Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
November 2006
POR# 072-06
Contract #4655876098
Prepared by:
Corporate Research Associates
Le rapport complet en français sera fourni sur demande.
To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca
Media Enquiries:
Media Relations
Canada Revenue Agency
4th Floor 555 MacKenzie Avenue
Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca
Executive Summary
Findings from the 2006 Canada Revenue Agency Student Program Assessment suggest that the Canada Revenue Agency (CRA) would benefit from developing a more structured promotional campaign to position itself as an employer of choice among students and new graduates. Indeed, it appears that most employees[Footnote 1] from those segments heard of employment opportunities at the Agency by word-of-mouth and were enticed to apply more so because of positive feedback from other employees rather than based on positive public opinion of the Agency or targeted advertisement.
Results show the CRA should consider establishing a stronger presence on college and university campuses to position itself as an employer of choice, as well as to inform students about term and permanent employment availability. On-campus signage, in-classroom presentations, kiosks at career fairs or on-campus, as well as job postings emailed via the school's career centre, were deemed useful means of raising the CRA profile. To improve the manner in which it presents itself to students, the CRA should make minor changes to its kiosk, to ensure it clearly identifies the Agency and portrays a professional image. In addition, information on the type of work available and benefits of working for the Agency should be clearly visible at the kiosk. Written information may also entice students to stop and ask questions or pick up additional print material. Because of that, the CRA should have more printed material available at the kiosk, and develop those tools carefully to meet students' needs.
The Internet was also considered a useful means of posting job opportunities. More specifically, public sector Web sites such as Jobs.gc.ca (Emploi.gc.ca) or the Federal Student Work Experience Program (FSWEP) Web site are widely known and used among both students and new graduates. Of note, Summerside participants appeared more versed with the Web site Jobbank.gc.ca. General job search Web sites such as Workopolis, Monster, and Emploiquebec.qc.ca are well known but they are most often used to find permanent employment rather than term jobs.
Key messaging should be developed to ensure the CRA's strengths as an employer are clearly communicated. For students, this entailed the Agency's favourable rate of pay and flexible work schedules. In addition, the opportunity for future employment during the school year and after graduation, as well as training opportunities, should be emphasized. For new graduates, competitive compensation packages and treatment of employees should be emphasized. In addition, job security and stability, as well as diverse opportunities for advancement, laterally as well as vertically, position the Agency favourably against its competitors.
Perhaps most importantly, there is a need to clearly communicate to students that the CRA is interested in hiring staff with a variety of skill sets beyond finance and accounting. This is especially important given that many are not likely to consider the Agency as a possible employer given their perception that only those with accounting or financial skills can build a career with the CRA.
Group discussions also pertained to the manner in which students and new graduates become familiar with their new work environment. Findings suggest that an important component in making employees feel welcomed is the establishment of an orientation program. Given that there is no consistency in the manner in which students and new graduates are currently welcomed and integrated within the organization, findings suggest that a standardized process should be implemented, although it should remain somewhat unstructured. Employees want to make sure that all receive the same information and general training about the Agency prior to undertaking job-related training. Meeting team members and supervisors, having computer and building access, being provided with a personal workspace, having an overview of the Agency and its different branches/divisions, becoming familiar with the mandate of their specific branch, and having a good explanation of their own responsibilities were deemed essential components of an orientation program. Being informed in person of human resources items such as compensation was also considered important. A variety of formats should be used to deliver the orientation program to ensure appeal and keep the interest of employees.
As it moves forward in establishing itself as an employer of choice, the CRA should consider its clear competitive advantages over private sector companies and other public sector employers. The first step to achieving increased appeal clearly resides in increasing awareness of the CRA and positioning it as an employer of choice by emphasizing where it exceeds employees' expectations and by making employees feel welcomed and part of the team soon after being hired.
Footnote
- Referring to focus group participants.
