BCAA

Eric Hopkins, President & CEO
Co-Chair, Presidents Group

Accessibility Leadership

Eric brings his entrepreneurial spirit and thought leadership to head up a trusted heritage brand that continues to innovate and find meaningful ways to move British Columbians forward.

BCAA is a purpose-led and values driven organization that serves almost 1 in 2 BC households. It has a long history of keeping British Columbians mobile and safe at home, on their travels and on the road; and giving back in ways that improve the lives of people and communities throughout the province.

Eric’s proven business expertise and strategic mind makes BCAA an exceptionally well managed organization and his dynamic style and people focus makes BCAA a top employer.

Prior to serving as CEO, Eric joined BCAA to create the Strategic Ventures team which provides visibility into the evolving needs of consumers, and strategies for BCAA to address these future requirements.

He conceptualized and led the launch of Evo Car Share, which has transformed metro Vancouver’s mobility landscape. He also launched BCAA Auto Service Centres, restructured Insurance business lines, and oversaw the implementation of human-centred design in product creation. Eric has led core business lines including BCAA Roadside Assistance and select insurance lines; and led the initial foray into a fundamental digital reinvention as Chief Digital Officer.

Before moving to BCAA, Eric was a key member of The Coca-Cola Company’s marketing and innovation teams for over 10 years and spent a further two years with The Globe and Mail.

Our Organization

Who We Are

For 117 years, BCAA has served British Columbia with purpose – starting as a group of early motoring enthusiasts and evolving to the organization we are today.

Today, we describe ourselves as purpose-led, defined as empowering British Columbians to move forward. We serve over one million British Columbians, still saving the day at the roadside, and offering insurance to protect homes, cars, travel, and small businesses, as well as new mobility services: Evo Car Share, Evolve E-Bike Share and Auto Service Centres. BCAA Membership offers safety, protection, and savings on an extensive range of retail/hospitality services.

We are consistently named a BC Top Employer and one of Canada’s Most Trusted Brands, and we are proud of our Caring Company designation for actively supporting our communities.

Why We Are Involved

A key strategic focus for BCAA is strengthening our foundation: our people.

BCAA is proud to represent a diverse Membership base. We are committed to reflecting the rich diversity of the communities we serve, engaging in thoughtful dialogue and meaningful action to create a more vibrant, connected workforce empowering British Columbians to move forward.

Distinction and Awards

• 2019-2023: BC Top Employer Award, Mediacorp
• 2018-2023: Most Trusted Brand, Gustavson Brand Trust Index
• Several AAA Innovation Awards

Accessibility Initiatives

Benchmarking and Data Collection

• Participates in the Pledge to Measure campaign to benchmark disability inclusion (since 2021).
• Conducts annual DEI Campaign for team members to update or populate their personal demographic information in BCAA’s HRIS (including disability status).
• Continually streamlines and integrates data gathering to ensure more robust reporting.
• Completed a DEI program audit (2023) to review current DEI initiatives and receive recommendations for addressing inequities and building an inclusive community for all stakeholders.

Accessibility

• Worked with the Rick Hansen Foundation to evaluate five locations through an extensive process including examining physical mobility, vision and hearing accessibility, emergency plans and more. All five locations are Rick Hansen Foundation Accessibility Certified, with BCAA’s Home Office receiving the highest rating: Gold.
• Applies learnings from the Rick Hansen Foundation to every renovation. This means considering and integrating accessibility modifications from the start and getting formal Rick Hansen Foundation certification upon completion. Through professional training, we have brought expertise into our Real Estate & Facilities team to continue this work.

Committees and Training

• Provides internal learning opportunities (e.g. info sessions and panel discussions) in conjunction with significant calendar dates, including Disability Employment Month in BC.
• Operates 4 Employee Resource Groups (ERGs): Working Parents, ‘Let’s Talk’ – Mental Health, Cultural Inclusion, and Diversability & Friends (with focus on disability and neurodiversity).
• Offers Active Allyship training for leaders and team members, helping train learners to be “active bystanders,” prepared to take initiative in responding to and disrupting non-inclusive language and behaviour.
• Offers Mental Health First Aid training to our First Aid Representatives and leaders. This training provides tips, considerations and insights to help managers offer support to their employees developing a mental health problem, experiencing the worsening of an existing mental health problem or in a mental health crisis.
• Offers Presidents Group’s 5-module Creating Accessible Workplaces Certificate program to support leaders in recruiting and onboarding team members with disabilities (visible or invisible) or neurodiversity.
• Formalized BCAA’s Diversity, Equity & Inclusion Committee to support us in embedding DEI into our culture and interweaving it throughout our systems and processes (2019).

Recruitment and Hiring

• Helps mitigate unconscious bias in hiring through use of a machine learning software called Textio to screen for inclusive language in our job postings and descriptions.
• Reviews interview guides and recruitment policies for discriminatory and/or inequitable content.
• Offers accommodations throughout the recruitment process, including assistive technology and flexible work arrangements.
• Partners with Disability Employment Service Organizations (DESOs) to enhance recruitment pools, hire talent with disabilities, and provide training to people leaders on inclusive hiring practices.

Related Resources

Crystal Bramwell’s Story with an Inclusive Employer

Subjects Accommodations, Organizational Culture, Retention

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Mental Health Campaign Brings Awareness

Subjects Mental Health, Organizational Culture

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