Making the case to employers that hiring ex-offenders is both life-changing for them and good for business.
Employment is the single most effective way to substantially reduce re-offending. But the barriers for ex-offenders are often not their own skills, attitude or reliability, but the stigma they carry in the mind of the employer. This needs to change.
Working with charity The Traverse Trust, we aim to get 50 employers to consider hiring ex-offenders in the next three years. We’ve created a name, brand and marketing campaign to get the business case across to potential employers.
We call them the Exceptionals.
Their back stories are exceptional, of course. They’re not the norm. But they often have exceptional skills that you wouldn’t expect. They can be exceptionally loyal, reliable and hard-working employees.
Visually mapping the landscape allowed us to see where the opportunity lay. Many organisations were involved in helping ex-offenders but there was no central resource aimed at employers. We aimed to fill that gap with an informative website and directory.
The campaign is ongoing: we are currently working on a documentary film following ex-offenders’ stories alongside those of the potential employer and recruiter.