1. Canadians’ perceptions about job
satisfaction and career development
OCASI Professional Development Conference
June 13, 2012
Co-sponsored by:

2. Agenda
• Purpose of study and methodology
• Research highlights
• Concluding thoughts
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3. Role of public opinion research
• Systematic → Quantifiable → Replicable → Credible
• Why you need it
 Know where target audiences stand on issues – and how it is
changing
 Test internal assumptions
 Distinguish public views from media portrayal
 Distinguish public views from stakeholder positions
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4. Research methodology
• Online survey with representative sample of 1202 adult Canadians
(18+).
• Field dates: November 3 – 11, 2010.
• Questions covered a broad range of issues, including factors driving job
satisfaction, job search tactics, role of parents and perceived value of
professional career counselling.
• Some questions have trend data from a study commissioned by CERIC
in 2007.
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5. Happy…
but not feeling the love

6. Most Canadians are generally happy with their jobs…
Job satisfaction
81
50
31
14 5
Very Somewhat Somewhat Very
satisfied satisfied dissatisfied dissatisfied
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7. … and like the people they work with.
I like the people I work with
49
39
9 2
Strongly Somewhat Somewhat Strongly
agree agree disagree disagree
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8. Canadians are generally content with their career path, with no plans
to move on.
Job contentment
Total By age
70
62 64
46 48
33 32
25
Hope to move on
5
Generally content
Generally Hope to dk/na 18-29 30-49 50+
content move on
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9. Yet, nearly half of Canadians doubt they are being sufficiently
rewarded.
Satisfaction with rewards and remuneration
I feel I am being paid a fair amount I don’t feel my efforts are rewarded the
for the work I do way they should be
39 46
40
35
29
25
21 18 17
14
Strongly Somewhat Somewhat Strongly Strongly Somewhat Somewhat Strongly
agree agree disagree disagree agree agree disagree disagree
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10. Visible minority workers are less convinced they receive the
recognition they should.
When I do a good job, I receive the recognition
for it that I should receive
42 41
32
27
Visible minority
15 17
11 13
Non-visible minority
Strongly Somewhat Somewhat Strongly
agree agree disagree disagree
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11. Satisfied workplaces are
inclusive workplaces

12. Overall, the Canadian work place is seen as inclusive and free from
discrimination…
Workplace inclusivity
43
39
13 5
Very Somewhat Not very Not at all
inclusive inclusive inclusive inclusive
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13. … although visible minority Canadians are less convinced.
Workplace inclusivity
By visible minority status
54
41 42
28
15 12 3 5
Very Somewhat Not very Not at all
inclusive inclusive inclusive inclusive
Visible minority Not a visible minority
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14. The more inclusive the workplace, the more satisfied Canadians are
with their jobs.
Workplace inclusivity and job satisfaction
42
59
58
48
23 Somewhat satisfied
24
9 3 Very satisfied
Very Somewhat Not very Not at all
inclusive inclusive inclusive inclusive
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15. I know my goals… but the path???
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16. Canadians are fairly optimistic about their career goals.
Satisfaction with ability to meet career goals
50
26
17 6
Very Somewhat Somewhat Very
satisfied satisfied dissatisfied dissatisfied
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17. But, few have a clear idea as to how to advance in their organization.
Understand what needs to be done to advance
49
19 19
6
Agree Agree Disagree Disagree
strongly somewhat somewhat strongly
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18. Satisfaction with performance management is mixed.
Satisfaction with organizational performance management practices
48
21
16 3
12
Very Somewhat Somewhat Very dk/na
satisfied satisfied dissatisfied dissatisfied
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19. Problem managers, and feeling under-appreciated, are top reasons for
dissatisfaction.
Top reasons why dissatisfied with organizational performance management practices
Poor management/control 31
Insufficient appreciation/
26
recognition
No discussion/feedback 23
No clear goals/action 15
Insufficient compensation 10
Other 8
dk/na 11
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20. Visible minority Canadians are less convinced it’s a level-playing field.
Opportunities for advancement
I feel others have better opportunities
for advancement
Visible minority
Non-visible minority
37 37 38
33
25 23 23 26
16
10 9 9
Strongly Somewhat Somewhat Strongly Strongly Somewhat Somewhat Strongly
agree agree disagree disagree agree agree disagree disagree
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21. The hunt – popular tools
and tactics
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22. Most Canadians have tapped into the hidden job market at some point
in their career.
Importance of the hidden job market
38
27 25
10
Very Somewhat Not very Not at all
important important important important
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23. Majorities say pro-active tactics are important to securing a new job.
Importance of certain tactics and sources when securing a job
Very/somewhat important
Advertised job sources 81
Networking 73
Submitting unsolicited resumé 59
Unadvertised job sources 58
Employer cold calls (in-person) 56
Employer cold calls (by telephone) 42
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24. Canadians turn most often to online services and websites for job
opportunities, followed by traditional print media.
Sites and services used when looking for a job – top mentions
On-line services/websites 48
Printed material/media 30
Word-of-mouth/networking 19
Employment agencies/job banks 12
Goverment employment websites 8
Workopolis 4
Monster 4
Nothing/not looking for work 8
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25. Few Canadians use social networking sites or social media to advance
career goals.
On-line tools used to advance career goals – top mentions
Company website 28
Social networking sites 12
Professional networking sites 9
Instant messaging 6
Reading blogs 6
Other 19
None/not interested/
46
Don’t use social media
25

26. A majority of Canadians see the value of a professional career
counselling program…
Value of professional career counselling program
50 52
2007 2010
34
27
16 4 5
12
Very Somewhat Not really Not valuable
valuable valuable valuable at all
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27. …but fewer are certain they would use one.
Certainty of using professional career counselling program
38 39
32 35
22 9 2007
16 8
2010
Very Somewhat Not that Certainly
certain certain certain not at all
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28. Canadians turn primarily to their immediate circle for career advice.
Sources for information about careers
Most helpful
2010 2007
Co-worker/associate 68 66
Other relatives/
68 68
friends/neighbours
Newspapers 62 58
Your parents 61 65
Mentor 58 69
Career site on Internet 58 52
Government employment centre 53 47
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29. Role of parents
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30. A bare majority of Canadian say their parents were supportive of their
career development
Role of parents in career development
58
Not involved/did it myself
43
37
Wonderfully supportive
33
Supportive but didn’t n/a
know how to help 19
Overbearing/wouldn’t let me 5 2007
pursue own job/career wishes 5 2010
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31. Parents can help their children’s career development by encouraging
them to succeed and fail, and exposing them to a range of experiences
Roles parents can play in children’s career development
Top mentions
Encourage child to succeed/
56
fail/learn from experience
Expose child to character-
51
building experiences
Help child develop career-
39
related skills/aptitudes
Encourage child to volunteer 32
Talk about choosing career 31
Expose to variety of careers 28
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32. Concluding thoughts

33. Concluding thoughts
• In spite of having come through a tough economic year, the majority of
Canadians are generally happy with their jobs, and like the people they work
with.
• Despite high job satisfaction numbers, almost half of Canadians doubt they
are being sufficiently rewarded for their work efforts.
• Satisfied workplaces are inclusive workplaces.
• Visible minority Canadians do not rate them as highly inclusive as their non-
visible minority colleagues.
• Despite high job satisfaction, the hidden/unadvertised job market is active.
• Social media tools are surprisingly lower on the list of how we find new
opportunities.
• On the career front, younger Canadians appreciate the help and support of
their boomer parents.
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