theodp writes: Dismissing questions of whether Ivanka Trump’s Tuesday CES keynote appearance on The Path to the Future of Work should have gone to somebody else who’s had more to do with tech in the administration, CES Chief Gary Shapiro informed the BBC: “Ivanka Trump actually co-chairs the American Workforce Policy Advisory Board, whose members include companies like Apple, Walmart and IBM.” On that point, it’s worth noting that signed minutes and slides from a Sept. 2019 meeting of the Ivanka-led American Workforce Policy Advisory Board discussed plans for a possible January launch of a private sector-led “big” national ad campaign, including an “influencer marketing plan,” that will target “Youth aged 16 to 20, and importantly, their parents” with the goal of realizing the untapped potential of what IBM calls “new collar” workers — “people who don’t have a 4-year degree [young people and mid-career], but who have built the skills and credentials to contribute to areas like the cloud and the cyber sector.” The marketing campaign is the product of a working group co-chaired by IBM CEO Ginni Rometty and Apple CEO Tim Cook. In the slides, a screenshot from a “Landing Experience Prototype” for an accompanying website displays logos of some of America’s biggest tech companies — e.g. Microsoft, Google, Amazon, IBM — and encourages visitors to: “Find an employer who understands. America’s biggest employers know there’s a huge skill shortage. They also know that today’s top talent doesn’t always come from traditional four-year universities. That’s why we’ve asked them to sign a pledge to de-prioritize college degrees in their hiring processes.” Meeting minutes show that the Board — pressed by IBM’s Rometty — approved her working group’s proposal to “develop a private sector-led national campaign to raise awareness of and promote multiple pathways to well-paying jobs for all Americans” through a voice vote. Prior to the vote, IBM VP of Corporate Marketing Ann Gould Rubin explained that “advertising can be a compelling way to change even deep-seated perceptions,” adding that “it could both change perceptions and cause people to act.” Rubin noted that — on its own — IBM has initiated some research to gain insights into how to reach the target audiences, looking at motivations, drivers, interests, barriers, and reactions to descriptions of pathways. Hey, like voters, those poor 16-year-old kids won’t even know what hit ’em!

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