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THE QUEBEC ECONOMY FACES LABOUR SHORTAGE

Despite the spread of the Delta variant and the spectre of a prolonged pandemic, the Quebec economy is holding its own, and even making headway. The easing of health restrictions brought a breath of fresh air to business this past summer. At the same time, the normalization of remote work combined with the deployment of e-commerce will ensure the necessary resilience for coping with the possibility of new waves of the virus.

THE LABOUR SHORTAGE IS SPOILING THE PICTURE

In 2021, 94% of Quebec companies stated they had difficulties hiring personnel, and the labour shortage is threatening growth. It’s no longer possible to even keep track of the number of establishments that have been forced to shorten their operating hours due to lack of workers. Recruiting firms, on the other hand, are overloaded with work and are being forced to turn down many requests. We’ve never seen anything like this!

DIAMETRICALLY OPPOSITE TRENDS DEPENDING ON THE INDUSTRY

While the Quebec tech sector has become a victim of its own success and is seeing its employees being poached internationally, other sectors (such as restauration, health care, childcare, etc.) are being ignored by workers due to their lack of competitive salaries and suboptimal work conditions.

WE NEED SOLUTIONS—AND FAST!

To contain the shortage, several proposals have been put forward:

  • Increased use of immigrant workers, supported by 43% of companies
  • Recall of retirees: Canada-wide, only 1 person out of 5 between the ages of 55 and 74 has a job.

The labour shortage may also have a catalyzing effect on innovation. To stay competitive, consider automation or artificial intelligence. And for those with a more futuristic point of view, robots and human performance–improving technologies may soon become a reality!

RECRUITING IN A TIME WHEN WORKERS ARE ROYALTY

Recruiting and employee retention: this is the number one challenge for employers in 2021. At a time when everyone’s talking about the labour shortage, companies are investing huge sums in their employer brands and in recruiting campaigns, and yet nothing can contain the problem.

AN INCREASINGLY COMPLEX ARSENAL FOR ATTRACTING WORKERS

Forget about your basic job posting to attract candidates… To get their attention, recruiters really need to work hard. They need to contact the desired profiles directly, even getting out there and poaching them… And that’s not all! They need to offer more than just a mission, but a true comprehensive opportunity, complete with attractive retirement packages and fringe benefits. What’s more, the entire company should be involved in the recruiting effort: bonuses for employees who refer candidates are becoming practically ubiquitous.

ONCE RECRUITED, RETENTION IS KEY!

WHEN ALL IS SAID AND DONE, ISN’T MONEY THE KEY TO HAPPINESS?

Without the fundamental basis of salary plus basic work conditions, the more qualitative aspects remain secondary. This is evidenced in the flight of workers from employment sectors that are the least well-paid but have the highest degree of difficulty.

Speaking of happiness, do you know which job was the most satisfying in 2021? Dentistry! With an average six-figure salary, it would make anyone smile!

Happy recruiting!

BRAND INTEGRITY: A MAJOR CONCERN IN AN ALGORITHMIC UNIVERSE

Where do your ad dollars get spent, and how can you ensure that your brand doesn’t get sullied by the context in which your ads are placed?

Fake news, hate speech… no one wants to be associated with such content. In fact, 76% of advertisers state they are concerned with maintaining the integrity of their brands.
And with good reason, given that $2.6 billion US is spent on ad banners that are often unknowingly placed on inappropriate sites!

ALGORITHMIC LAW HAS ITS LIMITS

The giants of digital entrust their algorithms with ad placements to facilitate lower costs. The result? Google is the originator of 48% of ad traffic to fake news sites… Aware of the flaws of its own model, the American multinational has removed 1.3 billion pages that contravene its policies and has implemented a tool that enables advertisers to remove their ads from environments they deem inadequate. These are welcome initiatives, but wouldn’t prevention be better, given how hard it is for brands to regain trust once it’s lost?

A RETURN TO MORE CONSCIOUS AD BUYING

Local, responsible investment is gaining ground. Advertisers are increasingly giving preference to investing in high-quality, inclusive media. At the same time, human control is being restored, as demonstrated by the implementation of whitelists that aim to guarantee a slate of reliable sites.

PSSSST! FALL TV IS GOING TO BE HOT

Linear TV has shown itself to be the most resilient offline medium since the start of the pandemic.

A GROWING GAP BETWEEN INVENTORY AND DEMAND

An increase in demand combined with a return of viewership to pre-pandemic levels has put pressure on inventory. In this strained market, lead time remains one of the pillars of success!

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