when do students start considering careers?
TRANSCRIPT
Click to edit Master title style
05/02/2015
1
THE NEW LAWS OF ATTRACTION –GROWING YOUR APPLICANT POOLEARLY ENGAGEMENT
Lauren Duncan: Senior Sales ManagerClick to edit Master title style
05/02/2015
1
WHEN DO STUDENTS START CONSIDERING CAREERS?
Rachel Johnson: Head of Careers, UCAS Media
WHEN THEY’RE READY.
THE LEARNER JOURNEYUCAS INFLUENCE
Post 16
(UP)
Post 18 choices
(conventions & PAD)
Applying
to uni
Not getting
an offer
Post 18
options
Uni student Graduate
We’re in contact with over
90,00014 year olds through UCAS Progress
THE LEARNER JOURNEYUCAS INFLUENCE
Post 16
(UP)
Post 18 choices
(conventions & PAD)
Applying
to uni
Not getting
an offer
Post 18
options
Uni student Graduate
Post 16 education and work based training choices including;
vocational qualifications, apprenticeships,
and traineeships, as well as A levels.
THE LEARNER JOURNEYUCAS INFLUENCE
Post 16
(UP)
Post 18 choices
(conventions & PAD)
Applying
to uni
Not getting
an offer
Post 18
options
Uni student Graduate
UCAS processes over
2 millionapplications each year
THE LEARNER JOURNEYUCAS INFLUENCE
Post 16
(UP)
Post 18 choices
(conventions & PAD)
Applying
to uni
Not getting
an offer
Post 18
options
Uni student Graduate
UCAS conventions attract over
275,00016-18 year olds every year
THE LEARNER JOURNEYUCAS INFLUENCE
Post 16
(UP)
Post 18 choices
(conventions & PAD)
Applying
to uni
Not getting
an offer
Post 18
options
Uni student Graduate
UCAS.com averages
12 millionimpressions per month
“We should be shown some websites that give examples of different careers we might not have thought of, so we can see
our options and know more about what's out there.”
(16) “I believe we are not exposed enough to the
working environment and so we are less prepared when we get a job of our own.”
(17/18)
“When at sixth form you get pushed towards going to university
and I feel like there a quite a few people going to university just for the sake of going and not because they actually need a degree for the
career they want to get into.” (17/18) “I would like to be given
information about careers which are relevant to the
degree I'm doing”(19-20)
INTRODUCING YOU TO OUR LEARNERS
UNIVERSITY OR APPRENTICESHIP
Survey respondents across all age ranges agreed or strongly agreed - by an average of 84% - that a University degree was a worthwhile investment in their future.
37% 42% 45% 43%
44% 41% 42% 41%
0%
20%
40%
60%
80%
100%
120%
16 17 or 18 19 or 20 21 - 25
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
Base: Younger UK apps (9,745)
UNIVERSITY OR APPRENTICESHIP
Survey respondents across all age ranges agreed or strongly agreed - by an average
of 41% - that an Apprenticeship would offer them the same opportunity as a university degree.
Base: Younger UK apps (9,745)
28% 36% 33% 32%
9% 7% 7% 10%
0%
20%
40%
60%
80%
100%
120%
16 17 or 18 19 or 20 21 - 25
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
INFLUENCING CAREER DECISIONS: AGE
When asked to think about their future and potential career plans:
16 year olds
43% 52%have some idea (but no definite plans)
regarding their career
Their three most important considerations when looking for a job are:
Ease of applicationBenefits
Diversity of employees
have one particular career in mind
Their three most important considerations when looking for a job are:
Ease of applicationBenefits
Diversity of employees
INFLUENCING CAREER DECISIONS: AGE
When asked to think about their future and potential career plans:
17-18 year olds
51% 41%have some idea (but no definite plans)
regarding their career
Their three most important considerations when looking for a job are:
Ease of applicationOther (enjoyment was the most cited reason)
Salary
have one particular career in mind
Their three most important considerations when looking for a job are:
Diversity of employeesCurrent Employee reviews
In-post qualifications available
INFLUENCING CAREER DECISIONS: AGE
When asked to think about their future and potential career plans:
19+
44% 50%have some idea (but no definite plans)
regarding their career
Their three most important considerations when looking for a job are:
Ease of applicationBenefits
Diversity of employees
have one particular career in mind
Their three most important considerations when looking for a job are:
Ease of applicationBenefits
Diversity of employees
INFLUENCING CAREER DECISIONS: GENDER
44% 41%53%
46% 43%50%
40% 45%
5%3%
8%9% 10%
3%
6%5%
51% 56%
39%45% 47% 47%
54% 50%
Female Male Female Male Female Male Female Male
16 17 or 18 19 or 20 21 - 25
Yes, I have oneparticular career inmind
No, I have no ideawhat career pathI'll follow
I have some ideasbut no definiteplans yet
CAREER CHOICES: AGE
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Administrative or clerical
Armed forces
Banking or finance
Business and management
Computing
Construction
Emergency services
Engineering
Entrepreneur or running own business
Hospitality or catering
Lawyer
Manufacturing
Media and journalism
Medicine
Nursing or midwifery
Performing arts
Retail
Social work
Teaching
Transport
16 17 or 18 19 or 20 21 - 25
When asked which industries they would be interested in, young people responded as follows:
CAREER CHOICES: GENDER
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00%
Administrative or clerical
Hospitality or catering
Teaching
Transport
Social work
Retail
Performing arts
Nursing or midwifery
Medicine
Media and journalism
Manufacturing
Lawyer
Entrepreneur or running own business
Armed forces
Emergency services
Engineering
Banking or finance
Business and management
Computing
Construction
Male Female
What industry or profession are you interested in working in?
WHAT INFLUENCES THESE CHOICES?
Haven’t accessed
any information or guidance
Careers adviser
Employer Friend Parent or relative
Professional or industry
organisation
Subject teacher
Website (s)Other
(please specify)
16
17 or 18
19 or 20
21-25
2% 22% 4% 13% 20% 3% 17% 18% 1%
1%
1%
1%
22%
19%
21%
14%
11%
17%
9%
10%
7%
18%
15%
19%
16%
17%
14%
7%
10%
4%
12%
11%
15%
4%
4%
2%
For all age ranges, employers and professional and industry organisations illustrate the need to better engage young people.
17-18 year olds most use the web, which remains most popular across all age ranges.
16 year olds most use their Careers Advisers.
EMPLOYERS: EARLY ENGAGEMENT IS KEY
In our recent survey only 27% of 16 year
olds felt that they had enough exposure to
employers.
27%43% of 21-25 year olds felt the same, showing
improved employer engagement
43%
EMPLOYERS: EARLY ENGAGEMENT IS KEY
1. Google
2. NHS
3. Police
Employer brands of choice
0% 10% 20% 30% 40% 50% 60% 70% 80%
16
17 or 18
19 or 20
21 - 25
Is there a particular company or organisation you'd like to work for in the future?
Yes No
HOW FAR WILL YOU GO FOR A JOB?
An average of 31% of young people between 16 and 20 would prefer to work
within an hour’s commute of home.
31%
KEY TAKEAWAYS
of 18 year old students said that they have one
particular career in mind: of these, only…
have a particular company or organisation
that they would like to work for in future.
of 18 year old students said they did not yet have a
particular company or organisation
they would like to work for.
70%of 18 year olds said
they have some career ideas but no
definite plans.
51% 41% 15%of 17/18 year olds
see apprenticeships as offering the same career opportunities
as a degree.
43%
The right
At the right
With the right
AUDIENCE
TIME
MESSAGE
Speak to UCAS Mediato discover how your employer brand can
make the right impression, on the right people, at the right time.
Head of Careers, UCAS Media, Rachel Johnson
www.ucasmedia.com