HP’s new campaign “Reinvent Mindsets” is looking to raise awareness for diversity hiring. According to the company “When qualified for a job, African-Americans are 3x more likely to experience a denial.” The 3x is an interesting statistic as I’m sure many black Americans have wondered why they were turned down for jobs they felt they could handle if given the opportunity. A lack of opportunity is the decimation of any group looking to increase its influence in a nation.
This is difference between sports and everyday work. Many people like to highlight that diversity is allowing unqualified people an opportunity they don’t deserve. An interesting point when many statistics show that, in terms of job applications, minorities have to be somewhat over qualified to win them.
Because of the issues plaguing minorities, women, and other under represented groups, HP is releasing a digital campaign to highlight and hopefully help solve the disconnect between qualified people and a lack of opportunity. Supporting diversity throughout its company is nothing new for HP however. “Antonio Lucio, HP’s global chief marketing and communication officer, last summer took a stand on diversity when he asked HP’s agencies to make strong pledges to include more women and minorities in their management positions. Now, agencies including Gyro, BBDO, Fred & Farid, FleishmanHillard and Porter Novelli have committed to quarterly check-ins about their progress with HP. Late last year, HP also donated $100,000 to Free the Bid, an initiative to increase the number of female directors in advertising.”
Below is the first video for their campaign entitled focusing on an applicant receiving the words “we’ll be in touch” after an interview. Take a look at the video and let us know your thoughts on the video and if this will be an effective campaign.’
https://www.youtube.com/watch?v=-gAfi15ttKA
http://adage.com/article/cmo-strategy/hp-continues-diversity-push-spot-reduce-racial-bias/308792/