Campaign targets 2,000 skilled trades workers from B.C., Quebec, Ontario
Alberta has launched the third phase of its “Alberta is Calling” recruitment campaign, looking to entice skilled trades workers from other provinces with a $5,000 refundable tax credit.
This time, the province is looking to get 2,000 workers in the trades to move to Alberta by giving them the Alberta is Calling Moving Bonus – a one-time $5,000 refundable tax credit.
The provincial government is investing about $2.5 million for Phase 3 of the campaign.
“Alberta's continued economic growth presents a wealth of opportunities for skilled workers from across the country,” said Matt Jones, minister of jobs, economy and trade.
“The Alberta is Calling campaign and Moving Bonus reaffirm our government’s commitment to attracting top talent and addressing labour force needs for sectors that are crucial to sustaining our province’s prosperity. It also demonstrates we are serious about filling productive jobs with productive workers to support our expanding infrastructure needs.”
Earlier this year, Alberta’s Budget 2024 set aside $10 million for the Alberta is Calling attraction bonus. A report earlier this year also noted that the provincial government is planning the third phase of the program.
Who is eligible for the ‘Alberta is Calling’ program?
In the third phase of the Alberta is Calling program, the provincial government is targeting construction workers who can help build the housing and infrastructure needed to support a growing province.
BuildForce Canada recently projected that total construction employment in Alberta will increase by another 14,000 workers between 2024 and 2033. With housing starts on the rise and multibillion-dollar investments being made in the province – such as the Dow Path2Zero project in Fort Saskatchewan – the need for workers in the trades has never been greater, according to the Alberta government.
Phase 3 of the campaign is focused on skilled trades workers in British Columbia, Québec and Ontario.
The campaign includes advertising on post-secondary campuses, restaurants, bars and gyms; radio, streaming and social media advertising; and an updated AlbertaisCalling.ca website. It will run until July 2, 2024.
In 2022, the $2.6 million-campaign highlighted the many lifestyle and career advantages Alberta offers – including higher wages, shorter commutes and job opportunities.
Alberta also launched a phase of the Alberta is Calling campaign in 2023, focusing on attracting workers from across Ontario and Atlantic Canada.
Incentive criticized by labour expert
However, one expert has criticized the $5,000 Alberta is Calling signing bonus.
Incentives and credits should be focused on growing the current pool of workers, rather than poaching currently available talent from other Canadian provinces or territories, said Tricia Williams, director of Research at the Future Skills Center, in a City News report.
“We would be better served to focus on the people that are already in that pipeline.How do we support them to finish the programs they’re in? How do we recruit more people into those programs so that we’re maximizing the total availability of those skills,” said Williams in the report. “Taking a focus that really focuses on recruiting people from other provinces and territories is too short-term.”