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Recruiting
Is your Networking Academy's goal to recruit as many students
as possible or to encourage only appropriate candidates to apply?
The first goal calls for a mass-market strategy to get the word
out and the applications in the hands of anyone with an interest.
A class can be filled with a newspaper ad or direct mail. Some Networking Academies
choose this strategy to create general awareness about technology
careers.
The second goal requires more qualifying information and screening
prior to the application process. A Networking Academy might provide
orientation sessions or enlist the support of organizations that
serve their target population. It should result in a smaller pool
of more appropriate students.
Whether using an ad, an orientation, a brochure, a
poster, or any number of recruiting tools, the message of the materials
must come first. Income potential is a powerful recruiting message,
but to be complete the message must include several themes: employment
requirements, networking technology, type of work, job satisfaction.
Digital Divide populations are attracted by the promise of a high-tech
income, but may have limited experience with technology. A Networking
Academy asked prospective students:
"What do you know about Cisco?"
"He's a rap
star. He sings The Thong Song."
"I think my
mother cooks with it."
"Isn't he an
old cowboy?"
Network technology is not understood by the masses and difficult to
visualize as a career possibility. People think of "computer training,"
as Word, Excel, or computer repair, to recruit individuals who will
make informed career choices, describe the work expectations of a
networking professional.
The Department of Labor has developed a web-based career resource
tool called America's Career Kit. O*Net ,
is a comprehensive database system within America's Career Kit
that provides career information by job title. It provides a
snapshot of a select occupation that includes characteristics
of the worker and requirements of the work. O*Net
is available free to anyone who has Internet access.
Samples:
 Focus:
HOPE Network Administration Marketing Sheet
Focus:
HOPE Success Stories Marketing Sheet
Mission High School - San Francisco, CA
At a technology orientation, recruiters introduce the
program to potential students or community leaders and answer questions.
If held at the Networking Academy, recruiters may demonstrate the equipment.
To reach out to new audiences, consider holding orientations at school
board meetings, state employment offices, community technology centers,
churches, job fairs, street fairs and technology fairs.
"We get a list of incoming juniors from the school board and mail applications directly to the students. The City of Detroit gave us access to their convention center. Our project partners came out on a Saturday. We set up 20 stations and met with 250 applicants."
Greg Murray
Communities in Schools
Detroit, MI
Some Networking Academies work with faith-based organizations,
housing providers, and other training organizations to assist in
recruiting and screening. They provide orientation sessions and
literature to appropriate employees. These employees become advocates
for the Networking Academy and refer appropriate candidates. This helps them
fulfill their mission and serves the Networking Academy.
"New Heights Neighborhood Center was our best source of students. Not simply because they sent good students, but they worked with them during the training, followed up with us to check their progress and even came to graduation to celebrate with them."
Acte Maldonado, Dean
Borough of Manhattan Community College
New York, NY
Within educational organizations, teachers, career
counselors, other students, and parents may help to recruit students,
identify ways to share the program with them
"Eastern Technical is a magnet school. In Information Technology we have two majors: computer networking and computer programming. In the 10th grade, they go through an introduction to programming, an introduction to technology, and get the basics. We begin talking about what you do in programming versus what you do in networking and the career options you have there."
Lynne Ryan, Instructor
Eastern Technical High School
Baltimore, MD
Depending on the strategy, a Networking Academy may
make the application available to anyone or require students to request
an application form. An inquiry-based application process enables
the Networking Academy to qualify the individual.
"We provide the front office staff with two tools: a telephone assessment questionnaire and Frequently Asked Questions"
Acte Maldonado, Dean
Borough of Manhattan Community College
New York, NY
Cisco Systems, Inc. and Cisco Learning Institute partnered with
the Institute for Women
in Trades, Technology & Science (IWITTS) in Fall of 1999
to create Cisco's Gender Initiative. Donna Milgram, Executive
Director of IWITTS is leading Cisco's strategic plan to increase
the number of female students in Cisco Networking Academy Programs
(CNAPs) in secondary schools and two and four-year colleges
across the US and internationally. IWITTS is a national nonprofit
organization based in Alameda, CA . The Academy for Educational
Development is leading the international component of the Gender
Initiative.
IWITTS has conducted an e-survey to identify best practices within
the Cisco Networking Academy Program to recruit and retain women and
girls. Some of the findings were presented in Donna Milgram's address
to the 1999 Networking
Academy Conference Attendees . Cisco Learning Institute has a
web site that discusses international Gender
Best Practices.
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