This is part of Adweek’s series covering fellowship programs at agencies. As agencies continue to face a talent crunch, many recent graduates or career changers are seeking a way into the industry. Here, we cover programs for entry-level marketers at top agencies. Read the full series.
Accenture Song is piloting a new program in collaboration with Urban Edge Network, a Black-owned ad tech network. The new program, called Project XL, engages the HBCU community to create job opportunities in the technology industry for Black students.
“It’s a Black talent program that builds a pipeline at scale,” Kendra Hatcher King, global account manager at Accenture Song told Adweek.
The tech-focused program covers concepts including AI, cloud computing, emerging technologies like the metaverse, cybersecurity and blockchain.
The pilot is kicking off with collaborations across four HBCUs—Fisk University, Dillard University, Grambling State University and Livingstone College.
“These are the hidden gems of HBCUs. They may not be the ones that everyone naturally just goes to, but they have the programs,” said King.
Accenture Song leverages its proprietary education library, called Accenture Academy, to educate its clients’ employees. King hopes Fortune 500 companies looking to diversify their workforces will tap into the academy’s Project XL resources themselves and share the educational content with incoming talent.
“Any company can tap into Project XL to upskill the students, so we’re giving that content to the universities and colleges,” said King.
Students don’t need to apply to participate. Project XL is open to students across the four HBCUs enrolled in applicable majors. While the program is not paid, students may gain college credit for participating.
They can also network with Accenture employees leading the program. “In addition to taking the training, we have assigned coaches that help the students better understand a particular area,” King added.
Most recently, students attended a webinar covering extended reality and the Metaverse. The format allowed students to ask questions of the Accenture coaches.
The program’s pilot is the culmination of King’s collaboration with Hardy L. Pelt, founding member and chief revenue officer of Urban Edge.
When King attended Byron Allen‘s 2021 Black-Owned Media Upfront, Pelt was the first supplier she saw speak.
“What intrigued me was his focus on historically Black colleges and universities, and the footprint that he had with the schools,” said King.
Later, King reached out to Pelt with a talent acquisition project that eventually became Project XL.
As the program expands, King and Pelt are looking for growth opportunities like beginning new partnerships with HBCUs, or engaging with companies that want to build a Black talent pipeline.
“By participating in the inaugural Project XL pilot in collaboration with Accenture, our students have the unique opportunity to learn from leaders on the cutting edge of technology and develop new skills that will redefine the trajectory of their lives,” Grambling State University president Rick Gallot said in a statement shared with Adweek.
Accenture is also creating a pipeline from Project XL to its Student Leadership Program, and encouraging students to participate in its Diversity Technology Externship.
“Project XL is designed to tackle talent challenges that many have faced to ensure organizations stay relevant both culturally and socially,” said David Droga, CEO of Accenture Song in a statement shared with Adweek.
TLDR: Check out program details, including how to apply, in our Q&A with Accenture Song and Urban Edge Network below. Responses have been lightly edited for clarity and style.
When did Accenture Song and Urban Edge found the program?
Winter 2023.
How many students do you welcome each year?
Over 30 students are participating in the pilot of Accenture Song’s collaboration with Urban Edge Network, LCC along with Dillard University, Fisk University, Grambling State University and Livingstone College.
How long does the program run?
For this pilot, with our university collaborators, we train, upskill and develop student teams over a 14-week duration.
Does the program pay?
No. Students do receive college credit for participating in Project XL.
Is a college degree required for this program?
No. A college degree is not required, but students must be enrolled at a participating HBCU and enrolled in relevant courses. Students are selected to participate in Project XL based upon the talent needs of clients.
How long is the application process from start to finish?
There is no application. Students who are enrolled in related courses can participate in Project XL. Project XL is open to all students at participating schools who are enrolled in relevant courses and/or identified by their academic leadership.
Student commentary:
“The whole entire world revolves around STEM, and I don’t want to be left out. These TQ courses have really given me a better understanding of technology, different than when I participated in other programs. Every single presenter has been on point – passionate about AI, data, cloud, extended reality – they’re not checking off topics from a list, they are really committed to helping us learn. I have actually used information from Project XL in my other tech courses and even advised other students with what I have learned,” said Nubia McLaughlin, Grambling State University cybersecurity major.
“Project XL (sponsored by Accenture) is a great program as it gives you a high-level overview of many aspects of technologies. Personally, having Derek Stanley, a coach from Accenture, not only remember my name, but what sport I played and the school I attend just from a two-minute introduction weeks prior, tells me that coaches are really intentional about us.
“During Project XL, I was introduced into new technology like the TeamViewer Frontline Spacial installed on the HoloLens and saw firsthand how it is used and the impact it can and has made. I would recommend Project XL to any a student who would love to dive into an industry as they will get a high-level overview of relevant topics, as well as get first-hand coaching from some of the best in the industry,” said Emile Dogbe-Gakpetor, Livingstone College business administration major with a minor in computer information systems.
“I am very grateful for being a selected student in Project XL sponsored by Accenture. This program is truly a blessing for students that like technology and are always looking for new ways to increase their intellect. In this program, I have been exposed to a variety of topics such as AI, cloud computing, big data, and extended reality. My level of excitement is beyond the sky with future topics that we will cover in this program and, regular online conferences with industry experts who already employ these technologies for modern corporations,” said Papa S. Nguer, Grambling State University computer science major.
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