Making sense of the changing DEI landscape 

By Deanna Lanoway, Executive Consultant 

Over the past five years, the DEI landscape has witnessed a rollercoaster of change. While progress has been made, recent shifts in approaches from large organizations have left many wondering if we’re moving forward or backward. From corporate rollbacks to evolving terminology, organizations are re-evaluating their strategies, at least partly in response to political, legal, and social influence. 

As we navigate the changing DEI landscape, one thing remains clear: the conversation around diversity, equity, and inclusion is far from over. Instead, it is evolving—challenging organizations to reconsider not just their language but their long-term commitment to creating equitable workplaces. 

Shifting Priorities in Corporate DEI  

In April 2023, Harvard Business Review published an article, written by Andrew Winston, titled “Why Business Leaders Must Resist the Anti-ESG Movement”.  It coincided with the US Supreme Court decision that effectively ended policies that allowed race to be a factor in college admissions in the US.  Since that time, we have seen political shifts both in North America and across the globe, and changes that seem to be leading in a different direction.  

In recent months, Walmart, McDonalds, Molson-Coors, and Meta all announced an end to their official DEI programming. Although the companies state that they remain committed to inclusion, they will no longer pursue specific goals involving underrepresented groups. Costco faced a proposal from an individual shareholder to follow a similar path, which was opposed by the Board of Directors and ultimately rejected. 

Canada’s first high-profile shift happened in January, when the University of Alberta announced that they were shifting from DEI to ACB, an acronym for Access, Community, and Belonging.  This marked the first major institution in Canada to drop what they called ‘polarizing’ language.  

The University of Alberta’s ABC Approach 

The University of Alberta website states that this change in approach is not a rebranding, but an exercise in expanding and switching their focus from acronyms to outcomes. They defined the elements as:  

• Access ensures all have the opportunities to succeed and flourish, by dismantling barriers.
• Belonging creates an environment where individuals feel seen, valued, and supported.   
• Community emphasizes connection and shared purpose.   

The University of Alberta held focused consultations on their new plan as early as 2023, and they have more open consultation sessions planned for this winter. They released a brief report of the initial consultations, which included a primary theme that practical support for equity is needed.  The University collected feedback that felt familiar to those of us who work in this space, including that some individuals refuse to consider equity in their decisions, and candidates from equity-deserving groups were seen as ‘less than’ from the start. 

In the face of this feedback, which is common across all kinds of companies and organizations, practitioners must accept that while definite gains have been made in creating more equitable and inclusive environments, there is much work to be done. Perhaps the tactics that got us this far as a society need to be adapted to make further progress.   

The University of Alberta’s documentation stated:   

The necessity for clear, well-articulated key messaging emerged as essential, alongside the establishment of transformative and sustainable systems that remain unaffected by leadership changes. This approach acknowledges the critical interplay between systems and individual relationships, emphasizing the role of personal commitment in the EDI journey.   

It remains to be seen if the U of A will be successful in establishing clear, well-articulated key messaging with the shift to ACB.  Openness to the program will be key.  We know that constantly evolving language about DEI can be confusing to many.   

Role of language in DEI’s Evolution 

Changing terminology may be cited as an excuse for some to avoid personal accountability for how the words we use affect others. However, language changes actually demonstrate progress.  We  see language changes, particularly around identities, as society creates an atmosphere where marginalized people feel comfortable enough to express how words make them feel. Inclusion drives evolving language, which then fosters more inclusion –  creating a cycle that demonstrates positive societal change.  

From DEI to IDEA: A Shift to Include Accessibility 

One language change that is taking hold is the shift from DEI(B) to IDEA (Inclusion, Diversity, Equity, and Accessibility). The rationale for the switch is to incorporate accessibility, ensuring a focus on individuals with disabilities. This is particularly critical for large organizations operating over multiple jurisdictions with differing legal accessibility obligations. By establishing accessibility as an overt goal, accountability rises above adherence to exceeding compliance, and into best practices. While some organizations have adopted it as a decision-making framework, others may be seeking to rebrand to reduce backlash and negative association with the acronym DEI. 

Why DEI Still Matters in the Workplace 

In today’s political climate, we’ve been hearing the argument that words like diversity or inclusion are divisive and to some that may seem like common sense. But weaponizing the acronym does not change the underlying benefits that organizations enjoy through well-run DEI or IDEA programs. By raising awareness of unconscious bias and developing systems and structures to counter it, companies create decision-making protocols that support fair processes and make it possible to leverage the unique backgrounds, knowledge bases, and perspectives of all employees.  

Organizations need to decide what approach is best for them. Regardless of the language used, personal commitment can only be achieved if one accepts that there is inequity in the world, built up over many years of unconscious and conscious actions from those who preceded us.  This acceptance comes through a willingness to reflect, listen, and make the effort to step into someone else’s perspective.  If adaptive language makes it possible for more people to gain that acceptance, perhaps it will prove to have been the right choice for these organizations.  

Using Employee Testimonials To Attract Great Candidates – The Power of Employee Advocacy 

By Tara Gousseau 

Attracting great candidates is every organization’s goal. Traditionally, organizations have relied on polished job postings, carefully crafted descriptions, and lists of perks to catch a candidate’s attention. While those elements are still important, they’re no longer enough on their own. 

In a market where candidates are doing just as much vetting of employers as employers are of them, the risk of relying solely on traditional recruitment tactics is clear – they can feel generic, lack authenticity, and fail to differentiate your brand. In other words, they don’t tell the real story of what it’s like to work at your company. 

And that’s where employee testimonials come in. 

The Power of Employee Advocacy in Attracting Candidates 

So, what exactly is employee advocacy? At its core, it’s when your current employees speak positively and authentically about their experience at your organization—whether through testimonials, social posts, or referrals. When done well, this kind of peer-to-peer messaging is incredibly powerful. 

Why? Because candidates trust people more than brands. According to LinkedIn, content shared by employees receives 8x more engagement than content shared by the brand itself. And companies with strong employee advocacy programs are 58% more likely to attract top talent.  

Employee testimonials also strengthen your company brand. They bring to life your workplace culture, values, and leadership in a way no job description can. Candidates gain a clearer, more relatable sense of what they’re walking into—often leading to shorter hiring times and longer retention. 

Addressing Skepticism or Common Concerns 

Understandably, some leaders might feel hesitant about rolling out employee testimonials. Common concerns include: 

• “What if employees don’t want to participate?” 
  Start by inviting—not obligating—participation. Focus on those already engaged and enthusiastic about their roles. 

• “What if we get negative feedback?” 
  Negative feedback can feel uncomfortable but use it as a growth opportunity. It provides insight into areas for improvement and shows that your organization is open to listening. When balanced with positive stories, it demonstrates transparency and authenticity. 

• “What if the employee leaves soon after?” 
  That’s always a possibility, but it doesn’t negate the value of their experience. Employee testimonials reflect a moment in time—and that story still matters. People leave great organizations every day to pursue new opportunities, career changes, or personal growth. Their positive experience while they were with you can still speak volumes to future candidates. In fact, when past employees continue to speak highly of their time with your company, it reinforces your reputation as a great place to work. 

Best Practices for Effective Employee Testimonials 

To be truly effective, employee testimonials need to be real. Candidates are savvy—they can spot generic or overly polished statements a mile away. Here’s how to make them stand out: 

• Keep it authentic. The best testimonials sound like real conversations, not scripted statements. Focus on employees sharing personal stories about why they joined, what’s kept them engaged, or how they’ve grown within the organization. 

• Highlight a diversity of voices. Showcase employees from different departments, levels, and backgrounds. This not only reflects your commitment to inclusion but also gives candidates a broader sense of your culture. 

• Include specific details. Vague praise like “I love it here!” or “Great place to work!” doesn’t offer much insight. Instead, encourage employees to speak about particular projects, mentorship experiences, team culture, or how the company supported their career development. 

• Vary the format. Testimonials don’t need to be lengthy to be effective. Short written quotes with photos work great on your careers page or job ads. Video clips are ideal for social media, and longer-form blog-style testimonials can add depth to your employer brand content. 

• Let both the employee and organization share them. When testimonials are shared by both your company and the individual employee, it creates double the exposure and authenticity. It also shows employees are genuinely proud of where they work. 

• Encourage participation thoughtfully. Make it easy and low-pressure to provide feedback. You can invite participation through internal communications, employee engagement surveys, or by spotlighting employees who are already active advocates. Some organizations even build testimonials into onboarding or milestone check-ins. 

• Integrate testimonials throughout your recruitment strategy. Use testimonials on your careers page, in job descriptions, within interview follow-ups, and in social media campaigns. When embedded into multiple touchpoints, they help reinforce your value proposition and build trust consistently. 

Employee Testimonials at Work 

As a recruitment agency, we often encourage candidates—especially passive ones—to do their own research when considering an opportunity. Beyond the job description or our conversations, candidates are looking for real insights: What’s the culture like? Do employees feel valued? Is there room to grow? 

Naturally, many turn to platforms like Glassdoor, Indeed, or Google to read employee reviews and testimonials. What they find can strongly influence whether they move forward, how engaged they are during interviews, and ultimately, how confident they feel in accepting an offer. 

In fact, we’ve had dozens of passive candidates call us back after taking time to learn more about an organization, telling us they were impressed by what current or former employees had to say. Positive testimonials often tip the scale from “maybe” to “I’m interested”—and that’s something you can’t always achieve through a job posting alone. 

This is why proactive employee advocacy matters. When your people are sharing their stories—whether it’s a simple quote on your website, a staff spotlight on LinkedIn, or a short video on social media—it builds trust. These stories help candidates picture themselves as part of your team. In today’s competitive talent market, that kind of connection is a true differentiator. 

Leveraging Employee Advocacy While Working with a Recruitment Partner 

At People First HR, we understand that great recruitment is about more than filling roles—it’s about telling your story in a way that resonates. When we partner with clients, we look for opportunities to highlight your unique culture and values, and that often includes amplifying employee voices. 

Whether it’s advising on how to gather testimonials or using employee stories to enrich our conversations, we help bring your organization to life for candidates. Employee advocacy, when paired with a thoughtful recruitment strategy, is one of the most powerful tools to attract the right talent—and we’re here to help make it happen. 

Navigating Governance: The Boat and the Balloon

By Michele Hengen, Client Services Executive

In every organization, each party plays a critical role: the board, the CEO, and the staff. Without a solid framework, the lines between roles can become blurred, leading to avoidable challenges. A strong governance framework ensures that leadership and management functions are well defined, promoting efficiency and accountability.  

Understanding Governance

Governance refers to how a board (or council) and management work together to run an organization effectively. It provides the system through which objectives are set and attained, and performance is monitored. One common model is the Policy Board Model, which is rooted in theory developed by John Carver. We are going to focus on this model throughout the article.   

Doing the right things vs. doing things right

A board’s primary role is to oversee key functions in an organization, while remaining independent from management. This means that the board is not involved in the day-to-day business but instead ensures the organization is doing the right things.

The board delegates internal management functions through its one employee – usually the CEO. The CEO’s role is to ensure that the staff implements decisions, strategies and policies so that the organization is doing things right.

The boat and the balloon analogy

Future Quest Consulting shared this helpful analogy to understand roles in governance. Imagine a boat navigating through a maze of rock formations while a hot air balloon observes from above. In this analogy, the board is in the balloon, providing oversight and direction, while management steers the boat.

For governance to be effective, the board must stay in the balloon, ensuring the organization stays on course and avoids risks. If the board steps into the boat and takes over operations, it leaves the organization without high-level oversight.

In a crisis situation, the board may need to temporarily climb aboard to keep the boat afloat, but management is still responsible for driving the boat.

Establishing a solid governance framework

All boards have a critical fiduciary duty. Even with the best of intentions, conflicts of interest, confidentiality breaches and other potential problems can arise. How can organizations ensure that their governance practices are effective and suitable for their organization? 

To safeguard against these risks, organizations must develop a framework that clearly articulates board member and management roles and responsibilities, as well as expectations around code of conduct. The framework must ensure the organization does not find itself depending on specific individuals in a way that could invite scenarios of elevated risk. Instead, the board needs to be confident that the system ensures internal controls are followed and objectives are met, no matter who is driving the boat.

Managing governance challenges

One challenge organizations may face is managing conflicts of interest. Let’s examine two examples:

1. A school board is voting on raises for teachers. One of the board members has a daughter who teaches in the system. As the member’s daughter would benefit from the raises, it would be a conflict of interest for the board member to vote on the decision.
2. A board member’s family member owns a construction business. The board is selecting a contractor for an upcoming project and this business submitted a bid. To avoid a conflict of interest, the board member should not participate in the decision-making process or vote on the selection.

Fortunately, a robust governance system can mitigate the risks inherent in these situations. For example, a regular meeting agenda item can be incorporated for members to declare if they have a conflict of interest related to a topic under discussion. If so, there would be policies about how to manage the situation, whether it involves recusing the member from the discussion, voting or both. The overall goal is to ensure that each decision is made with the answer to this question in mind – “who are we here to serve?”

Navigating a ‘won the lottery’ scenario

If a board knows the CEO’s and management well and trusts them all explicitly, it can be tempting to think that establishing proper governance is not necessary. However, strong governance ensures organizational stability, even in unforeseen circumstances. Consider this scenario:

A CEO and the entire management team have won the big lottery and suddenly retire. The board is left with a new management team that they do not personally know or trust to steer the boat. If good governance practices are in place, the board can remain confident that the internal control environment is intact, and objectives will be met.

In this or any other scenario, having a solid governance framework will help to enhance an organization’s performance and results immediately and in the long term.

Strengthening Your Governance Framework

Good governance enhances organizational performance both immediately and in the long term. If you’re unsure whether your governance framework needs improvement, download our checklist below.

For more support in establishing a governance framework for your organization, contact People First to discuss your needs.

Tariff Uncertainty is Reshaping Business—Are You Taking Care of Your People? 

The proposed tariffs aren’t just a possible cost increase—they’re forcing businesses to rethink everything from pricing strategies to workforce planning. While the tariffs are temporarily paused, your business should consider the possible impacts and prepare, but how you do so will matter.  

In the face of the unknown, many businesses make the mistake of focusing solely on financial adjustments—overlooking the people factor that ultimately determines success in times of uncertainty. The right workforce strategy can help mitigate risk, retain critical talent, and strengthen leadership during volatility. 

Here’s how leading organizations are using HR strategy as a competitive advantage: 

Career Transition: Protect Your Brand While Managing Change 

If workforce reductions become necessary, how you handle them matters. A poorly managed transition damages morale, engagement, and employer reputation—affecting talent retention long after layoffs occur. Career Transition services ensure employees land on their feet while reinforcing trust and culture within your organization. 

Executive Search: Leaders Who Thrive in Uncertainty 

Times of change expose leadership gaps. Do you have the right leaders in place to navigate uncertainty? The strongest organizations are securing adaptive, strategic leaders—not just filling vacancies. The People First HR Executive Search team helps you find forward-thinking executives who drive stability and growth even in turbulent times. 

HR On Call: The Expertise You Need, When You Need It 

HR challenges don’t wait for the perfect moment. Workforce planning, policy shifts, and compliance adjustments require quick, expert decisions—but hiring full-time HR staff may not be feasible. Our HR On Call service gives you on-demand access to experienced HR professionals, ensuring fast, informed decision-making when you need it most. 

Strategic HR Consulting: Future-Proof Your Workforce 

The most successful companies aren’t just reacting to new economic pressures—they’re proactively reshaping their workforce strategies. From culture and engagement to compensation, our Strategic HR consulting team helps you assess risks, identify opportunities, and implement data-driven workforce strategies that align with your long-term business goals.  

Winning in an Uncertain Market 

As businesses across Canada navigate the unpredictability of the proposed tariffs, the ones that come out ahead won’t be those that cut the fastest—but those that adapt the smartest. A people-first workforce strategy isn’t just a response to change; it’s a competitive advantage in navigating it. 

Let’s talk about how People First HR can help you build a workforce strategy that strengthens your business—today and in the future. 

Contact us today. 

A strong corporate culture shapes an organization’s values, purpose, business strategy, and workforce. It evolves through leadership decisions, policies, and workplace behaviors, influencing engagement, recruitment and retention, and overall business success. Leaders must ensure their culture supports employees, as neglecting culture can lead to losses in productivity, team members, and profits. 

Indeed describes corporate culture as ” a company’s beliefs, behaviors, ethics, vision, and work environment. It determines how employees and management interact in the workplace.” 

Guidelines to building a strong corporate culture  

In her article Build a Corporate Culture that Works, Erin Meyer outlines six guidelines for shaping organizational culture. 

1. Base culture on real-world dilemmas 
2. Turn culture from abstraction to action 
3. Define culture in clear, practical terms  
4. Hire the right people to shape the culture you want  
5. Ensure culture drives strategy 
6. Balance idealism with practicality 

Two principles that stood out to our team are using real-world dilemmas and moving from abstraction to action. 

Real-World Dilemmas: Putting Culture to the Test  

Culture isn’t values on a poster—it’s about how employees make decisions in real situations. To support this, leadership should define cultural values in ways that guides action and behaviours. 

For example, if teamwork is a core value, consider how employees should respond to dilemmas that test organizational values. 

Scenario: A project team is facing a tight deadline. One team member spots a recurring data issue that could delay delivery but might cause bigger problems for the client later. What should they do? 

• Collaborative Accountability Approach: The team openly discusses the issue, reallocates tasks, and upholds the value of transparency. The company reinforces phrases like “we succeed together” and “open communication fosters innovation.” 
• Efficiency-Focused Approach: The team prioritizes on-time delivery and defers the issue for later. The culture emphasizes “delivering results is our top priority” and “focus on solutions, not problems.” 

By defining how dilemmas should be approached, leaders ensure employees act in alignment with company culture. As Meyer notes, “When employees face situations with various credible responses, they can either make a choice based on personal preference or be guided by the culture of the company.” 

Moving Culture from Abstraction to Action 

Culture statements like “We value teamwork” or “We prioritize innovation” can be vague. Employees need to understand how these values translate into daily decisions. Leaders should replace abstract statements with clear behavioural expectations, ensuring employees see how their actions drive the organization forward. 

A strong corporate culture is not just what a company says—it’s what employees do when faced with real challenges. 

How leaders can foster alignment of a strong corporate culture 

To strengthen the alignment between workplace practices and culture, leaders should evaluate three key areas.

Foundational HR Practices 

Recruitment/On-boarding/Off-boarding 

• Clearly communicate culture during the hiring process so candidates understand workplace expectations. 
• Reinforce cultural values during onboarding so employees see how they are put into action.  

Employee handbook and policy manuals 

• Ensure policies align with the culture you want to build. 

Job descriptions  

• Align job responsibilities, skills, and requirements with cultural values, for example, if formal education isn’t a priority, focus on skills and experience instead of degrees. 

Learning and development opportunities 

Training and professional development opportunities  

• Consider how professional development fits within your culture.
• Do managers encourage training, or must employees advocate for themselves? 

Engagement practices  

• Do you measure employee engagement through surveys to gauge employee perceptions of the current culture? 
• Do employees feel connected to the organization’s mission, vision, and values? 

Compensation and benefits 

• Do your total rewards practices align with your organization’s ideal culture? 
• Does your compensation and benefits offerings align with your values? Ex. A non-profit organization may provide employees a day off to use for volunteer work. 

The Impact of a Strong Corporate Culture 

Strengthening corporate culture is essential for engagement, retention, and business success. What we know is that culture begins at the top; leadership practices and behaviours must embody the organization’s ideal culture in order for it to take root in all areas of the organization. By aligning policies, leadership, and daily actions with cultural values, organizations create an environment where employees thrive and contribute to long-term growth.

If your organization is struggling to build or reinforce a strong corporate culture, reach out to People First HR to discuss tailored solutions that can help your business succeed. 

The Case for Proactive Recruitment: Staying Ahead in Today’s Talent Market 

By Brittney Frias, Recruitment Consultant  

Every hiring manager knows the drill: a resignation letter lands on your desk… Suddenly, you’re scrambling—posting job ads, sorting through resumes, coordinating interviews, and rushing to onboard a new hire. And somehow, it’s been at least a few weeks, if not more, since the role has been vacant.  

Sound familiar? 

Here’s the hard truth: this reactive cycle doesn’t just drain your time and resources; it could be costing you top talent, weakening your team’s performance, and undermining your organization’s ability to stay competitive. 

What if instead, you were able to proactively fill gaps?  

The Power of Proactive Recruitment  

Proactive recruitment is a forward-thinking approach for organizations that allows for strategic planning and a stronger talent pool of employees. It allows you to plan for the needs of your organization, understand gaps, and fill those accordingly. Proactively recruiting can reduce costs while improving employer branding, employee morale, and retention.  

“According to LinkedIn, companies that adopt proactive recruitment strategies reduce their time-to-hire by 33%”- Testlify, Proactive Recruitment: Staying Ahead in Talent Aquistion. 

Current Trends in Today’s Job Market  

Today’s job market is changing rapidly, making proactive recruitment essential. From economic uncertainty to the rise of AI and shifting employee expectations, staying ahead requires a strategic, future-focused approach. Let’s take a minute to review: 

1. Economic Uncertainty and Job Market Cooling 

The job market has slowed down, and unemployment is rising. In November 2024, the unemployment rate went up to 6.8%, the highest it’s been in almost eight years outside of the pandemic. This happened even though 50,500 new jobs were added that month. It’s a sign that things are getting more challenging for workers, as businesses deal with higher costs, rising interest rates, and people spending less. 

2. Technological Advancements and AI Integration  

Artificial intelligence is growing fast in Canada, with the market expected to grow by an average of 28.39% each year, reaching $18.50 billion by 2030, according to Statista.  While this brings exciting opportunities, it also raises concerns. Bank of Canada Governor Tiff Macklem warned that widespread AI adoption could make inflation harder to predict and control, creating challenges for the economy. On top of that, AI is set to shake up the workforce, with about 60% of Canadian workers likely to see changes in their jobs. For many, this could mean working alongside AI, opening the door to new possibilities. 

3. Shifts In Employee Expectations 

Employee expectations are evolving, with flexibility and work-life balance becoming top priorities. A 2023 survey by Benefits Canada found that 81% of Canadian workers want flexible work arrangements, and over half (54%) said they’d consider quitting if their employer didn’t offer flexibility after the pandemic.  

In 2025, hybrid work models are expected to remain popular among employees, as they help support work-life balance and inclusivity.  

“For most, work-life balance is non-negotiable—78% reported they currently have a good balance and wouldn’t accept a job that disrupts it” – Sander Van’t Noordende, Randstad. 

4. Skill Shortages: Bridging the Gaps  

Canada is grappling with significant skill shortages and gaps, affecting industries and the broader economy. In 2022, the manufacturing sector alone suffered an estimated $13 billion loss due to a lack of skilled trades workers, emphasizing the urgent need for skilled labor. While job vacancies declined from 991,680 in the third quarter of 2022 to 737,530 in the same period of 2023—a 25.6% drop—many industries still face labor shortages. 

Globally, the challenge is equally daunting: 77% of employers report difficulty filling roles due to a lack of skilled candidates, the highest rate in 17 years (Global Talent Shortage Survey 2024). Addressing these gaps is essential for Canada’s economic resilience and growth. 

5. Focus on DEI Transparency  

Organizations saying they focus on, and respect Diversity, Equity, and Inclusion (DEI) initiatives is not enough for employees. This responsibility is increasingly becoming a deciding factor when choosing an employer.  

DEI are increasingly in the spotlight, with transparency playing a key role in building trust and accountability. Sharing DEI data openly is more important than ever, as it helps organizations demonstrate their commitment to diversity goals while fostering trust with employees and the community. Transparency not only keeps companies honest about their progress but also signals a genuine dedication to creating inclusive workplaces that reflect societal values (Canadian Equality Consulting). 

Risk of Not Being Proactive 

Failing to adopt a proactive approach in today’s competitive market doesn’t just slow down your hiring—it puts your organization at risk. From talent shortages to rising costs and damage to your reputation, the consequences of inaction can be far-reaching. 

Talent Shortages and Delayed Hiring 

With reactive recruiting, employers may struggle to fill positions quickly, leading to prolonged vacancies. When employers wait to fill positions it can impact the rest of their staff with increased workloads, reduced productivity, and potential burnout.  

Damage to Employer Branding 

Lastly, there is the risk to damage the employer branding. A lack of proactive recruitment creates the perception of disorganization. The company may have higher turnover rates and reduced team performance as a result. Not having those skilled candidates can tarnish a company’s reputation.  

As well, without proactive recruitment you may have a lack of diversity in the candidate pool and in turn your companies’ employees. Failure to engage diverse talent pools results in a homogenous workforce which impacts the organization in terms of limited innovation and perspectives as well as potential non-compliance with DEI standards. 

Finally, proactive recruitment allows you to have succession planning strategies. Absence of succession planning creates instability and strategic gaps in leadership. Without this your organization misses out on the opportunity for long term growth and resilience.  

How to Create a Proactive Recruitment Strategy

Proactive recruitment and succession planning are critical for addressing these challenges and securing a future-ready workforce. Here are some actionable ways to build a more proactive recruitment strategy.   

1. Assess Current and Future Needs: Conduct workforce planning to identify critical roles and forecast future needs. 

2. Identify High-Potential Talent: Evaluate internal employees and external candidates using performance reviews and leadership assessments. 

3. Develop Talent Pipelines: Invest in career development programs and maintain databases of high-potential talent. 

4. Leverage Employer Branding: Highlight growth opportunities and leadership development in recruitment marketing. 

5. Engage with Passive Talent: Build relationships with potential candidates through networking and industry events. 

6. Incorporate Technology: Use AI-driven tools to identify skill gaps and track candidates for leadership roles. 

7. Monitor and Review: Regularly update succession plans to reflect changing business needs. 

Leveraging Recruitment/HR Partners in your Proactive Strategic Plan  

If moving towards proactive recruitment feels overwhelming, you don’t have to do it alone. Partnering with a recruitment firm is a powerful way to elevate your proactive recruitment strategy and ensure your organization is prepared for future growth. Here’s how: 

1. Building a Robust Talent Pipeline 
   A recruitment partner can help you develop a pipeline of top-tier talent, ensuring you’re always ready to meet future hiring needs. Whether it’s for new roles or upcoming expansions, you’ll have access to qualified candidates when you need them most. 

2. Accessing Hidden Talent and Diverse Pools 
   Recruitment firms excel at reaching passive candidates—those who aren’t actively looking for a job but would be open to the right opportunity. They also help diversify your talent pool, connecting you with candidates from various backgrounds, industries, experiences, and perspectives. 

3. Boosting Employer Brand and Reducing Time-to-Hire 
   An experienced recruitment partner can enhance your employer brand, showcasing your company as a top choice for talent. This not only helps attract high-quality candidates but also significantly reduces your time-to-hire, giving you a competitive edge in the talent market. 

In addition to recruitment, collaborating with a Strategic HR consultant can provide valuable insights into your company’s workplace culture, skills gaps, and overall employee satisfaction. With this information, you can make informed, strategic decisions that drive proactive recruitment, improve retention, and foster a thriving organizational culture. 

Proactive recruitment isn’t just about filling positions—it’s about planning for long-term success. By integrating succession planning and building strong relationships with recruitment and HR partners, organizations can navigate workforce challenges with ease. Anticipating talent needs, embracing diversity, and leveraging innovative technologies will ensure you not only stay competitive but also cultivate a resilient workforce poised for growth in a dynamic marketplace. 

The time for proactive recruitment is now. Contact People First to get start today.  

Aligning DEI to Organizational Strategy

By Deanna Lanoway, Executive Consultant

Aligning DEI with your organizational strategy is a powerful way to amplify its impact across your organization. Small businesses, which make up over 70% of Canadian companies, employ almost two-thirds of the total workforce (Statistics Canada) —a testament to their critical role in our economy. If you’re managing the HR function in one of these businesses, chances are you’re also responsible for diversity, equity, and inclusion (DEI) programming, given the close connection to talent management. But DEI isn’t just about talent; its impact can spread across your organization, influencing everything from innovation to bottom-line results. 

By aligning your DEI activities with your organizational strategy, you can ensure your efforts drive meaningful and measurable results.  

The strategic work of DEI 

Workplaces have changed a great deal in recent decades. The growth of service and knowledge economies, globalization, and changing demographics have helped us better understand how critical an organization’s employee base is to its success.  This has also led to a greater understanding of how important it is for the folks who lead People & Culture to be involved in strategy discussions with senior leadership.   

All business functions can contribute to–or detract from–your ability to meet your strategic goals, and DEI is no exception. To unlock its full potential, DEI needs to be aligned with your organization’s strategic goals.  

Aligning your DEI statement  

Your DEI statement is the first place to look for alignment. It should both reflect your organization’s values and clearly connect to the organization’s mission and vision.  

LEGO’s DEI statement is a great example of alignment:  

“We believe the LEGO Group – and LEGO play – is for everyone, no matter where you come from, what you look like, or how you identify.  It’s our mission to inspire and develop the builders of tomorrow. To succeed in this mission, and help all children develop the skills that will help them fulfil their potential, we must continue to play our part in building a more inclusive and equitable world, starting with our own organization.”   

We love this statement as it is unambiguous and inspiring, but also because it directly includes LEGO’s organizational mission. It showcases how seamlessly DEI can align with organizational purpose and strategic goals. 

Prioritizing DEI initiatives  

When prioritizing different initiatives within your DEI program, it’s smart to consider your strategic direction, the biggest opportunities and challenges that you face as an organization, and what stage you are at on your DEI journey.  

Below are two examples of how different strategic directions would influence the DEI program.   

DEI program at a start-up 

ABC Start UP is valued primarily for its intellectual property. Its strategic plan is to build to sell the business (a fact only known by the executive leadership team, which is another reason why the individual accountable for People & Culture needs to be included in the upper leadership team.) 

With this strategic plan, ABC Start UP needs stability in operations and a strong revenue pipeline. As business and growth are fast paced long-term planning is challenging. So, to best support this the organizational direction, the DEI program should focus on directly and quickly supporting recruiting practices in sales, research, or other mission critical functions.  

The DEI program should avoid initiatives that require heavy time commitments from top leadership, as they may be too onerous for a founder-led organization.   

DEI at a small professional services organization  

Build 123, a small engineering firm, is seeking strong organic growth. To succeed, they require employees with particular certifications. Build 123’s DEI program should focus on supporting recruitment practices that allow them to build a team that properly represents their market.   

Understand your market to set better targets  

A workplace analysis can be an important step in aligning your DEI initiatives to your organizational strategy. Conducting a workforce analysis can help you: 

• understand what your labour market looks like,  

• understand what minimum targets may look like in your industry, and  

• identify if there is a gap between your client market and your labour market.   

For example, if only 20% of the people in your labour market with the required education/certification identify as female, but 50% of your client decision makers identify as female, you have a gap.   

Furthermore, when you are recruiting, if you fail to receive at least 20% of your applications from females, then you know you likely have work to do on inclusion, or at minimum on promoting your commitment to inclusion.   

Paying particular attention to leadership ratios is also important, as your leadership ratios are visible outside the organization, and may be an important factor for applicants who are looking for representation in their next employer. 

Communication around DEI  

Before shouting from the rooftops about your DEI programming, you need to understand how your employees feel about your degree of inclusion.   

When we work with small employers early in their DEI journeys, we often hear that they are interested in promoting their commitment to inclusiveness as soon as they officially undertake the DEI program.  But that is risky. Any misalignment between what is said externally (perhaps on social media) and what employees feel inside the organization can result in resentment and a loss of engagement.  

Internal perceptions are impossible to guess. To understand employees’ true feelings, they need to be surveyed with guaranteed anonymity and the results interpreted carefully. 

At People First, when we conduct engagement surveys for clients, we may see a score of 89% engagement as very positive.  However, we may interpret the same score on a DEI-focused survey, asking about feelings of inclusion, differently if only 11% of employees identify as part of an underrepresented group.  

While it might not be exciting to keep the news your DEI initiatives internal, it might be beneficial to the success of your DEI journey. Once you understand how inclusive your environment is, you can decide how to communicate, internally and externally, on issues surrounding DEI.   

Building a Foundation for Sustainable DEI Success 

A DEI program is not a quick fix. It requires strategic planning, a seat at the leadership table, and alignment with organizational strategy. Following the steps outlined in this article can set you on the right direction for your organization’s DEI journey:   

• Bring those managing People & Culture into strategic leadership discussions.  

• Align your DEI statement with the organizations Mission and Vision.  

• Use your strategic direction to help priorities your DEI initiatives – each organization is going to have a different DEI journey.  

• Take time to learn your market, so you can understand and address gaps.  

• Survey your employees to learn their true feelings and make more informed decisions on how and when to communicate about your DEI program.  

By aligning DEI with your organizational strategy and the stage of your DEI journey, you are creating a platform for success that goes beyond talent, allowing you to fully realize the power of people. 

Hiring the Next Generation: What Companies Need to Know About Gen Z Workers

By Jenessa McCrae, Associate Recruiter

Gen Z workers are redefining what it takes to stay competitive in a rapidly evolving market. To recruit, retain, and engage this talented generation (those born from 1997 to 2012), employers must adapt to their unique traits and expectations. By aligning workplace practices with Gen Z’s values—such as flexibility, diversity, and career development—companies can build a more innovative and future-ready workforce. This article explores key insights into Gen Z workers and practical strategies to attract and retain their talent.

Key Characteristics of Gen Z Workers

1. Value of Flexibility

Flexibility in work schedules and locations is fundamental for the Gen Z workforce.

Having experienced remote learning and socializing through digital platforms, many in this generation prefer hybrid or fully remote work options. Flexibility in working hours and environments is often seen as essential for maintaining work-life balance. For this generation, the freedom to share how, when, and where they work empowers them to bring their best selves to the table, leading to innovative solutions and deeper engagement. 

“In speaking with candidates, it’s clear that flexibility in the workplace isn’t just a nice-to-have for Gen Z—it’s something they really value. Being able to choose how, when, and where they work helps them feel more creative, productive, and balanced. When companies offer that flexibility, it allows Gen Z to show up as their best selves, leading to more engagement and fresh, innovative ideas.” – Tara Gousseau, Senior Consultant & Team Lead at People First HR Services

2. Tech-Savvy and Digital Fluency

Gen Z is the first generation to grow up fully immersed in technology, making them highly proficient with digital tools and platforms. They are adept at multitasking across devices and are quick to learn new technologies.

This comfort with media has shaped how Gen Z employees approach work and communication. These employees are likely to prefer digital communication, create digital workflows, or have strong social media skills. For Gen Z, technology isn’t just a tool—it is an integral part of how they live, learn, and solve problems.

3. Emphasis on Diversity and Inclusion

This generation is more diverse than previous ones, and they expect their employers to reflect and promote that diversity. Inclusive work environments where different perspectives are valued and representation is prioritized are important to Gen Z workers.

These values significantly influence Gen Z employees’ decisions about where to work and how long to stay with an organization. Gen Z views inclusion as more than just having diverse employees; it’s about creating an environment where everyone, regardless of their background, feels valued, heard, and empowered to contribute.

4. Desire for Career Development

Gen Z is highly focused on personal and professional growth. They have an entrepreneurial spirit and have a strong desire for workplaces with room for career progression. They value opportunities for skill development, mentorship, and career advancement.

Employers who invest in training programs, clear career pathways, and up-skilling initiatives are more likely to retain Gen Z employees. For this generation, career development isn’t just about promotions or salary increases—it’s about gaining new experiences, improving their skill set, and staying competitive in an ever-changing job market.

5. Focus on Financial Stability and Benefits

Unlike previous generations, many Gen Z workers are entering the workforce with concerns about student debt and economic uncertainty. As a result, they prioritize financial security and tend to seek out employers offering competitive salaries, benefits, and clear compensation structures. Retirement plans, health insurance, and student loan assistance are also highly valued.

With mental health awareness being another main priority of Gen Z workers, having a benefits package and culture that promotes this is crucial. These employees place high importance on work environments that support mental wellness through flexible hours, reasonable workloads, and access to mental health resources.

6. Preference for Feedback and Communication

Lastly, Gen Z workers value continuous, transparent feedback. They are used to immediate responses in digital environments and appreciate regular check-ins with their supervisors. They want to know how they are performing in the moment so they can adjust and improve.

Traditional annual performance reviews may not suffice; instead, ongoing coaching and real-time feedback are preferred. They expect their managers and leaders to be approachable and communicative. Gen Z workers want leaders who provide guidance, support, and encouragement, helping them develop professionally rather than just monitoring performance.

Strategies for Employers Hiring Gen Z Workers

To successfully attract and retain Gen Z talent, companies should focus on the following:

• Promote Flexibility – Provide flexibility in both work hours and locations, offering hybrid or remote options where possible. Employers can further support work-life integration by encouraging flexible schedules, integrating wellness programs into the workplace, and promoting a culture where time off and personal development are valued.
• Offer Digital Tools and Learning Opportunities – Employers must support a tech-forward work environment. Companies should prioritize investing in cutting-edge technology, provide access to the latest digital tools, and support flexible working conditions that allow for the integration of these technologies into everyday work processes.
• Prioritize Diversity and Inclusion – By actively fostering a diverse and inclusive work environment, companies not only align with Gen Z’s values but also create a more innovative, engaged, and loyal workforce. A few examples include providing ongoing EDI training, establishing a zero-tolerance policy for discrimination, and celebrating cultural diversity.
• Provide Clear Development Opportunities – Do this through mentorship programs, training, and transparent career advancement paths. Employers should offer learning opportunities such as workshops or certifications and promote a culture where feedback and personal growth are prioritized.
• Offer Financial Wellness Programs – These programs provide financial literacy training, student loan repayment assistance, or competitive retirement savings plans to address the financial concerns of Gen Z workers. Offering salary transparency and opportunities for bonuses or incentives can also attract this generation.
• Prioritize Mental Health Support – Organizations should promote mental wellness by offering flexible work options, encouraging time off when needed, and providing access to mental health resources like counseling or employee assistance programs (EAPs).
• Implement Real-Time Feedback Systems – Instead of relying solely on annual reviews, companies should create systems for continuous feedback and recognition. This could be as simple as regular one-on-one meetings or the use of digital tools that allow for immediate performance updates and coaching.
• Promote Authentic Leadership and Transparency – Leaders should strive for authenticity and openness in communication. Gen Z employees appreciate leaders who are honest about company goals, challenges, and successes.

Generation Z is bringing fresh perspectives and new expectations to the workforce, challenging businesses to rethink how they engage and support their employees. From their demand for flexibility and technological fluency to their emphasis on diversity, inclusion, and continuous feedback, Gen Z is driving employers to rethink traditional approaches to management and work culture. Companies that prioritize career development, foster an inclusive environment, and maintain open lines of communication will be better positioned to attract and retain this talented generation. As the influence of Gen Z continues to grow, businesses that align with their needs will be better positioned to thrive in an ever-evolving workplace landscape.

In any thriving team, communication isn’t just important—it’s everything. From delivering clear instructions to fostering trust, a leader’s ability to communicate well can make or break success. Reflecting on this, I was reminded of a humorous lesson in communication from the children’s book Amelia Bedelia by Peggy Parish. 

If you’re familiar with the character Amelia Bedelia, you will know that her adventures are filled with misunderstanding and a lack of communication. This quote from the original story is a fun illustration of the need for clear communication:  

“‘Amelia Bedelia, the sun will fade the furniture. I asked you to draw the drapes,’ said Mrs. Rodgers. 
‘I did! I did! See,’ said Amelia Bedelia. She held up her picture.” (Amelia Bedelia, 1963).  

Instead of closing the drapes, Amelia drew a picture of them for her employer.  

You might think this example is silly and that it is too literal of an interpretation, but we can draw some lessons from it for communicating in the workplace.  

Roles in communication  

Communication is a two-way process. Both delivering and receiving messages require effort. As a leader, it’s your responsibility to ensure your message is clear and understood, and it’s equally important to listen and ask questions when you’re on the receiving end. 

Role as the person delivering the message: 

• Ensure the message is understood.  
• Give space for questions. 
• Consider how you are communicating. (Are you delivering this message in person, via email, or over a video call? Each medium may impact how the message is received and understood.) 

Role as the person receiving the message: 

• Listen to what is being said.  
• Consider the context of the situation and your role.  
• Ask clarifying questions.  

As you see above, effective communication isn’t just about talking; it’s about ensuring both sides are engaged, understood, and able to contribute to a shared understanding. 

Tips for becoming a better communicator  

Now that we’ve covered the key roles in workplace communication, let’s explore some practical strategies you can implement to improve your team’s communication. 

Create a safe space for honest and vulnerable conversations  

Creating a safe space for honest and vulnerable conversations is key to strong communication. One way to do that is by fostering an environment where communication is a natural part of the workflow, not just something reserved for formal meetings.  

When employees feel heard and understood, it strengthens their ability to collaborate and reach shared goals. As Gallup points out: 

“When healthy communication is part of ‘how we do things,’ employees are more likely to have clear expectations that align with leaders’ overarching objectives. They’re also better able to understand one another and collaborate to overcome hurdles, accomplish goals, and navigate change.” 

Regular communication—whether formal or informal—builds familiarity and trust, making it easier for teams to work together effectively. 

In addition to being open to ongoing conversations, as a leader, you’ll want to ensure your team knows that their opinions and suggestions matter. Validation shows employees that their input is not only welcomed but valued, fostering a culture where people feel comfortable sharing ideas. Consider implementing the following strategies when you receive ideas from your team:   

• When an employee shares an idea, thank them for it and let them know you will consider how it can be action. 
• If the suggestion can be worked on right away, ask the employee to add it to their task list (if it fits under their job) or assign it to the correct team member.  
• Give the employee a shout-out in a larger team meeting for the value they provided.  
• While you’ll want to avoid shutting down every suggestion, if you know the idea won’t work right now, try acknowledging something positive about it and mentioning you will keep it in mind for the future.  

Establish a shared understanding of objectives and goals  

As you sit down for a team meeting or kick off a project, take a moment to share AND understand your team’s objectives. 

As Ann Kowal Smith notes, when goals are clearly articulated, teams are better positioned for success. Setting objectives before a meeting can transform conversations into actionable outcomes.  

“Whether they seek a specific decision, an exploration of options, or an open-ended brainstorming session, when people articulate their goals, they set the stage for more effective outcomes, especially in practical, decision-making contexts.” – Ann Kowal Smith, 4 Techniques To Help You Be A Better Communicator 

Healthy communication isn’t just about speaking and listening—it’s about creating an ongoing dialogue that keeps everyone aligned with the team’s larger goals. 

Encourage ongoing feedback 

Feedback helps us learn what we need to work on, but also what we are doing well. It’s something both team members and leaders can benefit from. By asking questions and sharing feedback on an ongoing basis, your team can become more connected and productive.  

• Feedback becomes part of the ongoing workflow, for both leaders and team members. 
• Challenges can be addressed more quickly, and projects can move along. 
• You will build better familiarity and comfort between your team, reducing the fear of criticism and making communication more effective. 

This kind of continuous feedback loop not only resolves challenges faster but also encourages a culture of openness and collaboration, strengthening the team’s ability to achieve its goals. In turn, this can help build employee’s confidence, contributing to a more motivated and engaged team.

Practice, practice, practice  

With any skill, practicing tends to help you improve. Smith encourages people not to shy away from hard conversations. The more you are a part of them, the easier it will become to be vulnerable and participate in meaningful discussions. 

“The key to having successful conversations is the messy, emotional and often freighted experience of the conversations themselves.” – Ann Kowal Smith, 4 Techniques To Help You Be A Better Communicator 

To encourage these discussions, try leading by example and leaning into difficult conversations rather than avoiding them. To maintain a sense of safety, you may want to start by encouraging candid feedback during one-on-one meetings. 

Start building a culture of communication today  

Ultimately, communication is a team effort that requires constant reflection and improvement. As a team leader, your ability to speak and listen effectively shapes your team’s success. So, take time to practice, invite open dialogue, and foster an environment where everyone feels heard.  

If you need support getting started, reach out to us here at People First. We offer several solutions to help support stronger leadership and teams, such as:   

• Leadership coaching 
• Career conversations workshops 
• Culture assessments 

Email us today to learn more about these solutions and others. 

At the end of the day, remember, clear communication builds trust, and trust builds teams. You can work towards that every day by making communication an ongoing priority. 

by Misty Fraser, CPHR, Career Consultant

In today’s competitive job market, attracting top talent requires more than just listing qualifications and responsibilities. HR professionals and business leaders are increasingly turning to AI tools to craft compelling and optimized job descriptions and job postings that stand out. This article explores how AI can enhance both the job description and job posting processes, ensuring you not only reach but engage the right candidates.

The Role of AI in Job Descriptions and Job Postings

Artificial Intelligence has revolutionized many aspects of HR, from recruitment to employee engagement. When it comes to job descriptions and job postings, AI can assist in several key areas:

1. Keyword Optimization
2. Bias Reduction
3. Converting Internal Descriptions to External Job Postings
4. Competitive Job Posting Analysis

Keyword Optimization

AI tools such as ChatGPT, Textico and Grammarly can analyze job descriptions and job postings to ensure they include the right keywords. This optimization is crucial for improving search engine rankings and ensuring the job posting reaches a broader audience. By identifying and incorporating industry-specific terms and skills, AI helps ensure your job descriptions and postings align with what potential candidates are searching for.

Bias Reduction

One of the significant challenges in crafting job descriptions and postings is eliminating unconscious bias. AI tools can help identify and neutralize biased language, ensuring your job postings are inclusive and appealing to a diverse talent pool. This can lead to a broader and more qualified candidate base, enhancing your chances of finding the right fit.

Tip: Consider using AI tools like Textio and Gender Decoder to scan for gender-coded language or any terms that may discourage diverse applicants.

Converting Internal Descriptions to Engaging External Job Postings

Many companies struggle with transforming detailed internal job descriptions into engaging external job postings. AI can streamline this process too, ensuring that the essential responsibilities and qualifications are communicated effectively to potential candidates increasing engagement and quality applications.

Keep these tips in mind when creating your job posting:

1. Extract Key Responsibilities and Skills: AI tools can analyze internal job descriptions to extract the most important responsibilities and skills. An effective job posting is not a long list of responsibilities!
2. Optimize for Engagement: AI tools can also enhance the language to make it more engaging and appealing to job seekers. This is your opportunity to differentiate yourself from your competitors.
3. Ensure Clarity: Simplify technical jargon and use bullet points for clarity, making the job posting accessible to a wider audience.

ChatGPT Prompt Example:

I am an HR professional looking to convert our internal job description into an engaging and effective external job posting. Here are the specific details:

Internal Job Description:
[Insert your internal job description here]

Conversion Criteria

1. Simplify Technical Jargon: Translate complex technical terms into simpler language that is easily understood by a broader audience.
2. Engagement: Use action-oriented and engaging language to attract potential candidates.
3. Clarity: Ensure the job posting is clear, concise, and easy to read. Use bullet points where appropriate.
4. Inclusive Language: Use inclusive language to appeal to a diverse pool of candidates.
5. Company Culture and Benefits: Highlight the company’s culture, values, and any unique benefits to make the job posting more appealing.
6. Call to Action: Include a compelling call to action, encouraging candidates to apply.

Competitive Analysis

Understanding how your job postings compare to those of competitors is crucial. AI can perform a comparative analysis, providing insights into how your job postings stack up against similar roles in the market. This can help you identify areas for improvement and ensure your job postings are competitive and compelling.

Steps to Perform Competitive Analysis

1. Identify Key Competitors: Determine who your main competitors are in the industry. Look at companies that are hiring for similar roles.
2. Gather Job Postings: Collect job postings from these competitors. You can use job boards, company career pages, and LinkedIn for this purpose.
3. Analyze Language and Structure: Use AI tools like ChatGPT to analyze the language, structure, and tone of these job postings. Look for common keywords, required skills, and the overall style.
4. Benchmarking: Compare the findings with your job postings. Identify gaps and areas where your postings can be more competitive and engaging.
5. Continuous Improvement: Regularly update your job postings based on ongoing competitive analysis to ensure they remain relevant and attractive to potential candidates.

ChatGPT Prompt Example:

I am an HR professional looking to improve our job postings to better attract top talent. Please help me analyze and compare our current job posting with those of our key competitors. Here are the specific details:

1. Our Job Posting:
   • [Insert your current job posting here]
2. Competitor Postings:
   • Competitor 1: [Insert the job posting from Competitor 1 here]
   • Competitor 2: [Insert the job posting from Competitor 2 here]
   • Competitor 3: [Insert the job posting from Competitor 3 here]

Analysis Criteria:

1. Keyword Usage: Identify and compare the keywords used in our job posting versus the competitors.
2. Language and Tone: Compare the language and tone used in our job posting and suggest improvements.
3. Inclusivity: Identify any biased language in our job posting and suggest more inclusive alternatives.
4. Engagement: Assess the overall engagement level of our job posting compared to competitors and provide suggestions for improvement.

Conclusion

AI is transforming the way HR professionals create job descriptions and postings, making the process more efficient, inclusive, and targeted. By leveraging AI tools, you can ensure your job descriptions and job postings attract the right candidates, stand out in a competitive market, and reflect your commitment to diversity and inclusion. Embracing AI is not just a trend but a strategic move to enhance your recruitment efforts and secure top talent. If you are looking for additional support in this area, contact our team to learn more.