By Sandi Krasowski, Local Journalism Initiative Reporter
Source: The Chronicle Journal
The 2026 Work Here campaign, a national marketing initiative designed to showcase Thunder Bay as an exceptional place to live, work, and build a career, was started this week by the Thunder Bay Community Economic Development Commission (CEDC).
The campaign aims to attract skilled workers from across Canada by leveraging Thunder Bay’s unique lifestyle assets, highlighting the community’s natural beauty, outdoor recreation, vibrant culture, and quality of life.
Jamie Taylor, chief executive officer of the CEDC, explained that the campaign features powerful imagery, using local footage and authentic community-generated content with a simple, impactful message: work here.
“Communities across the country are competing for the same talent pool, making it essential that Thunder Bay stands out as a destination of choice when Canadians are considering where to live and work,” Taylor said, adding, that’s why the Work Here campaign was developed.
She said the campaign advances CEDC’s priority of growing Thunder Bay’s population by fostering workforce opportunities and strengthening social infrastructure to attract and retain residents within the community pillar of the 2026-2030 strategic plan.
Taylor says Thunder Bay has enough jobs to sustain new arrivals and continues to experience demand for workers across a wide range of sectors, including health care, skilled trades, technology, manufacturing, hospitality, and professional services.
“While labour market conditions vary by industry and occupation, many employers report ongoing recruitment challenges and unfilled positions,” she said.
Taylor noted that although there are many job opportunities in the city, finding employment can be challenging for some individuals, particularly when opportunities in a specific profession or field are limited at a given time, such as the education sector.
She clarified that the CEDC does not directly create jobs or hire workers, rather, its role is to support economic growth, investment attraction, business expansion, entrepreneurship, and workforce development initiatives that contribute to a stronger local economy.
“The strategic plan focuses on creating the conditions that encourage businesses to invest, grow, and create employment opportunities in Thunder Bay,” she said. “By attracting new businesses, supporting existing employers, and helping address workforce needs, we aim to strengthen the overall labour market and increase opportunities for both current residents and newcomers.”
The Work Here campaign will run nationally from June through September, and will direct audiences to the newly launched website, workinthunderbay.ca, where prospective residents can explore career opportunities, learn about life in the community, and discover why more people are choosing to call Thunder Bay home.
