Integrated Human Resource and Business Plan 2018
Table of Contents
Building our brand, sharing our stories
Canadians’ expectations towards maritime safety and the protection of the environment have evolved in recent years. Canadians want, and expect, a Coast Guard that is responsive and ready. Every day, our members live up to our motto of Safety First, Service Always as they accomplish great things to build Canada’s Coast Guard, to provide better services to Canadians and to use innovative solutions and technologies to address the challenges in Canada as a maritime nation.
The Coast Guard Brand
Our brand signifies what we do and what we stand for; it represents Coast Guard’s core values, actions and commitment to excellence. A strong brand helps energize and increase awareness of the positive impact of Coast Guard’s services for the public, stakeholders and leaders. Our goal is to continue to tell the Coast Guard story and to share those stories with all Canadians. A key priority for the Coast Guard is to mobilize our members. We want our own members to be our greatest ambassadors. As the Coast Guard grows, we are looking to feature our members more in the communities in which they serve. Already, we accomplish this to some extent by attending events like Canada Day and other events where our booths and exhibits always draw a crowd.
2018-19 Outreach Activities
The Coast Guard’s outreach activities for 2018-2019 continue to evolve and include more activities associated with the following pillars:
National and local events
- Be more present and prominent by attending various fairs, shows and exhibitions across the country.
- Raise the public’s awareness of Coast Guard’s important role in safe and secure waterways and in protection of our environment.
Recruitment, retention and diversity
- Execute the recruitment priorities of the organization through engaging events to expand our outreach and present the Coast Guard as an employer of choice focused on diversity and inclusiveness.
- Build a sense of value and community in Coast Guard members and retirees and provide them with opportunities to understand their role and responsibilities and their contributions as they support Coast Guard’s priorities and mandate.
Digital first approach
- Moving towards a digital first approach in member communication by enhancing and re-designing the Coast Guard’s national Internet and Intranet web sites and with the national newsletter ECHO.
Renewing our visual brand
- Developing a new Graphic Standards Manual that presents a new, more vibrant visual brand for our corporate and promotional material and publications.
- Continue to forge strong relationships with Indigenous communities; environmental, security, international and coastal communities; and like-minded organizations such as the Coast Guard Auxiliary, Royal Canadian Navy and Navy League of Canada.
- The Canadian Coast Guard has a vibrant social media presence; we are active across multiple social media channels including Facebook, Twitter, YouTube, Instagram and LinkedIn.
As of December 2018, we had over 52,000 total followers across our range of channels. Each day, our followers help us tell our stories by sharing, liking, commenting on and engaging with our content.
2018-2019 Pride Parades
Our members are our greatest strength, and we remain focused on demonstrating our support to the LGBTQ2+ community and on delivering our message of diversity and inclusiveness of “if you can serve, you can serve in the Canadian Coast Guard”. In summer 2018, the Canadian Coast Guard participated in 12 Pride Parades from coast to coast which allowed us to reach over 560,000 participants across the country.
Over the coming year we will continue work on building our brand by increasing Canadians’ awareness and understanding of the Coast Guard. Our new visual brand will bring our promotional and recruitment material under a single banner.
The ongoing work to further develop one national Coast Guard Intranet site will lead our efforts in adopting the digital first approach with respect to communication with our members. This includes working towards bringing all current Intranet sites under one web site, with a common brand that speaks from a national voice.
We will also continue to support the various awareness events to help promote inclusiveness, respect and compassion for all Canadians
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