The workforce of tomorrow

The COVID-19 pandemic dramatically changed Canada’s employment picture, as the country went from having one of the lowest unemployment rates in decades, to job loss or underemployment for millions of Canadians. With this in mind, The Future Skills Centre (FSC) conducted a national survey to map Canadians’ outlook on employment during the pandemic and then looked to us to help bring the findings to Canadians.

To raise awareness and position the FSC as a player that could help employers in their efforts to build a resilient workforce during the recovery phase of the pandemic, we developed a targeted national media relations campaign. It highlighted the results of the survey and offered expert interviews with the FSC and its partners to provide insights on the skills needed to help rebuild the Canadian economy. We anchored our media relations efforts by embargo-pitching an exclusive op-ed by the FSC that offered advice on how the country could adjust to a rapidly changing labour market amidst growing global instability. 

  The campaign secured 20M impressions across 105 earned media placements in a variety of print, online and broadcast outlets. The op-ed ran in print and online in a major Canadian newspaper and was syndicated to an additional 50 outlets. FSC was prominently featured in the coverage and positioned as a leading voice in rebuilding the Canadian labour force as it recovers from the shock of COVID-19.