The media company, who has partnered with MyKindaFuture, is pledging 50,000 hours to inspire the next generation through their UK schools programme, which will be delivered by its own employees.
Aimed at making a positive impact on the next generation of talent, The Code - which stands for Creativity, Opportunity, Diversity and Empowerment – is a three-year programme, launching in March across 40 UK schools, and the company will host a series of talks and digital skills workshops to 14-18 year old students.
By 2020, the firm hopes to have donated 50,000 hours to schools, helped 15,000 young people from a broad range of backgrounds, and recruited at least 50% of all apprentices through the programme. They currently offer its 4000+ employees two working days a year to make a difference to local communities through volunteering programmes.
Over 300 employees have already committed to giving their time to The Code, and they will be able to host workshops for students either in schools or across the group’s agencies, offer mentoring to students both in the classroom and online, inform teachers about the types of opportunities within the industry, and support a prize-winning competition for students to tackle a mock advertising challenge.
Tracy De Groose, CEO of Dentsu Aegis Network UK & Ireland comments: “We all know that our industry has a talent problem. To profoundly change things, businesses need to revolutionise their approach to talent development and put future workforce strategy at the heart of their business.
“Over 65% of young people entering school today will end up in jobs that don’t yet exist. Sharing our own career experiences and expertise, encouraging new ways of thinking and the ability to adapt to change, will be hugely important for future talent and our business. Through the Code, we aim to bring to life the power of our people and our network, to make a positive impact on society and the next generation of talent. I genuinely hope that we inspire others in the industry to do the same.”