ARCHIVE: ORGANIZATIONAL EFFECTIVENESS AND LEARNING

Out of the Cubicles and Into the Classrooms: Remaking ICT’s Image

Canadian high school students turn away from careers in information and communications technology (ICT) when they perceive it to be boring, uncool, and unhip, not because they are concerned about the pay or job security offered in the industry.

ICT’s image problem comes at a time when the industry’s labour force is under pressure.

As part of its Connecting Students to Tomorrow’s ICT Careers research project, the Conference Board talked to 1,000 Grade 9 and 10 students about their attitudes and perceptions toward ICT as a career path,¹ and found that:

• 36 per cent of students regard ICT jobs or careers as appealing;
• 19 per cent of students regard ICT as unappealing;
• nearly half either feel neutral about ICT or do not know how they feel; and
• girls are twice less likely than boys to find an ICT career very appealing, which affirms a long-standing belief that girls are much less enthusiastic about ICT careers than boys are.

What Do Students Think of ICT Jobs?²

Positive impressions:

• 54 per cent of Grade 9 and 10 students believe ICT jobs pay well;
• 45 per cent believe ICT jobs are creative; and
• 44 per cent believe ICT jobs are stable and secure.

Negative impressions:

• 40 per cent of Grade 9 and 10 students believe ICT jobs are difficult and complex;
• 35 per cent believe ICT jobs are not fun; and
• 28 per cent believe ICT jobs are not “cool.”

Image Matters

ICT’s image problem comes at a time when the industry’s labour force is under pressure. A significant number of baby boomers are on the cusp of retirement—in 2006, nearly 8 per cent of ICT workers were 55 or older. Meanwhile, enrolment in the disciplines that produce future ICT workers is falling off. Between 2002 and 2006, enrolment in undergraduate university computer science programs dropped by 30 per cent, and Canadian universities graduated 2,200 fewer computer scientists, software engineers, and applied mathematics majors.

The stereotype of ICT cubicle farms persists.

“Mythbusting” the Image

Grade 9 and 10 students said that ICT appeals to them when it is presented as a dynamic, multidisciplinary field that offers interesting work and opportunities for creative expression. But the stereotype of ICT cubicle farms persists, leading many students—especially girls—to take other educational and career paths. Students suggested that having ICT workers visit schools and make presentations could “mythbust” the industry stereotype—making many students more inclined to pursue ICT-related studies and occupations. They also suggested that they would benefit from opportunities to “test drive” ICT careers through field trips, internships, and summer camps at places “where ICT happens.”

The Canadian Coalition for Tomorrow’s ICT Skills

In recognition of the challenges looming over the industry, Bell Canada launched The Canadian Coalition for Tomorrow’s ICT Skills in 2007. This group of more than 70 corporate and academic partners seeks to raise the profile of ICT as a career choice for young people, raise public awareness of the importance of ICT in Canada, and develop and sustain Canadian ICT know-how. The Connecting Students to Tomorrow’s ICT Careers research project, funded in part by the coalition, is helping the ICT industry connect with students, educators, and parents.

	Douglas Watt Associate Director Organizational Effectiveness and Learning 613-526-3090 ext. 246
	Daniel Munro Senior Research Associate Organizational Effectiveness and Learning 613-526-3090 ext. 348

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