Promoting the value of ReservistsLes réservistes...une valeur sûre
Exposing Employers to Reserve Service
Canadian Model of Employer Engagement
Presentation toSummer Congress
CIOR/CIOMR/NRFCRAdm Jennifer Bennett
Chief – Reserves and Cadets
Promoting the value of ReservistsLes réservistes...une valeur sûre
Employer Engagement provides a bridge to the civilian
business/academic and Reserve communities
Promoting the value of ReservistsLes réservistes...une valeur sûre
“There may be people in your organization who can give you a better competitive edge than you realize.”
“Reservists are not just ‘working for you in your business’, they are working for you and your nation.”
Promoting the value of ReservistsLes réservistes...une valeur sûre
Regular full-time
Primary Reserve part-time
Canadian Rangers
10 Provinces, 3 Territories9.9M sq km, 6 time zones244000 km coastlinePopulation 34.5 M
ONE FORCEONE FORCE
Promoting the value of ReservistsLes réservistes...une valeur sûre
Primary Reserve Participation in Primary Reserve Participation in Overseas OperationsOverseas Operations
Promoting the value of ReservistsLes réservistes...une valeur sûre
• Canada’s employer support program began more than 30 years ago
• Exposing employers to reserve service is accomplished by partners and key stakeholders
• Until 2011, principle focus of employer engagement was to allow Primary Reservists time off without penalty for operations
• Now changing focus to wider consideration of time off for Reserve training and employment as hiring of Reservists as employees
Promoting the value of ReservistsLes réservistes...une valeur sûre
• Employer engagement serves the CAF in more than employer support
• Connects with Canadians on the value and importance of Reserve service and the CAF
• Strategic engagement and strategic communications
• Two main employer engagement strategies– Outreach and Inreach
• Targets include current and future employers as wellas educational institutions
Promoting the value of ReservistsLes réservistes...une valeur sûre
8
DND / Canadian
Forces
Reservists
EmployersAnd Educators
Civilian Partners
In-Reach
Outreach
Rel
atio
nshi
p
CF
Requirem
ents
MN
D M
anda
te
Promoting the value of ReservistsLes réservistes...une valeur sûre
• The Canadian Forces Liaison Council is a civilian organization of business leaders in all provinces who volunteer their time and efforts to promote the interests of Canada’s Reserve Force and seek the voluntary support of employers and educational institutions by highlighting the benefits of Reserve Force training and experience to the civilian workplace.
• More than 200 Canada-wide senior business executives and educational leaders, supported by a full-time Secretariat and a national network of Reserve officers.
Civilian Partners
Promoting the value of ReservistsLes réservistes...une valeur sûre
To enhance the availability of Reservists for their military duties by obtaining the support and co-operation of organizational leaders
in Canada.
Mandate
Promoting the value of ReservistsLes réservistes...une valeur sûre
A Marketing Approach to Employer EngagementA Marketing Approach to Employer Engagement
• CFLC markets benefits of military training to external and internal audiences
Two targets:
– Employers & Educators (external) – Reservists (internal)
Promoting the value of ReservistsLes réservistes...une valeur sûre
Programs to Engage Employers and EducatorsPrograms to Engage Employers and Educators
Promoting the value of ReservistsLes réservistes...une valeur sûre
Employer Engagement Programs
13
Reserve AssistanceProgram
Reserve AssistanceProgram
Reserve Unit Support Program
Reserve Unit Support Program
Promoting the value of ReservistsLes réservistes...une valeur sûre
Military Leave Policy, Agreements and Company Practices
Promoting the value of ReservistsLes réservistes...une valeur sûre
Develop and enhance relationships with key internal and External Stakeholders
Promoting the value of ReservistsLes réservistes...une valeur sûre
Executalks
• Presentations by Reservists or Business Leaders• Low Cost, short duration opportunities for
Engagement • Can be held at a Reserve unit or in a public venue• Excellent way to establish as well foster
relationships• Opportunity to reach a large audience base with
general information
Promoting the value of ReservistsLes réservistes...une valeur sûre
Unit and Training Installation Visits
Promoting the value of ReservistsLes réservistes...une valeur sûre
Partnering, community engagement, and integration
Promoting the value of ReservistsLes réservistes...une valeur sûre
Moving from Employer
Support to Employer
Engagement then how
to maintain and foster
the relationship
Promoting the value of ReservistsLes réservistes...une valeur sûre
Profitable partnerships – from first contact to a Military Leave Policy and Beyond