You are the key: Campaign to recruit minority youth into civil service training positions in Bremen, Germany
When city officials in Bremen investigated why so few minority youth were applying for the city's many training positions, they learned that this group had few contacts within the city workforce and that civil service jobs were rarely presented as an option. In 2009, the City launched the 'You are the key...to your future and your city' campaign to recruit more minority youth into the civil service across a wide range of departments, including police, firefighters, law enforcement, judicial administration, financial management and general administration. The campaign uses stories, videos and testimonials to advertise career options using local 'heroes' as role models to inspire and recruit young people into the city's vocational training programmes. To recruit from the target populations while maintaining the city's commitment to equality, campaign messages use an inclusive approach to reassure minority youth that they are 'equal among equals'. Clear, accessible information about entry-level positions on a cross-departmental website includes educational requirements, training opportunities and future pay. To make public service employment an attractive career option, the campaign uses a multi-pronged approach, including print and social media, career fairs and outreach to migrant organisations and school cafeterias. Recognising the role of family in guiding their children's career choices, 'You are the key' targets both young people and their families. Within the first year of the campaign, the number of minority youth applicants jumped from 19.6% to 25%. The campaign was also received well by city employees, who felt it strengthened the city's brand as an employer.
This practice was kindly contributed by Cities of Migration, a program of the Global Diversity Exchange, Ryerson University (Toronto, Canada). See more at the Cities of Migration website: http://citiesofmigration.ca/good_idea/bremens-key-to-inclusive-hiring/ .