Filling the skills gaps

A further factor, undoubtedly, is gender stereotyping, still prevalent in South Africa, where traditionally, girls have not been considered capable of handling jobs previously seen as a male preserve: such as construction, engineering, careers based on maths and science, accounting, legal work and other conventionally male-dominated professions.

Cell C's "Take a Girl Child to Work Day®" is a crucial and influential step in addressing this misconception, and helping fill the skills gaps, by enabling girls and women to appreciate the significant opportunities available to them in the job market, and highlighting those skills in demand.

"Lack of information about careers, what demands they make and what characteristics and qualifications aspiring graduates need to achieve success, must be addressed urgently to help our learners make informed choices," stresses Mercia Maserumule, Corporate Social Investment Manager at Cell C. "Unfounded expectations or daunting misconceptions hinder countless graduates from completing their education - thus depriving the economy of much needed skills."

This fact lies at the heart of Cell C's "Take a Girl Child to Work Day" campaign. One day a year, companies in Formal Partnerships host 20 girls from a school selected by Cell C in cooperation with the Department of Education, also participating in complementary workshops where they receive guidebooks and promotional materials. "The girls are exposed to 'careers in action'," explains Maserumule. "They experience the realities of the workplace. They see successful women in a dazzling variety of positions, exercising skills, talents and abilities that many of them had no idea women could master. Their horizons are broadened. Their self-esteem is significantly boosted. They gain new confidence and ambition. They enter into dialogue with employees, many of whom remain in contact, becoming mentors and friends."

The Supporting Partnership option of the campaign enables registered companies to host schools of their own choice, while the Informal Partnership alternative encourages company employees to bring daughters, sisters, cousins, granddaughters, nieces and even neighbours along.

The campaign enables girls to become more equipped to make informed choices about future careers and better able to prepare for the vicissitudes of studying, training and entering the workplace.

Already in its sixth year and attracting ever wider company participation, the campaign is backed by the Girl Child Bursary Fund. "This is an SMS initiative which enables the broader public and Fund supporters to donate R10 to a bursary fund for girl learners," continues Maserumule. "Cell C matches the funds. ABSA was an immediate supporter, contributing R100 000."

Cell C's Career Choice Exhibition takes the project yet further, addressing both boys and girls with its "Choice Empowers" theme. "The Career Expo penetrates even remote rural areas," says Maserumule. "These learners do not have access to the information readily available in urban areas, and we simply cannot afford to neglect their nascent skills and talents - career information must be made available to them too." Over 80 schools and 7 000 learners in North West, Mpumalanga, Limpopo, Free State, KwaZulu Natal, Northern Cape and Eastern Cape have already benefited.

"Complaining about the skills shortage is not enough," she points out. "We are proud to be one of the visionary companies in South Africa that is taking positive and ambitious action to rectify the situation."

About Cell C
Cell C (Pty) Ltd is one of three cellular operators in South Africa. Cell C offers products and services to more than 4.2 million active subscribers, over one million post-paid subscribers and more than 110 000 community service telephones. With a network capable of providing voice, data and multimedia communications, the company is committed to delivering to subscribers a full range of GSM services, based on the key principles of affordability, accessibility and value for money. Launched in November 2001, Cell C has rolled out 2 176 base stations nationwide and now carries over 86% of its own traffic. The network operator has roaming agreements with 398 telecommunications operators in 166 countries worldwide. Cell C is South Africa's most empowered telecommunications company in terms of equity ownership, preferential procurement, employment equity and enterprise and skills development. Visit: www.cellc.co.za for more information on Cell C and its products and services.