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Earlier this week, I had the privilege of attending the launch of the National Career Certification program in Halifax. Representing ASPECT as a member of the National Career Advisory Committee, and thanks to funding from the Canadian Career Development Foundation, I was able to be part of this milestone event in person. 
 
The day was packed with insightful discussions about certification pathways, the vital role of provincial voices and communities in ensuring the program’s success, and how this certification can serve as an aspirational goal for those beginning their careers. 
 
Imagine a future where, instead of explaining career development, you’re asked, “What part of career development do you specialize in?”
 
National certification brings us closer to a united, recognized sector where career development professionals are well-compensated, well-understood, and valued, just as other professions are. 
 
We know from our work how important building community and regional support is for the success of the people you serve, and the same is true for all aspects of career development in BC. That’s why ASPECT and the BC Career Development Association are poised to collaborate on projects and initiatives to ensure that the needs of the members of both organizations are met. We are making sure that even if you, your staff, or your colleagues do not choose the certification pathway, there will still be opportunities to learn excellence in the field through the course offerings aligned with the Pan-Canadian Competency Framework for Career Development Professionals.

ASPECT is relaunching our Learning & Coaching Sessions, which will start mid-January and are based on the CDP Practices Principles Series. All courses are mapped to the competency framework, so if you'd like to take the path to Career Certification, you can use these courses or build your learning to become more effective at your job. Then, later in 2025, we will present a CDP Bootcamp series for those new to the sector who need to hit the ground running. Stayed tuned for more information.

Since this will be my last message before the holiday season, I would like to thank you for supporting our work at ASPECT and all the essential work you do in your communities to make them strong.  On behalf of the ASPECT board of directors, our staff, and partners, here's wishing you the happiest of holidays to you and your families and friends.

Janet Morris-Reade, CEO
ASPECT BC

This past Tuesday was the International Day of Persons with Disabilities, and I want to draw your attention to Inclusion BC's Freedom to Work & Thrive webpage, which provides compelling information you can use when working with employers.
 

Not only are there facts and figures about how hiring inclusively is good for business, but there are words of encouragement for persons with disabilities needing a boost to enter the workforce. Finally, there is an onboarding toolkit for employers that they can sign up for.
 

Kudos to Inclusion BC CEO Karla Verschoor and her team for putting together this information. The Canadian Association of Supported Employment has a similar webpage for more employer-facing information. 
 

Don't forget the great work of our own ASPECT members, who have created resources for employers to hire inclusively:

• Ethos Career Management Group has an Inclusive Employers Hiring Hub with many resources to help employers.
• Open Door Group & the President's Group came out with their Inclusive Employer Self-Assessment tool.
• Neil Squire Society holds the WorkBC Assistive Technology contract, and Nate Toevs is keen to present what is available to service providers and employers. Sign up for their newsletter to find out the latest.

Finally, just last week, ESDC announced that the Disability Inclusion Business Council issued a report on disability inclusion in Canadian workplaces. 

Great work is being done to educate and prepare employers to hire inclusively, and I know many other ASPECT members are contributing to this vital work.

Janet Morris-Reade, CEO
ASPECT BC

This week, my email inbox was inundated with new research reports related to AI and the labour market. While reading each one, I asked myself, "What does this mean for community-based employment programs?" and "How can we collectively help prepare workers, employers, and sectors?"
 
ASPECT president Lori Forgeron attended a meeting in Victoria last year of the Forestry Supports and Community Resiliency Council, of which she is an appointee, and noticed a blaring gap in the conversation: tech companies were developing AI solutions, and forestry companies were readying to adopt AI technologies, but no one was talking about a plan to train workers to use the technology.

Here's some of the research that may interest you:
 
Artificial Intelligence Talent in Canada: Emerging AI Skills and Future Workforce – The Conference Board of Canada, November 24, 2024
 
Harnessing Artificial Intelligence for Labour Market Insights – Labour Market Information Council, November 25, 2025
 
Which workers and jobs will be most affected by machine learning? – Institute for Work & Health, November 2024
 
Exposure to artificial intelligence in Canadian jobs: Experimental estimates – Statistics Canada, September 25, 2024
 
Universities and colleges are great training grounds, but there's a gap that community-based employment service providers can fill either by creating the training or by facilitating its creation. Community-based employment service providers can move quickly, identify funding, and create partnerships to bridge tech development and large industries such as forestry, fisheries, mining, and oil and gas.
 
How can we help? Employment services are vital to ensuring no one is left behind. We build resilience and adaptability by delivering upskilling programs tailored to low-skilled, older, and underrepresented workers and offering career development to those navigating industry changes. Advocating for inclusive AI policies and promoting AI literacy through workshops allows us to create equitable opportunities and empower all workers to thrive in an AI-driven world. Together, we can build a more inclusive future for everyone and address the elephant in the room: the impact of AI on the labour market.

Janet Morris-Reade, CEO
ASPECT BC

There was big news earlier this week: the announcement of the new provincial cabinet and, on Wednesday, the new shadow cabinet. This is an excellent time to connect with new and returning politicians to share the impact of your work and highlight how we collectively contribute to growing the provincial economy. Together, we are preparing for the dynamic present and future of work.  

Here’s an excerpt from the email:

ASPECT members are experts in delivering employment services that help British Columbians secure and maintain jobs. The community-based organizations we represent strengthen local economies by creating workforce development opportunities, offering support, leveraging local expertise and connections, advocating for change, and fostering entrepreneurship. These efforts contribute to greater economic stability and prosperity for individuals and communities alike.
 
As you tackle the challenges ahead, know that you have a dedicated network of over 100 employment service providers ready to partner with you in building a sustainable, clean economy with good jobs in every corner of BC. Our members work on the ground with businesses, workers, and jobseekers to respond swiftly to labour market needs, ensuring everyone has access to opportunities for a stable livelihood.
 
We also understand the critical disparities faced by rural and remote communities. Our November 2022 report, Refocusing the Urban Lens for Rural & Remote Employment Services, offers valuable insights into these challenges. It highlights the real-world barriers service providers encounter and the wrap-around supports—mental health, housing, childcare, healthcare, and transportation—that underpin successful employment outcomes. I’d be happy to discuss how its recommendations can support your priorities.
 
We stand with you in your important work on behalf of all British Columbians.

Regardless of the political position of those now in office and those practicing career development, there is one unifying goal: to help British Columbians thrive through work, connect to their communities, and help build prosperity.   

Thank you to the Honourable Sheila Malcolmson, Minister of Social Development and Poverty Reduction, for inviting ASPECT to meet with her on Tuesday. I’m pleased to see her returning to her ministerial position, which will be invaluable as we prepare for the upcoming WorkBC contract.

Janet Morris-Reade, CEO
ASPECT BC

Last Wednesday, I had the pleasure of virtually attending the North America Career Week Celebration: Advocacy in Action – Amplifying Career Development in a Changing World. This inspiring event was a collaboration between the Canadian Career Development Foundation (CCDF), CERIC, and the National Career Development Association (US). The discussions were rich with ideas and strategies for advocacy, culminating in a thought-provoking question:
 
"We are career developers—what impact can we have in advocacy work?"
 
One panelist’s response stood out:
 
"If you think you are too small to make a difference, try sleeping with a mosquito." (This quote is often attributed to the Dalai Lama or cited as an African proverb.)
 
It’s a powerful reminder that even small actions can make a big impact. So, why not be the mosquito? By advocating for your work and raising awareness, you can amplify the amazing support you’re already providing to the people you help.
 
Sareena Hopkins from CCDF shared three clear calls to action that beautifully capture the advocacy message—and they align perfectly with what we heard at last week’s ASPECT Conference. Sareena’s calls to action are a good start:
 

1. Read the “Hidden Sector, Hidden Talent: Mapping Canada’s Career Development Sector” report to find your place in the sector.
2. Read and sign “An open letter to policy and industry leaders about how to support Canadian workforce transitions”
3. Share and invite colleagues to read and sign the open letter.

 
Additional Resources:

• ASPECT Advocacy Kit & #HumansofEmployment – Visit our website advocacy page.
• #SoMuchMoreThanTalkingAboutJobs – Join the growing LinkedIn group for this UK campaign.
• Beyond Decent Work Playbook – Templates and messaging guidance from CERIC, including media tips, will give you the confidence to approach local media.
• OECD Employment Outlook 2023 Report – Global AI and labour market stats to support your advocacy.

 
I understand that it’s a lot to take in, but with these tools, you can make a difference. So, go forward and be the mosquito!

Janet Morris-Reade, CEO
ASPECT BC

I am writing this week's CEO report from a hotel room at the ASPECT conference on Thursday night. Our first day was excellent, and although all I wanted to do was sleep, there's an initiative underway that's too important to wait: an open letter that needs your signature asking for policy and industry leaders to make changes to the current employment programs. ASPECT and the Canadian Coalition for Community-Based Employability Training have signed it with a long list of others. I encourage each and every one of you the same.

Here is the information provided that you can copy and paste into your own emails to your partners:
 

The Challenge Factory, CERIC, and the Canadian Career Development Foundation (CCDF) have authored an open letter to spotlight the essential role that lifelong career development plays in advancing generational fairness, a sustainable Future of Work, and the prosperous lives of all Canadians. 

 

This call to action is a direct result of key findings uncovered in the groundbreaking research these organizations released in 2024 that resulted in the report, Hidden Sector, Hidden Talent: Mapping Canada’s Career Development Sector. 

 

The open letter calls upon policy and industry leaders to: 

• End the “fail-first” approach to career and employment services, 
• Leverage the expertise of career development professionals to advance Canadians’ career ownership, readiness, and literacy, and 
• Equip industries and business owners with stronger career development to better address shifting labour markets and workforce dynamics. 

 

Will you sign on to this open letter alongside your fellow career development sector leaders and experts? 

 

Your signature will lend credibility and strength to the sector’s determination to increase its impact in supporting all Canadians through turbulent labour and economic transitions. 

 

The letter will be shared with policymakers, business leaders, and academic institutions. We are collecting signatures during Canada Career Month, from November 1–30. 

 

You can review and sign the letter here. 

 

Please note that your name, title, and organization will be added to the list of signatories. Your email will not be shared. 

 

Your support will make a difference. Together, we can raise awareness of how career development professionals have the right skills to support Canadians into fulfilling work and ensure generational fairness in careers, employment, and educational programs. 

 

If you have any questions or need more details, please contact Emma James, Public Policy and Research Associate at Challenge Factory, at emma@challengefactory.ca.


Janet Morris-Reade, CEO
ASPECT BC

Advocacy Playbook Launched in Time for Career Month

Released in time for Canada's Career Month, the Advocacy Playbook project began at Cannexus in 2023 and represents hundreds of hours of dedicated work—through facilitated meetings, document feedback, research, and in-person and online discussions. This collaborative process brought together diverse career development practices, exploring questions like Who defines our field? What language should we use? What does decent work mean, and why is it important?

I sometimes wondered if we would reach our goal, but our collective perseverance and trust in the process led to a playbook and strategies I am proud of. Many thanks to CERIC's Kay Castille, Sharon Ferriss, and Lindsay Purchase for their commitment, as well as Overlap Associates for expertly guiding us. Our work builds on the study Hidden Sector, Hidden Talent: Mapping Canada’s Career Development Sector.

Finally, heartfelt thanks to my fellow steering and working committee members for their many hours of thoughtful contributions. I believe this playbook is a vital step forward in advocating for those we serve.

Bringing National Certification to Life for Career Development Professionals

Another way to celebrate Career Month is with the recent update from the National Certification Advisory Committee (NCAC), which I am proud to have recently joined. Sareena Hopkins, Gail Langlais, and Lindsay Guitard have shared in CareerWise that the National Certification will officially launch on December 10th. I’ll be in Halifax for the announcement, and, like you, I look forward to all the updates leading up to that day. Be sure to catch Lindsay Guitard presenting at the ASPECT conference!
 

Community Employment Service Providers Week November 4 - 8, 2024

Community Employment Service Providers Week celebrates the vital contributions of community-based employment service and training organizations in empowering futures and building communities. Created by ASPECT BC and recognized through a Province of BC Royal Proclamation, the week of November 4-8, 2024, highlights the critical work of the employment service sector and its profound impact on individuals and communities across the province.

This week also offers ASPECT BC and nearly 100 community service providers the chance to educate and celebrate our political and public service partners who collaborate with us in this essential work.

Janet Morris-Reade, CEO
ASPECT BC

In August, we told you about the Building a Modern 21st Century Workforce consultation from the Federal Government. The deadline was extended to October 31 and we realized you might be interested in our submission. We have coordinated our answers with those from CERIC and the Canadian Coalition of Community-Based Employability Training.  In its discussion document, the Government of Canada has identified three priorities to foster a modern, diverse, inclusive and productive 21st-century labour market:

• Priority one: Ensuring better alignment between workforce strategies, training institutions, labour groups, employers and economic priorities
• Priority two: Eliminating inefficiencies and barriers in Canadian labour markets
• Priority three: Maximizing labour productivity through strategic skills development and lifelong learning

Here is a sneak peek at what we said on your behalf:
 

Question 1. Are there other areas of focus that should be included? Please explain

The Association of Service Providers for Employability and Career Training (ASPECT BC) supports the development of a National Employment and Training Strategy that ensures career development and employability training aligns with labour market needs beyond the shifts of political cycles. As a representative voice for over 100 community-based service providers in British Columbia, ASPECT BC underscores the role of community-based career services as essential public assets. These services offer accessible, proactive guidance to help Canadians navigate job transitions, set meaningful career goals, and adapt to economic changes.
 
A National Employment and Training Strategy would create a cohesive approach across public services, education systems, and community organizations, focusing especially on underserved communities. Such a strategy would build the necessary infrastructure for local employment service providers to meet labour demands effectively by fostering collaboration among employers, government, and community partners. This coordinated approach would reduce service duplication, maximize resources, and empower local organizations to support workforce needs across Canada.

Click here to see all 14 of our answers.>

Many of us are eagerly awaiting the final results of last week’s election. The early results reveal just how divided our province is, underscoring the need for greater collaboration and constructive dialogue in the months to come.
 

What does this mean for ASPECT and its members?
 

As an apolitical organization, ASPECT will work with whichever party is in government, providing valuable feedback on how policies and programs impact the people our members serve. Community-based employment services build resilience and economic stability across BC, and we’re here to promote this perspective. Our role also includes sharing trends from other regions and presenting the latest research to help our members better support job seekers and employers in this rapidly evolving labour market.
 

Each election, cabinet shuffle, and shift in public service reminds us of the need to educate decision-makers about the positive impact of employment services in building stronger communities. By highlighting evidence, sharing success stories, and providing up-to-date data, we’re able to demonstrate the real value these services bring to the health and prosperity of communities across the province.
 

As we await the final results, ASPECT’s commitment to advocating for employment services remains steady. No matter which party takes office, our mission is clear: to support job seekers, empower employers, and strengthen communities. Through timely insights and practical information, we’ll continue to champion the critical work of our members. Together, we’ll navigate the changes ahead, ensuring employment services are recognized as a central pillar of resilient, thriving communities throughout BC.

Janet Morris-Reade, CEO
ASPECT BC

Falling into information rabbit holes is a real risk for me, given the vast amount of labour market data I encounter and my curious nature. My adventure began with CERIC's CareerWise Weekly and its "3 reports that caught our attention" section and ended with me spending too much time on the World Economic Forum's publications website. The ASPECT Conference theme, focused on the evolving employment services sector, drew me to their white paper, Unlocking Opportunity: A Global Framework for Enabling Transitions to the Jobs of Tomorrow.



Source: Unlocking Opportunity: A Global Framework for Enabling Transitions to the Jobs of Tomorrow (page 5)

My key takeaways include five points from WEF's paper as they pertain to community-based employment services and the value to future workforce development:


Worker Safety Nets: Community-based services can help create or enhance safety nets for workers undergoing job transitions, ensuring they have the financial and social support needed during the unemployment or reskilling period. We know this first-hand every time there is a mass layoff within a community, and our members mobilize to help both workers and employers navigate the next steps.

Job Matching Efficiency: These services can help improve the efficiency of matching workers with employers, especially by promoting flexible working arrangements and temporary roles, which may be particularly useful for marginalized groups or those re-entering the workforce. 

Targeted Regional Initiatives: The document includes case studies highlighting successful regional initiatives where employment services helped workers transition into growing job sectors, particularly in digital and healthcare roles. Some excellent ideas, some new, but many are in practice within our member communities.

While it feels like falling down a rabbit hole, the insights are invaluable for those delivering employment services. The evolving work landscape demands proactive strategies, and these frameworks are interesting for guiding future efforts.

Janet Morris-Reade, CEO
ASPECT BC