The Northern media industry is celebrated for its creativity but faces significant challenges in achieving diversity and inclusion. To address these issues, Bloom North has launched the Recruit, Rise, Retain initiative. This programme focuses on recruiting diverse talent, fostering career growth, and retaining individuals within the sector, aiming to close the gap highlighted by recent data that shows Manchester lagging behind national diversity statistics.

Industry leaders across the North, including Seb Randle, Founder & Development Coach at The Helpful Space; Claire Quansah, of Quansah Consulting; and Ian Lenehan, Head of Talent Acquisition at McCann Worldgroup, are working to create a more equitable industry.

The Fight to Retain Senior Women

Women in leadership roles often face an uphill battle, only to find themselves isolated at the top. Seb Randle explains, “Many women battle hard to break through the barriers to top roles, only to find themselves standing alone when they get there.”

The solution, Seb suggests, lies in fostering networks of support, building diverse leadership teams, and creating mentorship opportunities that empower women in senior roles to thrive—not just survive.

Empowering the Next Generation

Building a more inclusive industry requires a proactive approach to supporting future talent. Seb encourages organisations to mentor young professionals, share resources, and volunteer with initiatives like Bloom North.

Ian Lenehan believes the industry must do a better job of engaging with younger audiences. “We excel at storytelling but fail to tell our own story about why this is a great industry to pursue a career in,” he says. While university outreach is common, Ian highlights the missed opportunity to connect with schools and colleges.

“There’s a captive audience of young people eager to learn about opportunities in marketing communications,” Ian explains. He advocates for collective efforts, such as creative competitions and resources for teachers, to spark interest and inspire under-represented groups.

Transforming Recruitment Practices

Inclusivity begins with intentional hiring practices. Seb stresses the importance of broadening recruitment methods, partnering with diversity-focused organisations, and eliminating bias in job descriptions. Blind recruitment and tracking diversity metrics, he says, are essential for progress.

Claire Quansah adds that inclusive recruitment strategies should include publishing salaries, using accessible language, and sharing interview questions in advance to create a level playing field. “It’s about meeting candidates where they are and removing unnecessary barriers,” she says.

Ian highlights the systemic challenges his team has faced, particularly in Early Careers recruitment. McCann’s Manchester office, located in a wealthy postcode with limited public transport access, narrows the talent pool. To address this, they have developed long-term outreach programmes with institutions like UA92 and broadened their apprenticeship offerings to reduce reliance on university degrees.

Additionally, McCann has redesigned its hiring process to prioritise skills over credentials. “For Early Careers roles, we’ve moved to blind hiring, where identifiers and qualifications are removed before assessment,” Ian explains. “Candidates now complete skills tests relevant to the role rather than submitting a CV.”

Assessment centres have also been overhauled to include a range of exercises, reducing reliance on presentation skills and enabling candidates to showcase their strengths. “None of these actions are a silver bullet,” Ian notes, “but collectively they’ve made a measurable difference.”

A Collective Call to Action

Bloom North’s Recruit, Rise, Retain initiative embodies a shared commitment to transforming the Northern media industry into a space that truly reflects the diversity of its communities. By dismantling the barriers that hinder under-represented talent from entering and succeeding in the sector, it lays the groundwork for lasting equity.

With practical insights from leaders like Seb, Claire, and Ian, the roadmap is clear: prioritising mentorship, redesigning recruitment practices, and engaging with future talent at an early stage are vital steps. By embracing these actions, the Northern media industry can build a brighter, more inclusive future.