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“The Youth Voice Matters”
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TABLE OF CONTENTS 4 Introduction 5 - 8 Leger Survey Output 9 Keynote Speakers & Panel Members 10 - 11
Discussion of the Day
12 - 14
Youth Perspective
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Sponsors
16 Closing Remarks & Acknowledgments
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Canada Youth to Business Report 2014
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Canada Youth to Business
Forum
GUELPH, ON | MAY 9TH, 2014 | 40 BUSINESS REPRESENTATIVES 30 CANADIAN UNIVERSITIES | 344 STUDENTS
HOW DO WE WORK TOGETHER TO EMBRACE RISK AND DRIVE CANADIAN COMPETITIVENESS? INNOVATION & PRODUCTIVITY THE YOUTH VOICE MATTERS
“The Youth Voice Matters”
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AIESEC
YOUTH TO
WHO WE ARE
BUSINESS FORUM
Present in 124 countries and territories with over 80,000 members- AIESEC is the worlds’ largest student-run organization. Focused on providing a platform for youth leadership development, AIESEC offers young people the opportunity to be global citizens, change the world and garner the experience and skills that matter today. For over 60 years, students involved in AIESEC have gained skills and competencies through challenging leadership experiences, international internships, and interaction with an extensive global network. AIESEC Canada founded in 1958, has over 50 years of experience in developing high-potential youth into globally-minded responsible leaders through partnerships with business, government, and institutions of higher education. AIESEC Canada is currently present in 30 universities with over 2,000 members.
The Canada Youth to Business Forum brought businesses and students together to engage in an unique dialogue on relevant topics to both Canadian businesses and student communities. On May 9th, 2014, AIESEC Canada convened student leaders from 30 universities across the country for this dialogue with senior business representatives to address the question:
race b m e e w o d “How an i d a n a C e v i r risk & d s?” s e n e v i t i t e p com
INSPIRE YOUTH TO BUSINESS SURVEY Leger Marketing is an essential strategic partner of AIESEC Canada, supports AIESEC by gathering real time data from students across the country. AIESEC has been the national youth voice during its 60 year history in Canada. With Leger Marketing’s support, we were able to collect and showcase national youth opinions on topics relevant to both students and employers. The survey this year focused on whether or not Canada would be able to embrace risk and drive Canadian competitiveness. The results of the survey complemented the discussion and content of the Youth to Business Forum.
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IN PARTNERSHIP WITH
1344
STUDENTS
4 REGIONS
40.9% MALE | 59.1% FEMALE
Canada Youth to Business Report 2014
ENGAGE
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LEGER MARKETING SURVEY OUTPUT
SECTOR BREAKDOWN
Which of the following sectors are you most likely to work for?
MOST POPULAR: FINACIAL SERVICES LEAST POPULAR: MINING
Financial Services (21.8%) Government (15.3%) Technology (12.3%) Education (10.9%) Biotech/Pharmaceuticals (4.9%) Oil/Gas (4.3%) Healthcare/Medical (2.8%) Manufactuing (2.3%) Transportation (1.7%) Law (1.3%) Marketing (1.1%) Mining (0.4%) Other (9.2%) Undecided (11.7%)
GENDER BREAKDOWN Survey results show that 18.4% of women wanted to go into GOVERNMENT versus 10.9% of men. In terms of TECHNOLOGY, only 6.4% of women surveyed were interested in the field versus 20.7% of men.
59.1%
In EDUCATION 14.4% of woman were interested versus only 6.0% of men.
GOVERNMENT
EDUCATION
TECHNOLOGY
20.7%
10.9% 18.4%
40.9%
6.4%
6.0% 14.4%
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WHAT ARE THE TOP SECTORS IN INNOVATION & SUSTAINABILITY?
ECONOMIC SUSTAINABILITY
Technology
Financial Services
Pharma
Technology
Education
Pharma
Transportation Government Financial Services
Oil & Gas Manufacturing Mining
Technology
Pharma
Mining
Transportation Financial Services
Oil & Gas
Oil & Gas
Education Manufacturing Government Transportation Mining
ENVIRONMENTAL SUSTAINABILITY
OVERALL INNOVATION
Education
Mining
Government
The technology sector ranks highest in innovation, environmental & economic sustainability
FACULTY BREAKDOWN 29.7%
27.6%
9.3%
11.5%
8.7%
7.4%
ENGINEERING
GOVERNMENT
ARTS
23%
6.1%
FINANCIAL SERVICES 21.9%
BUSINESS OTHER
12.3% 7.4%
7.0%
EDUCATION
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36.1%
Canada Youth to Business Report 2014
7.8%
11.2%
TECHNOLOGY
8.0%
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MOST APPEALING WORK CULTURES OPPORTUNITY FOR IMPACT (25.7%)
JOB SECURITY (9.3%)
FAST PACED WORK AUTONOMY ENVIRONMENT (3.6%) (7.1%) UNDECIDED (1.5%)
LEARNING & DEVELOPMENT POTENTIAL (28.6%)
REWARDING FLEXIBILITY ON JOB CREATIVITY RESPONSIBILITIES (8.4%) (10.6%)
EQUALITY AMONGST STAFF (5.1%)
MOST IMPORTANT WHEN CONSIDERING REPUTATION OF EMPLOYER HOW DOES A YOUNG LEADER DEFINE CORPORATE VALUES? WE WILL RESEARCH THIS IN NEXT YEAR’S LEGER YOUTH VOICE SURVEY.
CORPORATE VALUES (28.6%)
CARE ABOUT COMMUNITY
WORK-LIFE BALANCE (20.5%)
47% 37.6% OF WOMEN
OF MEN
INNOVATIVE MINDSET (18.2%)
CARE ABOUT DIVERSITY BEING LEADERS OF THEIR INDUSTRY (15.1%)
ENVIRONMENTAL SUSTAINABILITY
ECONOMIC SUSTAINABILITY (4.8%) EMPLOYER REPUTATION IS NOT IMPORTANT (0.7%)
(5.4%)
PRODUCTS (3.0%)
46% 34.9% OF WOMEN
OF MEN
OTHER (1.8%)
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MOST ATTRACTIVE VALUES OF AN ORGANIZATION INTEGRITY (49.5%)
COMMUNITY (43.2%)
INNOVATION (49.8%)
COMMITMENT (37.9%)
EMPOWERMENT (41.8%)
DIVERSITY (41.4%)
ACCOUNTABILITY (34.5%)
BALANCE (36.5%)
SAFETY (27.6%)
If you wanted to, what would prevent you from starting an organization (entrepreneurship)?
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No idea where to start
29.5%
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Lack of income stability
29.5%
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No capital/investors
26.6%
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No Knowledge & Training
23.3%
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Risk
19.8%
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No interest in starting an organization
12.6%
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Nothing would prevent me
8.8%
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Undecided
2.0%
39% 25.7% OF ENGINEERS
OF BUSINESS STUDENTS
? SAY THEY DON’T KNOW WHERE TO START
INTEREST IN CORPORATE RESPONSIBILITY FIELD
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13.2%
41.6%
LEAST LIKELY
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Canada Youth to Business Report 2014
39.2%
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MOST LIKELY
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KEYNOTE SPEAKERS
Master of Ceremonies Alan Middleton Executive Director, Schulich Executive Education Centre
Jacqui McGillivray
SVP and Chief People Officer of Cenovus Energy
Stephen Graham
Saad Rafi
Chief Marketing Officer of Maple Leaf Foods
Chief Executive Officer of Toronto 2015
WORKSHOP MEMBERS ATCO Group
Schulich School of Business
Dennis DeChamplain
Lee-Anne McAlear
Senior Vice-President, Finance and Regulatory, ATCO Electric Transmission
Cenovus
IE School of Business
Export Development Canada Todd Evans
Co-founder of Impact Hub Network, Impact Hub Madrid, and TeamLabs
The Co-operators
PwC
Jessica Stanley
Kristopher Gibbs
HR Recruiter
Manager of Workforce Productivity
Max Oliva
Lead, Community Relations & Investment; AIESEC Canada Board of Directors.
Kayla Horne
Jeanette Sutherland
Program Director of the Centre of Excellence in Innovation Management at Schulich, York University
Jennifer Pendura Group
Human Resources Advisor
Calgary Economic
Development
Knowledge & Innovation Manager at PwC Canada
Director, EDC Economics/ Corporate Research
Centre of Excellence
in Financial Services Education
Ted Graham
Innovation Leader at PwC Canada
Dr. Catherine Chandler-Crichlow Executive Director
Caroline Cakebread, PhD
Principal, Cakebread inc.
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“One of the deadliest thing is to go into an organization where everybody has a similar background. It’s hard to manage diversity but it’s infinitely more rewarding.”
Alan Middleton Master of Ceremonies Executive Director, Schulich Executive Education Centre
“One person can make a difference. One person can change the culture by engaging in questions. Innovation comes from the unknown and the possibility of giving people and ideas a chance.” Jacqui McGillivray SVP and Chief People Officer of Cenovus Energy
“Creativity LOVES restraint. If you want innovation give it some tight boundaries.” Lee-Anne McAlear Program Director of the Centre of Excellence in Innovation Management at Schulich, York University
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“People need opportunities, they need an ability to work with each other, to brainstorm and to solve life’s problems. And really from that, that creativity, that diversity that we bring in this region and in this country I think, is our real competitive advantage globally. AIESEC represents that innovation. So with diversity unlocks creativity- creativity unlocks innovation.” Saad Rafi CEO of Toronto 2015 Pan Am & Parapan American Games
Question:
DISCUSSION OF THE DAY
“The world is big. If we have an idea how can we be sure it’s from us and not others?”
“99.99% of ideas are not new. They are created by a whole collation of ideas. There is no new ideas. They did it...Just go and along the way you will discover more and more. There are tons of ideas out there but the ones who succeed are the ones who have guts to do them.” Stephen Graham
Chief Marketing Officer of Maple Leaf Foods
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WHICH ELEMENTS OF A WORKPLACE ARE ESSENTIAL FOR INNOVATION & CREATIVITY?
Millennials make up a major workforce that will
be driving our industries in the future. As the world becomes more globalized, both social and economical issues faced by organizations today are also growing more complex. It is essential to collaborate with today’s youth leaders in order for organizations to innovate and create effective solutions that better integrate millennials into the workplace. At Canada’s Youth to Business Forum 2014, we proposed the simple question of, “Which elements of a workplace are essential for innovation and creativity?” to 344 delegates. The following key findings of their responses will be summarized by how organizations can attract, retain and maximize the youth potential of today.
ATTRACT
> Diversity in the Workplace
THE YOUTH
PERSPECTIVE
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Canada Youth to Business Report 2014
Delegates believe that differences should not only be valued but are an asset in terms collaboration when facing a complex problem. Gender and cultural diversity are critical elements in attracting creative mindsets from different backgrounds. In turn these innovative ideas would better reflect and service a more diverse market as well as making the organization stronger overall. > Flexibility With a new generation, there are new expectations and therefore new needs. The balance between work and life remains one of the primary concerns for past generations. Presently, organizations should instead focus on integrating work/life and be willing to accommodate these changes. By doing so, both employee and businesses are mutually benefited for increased future productivity. > Missions and Values Alignment Youth leaders are passionate and eager to make an impact or a difference. Rather than pure profit, more and more millennials are becoming invested in social responsibilities too. A clear vision or mission statement will not only give direction for the organizations’ success but also attract the right kind of talent to further their cause.
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RETAIN > Sense of ownership
Creating a work culture where youth are inspired and passionate about making a difference will lead to success for both parties. Whether it is through incentives such as performance based salaries or certified recognition to reward credit where its due, connecting employees to the big picture allows them to go above and beyond. By stepping outside of their original roles, owner-minded youth create more adaptable and innovative organizations. > Leading by Example This means approachable management that are open to questions and new ideas but also know how to delegate tasks accordingly. “Not just a boss but a leader” mentality means being willing to take risks. In doing so, we can engage and understand shared values and collaborate to make a positive difference within the organization. > Transparency Delegates also want an accessible work structure that is outside the traditional corporate hierarchy. Youth leaders recognize that transparency within an organization as well as clear communication channels are essential for creating a work environment where youth feel they are valued and more comfortable in sharing their ideas.
MAXIMIZE > Member Education Cycle
Youth leaders today want a supportive work culture where there are continued opportunities for personal development and growth within an organization. Professional development through constructive feedback and mentorship programs allows both organizations and youth to grow by challenging youth to go again beyond just their job description. > Integrating Technology This generation of digital natives has huge potential in utilizing big data to enable more effective and creative solutions for any organization. By being on the fore-front in adapting to more innovative technologies, organizations can efficiently reach out and maximize youth potential.
Youth leaders today recognize the importance and potential of businesses to address the challenges of society. In turn, it is important for organizations to realize the massive youth potential and encourage creative and innovative thinking that mutually benefits businesses and society. Organizations that can effectively communicate and meet those expectations will be the ones that foster innovative thinking while retaining the most talented leaders of this generation.
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Left to Right: Dr. Catherine Chandler-Crichlow , Kangni Chen (AIESEC McGill), Quince Sayampunathan (AIESEC Ryerson), Connie Wong (AIESEC McGill), Amina Egeh (AIESEC Carleton), Eunice Minjoo Hong (AIESEC Saskatoon), Lin Zhou (AIESEC Windsor), Wendy Lai (AIESEC McGill), Aparajita Mehra (AIESEC Queen’s)
CONGRATULATIONS For their winning pitch at the Canada Youth to Business Forum, Business Creativity Case Competition - Team “MoneyMaster”. Their case was focused on solving the challenge of financial literacy amongst youth in Canada in collaboration with the Centre of Excellence in Financial Services Education. The solution would be an online simulation app, which allows users to create an unique persona and learn how to manage their finances through a fasttracked timeline. MoneyMaster will be used as a viable solution in educating young people about financial literacy and is on track to being implemented by the Center of Excellence in Financial Services Education.
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LOCAL COMMITTEES With 30 University branches participating throughout Canada: Kwantlen Polytechnic University Beedie School of Business| Simon Fraser University University of British Columbia University of Victoria
Ryerson University University of Toronto University of Western Ontario University of Windsor York University University of Waterloo
University of Calgary University of Alberta Mount Royal University University of Saskatchewan University of Manitoba Carleton University c/o Sprott School of Business University of Guelph Wilfrid Laurier University McMaster University
Concordia University Loyola Campus École des Hautes Études Commerciales Université Laval McGill University Université du Québec à Chicoutimi Université du Quebéc à Montreal Université de Sherbrooke
University of Ottawa Queens University
St. Mary’s University Memorial University St. John’s
Canada Youth to Business Report 2014
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SPONSORS TITLE SPONSOR
WORKSHOP PARTNERS
THEME PARTNERS
CONNECTING PARTNERS
YOUTH VOICE AMPLIFIERS
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The Youth Voice Matters Youth across Canada have spoken and it is our responsibility to take a moment to listen and let it sink in. The landscape of education, skills and talent development is rapidly changing amongst university students and it is imperative for all areas of society, especially decisions makers to understand how to strategically alter their agendas and strategies to better align with the behaviours of today’s youth. Key insights include how learning and development potential is now the most appealing working culture followed by their opportunity for impact. Innovation, integrity, community, diversity are the most leading attractive organizational values and many organizations need to learn how to adapt or risk losing out on the immense talent millennials can bring to your workplace. To improve innovation and productivity in your organization, this survey will provide you with fresh insights with how you can better integrate Gen Y and increase competitiveness. All walks of society are confused and misinformed on how to tackle these generational differences in both the workplace and classroom, and now is the time to understand and create effective action-plans that will improve not only your organization but Canada as a whole.
Canada Youth to Business
Forum
As the leading youth leadership organization in the world, we know by heart and data that youth and businesses today need to understand each other and avoid creating a lost generation.
CLOSING REMARKS Acknowledgments The Canada Youth to Business Forum 2014 was organized by:
Gordon Ching National Vice President Marketing & Communications 2013-2014 AIESEC Canada, Inc.
Contact Us To get involved with the Canadian Youth Voice survey or the Canada Youth Forum please contact: Shawn Fulham National Vice President, Business Development 2014-2015 AIESEC Canada Inc. 161 Eglinton Avenue East, Suite 402 Toronto, Ontario, Canada | M4P 1J5 Phone: +1 416 368 1001 E-mail: shawnf@aiesec.ca Web: www.aiesec.ca
Aviel Chow National Vice President Business Development 2013-2014 AIESEC Canada, Inc.
The Canada Youth to Business 2014 Report was created by: Rui Jie Wang AIESEC Queen’s
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Canada Youth to Business Report 2014
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“The Youth Voice Matters”
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