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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.

10 Responses

  • 1
    Guest

    This is exactly what I need in my life right now (37 and desperately needing a career change but thinking it’s not possible or practical because of my age). Thanks Juliana!

    • 4
      Guest

      Thank you for your comment. I’ve certainly heard similar statements from many of my clients! May you have opportunities to explore new and exciting career paths. 🙂

  • 1
    Guest

    Juliana, I do like your idea. We have started a group for 45+ women who are “re-careerers” in the London Area and have a Facebook page as well. We call ourselves the OWL Networking Job Club, if you would like to check it out. Perhaps you might garner a few ideas or share them with our group. Best of luck with the challenge here.

    • 4
      Guest

      Thank you Dianna. The OWL Networking Job Club sounds like a wonderful initiative!! I love hearing about women supporting one another!

  • 1
    Guest

    HI

    THIS IS A TREMENDOUS IDEA’
    IT IS WELL THOUGHT OUT.
    IT IS EASY TO FOLLOW.
    I AM SURE MANY PEOPLE WILL BE ABLE TO USE THIS APPROACH AND THAT IT WILL BE USEFUL AND FUNCTIONAL.

    MARGARET A. VIGNEAULT

  • 1
    Guest

    This will be a wonderful resource for all the career changers out there who need guidance in how to turn their passions into a new career direction. Good luck Juliana!!

  • 1
    Guest

    A terrific idea, I help support a return to work intervention which supports people from 55-65. They didn’t know of any career supports for people of their age before coming to see us, so this is desperately needed. Good luck…