Now Available: Member Survey - Summary of Results

Introduction:

CPHR BC & Yukon carried out a survey of its members by way of an online questionnaire in the fall of 2024. In the summary report below, you will learn about key outcomes from the survey, high-level analysis of significant themes and how we, as your professional association, are adapting based on your feedback.

Methodology:

Responses were collected online through the Qualtrics Management platform. 1,074 respondents participated over a 3-week period from Nov. to Dec. 2024, which represented 12% of the CPHR BC & Yukon membership at the time of the survey.*

The questionnaire focused on 3 areas:

Membership demographics
Member perceptions on association offerings
Member perceptions on the overall value of membership

* According to McKinley Advisors, the survey response rate of engaged association stakeholders is 5-6%, which indicates that CPHR BC & Yukon members are highly engaged.

Key Findings:

49% of respondents had been members for 5+ years and 51% joined more recently.
17% of respondents identified themselves as emerging professionals, 37% stated that they were mid-level professionals, 31% considered themselves to be working at a senior level, while another 15% considered themselves to be at the expert level.
63% of respondents held a CPHR designation, while 28% were working toward it. 6% were considering getting it later. 2% of respondents were not considering earning their CPHR designation.
When CPHR-designated respondents were asked about the impact of the designation on their career, the top 4 responses were:
- Career credibility and confidence
- Continuous learning
- Network building
- Career advancement
When asked about the type of HR work that they had done the most of over the past 12 months, respondents selected the following, from a list of options, as the top answers:
- Recruitment and Talent Planning
- HR Operations
- Employee / Labour Relations
- People Management and Coaching
When asked to choose from a list of where they would like to expand their HR knowledge, respondents identified the following as the top areas:
- HR Tech and AI
- Employment Law
- Employee and Labour Relations
- Compensation, Benefits, Total Rewards
When asked about which CPHR BC & Yukon offerings they had accessed or participated in over the past year, respondents selected the following:
- Professional Development, Virtual
- Report, Guide or Toolkit
- Job Board
- Networking, In-Person
- Networking, Virtual
From a list provided, respondents were asked to select the membership benefits that they considered to be the most valuable. These were the top 5 selections:
- CPHR Designation
- PD / Learning Opportunities
- Networking Opportunities
- Resources, Guides and Toolkits
- Advocacy for the HR Profession
71% of respondents stated that they “always” or “often” recommend CPHR BC & Yukon membership to a friend or colleague working in, or considering working in, HR. 24% said that they “occasionally recommend” and 5% said that they “rarely or never” recommend membership.
Respondents were asked about what change, initiative or activity they felt would increase the value of their CPHR BC & Yukon membership. There were many comments, but 6 significant themes emerged:
- Additional free or low-cost resources and events
- Career support and education tailored to specific career-levels
- Increased focus on advocacy of the CPHR designation and its value to employers and the public
- Acknowledgment of member milestones and volunteer contributions
- Streamlined communication and clarity about the designation process
- Improved digital platforms and association tech

How We are Responding:

CPHR BC & Yukon is working hard to respond to members’ unique needs and recommendations to support and advance the profession and advocate for HR professionals.

The full survey results were presented to the Board of Directors and to all association staff at the beginning of 2025. The following is a list of changes, new initiatives or program enhancements that we are currently working on or have recently implemented:

Increase in the number of free webinars held throughout the year
New series of free-to-attend “CPHR 2025 – Strategic Insights” sessions held across the province this spring and summer
Free “HR Meet Up” in-person events, particularly focused in smaller communities across the Interior and Northern BC regions
Inclusion of a “Featured Member Benefit’ section in bi-weekly regional e-newsletters to highlight a specific existing benefit
Development of a new “Emerging Professionals” page on our website with information and resources tailored to new HR professionals (less than 5 years of experience)
Workshops on career growth, customized for segments like executives, newcomers and internationally trained HR practitioners
New free-for-members 3-part “Tech Tok” Series, which took place virtually in February and June, with the final session scheduled for September
First-ever “Digital HR” Symposium, which will take place in November 2025
PeopleTalk Magazine’s Fall 2025 issue to be focused on digital HR
Audits and updates to our main website this summer to ensure clearer communication with members and the public, including how to earn the CPHR
Plans for the first-ever national HR Executive Event, which will be hosted in partnership with the Human Resources Professionals Association (HRPA) in Toronto in the fall of 2025
Promotion of the national advertising campaign via social media posts, e-newsletters, digital ads, which can be seen on billboards across the city
Pursuit of partnerships with other HR-aligned associations, such as the International Coaching Federation
Newly developed “Mutual Recognitions” webpage with promotions on social media, traditional media and member e-newsletters to emphasize the global reach of the CPHR designation
Audits and improvements to our on-demand platform for improved user experience
Incorporate additional member milestones into the annual Member Recognition Gala
Adapt Annual Conference sessions to focus on global perspectives and peer-to-peer sharing
PeopleTalk Magazine’s Winter 2025 to have a focus on longstanding members
Revamp member milestone recognition with new member mementos for various thresholds
Update ways to highlight volunteers to the general community
Continue conducting data analyses of member demographics and preferences to stay informed about programming and product needs

How You Can Help:

Want to help us continue delivering membership value? Please update your member profile to ensure that we are capturing the correct details about you, your career and your interests. This will help us serve you better by providing customized communications about our many offerings.

Updating your information is simple. Here is a 2-step guide: