Dyb dyb dyb, dob dob dob, come to Scouts and get a job: Baden-Powell’s organisation gets a £5,000 rebranding to convince parents it’ll make their children more employable
- Scouts say ‘soft’ skills learned will help kids compete with robots in jobs market
- It aims to make Scouting more inclusive and aims to grow by 50,000 by 2023
- Girls, Muslims and children from disadvantaged backgrounds are swelling ranks
The Scouts are marketing skills taught through the organisation as a way for workers of the future to win the battle against machines in the jobs market.
Although knot-tying and survival skills are often associated with the organisation, the Scouts believe that the ‘soft skills’ they teach will set scouts apart from competitors – including robots – in an increasingly competitive future jobs market.
The organisation launched their new strategy to bring the Scouts into this new digital era – changing the branding and pledging to make the organisation more inclusive.
The new £5,000 logo features a streamlined logo designed to work on social media
The new strategy, Skills for Life is the result of a two-year consultation with over 15,000 people and aims to ensure that young people can drive positive change for themselves and their communities.
The new £5,000 logo aims to look better online and in social media and to appeal to more people – research found that black and minority ethnic parents were 69 per cent more likely to send their children to Scouts and 44 per cent more likely to volunteer after seeing the new branding.
Chief executive of the Scout Association, Matt Hyde, said that the organisation was a way for young people to equip themselves with the skills necessary to thrive in a competitive workplace.
The Scout badge will not change in the rebrand and still features the fleur de lis symbol surrounded by a rope – which is the World Scouting scouting logo
In a world of increased automation and competition from robots, he said that the creativity and social skills learned through scouting are increasingly important because they are difficult to automate.
Mr Hyde said: ‘Scouting in the UK has experienced unprecedented growth in the last 13 years, with nearly half a million young people coming to Scouts each week to gain skills for life.
‘This gives us a powerful and important role to play in local communities, as we continue our work to bring communities together and champion inclusiveness, social mobility and civic participation.
‘This knowledge is at the heart of our new strategy, which is all about preparing young people for their futures by equipping them the skills that they need to succeed in life – practical skills, character skills and employability skills’
Scouting has become more inclusive with increasing numbers of girls joining its ranks
The new strategy aims to increase diversity. Although Scouting was traditionally a male pursuit, since 2013, female participation grew substantially and there are now 102,000 members.
Muslim children have also been swelling the ranks since changes to uniform policy allowing long sleeves and a hooded dress for Muslim girls was introduced in 2012.
834 units have been established in areas of deprivation and the organisation wants to expand that by 500 before 2023.
Although the badge will not change and the traditional fleur de lis symbol still features in the logo, the branding has been reimagined to work with digital communications and to better reflect the organisations inclusivity goals.
The Scout Association currently has 638,827 members in the UK.
10,699 new youth members and 9,371 adult volunteers have joined so far this year.
But it is battling to reduce its waiting list, which currently has 57,000 children, but the organisation needs more adult volunteers to cope with more members.
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