Since its inception in January, WorkWild, Canada's most comprehensive forestry career awareness program, has been targeting Alberta's youth through a strategic blend of classroom and career fair visits and non-traditional advertising.
The Alberta Forest Products Association (AFPA) and its industry partners developed and implemented the program in hopes of encouraging Alberta's youth to seek a career in Alberta's forestry industry.
“We're going to human capital to help the industry grow,” said Cam Rollins, a liaison for AFPA.
“The forest industry has seen a bit of a rebound in the last couple years. “Commodity prices have gone up, and they're looking to invest in the future right now so that we can continue to grow.”
Rollins is a veteran of the forestry industry.
“My Dad actually worked at the Sundre mill in sales in the industry for a long time, and my grandpa worked in an office capacity as well.
“And my uncle was in the government in forestry, so I kind of grew up around the industry.”
He himself worked in the Sundre mill for two summers, and in the Sundre woodlands for two summers while he was in University.
A registered professional forester (RPF), and liaison for AFPA, Rollins acquired his degree in forestry at U of A.
“You come out with a really practical degree that you can use right away. It's more than a job, it's a passion,” says Rollins.
The forest industry in Sundre is obviously an important one, said Rollins.
“I'll be speaking in the CALM classes at the high-school there, making students aware of the opportunities available in the mill, the forest, and the offices in their community. “
“I'm really excited to go and spread the word to the youth in the province.”
“We want Alberta youth to understand that they can build a rewarding career in forestry, continue to enjoy the lifestyle offered in their communities and work in an industry that is compatible with their values,” said AFPA president and CEO Brady Whittaker in a news release.
“Today's forest industry is both high tech and environmentally responsible, two factors that make it appealing to Alberta's youth,” said Whittaker.
Rollins hopes to take this message to the students directly.
He recently visited the career fair in Olds a few weeks ago to distribute information about WorkWild and its initiatives.
“It's nice, because it drew in a lot of people from the surrounding area.”
“You're helping to manage the forest by being a steward of the forest, and the reason you do that is because you have a love of the forest,” explained Rollins.
Nearly $180,000 worth of scholarship incentives is currently available to university, college, and trades programs – all of which can be applied for through the website (http://workwild.ca).
“We also have job profiles, and a career builder that helps you find your place in the industry.”
Their website is also running an intuitive and informative contest to win an iPad or an iMac.
The contest is attached to a Facebook page where entrants can build a profile picture through WorkWild's career builder.
Each answered question adds to the scene, and in the end users will have a career profile avatar.
“In theory, you'll see it on the news feed, and it will spread quickly through your group of friends. And there is a benefit, because you can win a pretty cool prize.”
Vinyl wrap advertisements for WorkWild can be currently seen in bathroom stalls in Cochrane, one which appears to have trees growing between urinals.
“It's something different that not a lot of people have seen, and people are talking about it quite a bit.”
Rollins has been blogging, and hopes to soon have a Twitter account up for WorkWild as well.
“This program is designed for forest communities. People grow up in those communities, and become accustomed to the lifestyle. You're in your backyard after work, relaxing, fishing, or going hiking,” he said.
“A meaningful job in a sustainable industry: That's a benefit the forest industry can offer.”
