{"id":43175,"date":"2022-09-05T10:59:49","date_gmt":"2022-09-05T09:59:49","guid":{"rendered":"https:\/\/www.ratedpeople.com\/blog\/?p=43175"},"modified":"2022-12-08T12:36:34","modified_gmt":"2022-12-08T12:36:34","slug":"promoting-diversity","status":"publish","type":"post","link":"https:\/\/www.ratedpeople.com\/blog\/promoting-diversity","title":{"rendered":"Rated People launch new campaign: \u201cIf you\u2019ve got the skills, we\u2019ve got the jobs\u201d"},"content":{"rendered":"\n<p>6 September 2022<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rated People works to improve diversity in the trades industry<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Facing one of the worst workforce shortages in history, Britain needs all the talent it can get right now &#8211; from <a href=\"https:\/\/www.ratedpeople.com\/local-builders\" target=\"_blank\" rel=\"noreferrer noopener\">builders<\/a> to <a href=\"https:\/\/www.ratedpeople.com\/local-plumbers\" target=\"_blank\" rel=\"noreferrer noopener\">plumbers<\/a> and <a href=\"https:\/\/www.ratedpeople.com\/local-carpenters-joiners\" target=\"_blank\" rel=\"noreferrer noopener\">carpenters<\/a> to <a href=\"https:\/\/www.ratedpeople.com\/local-bathroom-fitter\" target=\"_blank\" rel=\"noreferrer noopener\">bathroom fitters<\/a>.<\/p>\n\n\n\n<p>But the trades industry is far from inclusive &#8211; it still uses outdated gendered job titles like \u2018tradesmen\u2019 as a collective term to describe ALL people, perpetuating inaccurate stereotypes and excluding anyone who doesn\u2019t associate as such. And this starts from a very young age in our country.<\/p>\n\n\n\n<p>We, at Rated People, want to make it easier for more people, regardless of gender, ethnicity or sexuality to get into the industry and thrive. We\u2019re launching a nationwide brand campaign to highlight the need for greater diversity, inclusion and equity in the trades industry.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Rated People TV Ad | Handy, 2022\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ko8Bh80MQgQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our new TV advert states that &#8220;if you\u2019ve got the skills, we\u2019ve got the jobs&#8221;, to highlight that the most important thing is how skilled you are, <strong>and nothing else.<\/strong><\/p>\n\n\n\n<p>To get the message across, the ad intentionally features tradespeople from a first-hand perspective, showing the work they\u2019re doing, and not who they are, or what they look like. Because <strong>no one judges a skilled pair of hands for who they are, they just care they\u2019re doing a good job<\/strong>, the 5* kind of job.<\/p>\n\n\n\n<p>The campaign is supported by a series of out-of-home billboards, led with witty copy aiming to create awareness about the unconscious bias people may have when thinking about what tradespeople \u2018look like\u2019. Again, the focus is on reminding people that what\u2019s important, and what people should care about in a tradesperson, is not what they look like or sound like, but how well they do their job.<\/p>\n\n\n\n<h6 class=\"has-text-align-center wp-block-heading\"><strong>Our doors are always open. (And the hinges have been incredibly well oiled.)<\/strong><\/h6>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"371\" src=\"https:\/\/www.ratedpeople.com\/blog\/assets\/2022\/09\/diversity-web-door.jpg\" alt=\"Rated People's new campaign creative that reads: Our doors are always open. (And the hinges have been incredibly well oiled.)\" class=\"wp-image-43176\" srcset=\"https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02151038\/diversity-web-door.jpg 740w, https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02151038\/diversity-web-door-609x305.jpg 609w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h6 class=\"has-text-align-center wp-block-heading\">Quality finishes matter. Where you&#8217;re from or what you look like doesn&#8217;t.<\/h6>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"371\" src=\"https:\/\/www.ratedpeople.com\/blog\/assets\/2022\/09\/diversity-web-quality.jpg\" alt=\"Rated People's new campaign creative that reads (with distorted letters): Quality finishes matter. Where you're from or that you look like doesn't.\" class=\"wp-image-43165\" srcset=\"https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02142937\/diversity-web-quality.jpg 740w, https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02142937\/diversity-web-quality-609x305.jpg 609w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h6 class=\"has-text-align-center wp-block-heading\">What do you call a female electrician? <br>An electrician. <\/h6>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"371\" src=\"https:\/\/www.ratedpeople.com\/blog\/assets\/2022\/09\/diversity-web-electrician.jpg\" alt=\"Rated People's new campaign creative that reads: What do you call a female electrician? An electrician.\" class=\"wp-image-43163\" srcset=\"https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02142901\/diversity-web-electrician.jpg 740w, https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02142901\/diversity-web-electrician-609x305.jpg 609w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The campaign is supported by a radio ad, social media content, online displays, influencer marketing, and partnerships with Brand Ambassador Nic Hamilton, race car driver, The Register of Tradeswomen and Jewson, to further promote the diversity message.<\/p>\n\n\n\n<p>The creative campaign development and media planning was done in-house, led by CCO Sandra Marichal and Head of Brand Communications Natalie White; supported by creative directors Romulo Freitas, Clarissa Ferreira, Alexandre Holder; video and radio production agency Bravespark; Media buying agency Walk-in-Media; Media distributor and incubator JC Decaux, PR Agency Propellernet.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why we want to promote diversity<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In short, it\u2019s the right thing to do.<\/p>\n\n\n\n<p>We know that outdated gendered job titles like \u2018tradesmen\u2019 as a collective term for ALL people who work in the industry are still being used. This non-inclusive language is affecting our trades workforce today and the next generation. We want to make it easier for more people, regardless of gender, ethnicity or sexuality to get into the industry and succeed.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"493\" src=\"https:\/\/www.ratedpeople.com\/blog\/assets\/2022\/09\/diversity-campaign-2.jpg\" alt=\"Photo of a female bricklayer apprentice\" class=\"wp-image-43179\" srcset=\"https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02153719\/diversity-campaign-2.jpg 740w, https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02153719\/diversity-campaign-2-498x332.jpg 498w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n\n\n\n<p>Amazing opportunities are available in the industry for everyone. We spoke to one such incredible tradeswoman, Amy, about how and why she got into the industry. You can read her story and <a href=\"https:\/\/www.ratedpeople.com\/blog\/promoting-diversity-amys-electrics\"><strong>how she\u2019s now helping more women get into the trade industry<\/strong><\/a>.<\/p>\n\n\n\n<p>We also spoke to Nathan from <a href=\"https:\/\/www.ratedpeople.com\/profile\/inhouseplumbingandheating\" target=\"_blank\" rel=\"noreferrer noopener\">In House Plumbing and Heating<\/a> on how he got into the industry, why he did, and <strong><a href=\"https:\/\/www.ratedpeople.com\/blog\/promoting-diversity-in-house-plumbing-and-heating\">the challenges he\u2019s overcome to get to where he is now<\/a><\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why there is a need for change<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There is still a perception among many that only men can work within the trades industry, and that is reflected in the language that\u2019s often used when referring to tradespeople.&nbsp; Our recent research reveals 80% of UK residents still use the term \u2018tradesmen\u2019 as a collective term for all people working within the industry.<\/p>\n\n\n\n<p>And gendered language is also still being used in career advice in school. This non-inclusive language is affecting the next generation and it needs to change. Three quarters (73%) of 16-18 year olds heard the term \u2018tradesmen\u2019 within careers advice, but just one in 10 (11%) heard the term \u2018tradespeople\u2019 very frequently when receiving career advice at school.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"493\" src=\"https:\/\/www.ratedpeople.com\/blog\/assets\/2022\/09\/diversity-campaign-3.jpg\" alt=\"Photo of a young female electrician student\" class=\"wp-image-43181\" srcset=\"https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02153919\/diversity-campaign-3.jpg 740w, https:\/\/rp-prod-wordpress-b-content.s3.amazonaws.com\/assets\/2022\/09\/02153919\/diversity-campaign-3-498x332.jpg 498w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The effect of this is that so many young people who don\u2019t fit the \u2018traditional tradesmen\u2019 stereotype never think of a trade profession as a viable career path &#8211; the industry and the opportunities in it are closed off.<\/p>\n\n\n\n<p>Just under half (42%) of 16-18-year-olds also say they would be more likely to consider a career in the trades industry if more inclusive language was used.<\/p>\n\n\n\n<p>So \u2013 we want to shake up the stereotype, change perceptions and show more young people it\u2019s not just the \u2018traditional tradesmen\u2019 who can be successful in the industry.<\/p>\n\n\n\n<p>We spoke to a school leaver, who was recently in the process of making her career choices for the years ahead, about the career advice she received at school. Read about <a href=\"https:\/\/www.ratedpeople.com\/blog\/the-trade-industry-is-rarely-brought-up-in-careers-advice-in-schools\"><strong>how a trade career was never communicated to her as a viable option<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Going a step further, calling for UK schools to improve career advice<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With the PR campaign, we want UK schools to evaluate the quality of career advice and the effect that non-inclusive language is having on young people who are making further education and career choices. By increasing the UK\u2019s awareness of the issue, we also hope the research will help to open up the industry to more people who aren\u2019t \u2018stereotypical tradesmen\u2019. <strong><a href=\"https:\/\/www.ratedpeople.com\/blog\/inclusive-job-titles\">Check out the research we\u2019ve conducted amongst 3,000 people and what we found<\/a><\/strong>.<\/p>\n\n\n\n<p>If you also want to see more inclusive language being used to describe those who work in the trades, we\u2019re also calling for change by making 16th September 2022 the first \u2018National Tradespeople Day\u2019 \u2013 renaming the antiquated \u2018National Tradesmen Day\u2019 to better reflect ALL the amazing people who work in the industry.<\/p>\n\n\n\n<p>To find out more about the ways we can help you get into the industry, <a href=\"https:\/\/www.ratedpeople.com\/tradespeople\/signup\/enquiry\"><strong>contact us here<\/strong><\/a>.<br>For any press enquiry, please email us <a href=\"mailto:press@ratedpeople.com\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>here<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>6 September 2022 Rated People works to improve diversity in the trades industry Facing one of the worst workforce shortages in history, Britain needs all the talent it can get right now &#8211; from builders to plumbers and carpenters to bathroom fitters. But the trades industry is far from inclusive &#8211; it still uses outdated &hellip;<\/p>\n","protected":false},"author":1,"featured_media":43165,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3094],"tags":[3116,3313,3113],"class_list":["post-43175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trade-news","tag-advice-feature","tag-homepage","tag-trade-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Promoting Diversity In The Trades Industry | Rated People<\/title>\n<meta name=\"description\" content=\"We want to make it easier for more people, regardless of gender, ethnicity or sexuality to get into the industry and thrive\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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