Verification key to program credibility

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"I think what we have here is something unique and innovative," said Dan Corbett, president of the National Quality Institute (NQI) about PAR, the Progressive Aboriginal Relations program offered by the Canadian Council for Aboriginal Business (CCAB). "I'm not aware of any similar type program around the world. As this is just really getting started, I would hope, over the years, that more and more corporations get involved with this because ultimately it will have a significant impact on the economic and social development of the Aboriginal groups the Canadian Council is trying to represent."

NQI is a not-for profit organization working across the country on what is known as strategic quality issues, which really has to do with an organization's excellence, Corbett said. NQI has helped develop the PAR assessment process with CCAB and verifies a company's application for a bronze, silver or gold PAR hallmark.

This is not a new process to NQI. For the last 17 years, it has run a program called the Canada Awards for Excellence, a program for both public and private sector organizations that, again, go through a verification process to determine their excellence.

"We like the idea that [PAR] is associated with the National Quality Institute. It carries with it the same kind of certification approach like ISO 1401," said Jamie McIntyre, manager of human resources at Cameco. ISO 1401 is a high profile, international environmental standards certification familiar to businesses around the world and similar to the PAR process.

The verification process is meant to help an organization that has strategically said 'we want to find ways to effectively work with Aboriginal communities,' said Corbett. The PAR program is a way to help an organization put a strategy in place.

"This is a program that organizations are voluntarily entering into, number one. Number two, from the point of view of the Canadian Council for Aboriginal Business, we want to ensure that the program has credibility. So that's why the verification process."

NQI is an objective third party, said Jocelyne Soulodre, CCAB president.

"You don't want to ruin the program by bragging that you've done this and that, if in fact you haven't done it. So it's a check in the system."

After the verification process, NQI makes a recommendation on the standards met by the business, and that recommendation, along with the company's application and documentation, goes through a final and independent assessment by the PAR jury.

This final check is to keep the program absolutely clean and as credible as is possible, said Soulodre.

With all the checks and balances in place, she says a PAR hallmark can communicate a great number of things.

"We would hope that it would communicate that here's an organization that is certainly working towards making sure that they are aware of Aboriginal issues and that it is an organization that clearly understands the issues in an Aboriginal context. It would provide for organizations that would want to work with this particular company some level of assurance they are in fact doing what it is they say they are doing," said Corbett.

"Hopefully, it will communicate that Casino Rama is committed to the Aborignal communities, certainly for our case in Ontario," said Kevin Wassegijig. "But in a larger perspective, as the hallmark gains recognition and more companies become involved, it will be out there and more and people will recognize it as a company that's trying to make a difference."

His company at the commitment level, Sodexho Merriott Services spokesman Camille Therrien agrees.

"It's telling them that they are dealing with people that are dedicated to achieving successful partnerships and helping communities to develop themselves, and really a company that is dedicated to contribute to the economic development of a group where ever they work."

Anybody can say they are working with the Aboriginal community, but PAR proves their worth. Investigaing the substance behind an organization's claims is always good advice, said Therrien.

"Just make sure that before signing any agreement you validate and you verify these guys and this company. What's his story? What's his capacity to finance? What's his capacity to train people? What are the development programs they have? And not only on paper. Go and visit and try to get recommendation from actual partners.

"I strongly believe that [Aboriginal organizations] would avoid very, very, very painful experiences. Dealing with a PAR-certified company would probably take away [the pretenders], in my opinion."

Hilary Rebeiro of Piruqsaijit of Rankin Inlet takes a different approach, putting the onus on any future business partners.

"I'm hoping it would communicate to them that, one, we would expect them to do their darndest to ensure that Inuit are employed and developed."

Wassegijig goes further.

"It certainly raises our expectations. Certainly, as the program grows and other companies get involved and they have the PAR hallmark as well, that's going to mean something to us."