When it comes to early careers programmes, engaging with and hiring a diverse range of students is a priority for the majority of organisations in 2021 and beyond. Here at GTI, we have seen first-hand how difficult it can be for employers to target – and successfully reach – a specific demographic of students, particularly those who are in the minority. For example, government figures published in October 2020 show that Black, Asian and other ethnic minority students account for just 22.6% of the student population in further education.
We won’t lie to you: it’s not as simple as ticking a box and sending a quick email on your behalf to all of the students in our database who belong to the demographic you’re trying to reach. Students do not always want to disclose personal details, such as their ethnicity, gender, sexuality or disability, when they register with careers websites such as ours.
Despite these challenges, GTI has seen some success in connecting our clients with a diverse range of students through our careers platform TARGETjobs. Take Cummins, for example. Between October 2020 and February 2021, 72% of all click-throughs from TARGETjobs through to their advertised vacancies were from Black, Asian and ethnic minority students. And 40% were from female students – a particularly high figure for an engineering and technology company.
We think Cummins’ success with these students on TARGETjobs is a result of three things coming together:
It’s safe to say we have a continual conundrum on our hands: the disconnect between employers that want to attract and retain diverse talent for their organisations and students who a) often do not want to be targeted in that way and b) are more perceptive and, dare we say, sceptical than ever before. You can count on students reading diversity and inclusion statements with a critical eye.
However, we have some services and products that will help – including white papers, webinars, virtual events and market research.
To learn more about our products and services, along with how we can help get in touch here.
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