Fostering Second Chance Hiring Through Research-Driven Resources
The Challenge
Our client is dedicated to empowering individuals in their career journeys. Recognizing the significant challenges faced by FIIs in securing meaningful employment, they developed a microsite and documentary to raise awareness and provide resources for both job seekers and potential employers.
Our work – undertaken with a professional HR organization - was to understand the impact of these two resources on two key audiences: HR professionals, whose perceptions and policies directly influence hiring practices, and FIIs themselves, for whom these resources were designed to provide support, encouragement and career-based knowledge. The organization aimed to measure the immediate and short-term impact of these resources on attitudes, knowledge, and, crucially, actions related to second chance hiring and career advancement. Furthermore, there was an aspirational goal to explore the potential of these resources to contribute to broader narrative change around the employability of FIIs.
Our Approach and Methodology
To evaluate the impact of the microsite and documentary, we designed a comprehensive research plan targeting both HR professionals and FIIs. Our methodology incorporated both quantitative and qualitative data collection methods to provide a holistic understanding of the resources' influence.
The research design involved a two-phase survey approach with each audience:
Pre-Survey: A baseline survey administered to both HR professionals and FIIs to assess their initial perceptions, knowledge, and current practices related to second chance hiring and career prospects.
Resource Exposure: Participants then immediately viewed the documentary and spent approximately 15 minutes exploring the microsite’s resources (including, short videos, career stories, employer resources).
Immediate Post-Survey: A follow-up survey administered immediately after resource exposure to measure any immediate shifts in attitudes, perceptions, and intentions.
Delayed Post-Survey (3 Months): The same post-survey was administered again three months later to assess the short-term impact and the sustainability of any changes.
Qualitative Interviews: Following the delayed post-survey, qualitative interviews were conducted with a subset of participants from both groups to gain deeper insights into their experiences and the impact of the resources in their own words.
Key Findings and Insights
Impact on HR Professionals:
Increased Engagement: Approximately two-thirds (66%) of HR professional respondents reported engaging in conversations about second chance hiring.
Resource as Catalyst: A significant majority (75%) of those who had these conversations credited the resources as a motivating factor.
Action Towards Learning and Change: One in three (33%) HR professionals stated that the resources motivated them to take action to learn more about second chance hiring or to do more within their organizations.
Policy Consideration: Around one in eight (12.5%) HR professionals encouraged their organizations to consider changes to their policies and procedures related to hiring FIIs.
Positive Attitude Shifts: Notably, there was a 16-point upward swing in the percentage of HR professionals agreeing that FIIs bring unique strengths to the workplace and a 17-point upward swing in those agreeing that there are benefits to hiring FIIs.
Impact on Formerly Incarcerated Individuals:
Action Towards Career Advancement: An overwhelming majority (90%) of FII respondents reported taking action or considering taking action towards career advancement.
Resource as Motivator: Again, a significant majority (75%) credited the resources for motivating these actions.
Increased Awareness of Reentry Services: 88% of FIIs indicated that the resources increased their awareness of available reentry services.
Peer Sharing: Approximately one in three (33%) FIIs shared the documentary with another formerly incarcerated individual.
Enhanced Knowledge and Confidence: There was an 18-point jump in the percentage of FIIs who knew where to find job resources and a 16-point upward swing in those agreeing that they are confident in achieving a meaningful career.
These findings demonstrate that the microsite and documentary not only influenced perceptions and attitudes but also served as a catalyst for concrete actions among both target audiences. This was a significant outcome for our client, as it provided evidence that their content can drive tangible steps towards creating a more inclusive and equitable hiring landscape.
Recommendations and Strategic Implications
Empower HR Allies: To further catalyze change, develop short, informative materials specifically designed for HR professionals to easily share with their executive teams. This will help to broaden awareness and support for second chance hiring at higher organizational levels.
Facilitate Local Connections: To support HR professionals in taking action, facilitate connections between HR professionals and local organizations that support FIIs. This could involve creating a directory or hosting virtual networking events.
Enhance Localization and Customization for FIIs: To further enhance the value of the microsite for FIIs, prioritize improving localized information and consider implementing features that deliver customized information based on an individual's stage of reintegration.
