Case Study: Occupational Segregation - ASDA

In 2006 ASDA piloted the Careers for Kids project in Bradford and Wembley. Working in partnership with local Careers Connexions offices, they delivered an hour long session for employees who were parents and carers of school leavers and students, with the aim of:

• Informing them about the work and employment opportunities in the marketplace over the next 10 years
• Discussing career opportunities in the light of salary potential
• Thinking about the data available around female students and their comments about their career potential
• Early planning – how parents could actively help school leavers and students with their career plans.

More than 64 parents participated in the trials at Bradford and Wembley. 98% of participants said that the information they received was extremely useful and easy to use. As a result they felt better able to guide their children through career advice and preparation.

In June 2007 the programme was rolled out to ASDA parents in 170 stores across the UK. The company’s Team Leaders and People Managers received  a presentation that will enables them to visit local schools and colleges, deliver the Careers for Kids session and position the company as a key player in a competitive employment sector.

In September 2007 ASDA launched a school leaver scheme in the south for students with A levels or equivalent. In 2008 a work experience scheme will be introduced to enable students at schools and colleges to gain experience of working for ASDA at the same time as continuing their education.

Contact

Kerry Robinson