Video

Targeted Talant Attraction Mission: Poland


Winner
Submitted ByEconomic Development Regina Inc.

Video Link: https://www.youtube.com/watch?v=i3UWkQnP4GM

Purpose 

To address acute labour gaps in key industries related to growth in Saskatchewan, EDR joined the Government of Saskatchewan on a  targeted recruiting mission to Warsaw, Poland to attract skilled workers.

Conducted September 26 to October 1, 2023, the mission targeted workers in a critical area of need. In particular, equipment operators in Poland as well as displaced Ukrainians with training and accreditation. The mission included representatives from the Ministries of Immigration and Career Training and Trade and Export Development, and approximately 20 employers.

According to the Province’s projections, Saskatchewan will see close to 24,000 Trades and Transport openings by 2026 – many in Regina. At the time of the mission, a third of Regina-based job postings on SaskJobs.ca, more than 1,400 jobs, are in that category.

The video, produced in Regina and narrated in Polish by Regina City Councillor John Findura, was designed to answer key questions about the City, and provide a picture of life in Regina. The video was used by EDR and the Saskatchewan Ministry of Immigration and Career Training (ICT) in social media prior to the mission and in conversation with candidates at the mission.

While the Ministry was prepared to answer questions around immigration and credential recognition, the video and accompanying materials provided additional insight into what workers can expect living in Regina.

 

Effectiveness 

  • Attract skilled workers into a key area of need in Regina’s economy
    • 60 anticipated hires by employers
    • 355 job seeker registrations and resumes submitted
    • 500 job seekers attended the job fair in-person from Sept 28-30
  • High employer satisfaction
    • 93% expressed interested in participating in future missions
  • Support a social media campaign by ICT, which took place prior to the event
    • While EDR does not have exact social media metrics, anecdotally, the posts were well-received in the target market, with the video garnering hundreds of views during the campaign
    • EDR received more than 150 views on Youtube, and an additional 200 engagements on social media posts
    • The video was also shared with 500 job-seekers who attended the event in person

 

Challenges 

One of the largest challenges for the project was identifying a Polish-speaking spokesperson and video producer. EDR was fortunate that City Councillor John Findura, a Polish immigrant to Regina, agreed not only to narrate the video and share his story, but to join the mission in Warsaw. A local video production company, TandemX Visuals, also has a Polish-speaking producer on staff.

To ensure a broader shelf-life, an English version of the video was also produced and can be used in multiple other markets as needed. This created longer shoot times and production times, but created a more useful end product.

Additional supporting materials were developed to help support messaging in the video.

 

Target Audience 

  • Primary: Skilled and qualified Transportation and Logistics workers in Poland, including displaced Ukrainian workers, early- to mid-career, who are seeking new opportunities to live and work in other countries.
  • Secondary: Officials and employers present, who we able to point to the video in their discussions with job seekers at the career fair.

 

Specifics

The messaging in the video reflects Regina’s Place Brand narrative, which was developed to provide a clear, consistent, authentic message for business or government officials who speak to the city. Additional information on Regina’s Place Brand can be found at www.homegrownregina.com.

 

Details

By working alongside the Government of Saskatchewan, EDR can closely target specific audiences with specific skillsets, matching them with real opportunities in the Regina region. This targeted approach to both investment and talent attraction ensures manageable, sustainable growth.

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