Recruiting a Diverse Pool of Applicants Connie Ashbrook Executive Director Oregon Tradeswomen, Inc x 22

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.

 Started in  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.

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

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 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.

Trades Offer Girls Options (TOGO)  Educates young women about all the career opportunities in the building, construction, and utility trades. Our Programs

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

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

Pathways Program Helping women “get the skills to pay the bills” with our FREE seven week pre-apprenticeship class. Our Programs

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.

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.

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

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.

14 One day a week of hands-on construction skills practice builds women’s 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.

Instructor Amy Neel teaching sheetrock at Tabor Commons

TAC Class working at Elks Lodge

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.

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!

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.

TAC Class January 2009

21 Annual Recruitment Results of Oregon Tradeswomen, Inc women and girls come to our Women in Trades Career Fair 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.

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

23 Who’s being targeted here?

24 Images are powerful.

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.

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

. Target by who gives the message. Target with the image itself. Target by who gives the message.

28 Target through where it is posted or sent or presented.

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.

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.

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.

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 women’s group or minority caucus, send the applicant an invitation to their next meeting. If your industry has a women’s group or minority caucus, send the applicant an invitation to their next meeting. 32

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

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.

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.

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

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.

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.

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

Men from the Trades Are Very Important Mentors for Women Entering Industry

Women Linemen at the Women in Trades Career Fair Photo courtesy NW Oregon Labor Press

45 Thank you!