- Please tell us more about Electricity Canada and your role
Electricity Canada is the national voice of electricity in Canada representing 42 of the largest distributors, transmitters and generators in the country and over 90% of the entire sector. The trade association advocates federally on behalf of its broad membership on issues related to electrification, affordability, reliability, building major infrastructure, regulatory issues and labour shortages. As Vice President of Communications and Sustainability, I am responsible for all external communications including media, reports and products, brand trust and events. I am also responsible for the Sustainability portfolio at Electricity Canada which includes management of our annual Sustainability report, indicator refinement and promotion.
- What excites you most about the electricity sector in Canada?
This is a really great sector to be part of in Canada. Between hydro, nuclear and renewables, our sector is 84% non-emitting and one of the cleanest energy systems in the world. We are rapidly closing in on that 90% mark with aggressive targets set by electricity companies across the country. At Electricity Canada, we have the opportunity to witness and celebrate company and individual ingenuity. The innovations occurring from coast to coast are not only achieving massive greenhouse gas emissions, they are changing the way we think about an electric future. It’s exciting to be part of this complex opportunity – rapidly doubling our grid to power the next generation.
- What can the energy industry do to recruit more of the smartest minds and future leaders?
The electricity labour shortage is concerning. With an aging workforce and more skilled labour needed to build out the system, it really is a battle to attract the next generation. Communications departments have an opportunity to proactively recruit talent through creative advertising on different mediums. Meeting youth where they are at on the right mediums needs to be a focus. I always talk about ads I saw as a teenager to join the Canadian military. I was attracted to the community, the intensity and the travel being offered through that campaign and seriously considered exploring this career path for a number of years. But that medium (cable TV) and that message may not resonate with youth anymore. Finding those connections points and using their language is integral to attracting the leaders of the future to the electricity sector.
- What do you say when convincing colleagues to take branding/reputation seriously as an investable asset? Who do you need to convince?
When undergoing our rebrand, from Canadian Electricity Association to Electricity Canada complete with a new brand, I focused on elements important to our electricity companies. I focused on attracting the best and brightest, innovating for the future and how we are viewed through advocacy. Adding a focus on equity, diversity and inclusion to the rebrand considerations was integral to our member companies as was a focus on indigenous reconciliation. It was therefore a series of small decisions, like hiring an indigenous owned design firm, that helped convince our member companies that a rebrand wasn’t a nice to have, it was necessary.
- What are the first 3 ingredients that go into a successful internal communications recipe?
In whatever way companies choose to ‘do’ internal communications (staff meetings, newsletters etc) they need to recognize the following:
- Understand that all levels within an organization want engagement.
- People want to be recognized for their work.
- Recognizing that one’s job is only a part of who they are. Highlighting the diversity of interests and life experiences within an organization that form the team.
- If you were to capture the best communications advice that you’ve ever received as a 5-7 word presentation slide title what would that be?
There would be two:
“Always write for your audience”
“Be clear, direct and most importantly, honest.”
- What are your hopes and aspirations for the future?
To inspire others, work hard, lead with love and always be honest, decent and virtuous. We’ll see where this takes me.
Are you a Rising Star in Energy?
This category recognizes the extraordinary achievements of individuals aged 35 years and younger in the energy branding space. Young people are vital agents of change and future leaders, so we celebrate their strategic and analytical thinking, encourage how they work in a team and support their creative ideas. If you qualify or would like to nominate a colleague, please submit a nomination at https://charge.events/categories/.
