Transforming pink to green moving women into jobs in the green economy
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TRANSFORMING PINK TO GREEN: MOVING WOMEN INTO JOBS IN THE GREEN ECONOMY. Wider Opportunities for Women works to: Promote intergenerational economic independence for women and famiilies

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Transforming pink to green moving women into jobs in the green economy

Wider Opportunities for Women works to:

  • Promote intergenerational economic independence for women and famiilies

  • Develop and promote policies and programs, nationally and in Washington DC, which promote equality of opportunity for low-income women, with an emphasis on improving women’s access to nontraditional jobs.

  • Inform and mobilize the public and policymakers about the needs of low-income families and the policies and programs to ensure economic security for women and families across generations

    Our Technical Assistance addresses:

  • Barriers to Women’s Inclusion in Nontraditional Green Jobs

  • Adding a Gender Lens to Recruitment, Training, Case Management, Placement and Retention

  • Policies for Equal Opportunity

  • Building Workforce Partnerships’ Capacity and Sustainability for Gender Inclusivity

A gendered lens assessment rate your program s capacity to serve women
A Gendered Lens Assessment: Rate Your Program’s Capacity to Serve Women

  • Our outreach and recruitment plan is strategically designed to reach out to organizations, venues and media that attract women.

    • Yes

    • No

  • Our intake and career counselors understand the impact of sex stereotypes, myths and barriers about women’s participation in the workforce and can effectively promote nontraditional jobs to women.

    • Yes

    • No

  • We have set goals for numbers of women applicants, participants, graduates and placements

    • Yes

    • No

Gender equity
GENDER EQUITY to Serve Women

  • Women on average earn 77% of men’s wages

  • African American women earn only 69%

  • Latina women earn only 60%

  • 77% of all women work in just 20 of 440 occupations

  •  42% of all men earn over $50,000. Only9% of working women do- and this was the ceiling, although it is the floor for male workers.

  • 69% of all workers 25 and older earning below minimum wage were women

  • Lifetime difference between a NTO and traditional job $2,266,200 - $617,430 = $1,648,770

Occupational segregation by gender
Occupational Segregation to Serve Womenby Gender

Traditional Jobs for Women

Non-Traditional Jobs for Women

Nontraditional occupations are those in which women comprise 25 percent or less of total employed.

National stats: U.S. Department of Labor, Bureau of Labor Statistics, Annual Averages 2008.

Portland area stats: May 2008 Metropolitan and Nonmetropolitan Area Occupational Employment and Wage Estimates Portland-Vancouver-Beaverton, OR-WA

Benefits of nto for women

  • Jobs with Good Benefits

  • On-the Job Training

  • Portable skills

  • Pride of Accomplishment

  • Increased Self-Esteem

  • Self-Reliance

Barriers to women s participation in nto

  • Lack of awareness

  • Sex stereotypes

  • Limited Training

  • Perception of work

  • Lack of Outreach

  • Barriers to Application

  • Disparate Impact of Selection Criteria

Simple steps to improve recruitment of women

  • Inform/Train staff re:

    • Women’s Economic Status

    • Benefits and Opportunities

    • Myths and stereotypes about women’s work

    • Women’s challenges to entry

    • Strategies to target women’s recruitment

    • Disparate impact of assessment criteria

    • Gender neutral assessment techniques

  • Engage local community groups and workforce agencies in education about benefits of green jobs and outreach to underrepresented groups

  • Engage/prepare industry partners in support of recruitment, hiring and retention of underrepresented populations

  • Outreach and recruitment of women
    Outreach and Recruitment of Women to Serve Women

    • Tool 1.1. Quiz: Gender Equity—Test Your Knowledge of Women's Economic Status and Equity

      Prompt awareness about the need for women to have access to jobs in the traditionally higher-paid, male-dominated blue collar careers. The quiz can also be used to build the understanding and commitment of workforce development professionals for gender equity.

      Includes Myths and Facts worksheet, designed to raise awareness about commonly misunderstood stereotypes.

    • Tool 1.2. Presentation: Transforming Pink to Green—Recruiting Women into the Green Jobs Economy

      • An overview of benefits, barriers, and myths for women in nontraditional green occupations;

      • Outreach and marketing to women: creating and delivering gender-targeted messages, including sample materials;

      • Conducting successful information and orientation sessions to attract/inform women; and

    • Tool 1.3. Assessment Tool: Assessing Your Organization's Capacity for Recruiting WomenUse this assessment to evaluate your current capacity, including the number of women you serve, recruitment and assessment practices, and program goals.

    Outreach and recruitment of women1
    Outreach and Recruitment of Women to Serve Women

    • Tool 1.4. Worksheet: Creating a Targeted Outreach Plan to Recruit WomenUse this worksheet as a planning tool to create your own customized strategies and messages.

    • Tool 1.5. Tip Sheet: Planning an Information Session—Strategies for a Successful Information or Orientation SessionUse this tool to plan a short orientation or information session for a green jobs training program.

    • Tool 1.6. Tip Sheet: Planning a Career Fair for Improving Women's Access to Green JobsUse this tip sheet to plan a career fair. It includes steps and information on marketing, partner engagement, program, and logistics.

    • Tool 1.7. Worksheet: Self Assessment—Considering a Career in the Building Trades

    • Tool 1.8. Worksheet: Outreach and Recruitment Workplan to Attract and Engage Women ApplicantsUse this worksheet to create a blueprint and timeline for your program’s outreach and recruitment goals, activities, and measurable outcomes. This tool includes two sample workplans.

    Outreach materials
    Outreach Materials to Serve Women

    • Go to where women are

    • People need to hear/see the message more than once in order to respond.

    • Repeated contact with your intended audience.

    • Feature women working in green jobs

    • Address women specifically in the headline

    • Get their attention with information on benefits/advantages of jobs in the green economy

    Outreach and recruitment of women2
    Outreach and Recruitment of Women to Serve Women

    • Build relationships for trust and word of mouth recruiting.

    • Pair outreach with education: information sessions, orientations

    • Define the next step

      Clear next step for them to take.

    Outreach and recruitment of women3
    Outreach and Recruitment of Women to Serve Women

    Information Session:

    • What is an apprenticeship?

    • What are the requirements for entry?

    • What are working conditions like?

    • Where will the work be?

      Host a larger career fair/orientation

    • Role Models

    • Industry Engagement

    • Hands- On Activities

    Outreach and recruitment of women4
    Outreach and Recruitment of Women to Serve Women

    Five Key Actions to Recruit Women for a Diverse Workforce

    • Showcase real women doing the work.

    • Talk about why women love working in these jobs.

    • Give them a realistic portrayal of what it takes to be successful as a minority in the industry beforehand, but challenge them to rise to the occasion.

    • Go out of your way to bring in diverse applicants.

    • Talk about the social and environmental justice aspects of the job.

    Annual recruitment results of oregon tradeswomen inc
    Annual Recruitment Results of Oregon Tradeswomen, Inc. to Serve Women

    • 1500 women and girls come to our Women in Trades Career Fair.

    • 900 women call us to find out about the trades.

    • 700 women come to our orientations.

    • 180 women apply to enter our program.

    • 96 women graduate.

    • 50 women entered trades jobs.

    Robyn bush from sales at home depot to climbing to new heights as a union ironworker on a wind farm
    Robyn Bush: From sales at Home Depot to climbing to new heights asa union Ironworker on a wind farm

    “You have to think of yourself as one of the guys, while accepting that you may occasionally need to ask for help if you don’t have the physical strength to do something,” says Bush.

    Four years ago Bush was anxious for a job that would provide more economic security for her family.

    She read an article about a 12-week pre-apprenticeship training program offered by Chicago Women in Trades at the local community college. She signed up.

    Through the program, Bush learned the skills she needed to apply and interview for jobs few women had held before her.

    Ultimately she landed a position with the ironworker’s apprenticeship program—making her the first journey level woman ironworker in the local union’s history.

    She credits her success in an overwhelmingly male-dominated industry to gaining confidence in her skills through the Chicago Women in Trades program and developing the toughness to overcome physical and mental barriers on the job.

    Today Bush is using her skills to power the new green

    economy — working on a wind farm outside of Chicago

    preparing blades for wind towers

    • November 2005 heights asCity and NEW launch ad campaign, We’re Looking for a Few Good Women. Over 2,000 women contact NEW within three months.January 2006 Construction trade unions target 10% of apprentice construction slots for women. NYS Department of Labor approves direct access for NEW graduates into union apprenticeships.July 2006 MTA and NEW start subway and bus ad campaign. NEW applications increase by 250%.2006 NEW places 175 women in nontraditional jobs.February 2007 Key NYC projects commit to a goal of 15% women in the trade workforce.2007 New York District Council of Carpenters includes over 400 active women.2008 NEW helps MTV Networks/Viacom achieve an average of seven percent tradeswomen over their 22-week project, peaking at nine percent. This pilot program serves as a model for other construction projects.

    • 2009 NEW places graduates with 17 unions - an 88 percent increase over three years.

    • Measuring Progress: NEW has placed over 625 women in the construction trades since 2005. NEW graduates started apprenticeships in 20 building trade unions this year.

    Case Studies heights as

    Case Study “A”

    Before NEW: Leaves high school after the 10th grade, obtains GED

    Has two children

    Divorces, and because she was not financially secure, ex-husband gains custody of both daughters

    After NEW: Accepted into plumbers’ apprenticeship program

    Today: Working as a plumber earning $47.66/hour and facilitating workshops for NEW graduates

    Case Study “B”

    Before NEW: Joins Navy Reserves

    After NEW: Accepted into operating engineers’ apprenticeship program

    Completes apprenticeship

    Today:Working as an operating engineer and as an instructor at the union hall

    Chicago women in trades online manual
    Chicago Women In Trades heights asOnline Manual

    Technical Opportunities Program

    Applicant Handbook

    You Can Do It!

    a Woman’s Guide to

    Construction Careers

    Why green is your color a woman s guide to a sustainable career
    Why Green Is Your Color: heights asA Woman's Guide to a Sustainable Career

    • Introduction to the Guide

    • Why Is Green Good for Women

    • Green Occupations:  A Look at What's Out There

    • Educating Yourself for a Green Career

    • Finding Your Green Job

    • Green Entrepreneurship

    • Women Succeeding in Green Jobs

    • Overcoming Challenges on Your Career Path

    • Planning Your Green Career

    • Glossary of Terms

    Gendered lens assessment rate your program s capacity to serve women
    Gendered Lens Assessment: heights asRate Your Program’s Capacity to Serve Women

    • Have you reviewed your assessment process to identify if there are any potential barriers, or any questions that may have a disparate impact on women being identified as strong applicants?

      • Yes

      • No

    • We offer professional development on the impact of gender stereotypes and hidden biases and the need for gender and culturally neutral, inclusive and sensitive practices in all aspects of our program. 

      • Yes

      • No

    Effective assessment for maximum inclusion
    Effective Assessment For Maximum Inclusion heights as

    • Career Exploration

    • Gender Neutral Assessment Tools

    • Transferable Skills

    • Career Pathways

    • Income Adequacy: Wages to Gain Family Economic Security

    Assessment and case management
    Assessment and Case Management heights as

    • Tool 2.1. Presentation: Assessment and Case Management Strategies to Support Women's Participation and Success in Green JobsThe presentation offers gender-neutral and sensitive assessment techniques, as well as guidelines for case management. It covers three topics:

      • From a gender lens: selecting candidates likely to succeed;

      • Case management: supporting females clients from assessment to retention; and

      • Using self-sufficiency tools in assessment and case management.

    • Tool 2.2. Tip Sheet: Assessment Questions and Evaluation CriteriaSample questions apply a gender lens to assessment:

      • to go beyond stereotypes,

      • identify transferable skills, and

      • determine how to best serve incoming participants.

    Industry engagement in recruitment and assessment
    Industry Engagement in Recruitment and Assessment heights as

    • Benefits for Client

      • Exposure to real employers

      • Hearing directly from employers on what they are looking for in an employee

    • Benefits for Industry

      • Meeting Clients

      • Pre-Screened Applicants

    • Benefits for Program

      • Employer Investment

      • Feedback for Program

    Capacity building and sustainability for gender inclusion
    Capacity Building and Sustainability for Gender Inclusion heights as

    Final Tips

    1) Be Strategic

    2) Set Goals

    3) Monitor Progress

    4) Measure and Report Outcomes

    • Apply a gender and race lens to all aspects of your program. Conduct a scan/survey of your program’s current policy, practices and cultural competency

    • Develop a plan with targets and benchmarks - set goals for numbers of women applicants, participants, graduates and placements

    • Go out of your way to recruit and serve women and other underrepresented groups. Develop strategic outreach and recruitment plans to attract and engage female applicants.

    • Be an advocate for diversity and equity with industry stakeholders

    • Build staff understanding of:

      • the impact of gender wage inequity,

      • gender segregation of the labor market,

      • the impact of gender stereotypes and hidden biases,

      • and the need for gender and culturally sensitive teaching practices

      • How to support and serve traditionally underrepresented groups.

    Closing and Commitment to Next Steps heights asExercise:Share one strategic change you plan to make in your program.

    What are the specific steps you will take?

    What resources or support are necessary to make changes?

    How will you measure impact?

    • We plan to set goals for numbers of women applicants, participants, graduates and placements

    • We will review our outreach and recruitment plans to ensure that they are strategically designed to attract and engage women applicants.

    • We will ensure that our staff has a deep understanding of the impact of gender stereotypes , hidden biases and the need for gender/cultural sensitive teaching practices.

    • We will expand our policy and professional development practices to build staff capacity to support and serve traditionally underrepresented groups.

    Resources and links
    Resources and Links heights as

    Oregon Tradeswomen, Inc.

    3934 NE Martin Luther King Jr. Boulevard, Suite 101

    Portland, OR 97212

    503.335.8200 phone

    ANEW - Apprenticeship and Nontraditional Employment for Women

    Apprenticeship Opportunities Program

    550 SW 7th Street, Suite B305 Renton WA 98057

    Telephone: 206.381.1384

    NEW - Nontraditional Employment for Women

    243 West 20th Street

    New York, NY 10011


    Chicago Women in Trades

    2444 W. 16th St., Ste. 3E

    Chicago, IL 60609

    312/942-1444 ext. 104

    Hard Hatted Women

    4415 Euclid Ave. Suite 301

    Cleveland Ohio 44103

    Phone 216.861.6500

    Toll Free Phone: 1.877.353.1114

    1001 Connecticut Avenue, NW, Suite 930Washington, DC 20036Phone: 202-464-1596Fax: [email protected]

    Illinois Center for Specialized Professional Support Services

    [email protected]

    Main phone: 309-438-1952


    Illinois State University

    Campus Box 5911B

    Normal, IL 61790