%
38%
Master’s
Degree or
Higher
Bachelor’s
Degree
College
Diploma
Specialized
Training
Trades
Certificate
High School
Diploma
No Certificate
Table 8: Educational qualifications for jobs by skill category
2%
15%
2%
1%
20%
41%
Answers do not add up to 100% because respondents were allowed to choose more than one answer.
Bolded cells highlight larger concentrations of responses.
In a similar fashion, employers distinguished the experience requirements for different skill levels.
Table 9: Experience qualifications for jobs by skill category
Entry Level
Intermediate
Senior
5 or More Years
Experience
No Experience
2-4 years Experience
67%
36%
9%
6&
83%
6%
18%
19%
83%
Bolded cells highlight larger concentrations of responses.
Employers were asked whether they expected a higher number of workers than usual retiring in the
next five years. Slightly over a quarter (27%) did, however the differences by sector were substantial
(see Chart 10). Among Manufacturing employers, almost half (46%) expect retirements to increase,
while among employers of establishments that rely completely on tourism, none did.
34
Chart 10: Percentage of employers who expect a higher number of workers retiring in the next five
years, by industry sector
Employers were asked to rate the degree of difficulty in finding qualified job candidates for the three job
skill levels, Entry-level, Intermediate and Senior positions.
Table 11: Degree of difficulty in finding qualified job candidates by skill level
Entry-level
Intermediate
Senior
Not
challenging
Somewhat
challenging
Very
challenging
32%
9%
6%
41%
46%
25%
27%
45%
69%
Overall, the higher one moves up the skill ladder, the harder employers say it is to find qualified
employees. Fully two-thirds of employers (69%) said it was very challenging finding qualified people for
senior level positions. That being said, a quarter of employers also said they found it very challenging to
find entry-level workers.
Employers were further asked an open-ended question regarding their greatest challenge in recruiting
new employees. Their responses tended to be similar when catalogued by industry, as the following
table illustrates.
35
Table 12: Greatest challenge when recruiting a new employee
Knowledge
Definitely education and skills, but typically also cite experience, and/or some
other generic skill, such as problem-solving, customer service, public relations.
Manufacturing
Mention a particular certificate (tradesperson, engineer), experience; “fit” or
commitment to longer-term.
Services
Motivated, committed/dependable, people who want to work, dealing with
seasonality and/or flexible schedules; acknowledge that wages are low.
Health Care & Social
Cite specific experience/skill (e.g. caring for elderly), problem finding people
with relevant college/university education.
Other
Finding people who are committed to the job; skilled trades or specific
skill/certificate.
While almost no employers expect the level of training to decrease over the next three years, most
expect it to stay the same, except for employers in the manufacturing sector, where a considerable
majority expect the level of training to increase.
ALL
Services
Knowledge
Manufacturing
Health & Social
Other
Will decrease
Will stay the same
Will increase
Relying completely
on tourism
Table 13: Investment in training three years from now
2%
56%
3%
67%
0%
55%
0%
27%
11%
57%
0%
62%
0%
67%
41%
30%
45%
73%
33%
38%
33%
Employers were asked to choose from a list of employee recruitment strategies and to indicate which
ones they used and how often, as well as rate their level of satisfaction with each strategy. To compare
the responses, a numerical value was attached to each possible answer, as follows:
36
“Frequency of use” answers were assigned the following values:
Always
=4
Sometimes
=2
Rarely
=1
Never
=0
“Satisfaction of use” answers were assigned the following values:
Very satisfied = 2
Satisfied
=1
Not satisfied: = -1
Tabulates the average value for all the responses.
Table 14: Employment recruitment strategies – frequency of use and level of satisfaction
Frequency of use
Satisfaction
Most frequent strategies
Highest satisfaction
Word of mouth
Electronic postings
Employee recommendations
2.60
2.30
2.15
Internal postings
2.04
Newspaper advertisements
Walk-ins or inquiries
2.02
1.85
Electronic postings
Social media
0.76
0.67
1.05
0.98
Walk-ins or inquiries
Non-profit community agencies
Newspaper advertisements
0.58
0.56
0.34
Less frequent strategies
Non-profit community agencies
Private recruitment or temp agencies
Least frequent strategies
Social media
Job fairs
Word of mouth
Employee recommendations
Internal postings
1.24
1.20
1.03
Less satisfied
Least satisfied
0.58
0.44
Private recruitment or temp agencies
Job fairs
0.05
-0.25
There is a broad co-relation between the frequency of use and satisfaction level with a particular
strategy. It is striking that word-of-mouth still remains the mechanism employers most often use and
are most satisfied with.
37
Recommendations
The study recommendations, while
particular to the South Georgian Bay
area, may also have relevance for other
communities with similar labour market
issues.
The recommendations divide into two
categories: firstly, over-arching themes,
and secondly, specific initiatives.
The two over-arching themes are: (1) to
focus on middle category jobs, those jobs that require a skill typically acquired through a college degree
and/or through extended on-the-job training and experience; and (2) to promote networks to tackle
various labour market challenges.
The specific initiatives include:
• More efforts to support local manufacturing, by: formalizing a local manufacturers’ network; by
having the manufacturers’ network focus on common recruitment, hiring and training
challenges; and to undertake more outreach to high school students to familiarize them with
career opportunities in manufacturing;
• To support the local tourism sector though: promoting employee engagement strategies among
employers; publicizing career opportunities among prospective and current employees; and
working with employers to establish clear career ladder opportunities for employees;
• To explore with the area’s local health integration network the feasibility of establishing a
career ladder program in the health care field;
• To explore alternative programs to enhance transportation options for local residents who need
to commute to employment;
• To develop a formal trailing spouse program, to enhance the ability of local employers to recruit
senior level staff;
• To engage further with Georgian College as a key partner in local workforce development;
• To engage with Simcoe County Ontario Works and their employment services to develop labour
market projects that respond to employer needs and that can offer training and employment
opportunities to marginalized residents seeking jobs;
• To explore options for a shared incubator space for knowledge sector start-ups;
• To create a small, local venture capital fund for knowledge sector start-ups;
• To find a way for the various resources that currently are available for entrepreneurial support
to collaborate and offer a one-window approach for accessing their array of services and
resources.
38
2011- 2012 Action Plan Update
1.
Apprenticeship Evenings – Simcoe & Muskoka
Specialty Trade Contractors and Construction of Buildings remain in
the top five employers in both Simcoe and Muskoka.
Ongoing
infrastructure building will create hundreds of construction jobs
through employment of local trades and construction related
suppliers. Additionally, ongoing population growth in Simcoe Muskoka
will place pressure on the demand for skilled trades.
Two dinner events were held, one in Simcoe and one in Muskoka, to
honour apprentices who have become certified over the past two years. These events also recognized
and honoured employers who have made a significant contribution to promoting and supporting the
skilled trades. These events promoted awareness of skilled trades in the community and the job
opportunities that are available.
2.
Health and Safety Forum
The majority of employers in Simcoe and Muskoka are small and medium size employers. The number
of employers employing 1 to 99 employees in both regions increased from 2008 to 2010.
Small employers do not have the resources to hire experts in health and safety in order to comply with
Ministry regulations. LLMP Consultations indicate that there is a great deal of misconception regarding
regulations of the Occupational Health and Safety Act.
A forum, in partnership with Chambers of Commerce in Simcoe and Muskoka as well as local HR groups,
was held for employers to increase knowledge about Ministry regulations and setting up a health and
safety program for the workplace. Information and awareness of the requirements of the Occupational
Health and Safety Act was provided and a keynote speaker with expertise in health and safety was
featured. Access to and awareness of the SMWDB Health and Safety Guide was provided. Local
businesses now have easy access to health and safety information and will be able to develop health
and safety programs with greater efficiency and at less cost. Employers will save time and expense that
can be better used to grow their business.
3.
Accessibility Made Simple
According to the June 2010 Canadian Business Patterns Data, the largest number of employers is in
Small and Medium Enterprises with under 100 employees. This represents 99% of employers in the
area. Information obtained at LLMP Consultations with local business owners indicates concern
regarding the Accessible Customer Service Standard under the Accessibility for Ontarians with
Disabilities Act that became effective January 1, 2012. This Act requires that customers with disabilities
be provided appropriate, respectful and equitable access to goods and services. Enterprises find it a
challenge to stay current with government regulations and find reputable, regulated facilitators to
provide training.
This year a forum was held in conjunction with the Canadian Hearing Society, local HR groups, Simcoe
Community Services and the Greater Barrie Business Enterprise Centre to identify gaps and to provide
employers with accurate, reliable information on the new Act. Employers are now better able to locate
the necessary information and training to comply with regulations. Training will be provided to staff so
that Persons with Disabilities will be better served.
39
4.
Literacy Skills – Plain and Simple
A recent survey by Statistics Canada found that about one out of
every three adults in Ontario would benefit from literacy education.
LLMP consultations reveal that employers are concerned about
literacy skills of their current workforce including oral
communication, reading text and writing. In order for employers,
service providers and job seekers to have a better understanding of
options available to upgrade educational requirements we
partnered with the Simcoe Muskoka Literacy Network in the
distribution of an information brochure.
The difference between program credentials and options was outlined and simplified for ease of use.
The Adult Education Options brochures developed by Quill Learning Network and Four County labour
Market Planning Board were printed and distributed to Employment Ontario Service Providers, one
version for employers and one for students.
5.
Employer Business Forum – What’s In It For Me?
According to Statistics Canada, the population in the 60 -64 years age range is higher than the provincial
average by .29% in Simcoe and by 2.06% in Muskoka. LLMP consultations reported that 45% of
employers surveyed in Simcoe and 51% in Muskoka were expecting employees to retire in the next year.
Almost all reported that they would be replacing these positions. For example, tourism and health care
are major employers in the area and will be looking to hire additional staff. Employers need to be made
aware of incentives available through government initiatives to hire employees.
A series of Employer Forums in conjunction with Employment Service Providers, Ontario Disability
Support Program, Georgian College, Simcoe/Muskoka Literacy Network, The Career Connection, Ontario
Works, Service Canada and YMCA Newcomers Group were held in different areas featuring a panel of
service providers to provide information to employers about services available to them.
6.
Tourism Workforce Study
According to Statistics Canada and Canadian Business Patterns for June 2010, the top employer group in
Simcoe and Muskoka in Small and Medium Enterprise, is Food Services and Drinking Places.
Accommodation Services ranks as the 4th largest employer in Muskoka. The percentage of residents
employed in tourism is 9.4% in Simcoe and 12.9% in Muskoka compared with 7.5% of Ontario residents.
Tourism in Simcoe Muskoka is essentially a seasonal industry. Statistics from the census are from a
snapshot captured in the month of May. This does not show an accurate prediction of the workforce
employed in the tourism industry year-round. A more accurate description will facilitate effective future
economic planning and hiring of international workers.
In partnership with the Regional Tourism Offices and the local Tourism Industry a study will be
conducted to collect relevant statistics on workforce development in the tourism industry. This
information will provide employers in the tourism industry and Regional Tourism Offices with much
needed labour market information. Focus groups are being held to determine the necessary
information required and a presentation with the findings will be provided.
Integrated local labour market information will be available for development of workforce strategies in
the tourism industry. This will aid in job development and projected growth in the industry.
40
Other Activities
Passport to Prosperity
SMWDB delivers the Passport to Prosperity campaign. The
program is a province-wide program funded by the Ministry of
Education and the Ministry of Training, Colleges and Universities.
Passport to Prosperity is designed to increase employer awareness
and participation in work opportunity experiences for high school
students. The campaign is an employer-led recruitment effort to help students explore career options
and develop workplace skills and experiences.
Some of the initiatives that the Passport to Prosperity campaign have been part of include:
• An Employer Breakfast in Midland providing information to employers regarding employer’s
supports and wage incentives, skilled trades and employer training, co-op, and apprenticeships.
• Co-op Employer Appreciation Breakfasts to bring together the business community that
supports experiential learning and to thank all the supporters who have provided students with
cooperative placements throughout the school year.
• Midland Youth Conference was a way to learn and explore different career options for grade 10
students across North Simcoe. This event took place in May and featured workshops, tours and
demonstrations at a number of on-site locations so students could get hands on experience of
various opportunities. The half day focused on a number of exciting careers.
Skills Work! For Women®
Skills Canada–Ontario spearheads the “Skills Work!® for
Women” Networking Dinners, an award-winning program
designed to introduce young women in high school, interested in
skilled trades and technologies, to female mentors who are
currently working, studying or teaching in a related career field.
A “Skills Work!® for Women” Networking Dinner was held November 15th at Fendley Hall in Barrie. This
year the event benefited from the support of the Simcoe Muskoka Workforce Development Board.
There were 81 attendees - 42 students, 12 mentors, and 27 guests. The 42 young women that
participated were from Simcoe County District School Board and Simcoe Muskoka Catholic District
School Board and came from Barrie, Bradford, Collingwood, Elmvale, Midland, Orillia and Stayner.
Of the 12 mentors, the following skilled trade and technology backgrounds were represented: electrical,
landscape design, carpentry/cabinet making, precision skills, highway road inspection, welding, marine
technology, hairstyling, developmental services, web animation and design, and goldsmithing.
The event ran smoothly and received positive feedback from students, mentors, educators and guests.
Simcoe County Youth Directory
An updated version of the Youth Directory was printed and
distributed this year. It was first produced in 1999 and was
reproduced in 2003. This Directory has proven to be extremely
valuable particularly to social service agencies, police, school
boards, schools and young people. There has been a consistent
community demand and requests for an updated version.
41
Strategic Priorities and Actions
1.
Skilled Trades Expo
With new structures in place, it is important for
employers and job seekers to have updated
information regarding the quality of education that
trades students receive. There is still a need in the
community for employers to take on
apprenticeships and misconceptions by job seekers
regarding entering the trade skills sector as a
career.
“With the emergence of our knowledge economy, the proportion of the labour force requiring some
form of education or training beyond high school will increase dramatically. Using a variety of Canadian
and U. S. estimates, it is concluded that by 2031 we will need 77% of our workforce to have postsecondary credentials (apprenticeship, university, college, industry, professional). Overall, we now
stand at about 60%, with our younger population (25 to 34 years of age) at just over 66%.” Miner
Management Consultants for Ontario’s Workforce Shortage Coalition.
Students are still not seeing trades as a viable career option. Employers are reluctant to take on
apprentices due to economy uncertainty. To provide Simcoe Muskoka employers increased awareness
of trades, demonstrate the variety of advanced learning and engage with students, in their own region,
SMWDB will be hosting an Employer Luncheon on May 16th and 17th, 2012 at the Georgian College,
Midland Campus Skilled Trades Expo.
2.
Resource Guide Focusing on Hiring Practices for Persons with Disabilities
Small and Medium Enterprises don’t always have the resources or the expertise to understand or
implement specialized HR practices and diversity planning. Additionally, SMWDB frequently fields
requests from Social Services organizations for this type of information to be disseminated.
Specifically, some employers have chronic employee shortages but don’t understand how to recruit,
interview, orientate, train, integrate and maintain persons with disabilities.
“While some progress has been made in the areas of race and gender, people with disabilities continue
to be significantly underrepresented in our workplaces. Their numbers are growing steadily in the
population and it is becoming increasingly important to include this community in corporate Canada. We
need to address the business case, the benefits and the challenges to doing so. We have to give people
with disabilities a voice at the table and full access to the workforce.” Integrating People With
Disabilities (PWD) Into the Workplace White paper, Summary of Deloitte’s Dialogue on diversity
roundtables, July 2010, Setting the Stage
SMWDB in partnership with HR specialists, employers and persons with disabilities will develop a
committee to determine what and how specialized data should be presented in the resource guide. The
resource will provide information on how to identify barriers and provide appropriate accommodations,
ensuring all potential employees receive equal opportunity.
42
3. Communications Strategy
SMWDB understands that creating and maintaining
enhanced awareness of our agency by employers and other
community stakeholders will facilitate securing and
implementing more impactful projects and an enhanced
image. According to 13 Mind-Bending Social Media
Marketing Statistics by Inbound Internet Marketing Blog:




There are more than 3.5 billion pieces of content (web links, news stories, blog posts, etc.)
shared each week on Facebook. (http://econsultancy.com/us/reports/social-media-statistics)
43 percent of all online consumers are social media fans or followers
(http://harpsocial.com/2011/04/social-medias-shocking-statistics/)
6. 35 hours of video footage is uploaded to YouTube every minute.
(http://www.reelseo.com/youtube-statistics/)
Every day, 2,300 new Wikipedia articles are created, adding to its 17 million articles, with
contributions from 91,000 active contributors.
(http://www.ecademy.com/node.php?id=166989)
The primary objectives of the SMWDB Board of Directors and staff will be to address our communities’
lack of awareness of some labour market issues via creation of social media engagement opportunities,
enhancement of our non-interactive website, development of a newsletter/blog, updated branding of
our marketing materials, creation of better office signage and increased media attention (owned,
earned and paid).
4.
County of Simcoe Ontario Works Department Labour Market Analysis
The object of this project is to promote the creation of broad industry/community partnerships
necessary to address labour market issues; assist local communities with the development of innovative
strategies to prepare for future skills requirements and prevent skills shortages within new and
emerging industries and organizations; plan for effective utilization of local human resources; and to
develop and promote labour market intelligence and its use in labour market development.
Currently there is no up to date labour market analysis available to Simcoe County stakeholders. Our
region requires both a full analysis of the current state of each dimension, an understanding of future
needs, and a plan that will bridge the gap that exists between both elements. Our last market survey
was the 2008 Trends and Issues in Simcoe County prepared by Tom Zizys.
The ongoing key labour issue that needs to be addressed is the harmonization between supply and
demand components of the labour market as well as the identification of Alternate Employment and
Economic Strategies.
SMWDB is supporting the County of Simcoe Ontario Works Department lead project through a $25,000
in-kind contribution to this initiative through assisting in compiling statistical information, coordinating
focus groups and managing resources over a two year period to bring employers together.
43
5.
Workforce One-Stop Lunch and Learn focusing on Topical Issues in Todays’ Workforce.
Currently, employers are unable to fill
positions, however, on the other hand, job
seekers with job placement challenges find it
difficult to secure employment due to a lack
of understanding of their unique value.
Lone Parents, Recent Immigrants, Aboriginal
People and People with Disabilities
SMWDB plans to alleviate challenges in
attracting, retaining and enhancing local
talent by accessing diverse groups by the
business community so they can expand
their labour pool by offering a half-day
workforce ‘Lunch and Learn’ in the fall of
Source: Data for lone parents, recent immigrants and Aboriginal people,
2012, including several local diversity specialists to educate
attendees
followed
HRSCD calculations
based
on Statistics Canada. Census 2006 data (not
by a tradeshow to facilitate networking and
published); and for people with disabilities, Statistics Canada. Education,
information sharing.
Employment and Income of Adults With and Without Disabilities – Tables.
Ottawa: Statistic s Canada, 2009 (Cat No. 89-587-XIE).
The focus will be on:
•
•
•
6.
How to do more to prepare workers for rapidly changing workplaces and marketplaces.
Dealing with skills gaps and generation wars between workers.
Learning how to access diverse sources of skilled labour, such as immigrants, people with
disabilities, those with criminal records and Aboriginal peoples.
Immigration Resource Guide for Immigrants to Simcoe County
The County of Simcoe is poised for exceptional growth over the next several years, and is projected to
grow to 667,000 by 2031 (Places to Grow, Province of Ontario, Schedule 7). Recent immigrants are
almost twice as likely as their Canadian born counterparts to move into rural and small town areas.
(Rural and Small Town Analysis Bulletin, Vol.8, No. 2, p.15). We can extrapolate from this that the
projected increased population will be comprised of recent immigrants at a ratio of 2:1.
Some sectors of the economy are already experiencing labour force shortages (health), which will need
to rely heavily on foreign trained professionals to meet their needs. The County of Simcoe needs to
support newcomers in settling and integrating in order to meet the labour force needs of employers.
Despite the increasing statistical evidence of a growing immigrant population, the County of Simcoe is
limited in the resources available to support newcomers. Should newcomers choose to relocate due to
lack of support, the County would lose an important part of the labour market which they require to
meet the needs of this growing community.
The Local Immigration Partnership’s (LIP) Welcoming Communities Sub Council (including libraries and
211) will work to develop the content for the resource guide. The SMWDB will fund the printing and
layout of the Resource Guide.
44
Thank You to Our Partners
Adult Learning Centres of
Simcoe County
Amygdalus Health & Safety
Services
Apprenticeship Office –
Barrie
Barrie Career Centre
Bracebridge Employment
Resource Centre
Business Enterprise
Resource Network
Canadian Business Health
Trainers
Career Centre
Careers for Inclusion
Chamber of Commerce –
Barrie
Chamber of Commerce –
Orillia
City of Barrie
City of Orillia
College Boreal
Construction Workforce
Safety Training
County of Simcoe
Effective Accessibility
Employment North
Excellence in
Manufacturing
FCS Fire Consulting
Service
Focus Development
Corporation
Georgian College
Georgian College –
Bracebridge
Georgian College – Orillia
Industrial Safety Trainers
Job Connect, Georgian
College – Barrie
Lakehead University
Ministry of Education
Ministry of Tourism
MTCU – Barrie
Northern Lights
North Simcoe
Development Corp.
Nottawasaga Economic
Development
Corporation
Occupational Safety
Group
Ontario Non-Profit
Network
Ontario Works
Orillia Community
Development Corp.
Orillia Manufacturers
Association
Orillia & District Construction
Association
Red Cross
Regional Tourism
Organization Muskoka
Regional Tourism
Organization Simcoe
Service Canada – Barrie
Service Canada – Lakeland
Service Canada – Midland
Simcoe County District
School Board
Simcoe Muskoka Catholic
District School Board
Simcoe Muskoka Literacy
Network
Skills Canada
Tourism Barrie
Town of Bracebridge
Town of Gravenhurst
Township of Oro-Medonte
Economic Development
45
46
Simcoe Muskoka Workforce Development Board
18 Alliance Boulevard, Unit 22, Barrie, Ontario L4M 5A5
tel 705-725-1011  1-800-337-4598  fax 705-725-1687  [email protected]
www.labourtrends.ca
This Employment Ontario project is funded by the Ontario Government.
Ce projet Emploi Ontario est financé par le gouvernement de l'Ontario.
The views expressed in this document do not necessarily reflect those of Employment Ontario.
Les points de vue exprimés dans le présent document ne reflètent pas nécessairement ceux d’Emploi Ontario.
Thank you to the Simcoe Muskoka District Health unit for usage of their map on our cover
47

WORKFORCE DEVELOPMENT BOARD

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