Career Development: It’s not too late!
Name: Juliana Wiens
Organization: Women’s Employment Outreach (Halifax, NS)
Summary: I propose a marketing campaign that uses various forms of media to dispel the myth that career development is only for young people, and spreads the message that ALL Canadians of working age can benefit from career development services. We need to make Canadians of ALL DIFFERENT AGES recognize that they need not feel ‘stuck,’ and that career services can benefit THEM. It’s not too late!
Project Description: The marketing campaign will feature the slogan ‘Career Development: It’s not too late!’ and will convey the message that a) ‘Career’ is not one decision made at the age of 20, but rather, a lifelong journey, and b) Career development services can benefit ALL Canadians of working age – younger and older.
Specific marketing tools can include:
• Visual media such as posters and ads, containing the slogan and information described above and displayed in areas that attract a wide cross-section of the public: community bulletin boards, free newspapers, bus ads, etc.
• YouTube videos and/or television ads that feature testimonials from individuals of varying ages who have accessed career counselling and found the experience positive, who discovered that it wasn’t too late to reflect on and transform their career paths in exciting ways
• A Facebook page that would feature these ads and testimonial videos, on which individuals could also post their own career development successes
Perceived Impact: If we want to address the nationwide lack of recognition of career development, we need to do more than create general awareness. Many individuals in their 30s, 40s, 50s, and 60s may be aware of services, but may not recognize themselves as beneficiaries. This campaign will benefit those who come to realize that they too can examine their lives, self-reflect, set goals, and make positive career changes. Of course there are challenges to redefining one’s career path, but fundamentally, this campaign is about creating hope that change is possible at any point of one’s career journey.