Government to rid IT of ‘nerdy’ image

IT workers are to get a Government-sponsored makeover in an attempt to rid the profession of its “nerdy” image.

The revamping programme, which is likely to include a major above-the-line advertising campaign, is in response to a growing recruitment crisis in the IT industry.

According to industry estimates, some industry sectors, such as automotive engineering and telecoms, can only fill 50 per cent of IT vacancies as graduates flock to more glamorous professions.

IT is poised to follow in the footsteps of teaching, nursing and the armed forces by using advertising and marketing to attract better quality recruits.

The new initiative, which brings together Government representatives and national training organisations in a working party, is being headed by Government “e-envoy” Alex Allan. It will be aimed principally at women and young people.

Working party committee member Mike Sanderson, former marketing director of Wilkinson Sword and chief executive of the Engineering and Marine Training Authority is expected to push for a TV ad campaign to change perceptions of IT engineers as boring and socially inept.

“The recruitment problem is essentially a cultural one. Engineers are a self-effacing breed. We need to sharpen up marketing skills and sell ourselves better,” he says.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here