Effective Outreach and Communication VehiclesEffective Outreach and Communication Vehicles

No one information distribution strategy will work in every situation and in every community, but the experience of various communities across the country has proven the value of some methods of communication. Often a multi-level communications approach – one that incorporates electronic media and/or community meetings, as well as flyers and other print materials – is required for effective distribution of a message.

One manager describes his company’s success with outreach:

“Formal Western lines of communication and business communication aren’t as effective for this group. Word of mouth is the most effective method. We partner with First Nations communities: getting people in the career centres familiar with the options/programs available; putting information and success stories in community newsletters; and networking and attending community events. Youth recruitment is a growing issue. It’s a generational difference; rather than giving a big PowerPoint presentation, a more casual or personal approach works better. Getting people who are more like peers to tell their stories about their great new job works better than hearing it from someone they can’t relate to.”

Media Examples Uses and Benefits
Face-to-face direct communication
  • job fairs
  • community meetings
  • school visits
  • seminars and workshops
  • one-on-one or small group meetings
  • Personal contact with target audience
  • Opportunity to create relationships
  • Good vehicle for discussing concerns and answering questions
Print media
  • community newsletters
  • local (or national) newspapers
  • Indigenous newspapers
  • posters
  • flyers
  • direct mail
  • Good for reaching local audiences in rural and remote communities, through Friendship Centres and other urban locations
  • Relatively low cost
  • Good vehicle for simple or short-term messages and raising awareness
Web, e-mail and social networking
  • messages on your website
  • job posting boards
  • Facebook and social networking sites
  • e-mail list
  • Particularly effective for reaching youth
  • Low cost
  • Good vehicle for simple or short-term messages
  • Information can be distributed quickly
Broadcast media
  • television
  • radio
  • Indigenous media
  • Can be particularly effective for remote communities
  • Good vehicle for sharing personal experiences and relaying testimonials of Indigenous workers in the industry
Influencers and Contact Points
  • counselors and trainers
  • parents
  • community leaders
  • current employees
  • training programs and associations
  • unions
  • Can be an important supplement to other vehicles
  • Good vehicle for building community and family support for career decisions
  • Expands the network of personal contacts beyond what you can do alone.  
  • With trusted contacts, this approach has many of the same benefits as personal contact
Indigenous Businesses and Contractors
  • organization leader  
  • human resources  or hiring department
  • business development manager
  • Can identify possible candidates for near-term needs
  • Businesses can become a partner
  • Can possibly outsource certain activities