Marketing mentorships focus on BIPOC, newcomer communities

'We want to make sure that individuals in BIPOC and newcomer communities who are in the marketing field have equal opportunity for career growth which they haven’t had in the past'

Marketing mentorships focus on BIPOC, newcomer communities

A new program is seeking to increase the representation of BIPOC (Black, Indigenous and people of colour) and newcomer communities within the field of marketing through mentorship opportunities.

It’s about providing people with “advice and guidance to navigate how to be successful in the field,” says Sartaj Sarkaria, chief of staff, head of professional development and chief diversity officer at the Canadian Marketing Association (CMA), in speaking with Canadian HR Reporter.

Expected to launch in the spring, the Marketing Mentors program will include monthly meetings to discuss topics such as psychological safety, navigating career journeys, building a personal brand, and leadership skills.

Last month, to further address labour shortages, Alberta encouraged employers to apply for its immigrant mentorship program.

Now is a good time to get people into the marketing field because there are all kinds of opportunities, says Sarkaria.

“Marketing is a growing field and it’s one that is really sought after and in high demand. And anyone can be successful in it as long as you have the right guidance and the right path forward. The roles are varied. If you look for a marketing role right now, everybody is hiring in this field. So [the program is] a great opportunity for those in senior positions to help guide and lead those who are up and coming.”

The CMA Marketing Mentors will also make the field more inclusive, she says.

“We want to make sure that individuals in BIPOC and newcomer communities who are in the marketing field have equal opportunity for career growth which they haven’t had in the past.”

Previously, Google Canada announced a $600,000 commitment to provide free digital skills training to Indigenous job seekers across Canada.

CMA is seeking volunteers to serve as mentors to junior and mid-level marketer mentees from BIPOC and newcomer communities.

The mentoring progam is a win-win for everybody, says Sarkaria.

“[Mentors will] get fresh ideas and perspectives on where the profession is at and where it’s heading. And it really puts diverse thoughts on the same table.”

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