April 14, 2026

Author: Jeff Doran, President CCEOC Inc.

A Decade of Excellence!

A Milestone in Canadian Marine Leadership! This year marks the 10th anniversary of the Boating Industry Canada Employer of Choice (BICEOC) Award Program—a program that has become a national benchmark for recognizing dealership excellence in people management, culture, and leadership.
 
Over the past decade, BICEOC has helped organizations across Canada measure, improve and celebrate their workplace practices, setting a new standard for what it means to be an employer of choice in a fast-changing industry.
 
The Evolving Boating Industry and Need for Great Employees

Today, the boating industry faces new challenges—from talent shortages and technology shifts to increasing calls for diversity, inclusion, and sustainability. Yet one thing remains constant: people continue to drive organizational success.
 
Becoming an employer of choice isn’t a static achievement—it’s an ongoing journey of adaptation, listening, and leadership. Gaining BICEOC status is a validation of the effort your company puts into building a world class organization.
 
What Makes an Employer of Choice?

BICEOC’s research over a decade highlights five key themes shared by top-performing boating businesses:
            •          Leadership That Listens
Great businesses build trust from the top down. They create open environments where employees feel heard, supported, and empowered to contribute ideas.
            •          Employee Engagement and Recognition
The best employers don’t just hire talent; they motivate and retain it through meaningful recognition, clear career paths, and ongoing development.
            •          Culture of Respect, Inclusion and Innovation
The boating industry thrives on diversity — of thought, background, and experience. Employers of choice make inclusion and innovation part of the DNA of their brands.
            •          Focus on Learning and Growth
As technologies evolve, top organizations invest in constant training—from EVs and alternate fuels, mechanical innovation to advanced digital tools to sales and service delivery.
            •          Community and Purpose
Beyond the sales floor, boating organizations that engage with their communities—supporting local causes and giving back—build stronger brands and employee pride.
 
The Impact of the BICEOC Program

BICEOC’s rigorous evaluation process provides the boating industry with measurable insights on employee experience and leadership practices. Participating organizations don’t just receive a score—they receive detailed reporting and a roadmap for continuous improvement.
 
Over 100 organizations from coast to coast have participated since the program’s launch, demonstrating a national commitment to building and promoting better workplaces in the boating sector.
 
“Gibbons Motor Toys is honoured to receive Boating Industry Canada’s Employer of Choice Award for the 7th consecutive year. Our team is the backbone of our success and our industry leading customer service. The program pushes us to continuously listen to our employees and make meaningful changes that impact how we retain and hire new team members. We’re looking forward to participating in the years ahead!” Gibbons Motor Toys – Alberta
 
A Decade of Recognition — and What Comes Next

As BICEOC celebrates its 10th year, the program continues to evolve—incorporating new data insights, benchmarking analytics, leadership development resources and public relations to help the boating industry navigate the future of work.
 
The vision for the next decade? To inspire every boating business in Canada to become a great place to work—where people feel valued, customers feel the difference, and the industry, as a whole, advances together.
 
Full Steam Ahead

Becoming a Boating Industry Employer of Choice means leading with purpose, listening with empathy, and embracing change with courage.
 
As BICEOC enters its second decade, one truth shines brighter than ever: the boating organizations that invest in people not only attract the best talent—they also deliver the best customer experiences.
 
To learn more about BICEOC, visit www.biceoc.com , or contact Jeff Doran at (416) 886-7007) or via email at jdoran@ccemployerofchoice.com.