#TheWeekInCareers - Episode 82

Welcome to #TheWeekinCareers! If you are a first-time reader (and congratulations if so, you are now part of a 4200+ strong community!), this newsletter is my attempt at summarising some of the key #Careers-related news from across the #Careersphere each week, along with some of the talking points I feel are worthy of further debate amongst the #Careers community! So, without further ado, on to the news!

This week's newsletter is something of a companion piece to last week's edition - while last Friday the focus was very much on the upcoming general election in the UK and what this could mean for careers professionals from a policy perspective, today's offering brings us back to the career development sector itself and an assessment of how we are doing when it comes to positioning ourselves in mainstream conversations related to 'Careers'.

As Leigh Fowkes sagely noted in a comment responding to last week's piece, "...it's not only political attention but the public's attention we need to capture. The latter tends to lead the former for votes" - and it is this angle I'll be exploring in today's newsletter, specifically in terms of the spaces we occupy when it comes to talking about careers, how much / how little coverage this gives us as a profession, and the spaces where we are currently ceding ground to other individuals and organisations (for good or ill). As always, #TheWeekInCareers readers, any thoughts, feedback or rebuttals on this topic are most welcome!

All this PLUS another jam-packed #BestOfTheRest to digest with your weekend coffee (or beverage of choice) - dig in, at your leisure...

I hope you enjoy this week's newsletter and thank you as always for continuing to subscribe, read, comment on and support #TheWeekInCareers! ??

The Spaces we Occupy (and those we don't...) ????

As mentioned above, the inspiration for this week's newsletter came off the back of a comment from Leigh Fowkes in response to last week's newsletter, which looked ahead to the upcoming general election in the UK:

Personally, I found myself somewhat on the fence in relation to Leigh's point, as while I do agree that politicians and policy makers are often driven by what is capturing the public's attention (for example, see the focus on 'cost of living' discussions as part of almost every Question Time episode), I also feel that public perceptions around an issue can be influenced by particularly enthusiastic or dogmatic MPs or lobbyists (see: Robert Halfon's work around apprenticeships and FE, which it would be hard not to argue raised the profile of apprenticeships in some way in the eyes of both the public and his fellow MPs). That said, I completely agree with Leigh regarding the critical importance of how the public views our work and this is a thread I was keen to follow in today's newsletter.

In addition to Leigh's comment above, I spotted a couple of other things in my travels through the #Careersphere this week which caused me to reflect on the spaces we tend to occupy as careers professionals and the ones where it's probably fair to say we don't have a massive presence in. The first of these was an advert for the Huzzle Career Influencer x Early Career Summit, which is taking place today and features 20 of the biggest TikTok Career Influencers (with followings ranging from 5K to 120K followers), as well as 30 Early Careers professionals from a range of industries (including the fab Farrah Morgan - The Grad Coach ?? !) Two things that were immediately notable when reading the description for the event were the theme of one of the panel discussions - "What are Career influencers and how do they ‘influence’ the career preferences of Gen Z?" - and the fact there didn't seem to be a single career development professional anywhere near the event itself:

Now, this is in no way a knock on the Huzzle event itself, which has clearly been assembled with a speaker line-up that they feel is likely to provide the most value to the students and graduates who use their app - in fact, I think it actually exposes a difficult truth that when it comes to our presence as a key influencer/trusted source of young people, the careers community is still a long way from where we need to be. Of course, this doesn't just hold true for young people - as Katherine Jennick RCDP noted earlier this week via the LinkedIn post below, the narrative from lay individuals surrounding careers professionals is often either tired and outdated (as in the case below), or even worse, completely non-existent:

Antony Adams is one member of the careers community who frequently talks about the importance of considering the 'production value' of what we share with external stakeholders when it comes to our work as CDPs, and it's probably true that as professionals, we are now facing stiffer competition for the attention of our prospective clients than we ever have previously, with so many different sources of career-related information now available, particularly in the social media and GenAI spaces. As the Prospects Early Careers Survey 2024 recently highlighted, while many young people who have accessed support from a careers professional find it helpful, it's rarely the go-to source of support when individuals look to secure career advice for themselves (with only 32% of respondents to the survey stating they had sought advice from CDPs):

This is something Jake Richings has spoken about regularly when it comes to engaging young people in career conversations and 'meeting them where they are' rather than where we might expect them to be, a perspective that was recently reinforced for me after sharing the (virtual) stage at a Handshake event with Lily-May Edwards , Social Media Officer at the University of Liverpool, whose segment on how students/graduates can use TikTok as a career development tool really brought home the dizzying array of choices individuals now have when it comes to engaging with career-related information (regardless of the individual merits of these different sources).

And of course, it's not just about how we get in front of individuals, but how we get in front of organisations that matters. As CDPs like Bella Doswell CCDP, RCDP have frequently noted, there are very few areas of the world of work where careers professionals don't (or couldn't) have a significant impact, although this does not necessarily mean that we will be given the opportunity to occupy these spaces without significant effort on our part. One example of an individual who is leading the way on claiming ground for the careers community on a more universal subject is Danny Mirza FRSA, MSc, MA, MBA , whose work around GenAI has seen him deliver a staggering number of workshops and webinars (both in the UK and globally) over the past year, allowing him not only to position himself as a trailblazer in this arena but also to ensure that he is at the forefront of wider conversations around this technology and able to offer a much-needed career development perspective to those working outside of our sector:

In fairness, there are great examples across the board when it comes to members of the careers community establishing credibility in different spaces - Caroline Green (RCDP, MCDI, Assoc. CIPD) , Carolyn Parry , Soma(Sh-oma) Ghosh , Chris Targett RCDP , Jessica Pieri RCDP , Rish Baruah and Ben Robertson (to name but a few!) have all been called upon previously for their expertise as careers professionals via more mainstream platforms and have consequently tailored their messages to the context that was required, while ensuring that their responses were clearly presented through a career development lens. This may indeed be the approach that bears fruit when it comes to engaging with the next government in the UK - this week saw the release of the manifestos for many of the political parties around the country (Ed: a topic we'll be tackling in more detail in next week's newsletter...) and although there a number of explicit shout-outs for 'careers advice' (particularly in relation to employment support and education for Labour and the Lib Dems), there are also a raft of policies spanning the different parties where we as careers professionals could seek to claim space, providing we understand well enough what it is the respective parties are hoping to deliver.

One possible example of this (which Tristram Hooley describes in more detail via the article below) is Labour's proposal for a Youth Guarantee, which does not specifically reference CIAG but alludes to an 'inter-professional hub designed to tackle youth crime' (which all sounds very Connexions-y) - by understanding more about the policy commitments of the various parties that could be in government come 5th July 2024, it gives us an opportunity to seek dialogue and a place at the table with the key decision makers that are likely to be leading on these policy areas, and through whom we might have the chance to advocate for the role of careers professionals in the delivery of these initiatives:

Of course, this doesn't mean that every dialogue we have regarding our sector needs to be with external stakeholders - for example, the Career Development Institute is currently undertaking its latest Big Listen survey, which captures the views of members on a number of topics germane to the sector/careers professionals (including areas like salary, recognition and which aspects of CDI membership you find useful), the results from which have been used previously to inform high-level consultation, research and policy-related discussions (including the Valuing Careers campaign that will be launching this Autumn and features responses from 5000 adults surveyed by the CDI about their careers and perceptions of CIAG). If you are a CDI member and want to share your views as part of the latest Big Listen Survey, you have until 24th June to do this, via the link below ??

It's also important that we continue to celebrate the brilliant work taking place across the sector, much of which involves a variety of stakeholders, including academics, employers and members of the public - for some great examples of this sort of thing, check out the recipients of this week's AGCAS Annual Awards and keep your eyes peeled for both the upcoming UK Career Development Awards (which MeetSabiha . and I will be reporting from next Tuesday - see the news section below for more details!) and the second iteration of Caroline Green (RCDP, MCDI, Assoc. CIPD) 's fantastic Careers in Careers event, entitled #CareersFest2024, which is taking place on 18th October and is set to feature a range of valuable keynotes and panel discussions (and no, I'm not just saying that as I'll be speaking at the event, honest...??), as well as six awards recognising trailblazing CDPs and careers initiatives across the sector:

That said, when it comes to raising the profile of our work, there is limited value in simply patting ourselves on the back for a job well done - as many CDPs have repeatedly noted, we have to find a way to talk about what we do that cuts through to a lay audience and demonstrates the human stories and narrative connected to the support we provide, in addition to the top-level data. The following video from We Are Futures (shout out to Victoria Geary (she/her) for flagging this earlier in the week!) is an immediate, tangible example of how careers support can bolster an individual's confidence, broaden their horizons and provide them with hope for the future (even if the role of the careers professional is only briefly mentioned), and is the type of personal story that can bring complex, often opaque terms like 'social mobility' to life:

Ultimately, the work we do as careers professionals is complex, nuanced and not always easy to distil into simple soundbites, but the truth is that we probably need to be savvier as a profession when it comes to considering how we pitch ourselves to different audiences, the battles we choose to fight in public and the ones we are better equipped to fight in private, via lobbying activity, contributions to research and policy consultations. It's of course hugely important that we correct misconceptions regarding our work as these occur but even more than this, it's vital that we position ourselves in the conversation to begin with, and this is often easier on public platforms if we are able to provide a simple, clear message about what we do and why it is good for individuals, the economy and society as a whole (something the Valuing Careers campaign, mentioned above, is also focusing on).

As mentioned further up the newsletter, there are opportunities to do this by leveraging some of the policy commitments made by political parties in their recent manifesto launches (Labour in particular make numerous references to 'employment support' in theirs) but it's also incumbent on us as a community to consider new approaches to engaging with the public that we might adopt which hammer home the message that while what we do may not be an emergency service, it is most assuredly an essential service. To conclude this week's newsletter, I asked our good friend ChatGPT to hit me up with some ideas for a campaign (using the content from the Valuing Careers campaign page) capturing the hearts and minds of the public when it comes to the work we do as careers professionals - food for thought, or can we do better than this?

Campaign #1 (Powered by ChatGPT4o): "Think Careers"

The "Think Careers" campaign aims to connect various benefits of career development work to the broader themes of individual wellbeing, economic growth, and societal equity. This approach makes the value of careers work relatable and relevant to different aspects of people's lives.

Key Messages

1. Individuals: Career development supports personal growth, wellbeing, and successful career transitions.
2. Economy: It enhances economic growth by improving labour market efficiency and skills development.
3. Society: It promotes social justice and equity, contributing to a fairer and more inclusive society.

Campaign Slogans

1. Think Wellbeing, Think Careers
2. Think Growth, Think Careers
3. Think Change, Think Careers
4. Think Equity, Think Careers
5. Think Future, Think Careers

Think Wellbeing, Think Careers

• Message: Highlight how career development fosters personal wellbeing by supporting career choices and transitions.
• Tactic: Share video testimonials and social media stories of individuals who have achieved career satisfaction and mental wellbeing through career advice.
• Call to Action: "Your career, your wellbeing. Discover how careers advice can support your journey at [website]."

Think Growth, Think Careers

• Message: Illustrate the role of career development in driving economic growth and improving job market efficiency.
• Tactic: Use animated infographics and short videos on LinkedIn and business websites to explain the economic benefits.
• Call to Action: "Boosting our economy, one career at a time. Learn more at [website]."

Think Change, Think Careers

• Message: Emphasize the support career advisers provide during career changes and transitions.
• Tactic: Develop a series of blog posts and podcasts featuring stories of successful career changes facilitated by career development professionals.
• Call to Action: "Ready for a change? See how careers advice can help at [website].

Think Equity, Think Careers

• Message: Focus on how career development promotes social justice and equitable access to opportunities.
• Tactic: Partner with community organizations to highlight success stories through webinars, local events, and social media.
• Call to Action: "Creating equal opportunities for all. Find out more at [website]."

Think Future, Think Careers

• Message: Highlight the long-term benefits of career planning and development for future success.
• Tactic: Launch an interactive online tool that helps users visualize their potential career paths and the steps to achieve them.
• Call to Action: "Secure your future today. Start planning with careers advice at [website]."

[it even produced a cheeky little promo video for me via Invideo AI, which you can watch below!]

Campaign #2 (powered by ChatGPT4o) - "Guide, don't tell"

This campaign aims to highlight the importance of career development work for individuals, the economy, and society. The key messages are:

1. Individuals: Career development supports people throughout their education and careers, aiding transitions, building career management skills, and fostering wellbeing.
2. Economy: It improves labour market efficiency and promotes effective skills/knowledge development, contributing to economic growth.
3. Society: It promotes social justice and equity in education and work, benefiting the community at large.

Campaign Slogans

1. Individuals: "What did your careers adviser tell you to do for a job? Nothing. They guided me to find my own path."
2. Economy: "What did your careers adviser tell you to do for a job? Nothing. They equipped me with skills to thrive in any job."
3. Society: "What did your careers adviser tell you to do for a job? Nothing. They helped level the playing field for everyone."
4. Empowerment: "What did your careers adviser tell you to do for a job? Nothing. They empowered me to choose my future."
5. Unsung Heroes: "What did your careers adviser tell you to do for a job? Nothing. They were my hero behind the scenes."

What are your thoughts on the spaces we occupy as careers professionals and the areas where we've traditionally struggled to gain a foothold? Is the messaging and the production values related to the work we do part of the issue, or are there structural challenges at play that mean it will always be difficult for a sector our size to secure a seat at the table? Answers, as always, on a #TheWeekInCareers postcard! ?? (or more accurately, via the comments thread at the bottom of the newsletter...)

The Best of the Rest: My Hot Picks from the wider?#Careersphere???

?? Get ready for Generation Logistics Week! - First up this week, we are only just over a week away from the very first (to my knowledge) Generation Logistics Week (brought to you by the team at National Careers Week ), a week-long celebration of the range of career opportunities available in the Logistics industry, which will be taking place from 24th-28th June. As always with NCW events, there is a guide you can download (see link above) to help you get the most out of the week, as well as direct links to a video promoting the Logistics sector and the Generation Logistics Education Hub, which contains additional resources for educators. Take a look and see if this is something you might want to promote in your setting!

?? Understanding the Value of Education - Up next, an extremely topical piece from Sangwoo Lee of the University of Warwick Institute for Employment Research (IER) on the LMI for All website, particularly in light of this week's manifesto announcements from the major political parties in the UK - the article explores the 'return to education' (or put simply, the benefits and advantages that someone can gain through investing in their education), including how this can be calculated and some of the factors that can determine this calculation, including the supply and demand of graduates/graduate-level skills in the labour market, the level of qualification and the personal characteristics of the individual/s concerned. There is a level of nuance here regarding the benefits and limitations of measuring the 'return to education' that many politicians and policy makers would do well to remember, when it comes to how they tackle the Education brief from 5th July onward...

??♀???♂? Peers in Careers UK 2024: Where we are, and what next? - The concept of peer-to-peer career delivery has been around for a while (and there are plenty of high-profile examples from the US and other countries) but it's popularity in HE in the UK has started to ramp up in recent years, with examples of structured schemes in universities such as Liverpool, Staffordshire and Leeds getting plenty of airtime within the sector. The good folks at Gradconsult have recently been running a number of sessions with UK HE careers teams as part of their Peers in Careers Ideas Factory and will be sharing the insights they have gained about how UK careers teams within HE are currently utilising student peers within the careers/employability ecosystem as part of a webinar that is taking place next week on Thursday 20th June (12:15-12:45). Whatever your views on this area of practice, the webinar (and accompanying insight report) promise to offer a valuable overview of peer-to-peer careers delivery and what this could look like for HE careers services moving forward.

?? How to take control when you're facing redundancy - Next up, what is sadly an extremely topical piece for many individuals in the HE sector at present, this LinkedIn article from Anne Wilson SFHEA on how to take control of your career when facing redundancy is sensitively written and provides (as always with Anne's work) a litany of practical advice, including details of the type of support it's important to ask your employer if they provide (such as coaching, outplacement services etc.) and the key things to check when you are starting to position yourself for new roles (e.g. visibility on LinkedIn, updated CV, getting your network to spread the word for you etc.) A special congratulations to Anne Wilson SFHEA for being awarded the President's Medal at this year's AGCAS annual awards in recognition of her years of excellent service on behalf of our profession - richly deserved! ??

?? Get your popcorn ready for the UK Career Development Awards! - We finish this week's newsletter with a reminder that next Tuesday sees the return of the annual UK Career Development Awards, which will be taking place at the Museum of Making in Derby and recognising careers professionals and organisations across a stonking 10 categories in total (including the CDI Fellowships and the Rodney Cox Lifetime Achievement Award - the full awards shortlist can be found here). Of course, many careers professionals will be unable to attend the event themselves, so this year MeetSabiha . and I are here to help, as we'll be acting as roving reporters for the Career Development Institute , chatting with guests and interviewing award nominees and winners throughout the evening, all of which will be shared regularly on the day via the CDI Twitter account! (@theCDI) We hope you enjoy the colour commentary!

I'm always keen to hear what people think of this weekly newsletter format (e.g. Is it helpful? Does it add value to what is already out there on LinkedIn? What might make it better/more digestible?) so please do drop me a DM if you have any thoughts!

See you in the #Careersphere next week for?Episode 83! ??