Abi Coman-Walker, chief operating officer at Vancouver-based Acuitas Therapies (a first-time Top Employers winner), agrees. "Our purpose couldn't be more attractive in that we're a private biotechnology company specializing in delivery systems for nucleic acid therapeutics," she says. "Simply put, we're dedicated to improving human health, including being involved in COVID-19 mRNA vaccine development. This continues to be beneficial to both our recruitment as well as retention."

B.C.'s forest industry is an example of an entire sector that has become purpose driven, having marketed itself as stewards of the environment by operating sustainably while supplying building materials for housing and other critical needs. This includes companies such as Tolko, a 2024 Top Employers winner and a leader in world-class forest products.

In addition to Tolko creating stewardship and management plans that safeguard the Cariboo and Southern Interior regions in which it operates, it also gives back to communities within these regions, and it builds meaningful partnerships with First Nations. "It's all part of what we call our 'Culture to Care,' and that in turn stems from being a 70-year-old family-run business which since its inception has valued our workforce as unique individuals," says Michael Roberts, Tolko's vice-president of people and services.

But being purpose driven is only one facet of the growing mosaic of recruitment and retention strategies undertaken at a time when labour shortages are critical. The B.C. competition is organized by the editors of Canada's Top 100 Employers, and winners for both competitions are chosen for criteria including: the work environment; work and social atmosphere; health, financial and family-friendly benefits; vacation and time off; employee communications; performance management; training and skills development; and community involvement.

Many newer strategies undertaken by 2024's winners directly address lifestyle concerns. Kristina Leung, managing editor at Canada's Top 100 Employers, explains, "One of the top things Canadians worry about is their finances. So when we talk about wellness (at work), it's about giving people the tools they need to manage stress and build resilience."

When asked to cite other trends driving Acuitas Therapies' recruitment and retention strategies, Coman-Walker replies, "Inclusion and belonging continue to be huge factors in attracting new talent, and they can be easy to achieve. For example, we stage weekly staff-led meetings in which everyone, no matter who, discusses what they're working on. Ensuring everyone has a voice is a powerful tool."

BCLC's efforts to be inclusive include the recent introduction of a flexible holiday program that recognizes the various cultures of its workforce. "We are constantly adopting new strategies and refining existing ones, and in that regard we make a point to reach out to universities and other institutions to learn what new employees expect from employers as well as the elements of a company they find attractive," Austin says.

Meanwhile, looking outside provincial borders for labour has resulted in a win for Roberts and his colleagues at Tolko. "Our job postings for millwright jobs in the prairies remained open for two full years before we finally got 10 families from South Africa to relocate to Canada, and we couldn't have asked for harder-working talent," Roberts says.

He adds, "We hope the trend of recruiting internationally continues. It has to, given Canada's shortages. Another emerging trend we think is here to stay is extending safety programs to include health. At Tolko, we want our people to feel emotionally safe as well as physically safe, and the best way to achieve this is to speak to the issue, have conversations about it."

Richard Yerema, executive editor at Canada's Top 100 Employers, points out that whether making the most of a trend or evolving as a purpose-driven organization, the province's Top Employers keenly appreciate that making their workforce's needs a priority results in huge dividends.

"Engaging your people in meaningful ways and respecting their needs beyond just the paycheque is key to running a successful organization," he says.

– Robin Brunet

From the official magazine announcing BC's Top Employers (2024), co-published with the Vancouver Sun on February 13, 2024. All rights reserved.