First and foremost, we need to build awareness. As part of our comprehensive effort to optimize the CAF onboarding experience—including both recruiting and the early entry and onboarding training experience—we need to be able to build awareness and to create relationships and connections with those communities that can help us connect to the people who represent the talent that we require.
Our primary target audience is Canadians in that 18 to 34 age group. Leveraging that secondary target audience are the influencers and intermediaries. They are people who, within community networks, within family networks and culturally and racially diverse communities, can help us to connect with the talent that we are seeking to meet the operational requirements of today and tomorrow.