Ottawa Tourism: Uplifting Workforce Development Through Talent Management Initiatives

Social Impact Framework: Workforce Development; Welcoming & Belonging

What was the issue you were trying to address?

At Ottawa Tourism, we aimed to better represent our community by prioritizing workforce diversity.

We knew a more diverse workforce could bring fresh ideas, better represent the community, and foster inclusivity. We needed to create an environment where all employees feel valued and respected and ensure that different ideas and perspectives are welcome. Further, employees required training to better understand different cultures, identities, and perspectives.  

What were the stated objectives of this initiative?

Ottawa Tourism prioritized three initiatives to support workforce diversity:

1. Diversity-focused recruitment: We proactively sought diverse candidates by expanding recruitment channels and partnering with organizations that promote diversity and inclusion.  
2. Inclusive hiring practices: We introduced inclusive hiring practices to eliminate bias and ensure equal opportunities for all applicants. This included blind resume screenings, structured interviews, and diverse interview panels to create a fair and inclusive selection process.  
3. Cultural competency training: Recognizing the importance of education, we provided comprehensive cultural competency training for all staff members. The training aimed to increase awareness and understanding of Indigenous Peoples and 2SLGBTS+. It focused on fostering empathy, respect, and inclusive behaviour towards colleagues and visitors. 

What were the specific metrics you used to measure the success of your efforts?

Metrics we used to measure success include candidate demographics, participation at inclusion-focused events and programs, and eNPS data from employee engagement surveys.  

What were the specific outcomes/results of your efforts?

1. Diversity-focused recruitment: We modified job descriptions and outreach efforts to attract candidates from underrepresented backgrounds. Now, 25% of our staff is from an equity-seeking group. Our workforce is more creative than ever.
2. Inclusive hiring practices: These practices were successfully implemented within 6 months. By making these changes, we now authentically engage with diverse candidates. We learned that diversity and employee wellbeing are very important, and one of the first questions asked during an interview.  
3. Cultural competency training: Trainings educated employees on Indigenous cultural awareness, customer experience through an accessibility lens, a “Medicine Bag” workshop, and tourism marketing for 2SLGBTQ. Employee feedback demonstrates a positive work culture, and eNPS survey results have increased among our diverse staff. 

What other best practices or key lessons can you share?

Leadership commitment is essential to move anything forward. When asking employees for feedback, respect their input by following through: Implement what employees request, but be transparent if certain requests cannot be met.