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Breakfast News March 2020


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Working with WOKE
How woke do employers need to be to appeal to Generations Y & Z?

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Breakfast News March 2020

  1. 1. A YEAR OF BIG QUESTIONS How woke do employers need to be to appeal to Generations Y & Z? 12 MARCH 2020
  2. 2. Welcome and update Director, GTI Simon Rogers
  3. 3. 2020 dates 12 March 2020 4 June 2020 24 September 2020 3 December 2020
  4. 4. We want to hear from you via Twitter #BNews20
  5. 5. Today’s agenda WELCOME AND GTI UPDATE Simon Rogers, Director, GTI THE ECONOMIC UPDATE David Buik MBE, Broadcaster & Market Commentator HOW WOKE ARE EMPLOYERS? Tristram Hooley, Chief Research Officer, Institute of Student Employers WORKING WITH WOKE Andrew Baird, Director of Consulting, Blackbridge Communications TIME WE WOKE UP? Deborah Widdick, Social Influencer & Founder of Globelle Travels HAS WOKE GONE TOO FAR? John Humphrys, Broadcaster, Journalist & Author
  6. 6. Research and advice Outsourcing Marketplace Partner, Buy, Build Integrations CRM, ATS Open APIs PLATFORM Dashboards Content Tools Roles SERVICES Student Communities 1.5mUniversities 5,500 careers users Schools Employers 200,000 Professional Bodies
  7. 7. Research Audience selection / Talent Match Brand Roles Analytics 1m+ Students Tools, Content, Events & Roles Employers Profiles, events, sponsorship, roles
  8. 8. 14 Russell Group 4 Countries80 Universities Reaching students – via a university network
  9. 9. How well do we know 12-18 year olds? Our new research tool the 1218 Youth Insight Study looks at: • What’s important to young people? • How do they decide? • What support do they need from you? • Who has the most influence on this group? Outputs and deliverables: • A national and representative sample of 20,000+ young people • Your target persona groups: decision journey mapping • Brand, sector and education route perceptions • Student focus groups: directly hear what young people have to say and ask your own burning questions
  10. 10. Simon Rogers, Director, GTI
  11. 11. David Buik MBE, Broadcaster & Market Commentator THE ECONOMIC UPDATE WORKING WITH WOKE
  12. 12. David Buik MBE, Broadcaster & Market Commentator
  13. 13. Tristram Hooley, Chief Research Officer, Institute of Student Employers HOW WOKE ARE EMPLOYERS? Why it is important to care about, and act on, equality, diversity and inclusion WORKING WITH WOKE
  14. 14. Are we too woke?
  15. 15. The problem • Woke = awake to important social issues. • If I’m awake because of what I believe. • Does that mean that you are asleep? • Are we transforming political beliefs into moral absolutes?
  16. 16. Where does it come from? Even if yo baby ain’t got no money To support ya baby, you (I stay woke) Even when the preacher tell you some lies And cheatin on ya mama, you stay woke (I stay woke) Even though you go through struggle and strife To keep a healthy life, I stay woke (I stay woke) Everybody knows a black or a white there’s creatures in every shape and size Everybody (I stay woke) Erykah Badu
  17. 17. In the UK we have ‘political correctness’ (gone mad?) I'm of an age that I can see what a difference political correctness has made… I remember being at school in the early 80s and my teacher, when he read the register, instead of saying the name of the one Asian boy in the class, he would say, "is the black spot in," right? And all these things have gradually been eroded by political correctness, which seems to me to be about an institutionalised politeness at its worst. And if there is some fallout from this, which means that someone in an office might get in trouble one day for saying something that someone was a bit unsure about because they couldn't decide whether it was sexist or homophobic or racist, it's a small price to pay for the massive benefits and improvements in the quality of life for millions of people that political correctness has made.
  18. 18. What can we take from the concept of ‘woke’? • Many people don’t think about politics and injustice very much. • It is good when people take an interest. • It is better when they become informed. • It is even better when they actually do something. No one can be against political engagement or active citizenship – even if they disagree with what someone believes. • One (small) thing that we can do it be careful about the language we use and to pay attention to the way in which it includes or excludes.
  19. 19. So why would businesses be interested in this?
  20. 20. Firms say that they are prioritising diversity But the level of commitment varies by equality strand
  21. 21. Why are they doing this? 76% - To secure the best talent 61% - To access new pools of talent 54% - To reflect the diversity of customers
  22. 22. Are they right to do this?
  23. 23. Retention - Types of hire that firms find more difficult to retain
  24. 24. Some firms are making changes to attraction to improve diversity
  25. 25. Some are changing their selection processes
  26. 26. The need for more action on retention • Too many firms don’t know whether they have any issues. • Giving people opportunities is of limited value if the don’t feel included in your organisation. • Concepts like ‘inclusion’, ‘belonging’ and ‘ownership are the future. ‘Tolerance’ is not enough!
  27. 27. About me Tristram Hooley Chief Research Officer, Institute of Student Employers Email: Twitter: @pigironjoe Research@ISE: Blog:
  28. 28. In conclusion • Employers don’t use the language of ‘woke’ or ‘political correctness’. • But, they do have legitimate concerns about the diversity of their organisations. • These concerns have both moral and business components. • They are taking action, but perhaps not enough. • Diminishing these actions is not helpful. Especially if we are doing it just because it makes us uncomfortable.
  29. 29. Tristram Hooley, Chief Research Officer, Institute of Student Employers
  30. 30. Working with woke Andrew Baird, Director of Consulting, Blackbridge Communications Four rules for ‘woke’ marketing
  31. 31. How much does an organisation's commitment to diversity and inclusion influence your willingness to apply? 35% 13% 12% 17% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% It’s essential Somewhat important Neither important or unimportant Somewhat unimportant Not at all important
  32. 32. What does it mean for an employer to be 'woke'?
  33. 33. Which of these terms signals meaningful organisational commitment to social progress? 10% 25% 27% 38% 0% 10% 20% 30% 40% Woke Diverse Inclusive Equality
  34. 34. How do you determine if a potential employer is committed to diversity and inclusion?
  35. 35. 1. Be prepared for criticism
  36. 36. Woke capital, similarly, is about the social recognition and sanction, but taken one step further – it does not end with the show of individual moral character but in service of profits. Doing good, then, is not so much about benefitting communities but about the bottom line.
  37. 37. 2. Creativity shows you care
  38. 38. 3. Explain why you care
  39. 39. Alan Jope, Unilever's chief executive, said: "Women’s equality is the single greatest unlock for social and economic development globally.” [...] Aline Santos, global chief diversity and inclusion officer, added: "Using the influence of our brands to drive positive change in society, we hope to create a gender-equal world that allows people to be whoever they want to be."
  40. 40. 4. Consult, consult, consult
  41. 41. Andrew Baird, Director of Consulting, Blackbridge Communications
  42. 42. Deborah Widdick, Social Influencer & Founder of Globelle Travels TIME WE WOKE UP? WORKING WITH WOKE
  43. 43. Who am I to tell you about being ‘woke’?
  44. 44. My Past Week’s Conversations
  45. 45. Woke has been around longer than you think…it is not a ‘fad’. Diversity Inclusivity Woke Diversity is being invited to the party. Inclusion is being asked to dance – Woke is recognising you could be a better dancer, and seeking & taking action to become it
  46. 46. And it’s not going anywhere anytime soon – it’s instrumental for engaging with Gen Z
  47. 47. How to be, and not be, ‘woke’
  48. 48. Benefits of being woke
  49. 49. Deborah Widdick, Social Influencer & Founder of Globelle Travels
  50. 50. John Humphrys, Broadcaster, Journalist & Author HAS WOKE GONE TOO FAR? WORKING WITH WOKE
  51. 51. John Humphrys, Broadcaster, Journalist & Author