CERT

The events of 2001 dictated that many companies readdress their strategies in the more difficult and uncertain business environment. In response CERT co-ordinated a number of new initiatives designed specifically to help individual firms relate to business performance, customer service and productivity through training.

The CERT Tourism in Business Forum brought managers and key decisions makers together and through a panel of high calibre speakers provided a platform for the industry to assess its likely direction in the immediate future and develop an agenda for action. The forum drew heavily on the findings from the latest phase of CERT’s research programme that focused on the strategic development of the industry to 2007.

The People in Tourism 2007 study analysed some of the underlining factors that constrained the industry most particularly in the area of productivity and performance. The 2001 Business and Employment Survey sought the views of tourists and their rating of customer care provided by the industry. The changing profile of the industry was also analysed through a study of non-nationals in the industry workforce.

The CERT Best Practice Programme initiative was launched during the year to help individual operators address performance and competitive concerns. Developed from analysis of international best practice this programme offers the industry a specific benchmarking tool. A number of businesses have started the process and are moving towards best practice being assisted by master classes, consulting support and international site visits. Their success and industry success as a whole in lifting performance will be recognised by an accredited quality award based on the EFQM model that will be introduced by CERT during 2002.

A survey carried out by CERT on tourist perceptions indicates where service improvements must be made. The findings will be fed into a substantial body of work on customer service already under way under the Ireland Best Service Excellence Awards. To date over 4,000 managers and employees have benefited from CERT training in customer care under this programme.

Research carried out in 2001 found significant scope for improvement in a number of areas. In response CERT increased access to training with flexible part-time options for a range of programmes. The success of this policy has been confirmed by a significant increase in the number of employees pursing continuous training and by the positive response to the new national apprenticeship scheme. The first apprentices were contracted to industry under the new 3-year programme that is based on approved establishments and will be linked to most colleges in 2002.

On the education front, efforts to encourage career progression through certified training will be helped by the current benchmarking of CERT training and educational programmes in international best practice.

A full review of the national industry curriculum will shortly be completed and introduced during 2002, validated under the National Qualifications Authority of Ireland framework. With the establishment of the authorities’ two awarding councils (HEATC & FETAC) in June 2001 the National Tourism Certification Board ceased to exist as a certification body. Instead CERT will work closely with the new councils and will ensure that the new programmes are validated at levels that give due status to education for the industry and will allow progression.

The Retain Programme was launched to help industry to manage human resources and aid staff retention through training. The first businesses were approved for grant aid under the project last year and 100 more will be supported in 2002. Further initiatives in 2001 included the introduction of elearning to allow industry to access training on-line, Euro planning workshops that attracted over 400 managers and a suite of programmes supporting specific sectors within the industry.

Industry continues to reap the benefits associated with the €25 million renewal of tourism training facilities within the college system now nearing completion. Building at Tralee IT and Killybegs College was completed and projects are progressing into the early stages at ITs in Athlone, Cork, Tallaght and Waterford.

CERT opened two new training centres in Limerick and Waterford, with the Limerick centre doubling training capacity for adults in the mid-west. In conjunction with northern partners cross border programmes with the Tourism Training Trust (NI) assisted SMEs in border areas to review business strategy post 11 September and to improve managerial capacity.

Recruiting skilled staff is a key industry issue despite the economic slowdown and some easing in labour supply. Against this backdrop CERT directed specific recruiting campaigns in 2001 which increased formal entry into the industry through training by 9%, while women returning to the workplace proved to be a rewarding target with over 1,000 trained to enter the industry. The success of this programme lay in flexible training hours, in recruiting partnerships with local communities and local access through 65 centres. The school leaver market fell slightly in line with expectation and present indications are that while there is some potential to expand the recruitment market for the future, it is likely to be confined to 45 year plus mainly female segment and nonnationals. As non-nationals are now a notable feature of the tourism workforce CERT continued pilot projects in Russia and Poland where the programme brought trainees to Ireland for periods of 12 months for residential training and local employment in the industry. Over 70% are expected to return to Irish employment at the end and the project will expand in 2002. CERT has taken steps in easing the transition of non-nationals into the Irish workforce with the development of a specific induction course and a Fáilte handbook for new arrivals.

In 2001 the Go Places in Tourism Roadshow organised by CERT with the industry confirmed its value as a prime marketing tool. It toured 18 venues across Ireland to an audience of over 10,000 students and potential recruits took part in “Ready Steady Cook” presentations with top Irish Chefs. The campaign also went directly into second level schools through the ‘Chef of the Future’ competition, which attracted 90 student teams.

All initiatives in 2001 evolved form CERT’s Strategic Plan 2000 –2006 which is now well advanced on most fronts. As implementation of the strategic plan progresses certain organisational development projects will be carried out to support it. These include a new staff training programme within CERT and the introduction of EFQM business excellence model to allow CERT to underline its commitment to quality practices. In 2001 CERT increased the number of people trained in tourism and hospitality industry. After a two year slowdown in training 11,800 new recruits and employees took CERT courses, an 8% increase on 2000 and a new record for training in the industry.

CERT INDUSTRY SERVICES

CERT’s suite of industry services is intended to be as flexible as your own business. Just as you adapt to change, CERT will respond to your needs each step of the way. Whether you need overall business advice, access to training or trained personnel, you can avail of the following services:

Business Development

By taking a progressive attitude to business and staff development, research proves that you can improve staff retention and, ultimately, profitability.

Continuous Professional Development

On going training through a range of short courses ensures staff are up to date with industry practices and encourages them to stay with your company.

Trainee Placement

This service provides you with access to trained personnel by securing work experience placements from craft training programmes.

Staff Recruitment

Trainees completing CERT Skills Programmes are available for employment throughout the year.

Apprenticeship in Professional Cookery

With this three-year programme, you will have the opportunity to foster the development of your own employees in a programme of structured training combining on-the-job training and college tuition. Industry Qualification Scheme
Under this scheme your employees may be trained on-thejob, as part of the daily routine in your establishment and receive a nationally recognised skills certificate.

Industry Nomination Scheme

You can encourage and support temporary/summer workers to become professionally trained by nominating them for a full time training place in college. Trainees nominated will return for their work placement.

RETAIN

Through this programme businesses can receive up to €19,046 in training grants. Individual business can obtain grant aid of 50% towards direct training costs for programmes in management development.

Ireland’s Best Service Excellence

This is a complete service excellence programme introduced by CERT to service organisations in Ireland as part of the continued development of World Class Service for the tourism and hospitality industry.