Advertising Summer Camp for High School Students: A Recruitment Tool for Industry Diversity

Abstract

The U.S. advertising industry has long struggled to recruit ethnic minorities and other underrepresented groups to its work force. In addition, working in the technology sector and entrepreneurship have become increasingly more desirable options for minority candidates, attracting younger and creative talent that once considered advertising a viable career choice. Efforts from the advertising community and academics could help to recruit younger candidates before they have solidified their impressions of the job market or early in their undergraduate careers. This paper analyzes the shifting industry landscape and recruitment efforts and provides a case study of the American Advertising Federation (AAF) AdCamp as one potential solution to the challenges of recruiting minority candidates to advertising. Additionally, the paper provides teaching techniques and implementation suggestions whereby professors and universities can create their own own advertising “camps” to increase interest and diversity in the industry.