Description

The apparel industry is in a transitional phase during which the stakes are high. Both individual job descriptions and the overall industry are undergoing a major transformation. The quantity of information to be conveyed to many different audiences, then, is substantial, and promotion of the industry and the career opportunities it entails need to reach the broadest audience possible. The solution to be developed must be thorough and innovative. The previous solution, developed during phase 1 targeted primarily students aged 15 to 21, while the content aimed at counsellors was given short shrift. The difference between the former approach and the approach now likely to be adopted is like the difference between night and day. Each targeted audience will now get the attention they deserve.

Evolution

WEBSITE DEVELOPMENT—Having identified four main target groups, we then developed four products, each product focusing on the needs of one specific target with an appropriate look and feel. This gives us: a Careers portal for university students and young professionals, a career coach for students in secondary school, a toolbox for orientation counsellors, and an HR resources Website for employers. The solution provides for two types of navigation for the Careers portal—a segmented navigation along an itinerary involving discovery, choices and action, and a more traditional, linear navigation method.

Two partnerships were entered into with Canadian leaders. First of all, we created a customized Website—emploisvetement.ca—in partnership with Workopolis, Canada’s largest employment Website. Then, multiple SchoolFinder.com applications (from EDge Interactive, Canada’s leading developer of student recruitment solutions) were integrated into the Website.