Food and Beverage Ontario launches recruitment campaign for processing industry workforce

Toronto – Food and Beverage Ontario has launched a marketing campaign for a new workforce development initiative that seeks to connect students and jobseekers with employers.

The CareersNOW! program was launched in 2020 in response to the workforce shortage and ongoing challenges stemming from the COVID-19 global pandemic. The initiative is funded by Ontario’s Ministry of Labour, Immigration, Training and Skills Development through the Skills Development Fund. The program, now in its third year, has engaged with more than 3,000 jobseekers and students, working with more than 400 employers, and creating more than 600 jobs.

The program recently launched a province-wide, integrated campaign including a new website, digital advertising, email marketing, out-of-home advertising and strategic partnerships.

“Our government is on a mission to help people gain the skills they need to take the next steps in in-demand careers,” said David Piccini, Minister of Labour, Immigration, Training and Skills Development, in a news release. “I am proud to invest in programs like CareersNOW!, which gives a much-needed boost to our critical food and beverage industry and help young people earn more take-home pay.”

The campaign, “From Passion to Profession,” features a new website offering a single-sign-on platform with the ability to connect jobseekers to more than 4,000 Ontario employers. The website features videos and guides, access to skills training and job fairs, as well as job postings for positions ranging from entry-level to supervisors and quality assurance and sales.

Mandeep Hans, director of sales for Hans Dairy, said: “For larger businesses, the resources are augmenting current recruitment and retention strategies and for smaller businesses, CareersNOW! has become the de facto recruiter and HR department.”

CareersNOW! is made possible through the partnership of Food, Health and Consumer Products of Canada, Ontario Native Education Counselling Association, Meat & Poultry Ontario, Excellence in Manufacturing Consortium, FoodGrads, Careers in Food, Discover Ability Network, Ontario Chamber of Commerce, Magnet, Food Processing Skills Canada, Niagara College, Richard Ivey School of Business, and the University of Guelph – Experiential Learning Hub.