Outreach
This section extends beyond the recruitment process to include what organisations are doing to inform and challenge public perceptions of their profession and sector. This can include involvement in schools, colleges, universities and the local community
What is outreach?
Many organisations encourage employees to become involved with initiatives in their local community or educational establishments. The aim is, generally, to give something back to the community, but it also promotes the organisation and may change stereotypical images of the organisation and/or profession.
It can inform people about the requirements for specific professions and encourage people to consider them as a career. For example, an engineering or construction company may want to address the image of their industrial sector as typically male dominated and encourage more women to consider a career in either engineering or construction.
Outreach programmes can contribute to changing attitudes and challenging public perceptions. Community based work can compliment and support other initiatives to reach out to underrepresented groups.
Outreach to schools and colleges
Primary, secondary schools and colleges are central to motivating and enabling students to pursue higher education and in their choice of career. Many organisations are keen to bring the excitement of their sector or profession to school students. These employees can provide positive role-models for young people and can challenge traditional perceptions and stereotypes.
Organisations can be involved in a number of outreach programmes.
Options for outreach with schools and colleges
Outreach to universities
There are various ways organisations can conduct outreach with universities.
Options for outreach with universities
Community outreach projects are similar to schools outreach, offering support to the local community and promoting and dispelling stereotypes of the organisation's sector and typical employees. Many employees who undertake school's outreach feel that to challenge public perceptions of their sector, they also need to be able to reach parents (who tend to help students make choices) as well as students. The programmes may include education sessions, discussions, workshops, mentoring and coaching. Other community-specific programmes include all types of volunteering, scholarships for disadvantaged students and family days.
Outreach to other organisations
Many organisations feel that it is important to project a diverse and inclusive image to potential future employees. By becoming a member of organisations that promote the interests of specific minority groups and/or gaining accreditation from them sends a message to underrepresented groups that your organisation recognises and accommodates diverse needs. This may increase applications from diverse applicants.
Working with other organisations is not only about promoting a welcoming image of your organisation to underrepresented groups. You can use these organisations to train your staff in diversity and inclusion issues and as these organisations are specialists, they can help you identify potential barriers that exist (even perhaps legal issues you are not aware of).
Developing an outreach project or programme
An employee outreach project or programme can be initiated by any organisation. It is essential that all those involved are committed and understand the likely benefits from the project or programme. Consider the following tips:
the organisation's values, goals, and priorities should be incorporated into the project or programme
employees need to be aware of how they should promote these values, goals and priorities
understand how selected employee experience and specific interests can be used
determine the needs the community, school or university, and incorporate those into the project or programme
select a project or programme that promotes the organisation and aids the community
develop a structure for the project or programme that incorporates employees at all levels of the organisation. This should help to gain support and to keep the momentum of the project, but also draw on a greater level and variety of skills and experience
develop policies to support the project or programme. For example, should the project or program occur during normal working hours?
consider how the effectiveness of the project or programme is to be measured
consider how you will promote the project or programme both internally and externally
reward and recognise employees that participate in the project or programme
Motives for employees to participate
You need to consider why employees would wish to participate, and incorporate those motives into your project or programme development plan if each employee's enthusiasm is to be maintained and will best promote the organisation.
Employees could be motivated by:
- altruism and a wish to to contribute to society or a cause
- a desire to build social relations
- ideological reasons, for example to inspire BME youths to aim higher
- the possibility of status rewards, for example publicity
- the possibility of rewards such as awards or privileges
Organisations' support for projects or programmes
An organisation's support to employees that participate in outreach projects or programmes can vary from simply recognition, to paid time-off for employees, or financial contributions to other organisations.
The type of support and encouragement that an organisation can give to its employees will vary according to the needs and goals of the organisation. The following is a list of activities and strategies that organisations can use to support and enlist employees in order to achieve the organisation's goals and meet its specific needs:
- count relevant outreach work as experience when screening prospective employees
- allow leave of absence without pay for outreach work
- allow employees flexible working schedules to accommodate outreach work
- allow employees access to facilities and equipment for outreach work
- publicise employees’ outreach contributions in company newsletters
- have some kind of organisational award scheme for employees involved in outreach projects or programmes
- have an employee credit scheme (for example, the number of hours given to outreach will lead to benefits such as small gifts)
- allow a set amount of paid time (for example one day per year for all employees to undertake work in the community
