At our recent Annual Conference, Joe Billington, Director of the National Careers Service, identified a real role for college marketing in filling the gaps in careers information for school leavers, and he referred to some reports which, if you’ve not seen them yet, you might find it useful to be aware of.
On careers and marketing, Ofsted published a report on careers advice and guidance in schools last year – http://www.ofsted.gov.uk/resources/going-right-direction-careers-guidance-schools-september-2012. The government has now published a response to that, called “The Inspiration Vision” which you can download at:
On economic growth, Joe mentioned the Heseltine Report “No stone unturned in pursuit of growth” which contained a wide range of recommendations for what the government should be doing to promote economic growth. Chapter 6 focuses on learning and skills – schools, colleges, UTCs and other providers and their respective roles in skills training and careers information provision. You can find it at:
The College Marketing Network was delighted to welcome Jan Hodges OBE, Chief Executive of the Edge Foundation, to their 26th Annual Conference, to update us on VQ Day 2014.
CMN is supporting VQ Day, a national celebration of vocational qualifications for students, teachers and employers. The Edge Foundation says: “VQ Day shines a light on and recognises the millions of talented and skilled people throughout the UK who are awarded VQs. It was launched in 2008 to raise the status of practical and vocational learning and celebrate vocational achievement. The 7th annual VQ Day will be on 4th June 2014. Visit www.vqday.org.uk for more information and how to get involved.”
The UKCES (UK Commission on Employment & Skills) updated its Working Futures 2010-2020 last year, and its findings then are still relevant to anyone interested in research and LMI, especially in the light of yesterday’s Autumn Statement. The headline findings are listed below and there’s a link to the report at the end of this piece.
The headline findings are as follows:
- The model projects that there will be a slow recovery from recession, with the UK economy generating around 1 ½ million additional jobs by 2020.
- The working age population and workforce are projected to rise significantly but labour market participation rates are expected to fall slightly, reflecting the aging of the population.
- Manufacturing is projected to maintain its share of total output (at around 11 per cent) up to 2020 but to see a small fall in its share of employment, from 8 to 7 per cent of the total, as a result of increased productivity.
- Private services are expected to be the main source of jobs growth, with employment in this part of the economy projected to rise by more than 1.5m (+9 per cent) during the full period of 2010-2020, increasing its share of total employment from 55 per cent to 58 per cent. Business and other services will be a particularly crucial component, with growth of more than 12 per cent, equivalent to more than 1 million additional jobs.
- The period is expected to see a shift in the balance of the economy away from public sector activities. The share of total employment accounted for by non-market services is projected to fall from 27 per cent in 2010 to 25 per cent in 2020.
- There is forecast to be a continued trend of employment growth in higher skilled, white collar occupations, including managers, professionals and associate professional roles.
- The study estimates 2 million additional jobs in these occupations by 2020. These three occupations are projected to increase their share of total employment from 42 per cent to 46 per cent over the 10 year period.
- Continuing sharp declines in employment are expected for skilled and semi-skilled manual roles, including in skilled trade occupations and process, plant & machine operatives. 400,000 such manual jobs are forecast to disappear between 2010 and 2020, reducing the combined employment share of these occupations from 18 per cent to 16 per cent.
- Administrative and secretarial occupations are projected to see a loss of almost 400,000 jobs, a fall of around 11 per cent, largely as a result of the continuing impact of technology in the workplace. There is still expected to be around 3 million jobs in this occupational area by 2020 but its share of employment will have fallen from 12 per cent to 10 per cent, according to the projections.
- Lower skilled jobs will remain a significant component of the labour market. There is expected to be an increase of more than 300,000 jobs in caring, personal and other service occupations (+10 per cent) and 100,000 (+3 per cent) in low-skilled elementary jobs between 2010 and 2020, again mostly in service-based areas.
- Job openings created by those who leave the labour market (i.e. replacement demands) are projected to generate around 12 million job openings between 2010 and 2020, many times more than the 1.5m openings from the creation of new jobs. Replacement demands will lead to job openings for all industries and occupations including those in which the net level of employment is expected to decline significantly. This has important implications for individuals who may be considering their future career and education and training options, since even those occupations where employment is projected to decline may still offer good career prospects.
- The demand for skills as measured by formal qualifications is projected to rise as is the supply of people holding higher level qualifications. The number of jobs in occupations typically requiring a degree is expected to continue to grow but perhaps more slowly than previously forecast.
- The southern part of England is expected to see more rapid employment growth than the devolved nations and the northern regions of England.
You can download the full report and executive Summary from: http://www.ukces.org.uk/assets/ukces/docs/publications/evidence-report-41-working-futures-2010-2020.pdf
For an update on current government priorities and actions relating to FE, go to
where you’ll find further links to information on how the government is:
- reforming the funding and content of 16 to 18 provision through the introduction of study programmes
- introducing a new funding system based on student loans: it’s for people aged 24+, studying at levels 3 and 4, or for advanced and higher apprenticeships
- freeing colleges from central government control
- improving apprenticeships
- making FE teacher training more professional
- providing better careers advice
- introducing a new traineeships programme to support young people to develop skills for employment, including apprenticeships
- introducing the technical baccalaureate (TechBacc) – a new measure that will allow young people aspiring to a vocational career a high-quality alternative to the A level route
- reforming 16 to19 vocational qualifications, expanding the provision of work experience and allowing colleges to enroll 14- to 16-year-olds
- identifying the best vocational qualifications as either ‘tech level’ or ‘applied general’ qualifications and ask employers and universities to endorse them, so young people know which courses have the best job prospects
The 2013 FE First Awards were made at the Gala Dinner of the College Marketing Network’s 26th Annual Conference, presented by Peter Davies CB CBE, Interim Chief Executive of The Education & Training Foundation.
This annual celebration of the best in college marketing came at the end of a long process for entrants of putting together detailed submissions and waiting for the judges to decide on the results. Our judging panel, made up of peers, practitioners and experts from the sector, were very impressed with the quality of many of the entries, which described some truly innovative and exciting marketing initiatives. They were also looking for strong submission documents too, to place the campaigns in context and evaluate their effectiveness.
The College Marketing Network would like to thank the judges for their time and commitment, and all our entrants for their time and courage in submitting their campaigns and publications for scrutiny by their peers and colleagues.
The winners 2013 are:
Gold – Northampton College
Silver – Chichester College
Gold – Greenwich Community College
Gold – Henley College Coventry
Silver – South & City College Birmingham
Keep warm/conversion campaign
Silver – Barnet & Southgate College
Highly Commended – Westminster Kingsway College
Silver – Walsall College
Gold – Richard Huish College
Targeted recruitment campaign
Highly Commended – Newcastle-under-Lyme College
Gold – Walsall College
Innovative use of technology
Silver – Bedford College
Gold – Solihull College
Website development project, sponsored by FEmarketing
Gold – Richard Huish College
PR campaign, Sponsored by Pressvine
Highly Commended – Westminster Kingsway College
Silver – Bishop Auckland College
Gold – New College Nottingham
14-19 Campaign, sponsored by Net Natives
Highly Commended – Leeds City College
Silver – New College Nottingham
Gold – Westminster Kingsway College
Marketing team of the year
Highly Commended – Writtle College
Gold – New College Nottingham
Communications Update is a monthly channel designed for marketing, communications and business development staff in colleges and training organisations. It provides information and marketing materials for Skills Funding Agency products and services. The November issue includes news from and about:
1. Personal Learning Record: Apprenticeship Framework Certificates
2. Higher Apprenticeships Marketing Campaign
3. Career Advice App
4. National Careers Service Online – Advertising and Search
5. The Skills Show: What is Your Secret Skill? (Final Destination)
6. Traineeships: Marketing and Communications Collateral
Click on Communications Update to read more….
Thank you if you’ve booked your place already – but if you haven’t, did you know there are lots of flexible options for attendance? You can attend:
- as a day delegate for one of the days only;
- as a day delegate for both days without an overnight stay (at a slight discount) – if you live locally or want to stay somewhere else;
- as a day delegate for both days plus one overnight stay including the gala dinner on Monday;
- as a day delegate for one day plus an overnight stay (eg. Monday day delegate and staying either on the Sunday night beforehand or for the gala dinner with bed & breakfast on the Monday night)
- for the gala dinner, bed & breakfast and as a delegate for the Tuesday morning conference session;
- or as a delegate for the Monday afternoon plus the gala dinner bed & breakfast .
Prices available on request – just get in touch to discuss your requirements.
Our 26th Annual Conference will be at the Hilton Hotel Warwick, between Sunday 24th (starts 5pm) and Tuesday 26th November (ends 1.30pm)