Recruiting a Diverse Pool of Applicants Connie Ashbrook
Executive Director Oregon Tradeswomen, Inc. 503-335-8200 x 22
[email protected]
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Oregon Tradeswomen, Inc. Oregon Tradeswomen, Inc. (or OTI) is a
non-profit dedicated to promoting the success of women in the
trades through education, leadership and mentorship.
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Started in 1989. Grew into a nine person non-profit. Created to
help women and minorities be successful in the construction,
mechanical and utility trades. Promotes economic, gender and racial
justice. Oregon Tradeswomen, Inc.
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Overcoming Barriers With women representing only about 3% of
the construction industry, we still face barriers on the jobsite.
At the same time, trades careers (thru apprenticeship) offer living
wage careers. We know that if more women can access these jobs,
they can earn enough to support themselves and their families. Why
we do what we do
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Occupational Segregation Occupation % Female Avg. Wages
Secretary96.1%$15.40 Receptionist93.6%$12.57 Waitress73.2%$9.77
Cashier75.5%$9Occupation % Female Avg. Wages Avg. Wages Truck
Driver 8.9%$17.72 Mechanic1.6%$19.07 Firefighter4.8%$24.25
Construction Trades 3%$22.71 (PDX area) Traditional Jobs for
WomenNon-Traditional Jobs for Women Nontraditional occupations are
those in which women comprise 25 percent or less of total employed.
National stats: U.S. Department of Labor, Bureau of Labor
Statistics, Annual Averages 2008. Portland area stats: May 2008
Metropolitan and Nonmetropolitan Area Occupational Employment and
Wage Estimates Portland-Vancouver-Beaverton, OR-WA We want to
create better access to living-wage careers.
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Trades Offer Girls Options (TOGO) Educates young women about
all the career opportunities in the building, construction, and
utility trades. Our Programs
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Tradeswomen Organized for Outreach, Leadership and Support
(TOOLS) Helps tradeswomen advocate for equal representation in the
trades including gender justice and racial justice. Our
Programs
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Women in Trades Career Fair Annual career fair encouraging
women and girls to explore high- skill, living wage careers in the
construction trades. Our Big Event
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Pathways Program Helping women get the skills to pay the bills
with our FREE seven week pre-apprenticeship class. Our
Programs
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Trades and Apprenticeship Career Class Oregon Tradeswomen, Inc.
TACC is a state-certified, official pre-apprenticeship 7 weeks
including classroom instruction, hands-on training, field trips,
green building, OSHA 10 hr construction safety, fitness, HAZWOPER
certification and environmental justice.
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What We Ask of Participants Treat the class like you would a
job. We evaluate you for work based on our short time with you. Be
willing to accept feedback! So show up on time--we have a strict
attendance policy. Work hard. Be an ally for other women going
through the class. Commit to staying in contact with us after you
graduate.
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Unique Curriculum Elements 1.Training at 7 weeks is short +
intense + compact. 2.One day a week of hands-on construction skills
practice. 3.One day a week of field trips to construction job
sites, employers and apprenticeship programs. 4.New 8 hr Green
Building module thanks to EPA. 5.Strong after-class supports.
6.Continuous improvement. 7.Girls program feeds into
pre-apprenticeship. 12
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13 Training at 7 weeks/3 days a week is short + intense +
compact. Relatively inexpensive for us to run. Therefore can be
free for participants. Women can fit it in their schedules.
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14 One day a week of hands-on construction skills practice
builds womens comfort with tools and materials. Run like a
construction site. Female instructors from industry also are role
models. 1-5 instructor/student ratio means lots of individual
attention. Weekly evaluation/feedback on student performance to
industry standards. Non-profit job sites mean students give back to
community.
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Instructor Amy Neel teaching sheetrock at Tabor Commons
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TAC Class working at Elks Lodge
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17 One day a week of field trips to construction job sites,
employers and apprenticeship programs. Connects students to
industry ; familiarity = comfort level. Reality check for industry
conditions. In-kind contribution from industry helps keep our costs
low.
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18 8-hr Green Building module thanks to EPA. New as of this
summer. Connected to field trips and hands-on day practice. Full
curriculum available upon request!
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19 Strong after-class supports. Funding for tools, boots,
childcare. Networking for mentoring, job leads, social support:
class leaders, social hour, Facebook, volunteering, policy
advocacy. Re-employment assistance.
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TAC Class January 2009
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21 Annual Recruitment Results of Oregon Tradeswomen, Inc. 1500
women and girls come to our Women in Trades Career Fair. 1500 women
and girls come to our Women in Trades Career Fair. 900 women call
us to find out about the trades. 900 women call us to find out
about the trades. 700 women come to our orientations. 700 women
come to our orientations. 180 women apply to enter our program. 180
women apply to enter our program. 96 women graduate. 96 women
graduate. 50 women entered trades jobs. 50 women entered trades
jobs.
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Three Principles of Effective Recruitment 1. Repeated contact
with your intended audience. 2. Clear next step for them to take.
3. Relationships for trust and word of mouth recruiting. 22
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23 Whos being targeted here?
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24 Images are powerful.
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Five Key Actions to Recruit for Diversity 1. A marketing plan
that reaches your desired audience with a message targeted to them.
2. Nurture diverse applicants. 3. Keep diverse applicants connected
to your industry. 4. Feed the pipeline by reaching the younger
generation. 5. Build relationships with those your desired audience
trusts.
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Action One Reach Your Desired Audience with a Targeted Message
Target with the image itself. Target with the image itself. Target
through where it is posted or sent or presented. Target through
where it is posted or sent or presented. Target by who gives the
message. Target by who gives the message. People need to hear/see
the message more than once in order to respond. People need to
hear/see the message more than once in order to respond. 26
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. Target by who gives the message. Target with the image
itself. Target by who gives the message.
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28 Target through where it is posted or sent or presented.
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People need to hear/see the message more than once in order to
respond. People need to hear/see the message more than once in
order to respond. People need to hear/see the message more than
once in order to respond.
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30 Action Two Nurture Your Female and Minority Applicants Have
women and minorities from your industry be part of orientations.
Have women and minorities from your industry be part of
orientations. Inform applicants that women and minorities are
welcome and successful in your industry during orientation or
application. Inform applicants that women and minorities are
welcome and successful in your industry during orientation or
application.
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31 Action Two Nurture Your Female and Minority Applicants
Arrange a follow up phone call to them from females or minorities
from your industry. Arrange a follow up phone call to them from
females or minorities from your industry. Encourage those who do
not score well to apply again through a letter or phone call; call
or write again periodically or just before your next opening.
Encourage those who do not score well to apply again through a
letter or phone call; call or write again periodically or just
before your next opening.
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Action Three Keep Female and Minority Applicants Connected to
Your Industry Ask your employers to hire the best female and
minority candidates in entry-level positions such as material
handler, warehouse or yard helper so that they gain skills and
remain interested. Ask your employers to hire the best female and
minority candidates in entry-level positions such as material
handler, warehouse or yard helper so that they gain skills and
remain interested. If your industry has a womens group or minority
caucus, send the applicant an invitation to their next meeting. If
your industry has a womens group or minority caucus, send the
applicant an invitation to their next meeting. 32
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Action Four Feed the Pipeline by Reaching the Younger
Generation Adopt a school that has a large minority population, and
sponsor their team. Adopt a school that has a large minority
population, and sponsor their team. Teach workshops about your
industry at schools; taught by women and minorities from your
industry. Teach workshops about your industry at schools; taught by
women and minorities from your industry. 33
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Action Four Feed the Pipeline by Reaching the Younger
Generation Host field trips to your offices or to job sites for
groups of young women and minority youth. Host field trips to your
offices or to job sites for groups of young women and minority
youth.
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Action Four Feed the Pipeline by Reaching the Younger
Generation Provide summer internships for high school aged young
women and minority youth. Provide summer internships for high
school aged young women and minority youth.
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Action Five Build relationships with those your audience trusts
Join organizations that represent various minority groups such as
the Urban League, Metropolitan Hispanic Chamber of Commerce, Tribal
organizations, etc. Join organizations that represent various
minority groups such as the Urban League, Metropolitan Hispanic
Chamber of Commerce, Tribal organizations, etc. Send a
representative to speak about your industry and opportunities. Send
a representative to speak about your industry and opportunities.
Attend and support events such as dinners, pow-wows, etc. Attend
and support events such as dinners, pow-wows, etc. 36
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37 Example: 5-Step Marketing Plan for Reaching Diverse
Applicants 1. Ads featuring photos of women and minorities from
your industry with a message inviting women and minorities to apply
run 4-6 times a year. 2. Create poster and brochure with photos of
women and minorities from your industry and mail 4-6 times a year
to community groups, employment offices, libraries, community
centers, etc.
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40 Marketing Plan continued 3. Brochures and cover letter
mailed to women and minorities in your industry several times
annually asking them to refer their family and friends take
advantage of word of mouth. 4. Post images of women and minorities
and a welcoming message on your web site. 5. Staff your career fair
booth and orientations with women and minorities from your
industry.
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Estimated Cost of Sample Plan Professional photographs of 2-3
women and minorities from your industry. $300 Design of poster,
brochure & ad $3,000 Printing 10,000 posters & brochures
$1500 Run display ads 4 x annually $1,000 Postage & materials
to mail to outreach sites (4 x annually x 250 sites x $2.25) $2,250
Web site design $2,000 Wages to staff career day 4 x annually $580
Membership fees with 3 minority organizations $900 ESTIMATED TOTAL:
$11,530 42
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Men from the Trades Are Very Important Mentors for Women
Entering Industry
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Women Linemen at the Women in Trades Career Fair Photo courtesy
NW Oregon Labor Press
