USA TODAY featured an in-depth article on how Google is turning its attention to “cracking the code on the lack of diversity in the technology industry.” Last year, the cyber titan spent $115M on diversity initiatives. This year, it plans to up the ante in a $150M campaign throughout the industry, said Nancy Lee, Google’s vice president of people operations.
Diversity recruiting is a strong and growing trend in many companies. With that in mind, here are two types of intel that can give companies some traction as they seek to become more strategic in recruiting diverse talent.
1. Data for College Recruiting
First, it is important to get a better handle on the college graduates entering the workforce. (See our recent article on how to recruit for a specific occupation.) Thanks to the healthy amount of data in the US, companies can discover the colleges producing the kind of graduates they need, filtering the results according to area of study, educational program, ethnicity, gender, and sheer number of completions—all data points that diversity-motivated companies like Google should pay attention to. The following excerpt from the USA TODAY article gives strong voice to the technique:
To change the demographics inside Google, the company is casting a wider net for new hires and creating more paths into Google for women and minorities.
Google historically has recruited from about 100 schools. But while 14% of Hispanic college enrollment is in four-year colleges, they make up just 7% of enrollment at the 200 most selective schools.
So in 2014 Google more than doubled the number of recruitment schools, targeting ones with rigorous computer science programs and diverse student bodies. Nearly 20% of its university hires came from the new batch of schools which included Alabama A&M and University of Missouri-Columbia, Lee says.
Google has also increased the number of female software engineers it’s recruiting to 22% in 2014 from 14% in 2010. That’s higher than the national rate, Lee notes. Women make up 18% of computer science graduates in the U.S.
As an illustration, we used our labor market analysis tool to uncover the total number of people graduating from computer science, computer software engineering, and web development programs in California in 2013.
In this case, University of Southern California had (by a long stretch) the most graduates. San Jose State, Stanford, and UC San Diego follow with 300-odd graduates each. The rest of the top 10 are UCLA, UC Berkeley, Academy of Art University, CSU-Fullerton, UC Irvine, and UC Santa Cruz.
Despite the bit of a lag in the data, this information is helpful for getting a high-level view of the potential workforce. Employers seeking this talent might get in touch with these schools to learn a bit more about how many are currently enrolled and how many are expected to graduate this year.
2. Diversity Initiatives
Let’s analyze the number of women and minorities within these schools. In this case, UC San Diego is at the top with 183 diverse graduates from the three programs in 2013, followed by San Jose State, Stanford, and UC Berkeley.
When female graduates are considered, USC is back at the top with 112 graduates in 2013. San Jose State University (106) and Academy of Art University (90) aren’t far behind.
As a final step, let’s consider how quickly the number of total graduates in these programs has grown from year to year. Below, we see that DeVry University added the most grads in a single year period.
There is one more element to all of this. What is the diversity within the internet workforce in general? Companies like Google take a lot of flak for not being very diverse, but how do they stack up nationally?
A brief overview of Google’s industry: There are roughly 165,000 jobs in internet publishing & web search portal companies in the US. Since 2010, this sector has grown by an astounding 90%. Average earnings per worker (dividing total earnings by number of employees) are nearly $230K.
Now, the analysis from USA TODAY shows that 70% of Google’s workforce is male.
A comparison with national trends does confirm that Google might be a little unbalanced: Our data reveals that only 60% of the internet publishing & web search portal workforce is male.
However, in terms of ethnicity, Google is leading the pack with 61% white, compared to 70% white in the national industry. Also note that Google has a much higher percentage of Asians in its workforce (30% versus 17%). See the following two charts:
If your company is dealing with these issues and would like to see data for another set of occupations or industries, please email Rob Sentz. We would love to help.
Emsi turns labor market data into useful information that helps organizations understand the connection between economies, people, and work. Using sound economic principles and good data, we build user-friendly services that help educational institutions, workforce planners, and regional developers (such as WIBs, EDOs, chambers, utilities) build a better workforce and improve the economic conditions in their regions. For more information, email Josh Wright or visit www.economicmodeling.com.