Calgary Economic Development (CED) is taking its innovative “Be Part of the Energy” message to the United Kingdom and Ireland with job fairs in Glasgow and in Dublin. The campaign and slogan was launched last year to showcase Calgary, Alberta as a city, a center of business and a career destination.
Be Part of the Energy is a clever play on the fact that the energy sector in Calgary, Alberta and Canada is booming and attracting top-notch talent from the U.S., Europe and all parts of the world. At the same time, the slogan neatly promotes Calgary’s vibrancy as a place to live and work.
On the CED website, Mary Moran, vice-president of marketing and communications for CED, exhorts you to “explore Calgary’s energetic business community first and discover why so many Canadians love living and doing business here in Calgary. While its leading economic driver is the energy industry, there are many other key industries here as well. Calgary’s opportunities are diverse and plentiful; you are welcome to be part of the energy!”
Up until now, Be Part of the Energy was mainly being pushed by CED and Calgary mayor Naheed Nenshi within Canada. The job fairs in Scotland and Ireland from October 5-14, 2012 mark the first time the campaign goes international. Right now, they’re working on attracting companies to take along, who can then recruit candidates in Glasgow and Dublin. CED plans to take representatives from 30 companies.
CED says they chose Glasgow and Dublin because of the quantity and quality of workers looking for opportunities abroad. They conducted a demand and global labor supply study which identified Ireland and Scotland as having workers that were more likely to move to Alberta.
Moran points out that Saskatchewan went to Ireland earlier this year and had 12,000 attend their job fair and came out with 600 hired candidates. To ensure CED does just as well, they have been working with local partners to promote Calgary and Calgary companies in advance of the job fair in October.
After the companies that will be coming have been introduced to prospective candidates in Ireland and Scotland, the CED will have information about each company on its site so that candidates can prescreen and shortlist companies they like. If this strategy works, CED plans to take the Be Part of the Energy campaign, their promotion of Calgary, and job openings in Alberta to other parts of the world.