Canadian Electrical Wholesaler

November 3, 2021

EIN Swati Vora EFC 400By Swati Vora-Patel

The race to acquire top talent is contingent on creative recruitment and retention strategies that support employees’ new motivations: flexibility, purposeful work and supportive incentives.

Talent availability continues to be a key concern among business leaders in the electrical industry: in fact, over 60% of EFC members surveyed said they do not have a robust talent pipeline in place. This pipeline is even further constrained as a result of ongoing employment challenges spurred on by the pandemic.

A global phenomenon known as “The Great Resignation” is underway which reflects a wave of workers who are strongly considering leaving their jobs in search for work that is more closely aligned with their interests with employers who provide flexible accommodations and serve a strong purpose. While ‘The Great Resignation’ spans all generations, younger Canadians are mostly contributing to this trend: in fact, global staffing firm, Robert Half reported that 33% of employed Gen Z’s and millennials in Canada have plans to pursue a new job, post-pandemic.

The IBM Institute for Business Value undertook research to understand the pressure points felt by inter-generational workers. The following chart shows some of the common reasons for the mass exodus:

CEW Swati


These drivers demonstrate new motivations and expectations that employees require in their search for a ‘good-fit’ employer. It is essential for businesses to develop creative attraction and retention strategies to includes new accommodation factors to compete for talent. While many organizations have implemented flexible hours/weeks, competitive salaries and enriched learning and development programs, other creative measures are critical. The following are examples of other strategies best-in-class companies are providing to secure and retain talent:

Work-from-home policies
Maintaining work-life balance and choosing the optimal work environment, continues to be a key motivator for employees. While work-from-home (WFM) accommodations don’t apply to all functions within a company, channel partners in our industry are largely open to continuing WFH policies for positions that can accommodate this option. According to results from an EFC survey, over 80% of HR professionals that participated in the survey said they will continue to allow employees to work-from-home, post-pandemic. Employers have had a positive experience with employees working from home over the past 18 months. Survey respondents confirmed:

  • WFH policies have generally been effective
  • Employee productivity and performance have been high during the pandemic
  • Employee engagement/involvement in organizational goals are aligned

In the months to follow, employers will need to closely examine how to operate a hybrid workforce to maintain productivity and performance, while also protecting their company culture.

Health and wellness support
While employees have enjoyed the benefits of WFH, this pandemic has affected the overall well-being of many. As we begin to emerge from the pandemic, it is promising to see that our industry is placing a stronger focus on the mental health and well-being of their employees. Over half of members surveyed by EFC have already added, or plan to add, mental health and wellness programs to support employees. Such programs include:

  • Flex benefits
  • Staff fitness challenges
  • Yoga and meditation classes
  • Health coaching and nutrition workshops
  • Fitness equipment allowances

Recently, Great Place to Work® released a list of the best workplaces for mental wellness in Canada – check out which organizations were named best-in-class companies and what measures they have in place:

Remote work
This pandemic has changed the mindset of where employees can login and work from. When you consider the limitless work locations, the rising housing costs, compressed talent pipeline, remote work has given way to a new stream of opportunities to source and acquire talent. For the first time ever, the number of fully remote, six-figure job opportunities have exceeded those jobs available in any metropolitan North American city! The world has become our oyster and it is time to think differently about how organizations can secure the talent they need to support their business going forward.

Creative incentives
Several companies have further heightened their recruitment efforts through creative strategies. Take for example, a housing incentive benefit that an Ontario engineering firm provides to its employees. This firm offers staff $20,000 to help buy their first home in this scorching market. This incentive is available to all staff – the only requirement is that the employee must remain at the company for a minimum of three years after receiving the funds. While this isn’t something all companies can provide, it’s an example of new strategies that companies have introduced to attract top talent.

Building Your Talent Bench-Strength
It’s time to be getting more creative in how employees’ work-life needs are supported. Developing strategies and policies that reflect flexibility, purposeful work and supportive incentives is key to building your talent bench-strength and fuelling the motivation your workforce requires to adapt to the evolving world of work.

EFC members are invited to join EFC’s HR Network to learn about the latest recruitment and retention strategies. The next network meeting will be held on November 17th and will examine what business leaders and HR professionals can do to address and overcome “The Great Resignation”. Contact John Jefkins at This email address is being protected from spambots. You need JavaScript enabled to view it. for participation and meeting details.

Swati Patel is VP, Marketing & Channel Development, Electro-Federation Canada.

Contribute Your Product Knowledge to Develop the Industry’s Harmonized Data Model (HDM)

IDEA Harmonized Data ModelHave you heard about the industry’s Harmonized Data Model (HDM) initiative? IDEA, in partnership with NAED, is calling all product experts to get involved and be recognized by the industry. People who join the Product Expert Task Force will impact the future of the electrical distribution channel.

In the next 6 months, subject matter experts (SMEs) will be harmonizing the categorization for dozens of product categories. It’s an opportunity for industry experts to participate as a SME in the HDM initiative.




For more information Go Here.




By Rhonda Cox, Regional Sales Manager, Western Canada, EGLO Canada

It is with pleasure that EGLO Canada annouces the nomination of McKenna Agencies as our representation in the specification market as well as electrical distributor channel for the markets of Alberta, Yukon, Northwest Territories and parts of B.C.

Covering various interveners within the specification market (engineers, architechts and designers), McKenna Agencies is a privately-owned-andoperated company whose history under its current ownership dates back to 1988. 

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Sonepar CioffiRenato

Sonepar has officially signed an agreement for the acquisition of 100% of shares in CioffiRenato. Founded in 1974, CioffiRenato is a company active in the distribution of electrical material operating in the Lecce province, with its headquarters in Casarano.

In 2021, with its two branches serving all the area, the company recorded sales of around €10 million. It employs 17 associates and 2 sales representatives. Thanks to this acquisition, Sonepar, already present in Puglia with six branches, will strengthen its business in the region.



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Chris Farrah

Electrozad have recently announced the retirement of Sales Representative Chris Farrah, on July 29th, 2022. Chris began his career with Electrozad on February 20th, 1983. His first position was doing deliveries as a truck driver, then advanced to a warehouse position, then a Customer service/Counter sales representative.

Finally in 1991, Chris was promoted to the position of Sales Representative where he continued to excel and increase his relationships with customers and vendors for the remainder of his career. Chris had been a valuable member not only of Electrozad's business but of the Electrozad family too. 

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Franklin Electric


Franklin Electric Co., Inc. released its third annual Sustainability Report this month, once again providing transparency, insight and data related to the Company’s performance toward Environmental, Social and Governance (ESG) initiatives and goals. The commitment to these initiatives and goals led the Company to be named to Newsweek’s 2022 list of America’s Most Responsible Companies.

This year’s report includes several details related to product advancements, employee health and wellness programs, and manufacturing initiatives. 

Read More



Changing Scene

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Doug Bunting

I am pleased to announce the appointment of Doug Bunting as Senior Sales Manager, Western Ontario District effective Aug 2nd, 2022. Doug will continue to report directly to me. Doug is a well-known industry veteran who has held many leadership positions over his 35 years with Westburne.

In this role, Doug will drive commercial sales activities and will help recruit, mentor, and develop our team of commercial account managers, branch staff, and project managers. He will focus on accelerating sales growth in the Western Ontario District and will play a key role in supporting vendor and customer relationships.


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Greg Parsons

It is with mixed feelings that Stanpro recently announced that Greg Parsons, Vice-President of Sales, will be retiring at the end of the year. Greg has been with Stanpro for the last 18 years as well as four years with Standard prior to joining Stanpro. Greg has been a key contributor to the success and growth Stanpro has known. He has been the face and leader of the sales force; he has built strong long-lasting relationships with customers and partners and he has been a pillar and mentor for many.

With Greg retiring, Stanpro are very pleased to announce the nomination of Adam Silverman as the National Sales Director. This nomination is effective immediately. 

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Jennifer Penton

Magic Lite is proud to announce the appointment of Jennifer (Jen) Penton to the position of National Sales Manager. Jen joins the team with a proven track record having spent the last 10 years in business development and project management with engineering consulting firm GHD.

Prior to this she earned a PhD at the University Of Western Australia. As the daughter of Magic Lite founder and CEO Tom Penton, Jen is very familiar with the company and its operations and is looking forward to bringing her passion and drive to the family company.


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AES Acquisition

RESA Power, LLC has recently announced the acquisition of Advanced Electrical Services, Ltd. Based in Alberta, Canada, Advanced Electrical Services (AES) is a NETA accredited company that has two locations in Calgary and Edmonton from which it has been providing electrical testing services since 2008 throughout Western Canada.

AES specializes in providing medium and high voltage services and products into the renewable energy, mining, commercial, utility, and oil & gas market segments in Western Canada. RESA Power was acquired by Investcorp, a leading global alternative investment firm, in December 2021 and this marks the first add-on acquisition under their ownership.

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