With families having such a significant influence on Asian graduates' career choice, Tesco realises the importance of getting this message out to them. As a result, the Asian Network is working on a number of promotional activities in 2009 aimed not only at graduates, but at their parents as well.
"We're developing a careers brochure for graduate jobs aimed at parents and grandparents. Members of the Asian Network will attend graduate careers fairs to talk to parents as well as students."
When Tesco asked British Asian parents and grandparents what careers they would prefer their children to go into, most popular were traditional careers such as medicine (24%), law (19%) and accountancy (14%). Retail did not feature in their thinking.
There are approximately 23,500 British Asians working for Tesco in the UK, out of a total of 286,392 employees. This equates to 8.2% of the workforce.