#USA #New York #Ad Council #Opportunity@Work #STARs

Opportunity@Work and Ad Council's New Campaign for Skills-First Hiring

In a significant move to reshape hiring practices across the U.S., the Ad Council and Opportunity@Work have launched a new series of public service advertisements (PSAs) designed to encourage employers to look beyond traditional qualifications in their hiring processes. Dubbed the "Story Unfold" campaign, this initiative builds upon the success of the "Tear the Paper Ceiling" campaign initiated in 2022. The goal is clear: to promote skills-first hiring, which is set to access a vast pool of talent often overlooked in the hiring process.

The Problem with Traditional Hiring Practices

Recent research from LinkedIn highlights a troubling trend among hiring managers; those who prioritize skills during their selection process are 60% more likely to make successful hiring decisions. Despite this, over 70 million U.S. workers, categorized as Skilled Through Alternative Routes (STARs)—individuals who have acquired skills via apprenticeships, certifications, and on-the-job training—are frequently disqualified from job opportunities simply because they lack a bachelor’s degree.

Byron Auguste, CEO of Opportunity@Work, underscores the importance of this message. He explains, “If you don't have a STARs talent strategy, you only have half a talent strategy.” The ongoing campaign calls on employers to change their perceptions and practices towards hiring, aiming to build a workforce that acknowledges skills over formal educational credentials.

Encouraging Employers to Act

The newly launched PSAs encapsulate this message by brilliantly visualizing the theme of unfolding potential. Through artistic storytelling—led by director Loris Russier, who himself is a STAR—the advertisements depict a crumpled paper that slowly unfurls, revealing the face of a STAR. This metaphor urges employers to look deeper into applicants' backgrounds and experiences, emphasizing the vital skills that may lie beneath the surface.

The campaign’s website, TearThePaperCeiling.org, serves as a hub for tools and resources for both employers and STARs. Employers can access playbooks and guides to help them transition toward skills-first hiring practices, while STARs can share their narratives and explore career development opportunities.

As this initiative gains momentum, it is generating real change. Many employers are starting to recognize the value of STARs in their organizations. Michelle Hillman from the Ad Council reflects on this transformation by stating, “We’ve changed the national conversation around hiring STARs.” The terminology of the “paper ceiling” has become increasingly prevalent and is now a recognized narrative influencing hiring policies across various industries.

Impact and Future Prospects

Since the launch of the original campaign, there have been notable strides in the acceptance of skills-first hiring practices. Over 31 states have removed degree requirements for state employment, and the coalition supporting this movement has grown to include 85 private sector and nonprofit organizations. Collectively, these efforts have led to significant upward mobility for STARs, with a median wage increase of $17,000.

The new phase of the campaign will continue leveraging support from media platforms such as Indeed and LinkedIn, extending its reach to millions and driving visits to the campaign site. The cumulative impact of this ongoing effort is not just theoretical; it is reflected in the thousands of STARs who have already benefited from these initiatives.

In conclusion, the collaboration between Opportunity@Work and the Ad Council symbolizes a pivotal shift towards a more inclusive workforce that values all forms of skills and experiences. By dismantling the paper ceiling, this campaign is setting a precedent for hiring practices that unlock potential and innovation within the labor market, reminding employers that talent comes in many forms—beyond what is printed on paper.