The Path Forward - CPHR Alberta

The Path Forward State of the Profession

HRIA 2017

The Human Resources Institute of Alberta (HRIA) is the professional association dedicated to strengthening the human resources profession and upholding the highest standards of practice. With approximately 6,000 members in major cities across Alberta, the Northwest Territories and Nunavut, we are the second largest HR Association in Canada.

We are the exclusive certifying body in Alberta for Chartered Professionals in Human Resources (CPHR), the professional standard in Canada. The CPHR demonstrates HR expertise, experience and ethical management of today’s human capital. Together with our members we are working towards becoming a self-regulated recognized profession. We are supported by dedicated staff who are eager to show you what they can deliver, a talented Board of Directors, and committed volunteers who share our vision for the future. Moving forward, we are focused on building value for our members and strengthening the HRIA brand as we work towards self-regulation and professionalizing the profession.

VISION To deliver excellence in member value and elevate our brand to become the leader in Canadian Human Resources designation.

MISSION To protect the best interest of the public by focusing on continuous education, regulatory competency and ethical standards and by engaging with the business community to prepare our members for success.

990, 105-12 AVENUE SE, CALGARY, ALBERTA T2G 1A1 P 403.209.2420 T 1.800.668.6125 F 403.209.2401

HRIA.CA

State of the Profession

HRIA 2017

Message from the CEO While I am honored to be appointed as the CEO of HRIA, much work remains to be completed. As indicated in our most recent survey, membership satisfaction decreased from 63% in 2015 to 47% in 2016. While I believe that members take great pride in the designation, they have concerns with respect to the lack of a long-term vision, organizational stability, value and the financial sustainability of the Association. While we faced many challenges last year, the Association needs to focus on the future. As such, HRIA has developed a five-year Business Plan which addresses membership concerns and repositions the Brand for success. Consistent with our commitment to change, management has developed an Engagement Plan which focuses on strengthening our relationship with members. Collectively, these initiatives represent our Path Forward. As a component of our future plans, HRIA will commit to improved transparency, communication, collaboration and the tracking/reporting of our progress. These are big steps forward. HRIA’s success hinges on the full cooperation and commitment of senior management, the Board and its members to work together to fulfill common objectives and achieve a shared vision for the future. I look forward to connecting with you over the coming months, and to the successful implementation of our plans. Sincerely,

Peter Dugandzic Chief Executive Officer


HRIA.CA


HRIA 2017

STRATEGIC DIRECTION Under new leadership, we are focused on strengthening the foundation that many of you have worked hard to establish and repositioning HRIA for continued relevance and future growth. Our path forward must establish HRIA as the voice of HR professionals, enhance member satisfaction, protect our industry standards and embark on a new strategic direction supported by performance benchmarking.

HRIA’S STRATEGIC DIRECTION CONSISTS OF: 1.

Improved Member Engagement

2.

Strengthening Business Community Connections

3.

Improved Brand Recognition

4.

Enhancing Professional Development Offerings

5.

Streamlining Professional Standards Process

6.

Establishing Third-Party Revenue

7.

Growing Our Membership Base

8.

Securing Self-Regulation

9.

Financial Sustainability

10.

Post-Secondary Institution Accreditation

While we have created lofty goals, we believe that working together focused on common objectives, we will be successful and in doing so, unite HRIA members, the Association and the business community to create a collaborative environment for the future.


HRIA.CA


HRIA 2017

FINANCIAL FUTURE The Finance team’s scope will be expanded to include the development and monitoring of key performance indicators (KPI). KPIs will enable the Association to proactively evaluate performance, anticipate emerging financial trends and take strategic action to respond. In addition, the monitoring of KPIs will be shared with members to document our progress towards achieving our priorities.

HRIA Revenue Growth $3.8 M $2.8M

2016

$4.0 M

$4.3 M

$4.5 M

2020

2021

$3.0 M

2017

2018

2019

HRIA Profit 2021 2020 2018 2016

2017 ($125,000)

($200,000)


HRIA.CA

$0

2019 $100,000 $200,000 $300,000 Profits To Be Reinvested Into New Programs


HRIA 2017

PROFESSIONAL STANDARDS The recent creation of the Registration Manual, a Registration Committee and the Continuing Professional Development (CPD) Audit and Experience Validation Assessment (EVA) Manuals, has clearly defined the path to obtaining the CPHR designation in Alberta. 2017 will see plans to further strengthen the designation process and improve our communication with members. This action plan will drive efficiency and improve clarity with respect to the designation process.

Professional Standards Mandate 1.

Develop Short “How To” Videos

2.

Increased Internal Consistency

3.

Recognition Letter to Employers of Newly Designated Members

4.

Create a User Guide for EVA Applicants

5.

Enhance the NKE Preparation Workshop

6.

Offer Non-Degree Route in 2017 Assess Applicability for Future Years

HRIA is committed to strengthening the registration process. Our goal is to better assist candidates to meet the necessary standards to achieve the CPHR designation and to smooth the path for chartered members to maintain the designation.

PROCESS CONSISTENCY AND TRANSPARENCY ARE CENTRAL TO MEMBERS IN OBTAINING AND MAINTAINING THEIR CPHR DESIGNATION. MEMBERS WANT TO KNOW THAT THE PROCESS ISN’T OPEN TO INTERPRETATION, AND THAT THE TIME THEY INVEST IN OBTAINING AND MAINTAINING THEIR DESIGNATION REFLECTS HIGH, CONSISTENT STANDARDS.


HRIA.CA


HRIA 2017

REGULATORY AFFAIRS The Provincial Government Registrar of the Registered Professional and Occupational Associations is currently finalizing a report to the Minister with a recommendation on whether or not to proceed with the drafting of regulations. Until this recommendation is put forward, the Regulatory Affairs team remains focused on increasing awareness of HRIA with key government influencers.

HRIA HAS ALLOCATED RESERVE FUNDS TO DRAW UPON FOR COSTS INCURRED TO PURSUE AND SECURE SELF-REGULATION AND UNDERSTANDS THE URGENCY THAT EXISTS TO SECURE SELF-REGULATION PRIOR TO 2019 AND THE NEXT PROVINCIAL ELECTION.

Grassroots Government Engagement Plan Leveraging the passion and expertise of our members will be central to HRIA’s government engagement and awareness campaign. The campaign will focus on having members write letters to their MLAs to increase awareness of HRIA’s application for self-regulation, the value the HR profession brings to Alberta businesses and workers, and the need to protect the public.

Other Initiatives:

Connecting with Government MLAs


HRIA.CA

Stakeholder Relations


HRIA 2017

MEMBER SERVICES HRIA provides education and support to members through professional development (PD) and networking opportunities including boot camps, member mingle events and conferences. HRIA builds community through other services including the mentorship and volunteer programs, and we recognize the contributions of our members at the annual Celebrating Excellence Awards.

MEMBER SERVICES INITIATIVES: 1.

Increase Number of Annual PD Attendees to 60%

2.

Focus on Balanced Professional Development by Incorporating More Senior Level Content

3.

Create an On-Demand 24 Hour Library of PD

4.

Create a Self Tracking/Reporting Function for CPD

5.

Expand Professional Partnerships to Secure Greater Variety of PD

6.

Growth of Volunteer Involvement to Support Expanded PD Program

7.

Increase Chapter Autonomy

HRIA’S MEMBER SERVICES TEAM IS COMMITTED TO A HIGHER LEVEL OF ENGAGEMENT WITH ITS MEMBERS TO SOLICIT FEEDBACK IN TERMS OF WHAT REVISIONS ARE REQUIRED TO THE CURRENT PROFESSIONAL DEVELOPMENT FRAMEWORK. THROUGH THIS PROCESS WE WILL IDENTIFY AND EXECUTE STRATEGIC ENHANCEMENTS TO MEET FUTURE MEMBER NEEDS.


HRIA.CA


HRIA 2017

COMMUNICATIONS As HRIA continues to evolve, effective communication with all stakeholders plays a strategic role in positioning the Association as we continue to grow our influence. As we move forward, communication and branding activities take on increased significance in promoting a consistent identity and ensuring audiences understand our core values, buy into our path to the future, and act as the Association’s ambassadors.

2017

MEMBER COMMUNICATIONS While members need access to timely information with respect to professional development offerings, conferences and general HRIA information, we believe that a transition to a web-based communication platform is the best long-term option as we move forward. Paired with social media, this will amplify our messages.

A WEB BASED PORTAL WILL BE IMPLEMENTED TO BETTER COMMUNICATE TO MEMBERS

AS AN EXPANSION OF OUR MANTRA, “YOU HAVE SPOKEN, WE HAVE HEARD”, WE WILL HOST QUARTERLY FOCUS GROUP DISCUSSIONS WITHIN THE CHAPTERS TO BETTER UNDERSTAND MEMBER ISSUES. YOUR FEEDBACK WILL IMPROVE OUR ALIGNMENT TO MEMBER NEEDS.

OTHER INITIATIVES: 1.

Quarterly Town Hall Meetings

2.

Semi-Annual Focus Groups

3.

Establishment of Senior Advisory Panels

4.

HRIA Mgt Attendance at Chapter Meetings

5.

Exit Interviews for Departing Members

6.

Stronger Media Relations Presence

7.

Expanded Social Media Presence


HRIA.CA


HRIA 2017

BUSINESS DEVELOPMENT All of HRIA’s products were reviewed and refreshed in the past 18 months, starting with the sponsorship package. The inventory of ad spots was increased with the addition of visual ads into Chapter and Job Source emails, and with the addition of industry listings into Chapter emails. Business development can be a strong contributor to HRIA’s non-dues revenue. HRIA is strategically positioned with strong business partners and a market presence to more than double its current revenue and generate $750,000 by 2021.

Promotions, Partnerships and Reselling Agreements HRIA will continue to seek strategic partnerships. Moving forward, we will focus on the following initiatives:

2021 % of Business Development Resources

Promotions and Partnerships Sponsorships

10% 40%

25% 25%

HRIA Job Source Government Grants THE MOST VALUABLE NEW BENEFIT INTRODUCED TO SPONSORS HAS BEEN OUR CONFERENCE WEBINAR SERIES.

Job Postings are the most volatile source of revenue for HRIA. However, HRIA Job Source can continue to provide a solid revenue stream by expanding its market share through a continued focus on customer service. While much of this awareness will come from marketing efforts, periodic checkups on prior customers is important to stay top-of-mind for HR recruitment. Evaluation shows that Job Source is a valued component of member benefits.


HRIA.CA


HRIA 2017

MARKETING HRIA’s marketing budget has been reduced in line with overall cost management due to lower revenues driven by the decline in the economy. However, contra agreements and strategic partnerships have augmented the marketing budget. Much of HRIA’s marketing focuses on reaching members directly, and has worked to build new, measurable channels to reach our audiences. As such, HRIA does not need a million dollar marketing budget to position our brand in front of our stakeholders.

Marketing Initiatives: 1.

More Content Marketing

2.

Enhanced Public Relations Engagement

3.

Increased Paid Digital Ads

4.

Expanding Partnerships to Increase Exposure

OUR PARTNERSHIP PLANS IN 2017 INCLUDE: • IDENTIFYING 10 NEW HIGH-VALUE PARTNERS • INITIATING FIVE NEW PARTNERSHIPS • INTEGRATING HRIA WEBSITES AND SOCIAL MEDIA PROFILES

Digital Platform The Marketing team’s investment in HRIA’s digital platform is paying off. The audience is growing, and visitors are spending more time on the site. HRIA.ca is improving the quality of its content, user experience and web performance. By continuing to invest staff resources in the thoughtful development of our digital assets, we ensure that all our stakeholders can access a resource that meets their needs and delivers on HRIA’s ends.

MEDIA FOCUSES ON THE HUMAN IMPACT OF ISSUES, AND FEW ORGANIZATIONS HAVE AS MANY STORIES TO TELL AS HRIA. HRIA WILL PUBLICIZE THE ANGLES THAT SPEAK TO THE IMPACT OUR MEMBERS HAVE IN ALBERTA.


HRIA.CA


HRIA 2017

GROWING OUR MEMBERSHIP HRIA currently maintains approximately 6000 members across Alberta. They represent the industry sectors that drive our economy and they live/work in communities that represent our province’s diversity.

Economic Alberta Realities The decline in the provincial economy combined with membership concerns has resulted in approximately 750 members per year who leave HRIA. The annual membership decline is offset by the attraction of 700 new members per year.

BY 2021, WE ARE COMMITTED TO REDUCING ANNUAL TURNOVER AND INCREASING RECRUITMENT BY 50% SUCH THAT, AT THE END OF THE FIVE YEAR PERIOD, THE SIZE OF THE ORGANIZATION WILL EXCEED 7,500.

2016

5800

6000

6500

7000

7500

2017

2018

2019

2020

2021


HRIA.CA


HRIA 2017

Accrediting Post-Secondary Institutions As the exclusive agency that coordinates the accreditation of HR degree programs at Post-Secondary Institutions, HRIA adheres to a consistent set of standards and criteria to ensure the legitimacy of institutions. Students graduating from these Institutions with HR degrees will meet the academic standards as developed by HRIA, and as a result be exempt from writing the NKE exam.

THE ACCREDITATION OF POST-SECONDARY INSTITUTIONS IS AN IMPORTANT COMPONENT OF HRIA’S GROWTH PLAN. POST-SECONDARY SCHOOLS REPRESENT A PIPELINE OF POTENTIAL NEW MEMBERS. AS SUCH, A SIGNIFICANT FOCUS OF OUR FUTURE PLAN WILL CONCENTRATE ON STUDENTS ENROLLED IN ACCREDITED HR PROGRAMS.

10%

20%

2016

2017

40% 2018

60%

80%

2019

2020

% of Accredited Institutions

READ FULL REPORT AT HRIA.CA 990, 105-12 AVENUE SE, CALGARY, ALBERTA T2G 1A1 P 403.209.2420 T 1.800.668.6125 F 403.209.2401

HRIA.CA

100% 2021


Member Services

HRIA 2017

Communications And Engagement

Business Development Professional Standards

Marketing

Post-Secondary Institutions Growing Our Membership

Regulatory Affairs

One Piece Doesn't Tell The Whole Story

We Make Sense Together


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