Getting new Canadians to stay in the East can enrich us all. Attracting our fair share of immigrants to Atlantic Canada is fundamental to our future prosperity

We rely on a steady stream of new Canadians in more ways than one. Right now immigrants make up 70% of total population growth. In less than two decades, they will drive all of our growth.

What's more, over half of recent immigrants arrive with university degrees in tow-that's double the rate of the Canadian-born population. Combine their education with ambition, and you have a potent source of economic opportunity.

Attracting our fair share of immigrants to Atlantic Canada is fundamental to our future prosperity, but we have our work cut out for us. Look at Moncton, the fastest-growing city east of Montreal. Only 3% of local area residents were born outside Canada—well below the 20% national average. That's a big reason why city officials are working hard to enhance its international profile. They wisely figure that if you attract people, economic opportunities will follow.

But getting new Canadians into the region is just half the battle. Why?  Because it's not just about opening our doors; we need to welcome them too.

Clearly a lot of work remains. Consider the unemployment rate. The national average hovers around 8.5%. But the unemployment level for people who have lived here for five years or less is considerably higher at 12.3%. It's higher still in Newfoundland and Labrador, while the levels in Nova Scotia and Prince Edward Island are comparable. Immigrants fare better in New Brunswick, but their unemployment level remains well above the national average.

Big discrepancies are also found in people's incomes. New Canadians, both men and women, earn about 66 cents for every dollar earned by their Canadian-born counterparts. Not surprisingly, many immigrants find themselves on the wrong side of the poverty line as they attempt to build a better life here.

That's why the immigrant experience can be disheartening and a source of alienation and anger. Canada can hardly afford to have this reputation, given how much we rely on people from around the world to choose our country as their new home.

There are all sorts of barriers preventing success. Foreign-market experience isn't always valued—an irony in an increasingly global economy. The same is true when it comes to the credentials of many foreign universities. Admittedly, these challenges aren't always easy to resolve.

But one challenge also happens to be one of the biggest barriers to success. More than a quarter of new Canadians surveyed said the ability to learn a new language and communicate effectively was a huge stumbling block to landing a good job. As TD economist Craig Alexander recently noted: "Weaker-than-desirable proficiency in English and French amongst newcomers is leading to higher unemployment, social isolation, lower earnings and is exposing many immigrants to living in poverty."

The implications are huge, and not just for newcomers. For example, we're in dire need of more doctors and nurses as our population ages, and we probably won't be able to meet the demand with homegrown talent alone. Many new Canadians are qualified to deliver health care services, but they don't have the language skills to work in an environment where the ability to communicate effectively and efficiently is critical.

Governments at all levels are aware of the challenge. And the good news is that there are a number of programs available to enhance both basic and more advanced skill levels. Millions of dollars are being spent on this each year. But it is difficult to evaluate their impact, given that little data is collected to measure the performance of individuals before and after the completion of publicly funded programs.

What's more, Canadian literacy standards aren't always aligned with international ones, so it makes it harder to put our challenges into a global context. The simple message is that you can't manage what you can't measure.

Of course we shouldn't assume, nor expect, government to address this challenge alone. Business has a role to play too. Employers should look at language proficiency like any other core professional skill, and in doing so help employees enhance their skill sets. Even little things might help. For example, having a flexible workplace environment that permits workers to attend literacy programs during work hours might go a long way to increasing participation.

I have long believed literacy is a prerequisite for prosperity. This is especially true for Canadian immigrants. Most come here with the skills, expertise, and desire to build a better life for themselves, their families, and the communities in which they work and live. Improving their literacy skills can unlock the value of their potential. That's good for all of us.

Frank McKenna is the deputy chair of TD Bank Financial Group and former premier of New Brunswick.