PENNA X HMGCC
Research + Strategy
The communications guide to attracting women (including non-binary individuals) and those from an ethnic minority background to early careers in tech.
The Challenge
Penna entrusted us with the task of uncovering the reasons behind the lack of applications from female, non-binary, and ethnically diverse candidates for early-career positions in tech at His Majesty's Government Communications Centre (HMGCC).
The Innovation
We conducted a series of video diaries and collaborative online workshops to deep dive into the barriers and challenges individuals, who identify as female, non-binary, and those from an ethnic minority background, face when considering early careers in tech.
The Impact
We delivered a comprehensive research debrief which enabled us to capture the perspectives of individuals and communities whose voices had not been widely represented before, in what was described as a ‘unique and engaging way’.
The valuable insights gleaned took Penna on a transformational journey that has left an indelible mark on their approach to cultural research and played a pivotal role in refining HMGCC's outreach strategy, aimed at fostering greater diversity within their early careers talent pool.
GOT A BRIEF FOR THE CURB TEAM?
Want some research done? Some strategic direction? A creative execution? Or maybe you just want to get the convo going. We’re here, so give us a shout.