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Purpose

The purpose of this study is to better understand the factors influencing the attraction of Indigenous workers to the Quebec forestry sector.

Design/methodology/approach

Using a collaborative approach, 64 semi-structured interviews were conducted between 2016 and 2018 with workers and stakeholders from three Indigenous communities in Quebec, Canada.

Findings

The results highlight the motivations for choosing a job in the forestry sector, including family and friends, attachment to the territory, financial necessity, the search for a challenge and a sense of pride. They also show some of the obstacles to holding a job in forestry, namely work–life conflict, transportation, job insecurity, education and personal problems.

Social implications

Indigenous people have a lower employment rate than non-Indigenous people, which can be explained by a number of factors that hinder their integration into the labour market. They nevertheless represent an interesting labour pool for companies working in the natural resources sector. This study sheds light on the opportunities and barriers to attract this workforce.

Originality/value

The study is one of the few to use theoretical frameworks focused on motivation and a qualitative approach to data collection in order to examine to examine the attraction of Indigenous workers to the forestry sector in Quebec (Canada) from a worker's perspective.

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