Power Move: Positioning the Electricity Sector as an Employer of Choice

Research by Electricity Human Resources Canada (EHRC) over the past year highlights the significant challenges faced by employers in Canada’s electricity sector in recruiting and retaining enough skilled workers. Factors such as retirements, high turnover rates, and more attractive job opportunities in other sectors have led to talent shortages. As a result, some generation projects, including those in renewable energy, have been delayed or cancelled.

To effectively address these and other labour market issues, organizations in the Canadian electricity sector must understand Canadians’ beliefs and attitudes about working in the industry. Being perceived as an employer of choice is crucial for the sector to achieve the federal government’s goals of decarbonizing Canada’s electricity system by 2035 and electrifying the economy by 2050.

This report presents the findings from research and analysis conducted by EHRC’s Labour Market Intelligence (LMI) team during the spring and summer of 2024.

It explores the attractiveness of Canada’s electricity sector to both current and potential employees, comparing it with other sectors.

Additionally, the report provides an analytical framework to understand the origins of these perceptions and suggests strategies to enhance an organization’s competitiveness in the labour market.

• Primary Research Findings: A cross-Canada survey of over 1,800 respondents assessing their views on job opportunities and career prospects in the electricity sector compared to other sectors.
• Secondary Research Results: EHRC’s research highlighting employee satisfaction in the electricity sector and other sectors based on key criteria.
• Employer Brand Framework: An analytical framework developed to explain how organizations can improve their public perception and appeal to attract and retain talent.
• Recommendations: Identifying issues and actions for organizations in the electricity sector to enhance their employer brand, human resources capabilities, and market competitiveness.

• High Job Satisfaction: Current employees in Canada’s electricity sector rate their employment experience and job satisfaction highly.
• Positive Perception: Both current and prospective employees view the sector favourably, especially in terms of financial rewards, environmental performance, and societal contribution.
• Interest from Prospective Employees: A survey by EHRC shows that 75% of prospective employees are open to working in the electricity sector, with higher approval for the renewable segment.

• Gender Divide: Men are generally more inclined than women to pursue careers in the electricity sector, with 68% of men and 60% of women viewing it positively. This contributes to a gender imbalance in the workforce.
• Recruitment Challenges: Many prospective employees are concerned about job safety and qualifications, and are dissatisfied with their current employment in terms of compensation, work-life balance, and advancement opportunities.
• Strategic Recruitment Needed: The sector needs to adopt proactive and innovative strategies to attract and retain employees, focusing on creating an appealing employer brand and addressing the values and expectations of prospective workers.

• Sheldon Polowin, Economist, EHRC
• Yulia Nerovny, Economist, EHRC
• Mark Chapeskie, VP of Programs, EHRC
• Michelle Branigan, CEO, EHRC
• Richard Jenkins, Vice President, Research & Chief Methodologist, Abacus Data
• Emily Shevell, Consultant, Abacus Data