1. 2014 Strategically Recruiting Women into Your Undergraduate Computing Major Leisa Thompson, Ph.D University of Virginia/NCWIT thompson@ncwit.org October 10, 2014 #GHC14 2014

2. Introduction  Leisa Thompson, Ph.D −Research Scientist, University of Virginia, −Director of Research & Consulting NCWIT Extension Services for Undergraduate Programs  Education −BS - Computer Science California State University-Northridge −Masters – Workforce Education −Ph.D - Higher Education Leadership University of Nevada, Las Vegas

3. 2014  Extension Services (ES) – provides consulting to computing and engineering departments as they plan and implement systemic initiatives for increasing women’s representation in computing and engineering  Our consultants focus on recruitment, retention, and advancement of women in undergraduate programs  Funded by : −National Science Foundation −Google  Accepting applications for new ES client institutions −Deadline: Today, October 10 −https://www.surveymonkey.com/s/ESUPApplication

4. 2014 Why Create a Strategic Plan for Recruiting?

5. 2014 Strategic Planning Helps You To…  Identify specific and reasonable goals  Choose relevant interventions and activities coordinated to reinforce each other  Create a shared vision  Choose metrics and carefully track what works and what doesn’t to improve allocation of scarce resources

6. 2014 NCWIT Approach to Recruiting  Greatest return on investment  Shortest time to bring benefits  Smallest resource commitment

7. 2014 Components of a Strategic Recruiting Plan  Identify and inform target audiences likely to succeed and their influencers  Leverage your assets  Tailor, test, refine message content  Reach your audience  Track & report results

8. 2014 Identifying “Low-Hanging Fruit ”  Already on campus or soon to arrive  Criteria for the major (e.g., mathematics competence)  Largest majors on your campus  Contact possibilities already available  Your program and their interests

9. 2014 Many Students Have Math Competence

10. 2014 Treat Intro Courses as Recruiting Opportunities  Intro to your major  CS-Zero courses  Computer literacy courses  Service courses (e.g., to engineering students required to take CS)  Summer bridge

11. 2014 Hung up trying to do it all yourself? Losing footing in your academic career? Leverage Your Existing Assets

12. 2014 Leverage Points Checklists

13. 2014 Control the Message  Tailor, test, refine message content

14. 2014 Include Influencers in Your Target Audience Family Friends Teachers Guidance counselors Extracurricular group leaders Celebrities Companies

15. 2014 Which Messages Do All Audiences Need to Hear?  Diversity is important  Lots of jobs  High entry-level salaries with 4-year degree  Satisfying  Flexibility: industry, geographic  Social relevance  Work with others  Time with family

16. 2014 Why Diversity in Tech Matters

17. 2014 NCWIT research summary: www.ncwit.org/businesscase Research Evidence for Financial Performance

18. 2014 Jobs are Plenty Salaries are High Jobs are Satisfying Statistics

19. 2014 Numeric growth in employment of wage and salary workers by detailed industry, projected 2012– 2022, in thousands of jobs (U.S. Bureau of Labor Statistics, 2014)

20. 2014 Percent change in employment by major occupational group, projected 2012–2022 (U.S. Bureau of Labor Statistics, 2014)

21. 2014 Career Enjoyment: America’s Best Jobs 2014 1. Mathematician, BS, $101K 2. University professor, Ph.D., $69K 3. Statistician, BS, $76K 4. Actuary, BS, $94K 5. Audiologist, Ph.D., $70K 6. Dental hygienist, AS/certificates, $70K 7. Software engineer, BS, $93K 8. Computer systems analyst, BS, $80K 9. Occupational therapist, MS, $75K 10. Speech pathologist, MS, $70K Source: Careercast.com

22. 2014 Craft Messages to Appeal to Present Goals  Majors Most Commonly Intended by Women in the U.S., 2008  Source: College Board

23. 2014 Describe the Relevance of CS: It’s Everywhere

24. 2014 Computer Scientists Work in Every Industry Source: dotdiva.org

25. 2014 How Do You Contact Students?  Develop media that can be handed out on campus  Show up at orientation  Current students do talks in large-lecture core courses (e.g., Biology 101)  Posters  Advisors / advisor listservs  Off campus: teachers, parents, principals, counselors

26. 2014 Back   Front

27. 2014 Summary: Describe Careers That Spark Women’s Interest  Lots of jobs  High entry-level salaries with 4-year degree  Satisfying  Flexibility: industry, geographic  Social relevance  Work with others  Time with family

28. 2014 Test Messages and Images

29. 2014 Formative Assessment  Record your activities −Who you contacted −What you said −Who responded  Collect & analyze satisfaction and interest by −Contact −Message  Investigate your successes to identify essential elements  Revise your recruitment strategy  Share your results

30. 2014 Research on Best Practices for Recruiting Video http://www.csta.acm.org/Communications/sub/Videos.html

31. 2014 Boxes Practices Talking PointsWorkbooksTop TenReports NCWIT Can Help More Free NCWIT Resources (ncwit.org)

32. 2014 NCWIT Creates and Distributes Research-based Resources About Girls/Women and Computing

33. 2014 A Spanish language, multi-media microsite for K-12 girls and their adult influencers, aimed at increasing Latina girls’ meaningful participation in computer science education and careers. Graciously funded by Motorola Solutions Foundation Latinas in Computing

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