iabef_2016_01_13

EDUCATION

FOUNDATION

TOWARDS THE 2020 WORKFORCE

January 2016

iDiverse Initiative

EDUCATION

FOUNDATION

THE WORKFORCE: 2015

EDUCATION FOUNDATION3

Gender and racial imbalance and

overall lack of cultural and

economic diversity

Growing talent gap

Two Disturbing Trends Are

Threatening Our Industry


NACP takes on

Ad Companies

with Madison

Avenue Project

With Diversity Still Lacking, Industry Focuses on Retention

Sorry State of Diversity in Advertising Is Also a Culture Problem

Madison Avenue

Accused of

Racial Bias

Negative media and public

perception

No real, positive changes

occurring

We’ve Seen these Issues

Confront the Agency World

Serious results:

Class action suit

Expensive multi-year legal

proceedings

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Our industry is perceived as elitist, mostly male, and

not reflective of the general workforce or society.

Google Finally

Discloses its

Diversity Record,

and It’s Not Good

Yahoo Latest

Tech Icon to

Reveal Lack of

Diversity

Facebook's First

Diversity Report:

Just About as

Bad as Yahoo's

and Google's

Yahoo: 6% Black & Hispanic

Are the Techno

Riche Really Ruining

San Francisco? Yes,

Says Rebecca Solnit

Google: 70% Male

Facebook: 74% White Leadership

“It’s unnatural for an industry to be so

heavily dominated by white and Asian

middle-class males under 30 who keep

telling each other to only hire their friends.”

—Carlos Bueno, MemSQL Senior Engineer, writing in Quartz

Now They Have Surfaced in Ours


An estimated 1 million digital media, advertising, technology, data,

operations, and e-commerce jobs need to be filled over the next five

years*

These jobs include entry-level, managerial, and highly skilled positions**

STEM shortage, and the racial and gender divide, are critical

Skilled worker shortage to worsen¹

Talent pool has not kept up with increasing demand due to lack of

training opportunities²

Recruiting, training, and retention costs are escalating³

Growing Talent Gap

* Estimate based on Economic Value of the Advertising-Supported Internet Ecosystem study, IAB, 2013

** Source: Capgemini Consulting, The Digital Talent Gap

¹ Source: Society for Human Resource Management, “Skilled Worker Shortage to Worsen,” December 2012

² Source: McKinsey & Co., Education to Employment

³ Source: Deloitte, Employee Retention Now a Big Issue”

EDUCATION

FOUNDATION

THE WORKFORCE: 2020


To grow the media and

marketing capabilities of

companies by developing

a professional and diverse

workforce that reflects the

customer, through

education, training, and

certification

iDiverse Mission:

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Fill 10,000+

digital media,

advertising,

technology,

data,

operations, and

e-commerce

jobs in the next

five years.

Bridge our

industry’s

gender, ethnic,

cultural, and

economic

divides to create

a workforce that

looks like our

customers.

Solve the STEM

shortage: help

develop skilled

workforce in

Science,

Technology,

Engineering,

and

Mathematics.

Reduce

recruiting,

training, and

retention costs.

OUR GOALS

EDUCATION FOUNDATION

Create recruitment and placement

capabilities

Create curriculum and develop certification

testing programs

Conduct research on workforce diversity and establish

performance metrics

Develop relationships with academic and non-profit

organizations

Work with industry partners to assess entry level job requirements

Program Steps

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Programs and Audiences

Senior management: Executive Education

Programs

Mid-Level Management: Continuing Education &

Certifications

Entry Level: “Ready to Work” Training &

Certifications

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Reach 50% gender / racial / other job candidate diversity by 2020

Target 25% total employee diversity by 2020 across all jobs and roles

Improve retention of diversity employees by 25% by 2020

Create 10,000 jobs & internships for diversity workforce by 2020

Train and test 2,000 entry level candidates in Y3 of iDiverse initiative

List 1,000 diversity non-profit organizations in online directory in Y2

of iDiverse initiative

Diversity and Workforce Goals

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Why iDiverse Can SucceedAs a repository of industry knowledge and best practices, IAB is uniquely

positioned to drive workforce diversity with its iDiverse initiative.

IAB is the only

industry player to

bring together all

sectors involved in

recruiting, training,

testing, and hiring.

FUNDERS

EDUCATORS

NON-

PROFITS

EMPLOYERS

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How iDiverse Can SucceedManaging Each Part of the Workforce Program

Work with Non-Profits:

• Year Up

• The Mission Continues

• AUCD (Association of

University Centers on

Disabilities)

• Code Interactive

• Women in Technology

Work with Online and

Traditional Education

Organizations:

• Develop curriculum

• Develop and administer

certification exam

Work with Publishers,

Agencies, and Ad Tech

Companies:

• Recruit, vet, and place

candidates

• Administer OTJ training

(on the job training)

Testing and

Training

Job Recruiting

& Placement

Diversity Pool

Recruiting

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Entry-level certification exam ready to administer

Entry-level curriculum under development (Prototype by June 1)Online training partner (University Now)

Community college partner (College of San Mateo)

Establishing partnerships with non-profits representing veterans, disabled,

and other underserved groups

Market-sizing research (workforce needs) released

Scoping out industry-wide diversity recruitment and retention study Incorporated and filed for 501(c)3 status

Named Tim Armstrong (AOL Chairman/CEO) to Board Chairman; recruiting

full board

Exploring private funding via Social Impact Investing as well as federal and

state grants

What We’ve Accomplished

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Current Companies on Board of Directors:

AOL

Facebook

Kapor Center for Social Impact

Microsoft

MediaLink

Levo

+ In discussion with more industry leaders

Governance

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10-12 members for the iDiverse Board of Directors

Five-year financial commitment

Two-year term

Commitment to hire entry-level positions

Board members receive first choice on up to 8 entry-level

candidates each year

Sponsors of IAB Education Foundation annual dinner

Board of Directors

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Training & Testing

Create entry-level curriculum for partner non-profits and schools

Administer entry-level certification

Pilot training programs

Research

Assessment of employer needs in ad tech, ad ops, data, and sales

Comprehensive industry diversity survey

Create performance metrics for diversity

Diversity and Workforce Development working groups

Organization

Hire diversity/workforce development specialist

Hire curriculum developer

Develop non-profit directory

Build Recruitment and Placement capabilities

2016 Priorities

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EDUCATION

FOUNDATION

THANK YOU!

TOWARDS A DIVERSE WORKFORCE BY 2020

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