Credit unions have plan to train, hire immigrants Finding highly qualified front line customer service representatives is often a challenge for any company but finding the right entry level employee in an already tight labour market is quite another story. They just aren’t available. And, if your company has a policy of promoting from within, it means this front line position is frequently open as people move up their respective career ladders. Then if you put the issue of a recruitment and retention challenge next to the challenge of managing high growth, you’ll understand the dilemma faced by Cambrian Credit Union. Where are the potential employees? How do you find them?

At the same time the organization was experiencing a shortage of entry level workers, Cambrian Credit Union recognized the importance of cultural diversity. As a result, they were also in the preliminary stages of diversifying their workforce to better reflect their expanding customer base. They knew that representation from a wide range of ethnic cultures was good for business not just today but also for the reality of tomorrow’s world. In fact, one of their goals as a credit union is to be seen as a community builder working with others to enhance quality of life.

But the question was, “how should the Credit Union go about recruiting a workforce of skilled immigrants into their team, especially when at least 25 new entry level workers were required each year?” The answer lay in the development of an innovative recruitment and initiative strategy developed in collaboration with the Department of Labour and Immigration, Settlement and Labour Market Services Branch.

Previously, the credit union had experienced only limited success in diversifying their workforce with skilled immigrants. Recruitment was typically accomplished on an individual referral basis and without the clear knowledge or understanding of how differences with respect to cultural origin, education and work experience would impact incumbent success. For instance, it was found that newcomers often had difficulty with the pace, complexity and the vocabulary used in company training programs and the no one knew how to overcome this challenge. It was at this point the credit union recognized they needed help in learning how to effectively manage cultural differences so that people could be successfully integrated into the workforce.

Working with the Department of Labour and Immigration, the credit union undertook a number of steps to develop a special new employee orientation program designed to provide that much needed Canadian work experience for immigrant applicants. These included:

* Identifying the current challenges with immigrant recruitment and retention;
* Conducting a needs assessment to determine program feasibility and costs;
* Identifying job competencies including English language proficiency, technical and soft skill requirements;
* Developing an essential skills profile;
* Custom designing and developing a special training program, and;
* Determining organizational readiness requirements.

As a result of this diagnosis, a 17 week custom designed program was then developed to provide training to qualified immigrant participants in the skills needed for a future career in the Canadian financial services industry. First of all, program participants attended a five week, non-paid orientation program that addressed the identified skills gaps which had initially created those difficult integration challenges for newcomers. The second element of the program included a three month paid work experience to train participants in the technical elements of being a Member Services Representative. Thirdly, each candidate was assigned to work with an experienced employee who acted as a trainer and mentor on technical skills. Upon completion of the program, the participants could apply for any available job opportunity.

Development and implementation of this unique program also identified additional training needs, namely the need for incumbent employee cultural awareness and diversity training. As a result, all supervisors were required to attend a customized inhouse training program. The program itself was an exercise in partnerships and collaboration. Internally, all of the senior executives and managers were supportive and involved and front line managers and trainers also contributed to the development of program content. Finally, Cambrian Credit Union reached out beyond its borders to partner with the Assiniboine, Astra and Steinbach Credit Unions such that job opportunities for program graduates were substantially broadened.

As of this date, the four credit unions have implemented several recruitment and training programs in the last 13 month period with the result that 21 participants or 81% of those who completed the program secured permanent jobs. In fact, at least two candidates have already been promoted! As can be expected, each credit union is more than pleased with such significantly positive results and they are more than anxious for new trainees to come aboard.

And, not only are new entry level employees now more available, the time gap to fill positions has substantially narrowed from several months to two or three weeks. So what are the benefits of such a collaborative immigrant training/orientation project? The following will apply to any workplace:

* A company will have developed a competency (skills) profile for various jobs that can be utilized both for recruitment and training;
* Candidate sourcing assistance through the circulation of job ads through the various immigrant settlement agencies will increase the candidate pool;
* A company workforce will more effectively represent the diversity seen in our local population. This serves not only as an employee recruitment and retention tool but also as a customer attraction and retention tool;
* Company employees will better understand cultural diversity and the challenges newcomers face as they integrate into our culture;
* Company employees will gain a better understanding and respect for the skills and abilities of all their team mates;
* Company managers will gain new skills in how to manage a diverse workforce;
* Entry level jobs can be filled in a more timely manner with employees staying longer and being very loyal;

As Christina Semaniuk, Vice president of Human Resources for Cambrian Credit Union, the founding designer of this unique program, Ms. Michelle Manary, Director of Human Resources for Assiniboine Credit Union, Ms. Sharon McMahon, Director of Human Resources for Steinback Credit Union and Ms. Mary Goodmanson, Director of Human Resources all say, this custom designed and unique program has not only helped them to more effectively recruit new entry level employees but it has also helped the organizations meet their secondary strategic goal, that of having a diverse workforce that more reflects their growing diverse customer base.

Today the program is so successful that managers go directly to the candidate pool of graduates rather than the time absorbing tactic of going to the market to fill an entry level position. And finally, after two years of challenge and hard work, Cambrian Credit Union’s Immigrant Integration Program was recently recognized as in industry model through the awarding of a GOLD Award of Excellence by the Human Resource Management Association of Manitoba. Great going folks!

Source: Cambrian Credit Union Award Submission, interviews with Christina Semaniuk, Ms. Michelle Manary. Sharon McMahon and Mary Goodmanson.