International Students
TARGET MARKET: Educational institutions including universities, private and community colleges and language schools:

The third target market of the WCC program will be the educational institutions including universities, private and community colleges and language schools. Since rapidly increasing number of students with similar skills and educational backgrounds are entering to the Canadian labour market, soft skills became the main differentiating component for the job seekers. “Because companies are becoming more process and system driven and because job competition has increased at all levels, there has never been a time when soft skills offer more value to the market than they do today”. According to Smith “It’s often said that hard skills will get you an interview but you need soft skills to get and keep the job. It’s no longer enough to be an expert in a field of knowledge. Competition is fierce; it’s the soft skills that make individuals stand out. Soft skills aren’t just important in the obvious positions that deal with customers. They are important for every person in an organization”. As well, Canadian employers across all sectors emphasise the significance of culture-based soft skills and professional communication regardless of the individual’s qualifications and education.

In today’s rapidly changing global economy it is evident that the educational institutions are responsible for providing a comprehensive learning while increasing their students’ employability by enhancing their soft skills. According to Malhi “educational institutions worldwide are currently placing greater emphasis on enhancing graduate employability by strengthening their soft skills and adopting a more employability-oriented approach to the curriculum. According to a recent survey, almost 75% of teaching professionals indicated that “study and