Bridget Phillipson – 2014 Parliamentary Question to the Department for Business, Innovation and Skills

The below Parliamentary question was asked by Bridget Phillipson on 2014-04-25.

To ask the Secretary of State for Business, Innovation and Skills, pursuant to the Answer of 3 April 2014, Official Report, column 744W, on National Careers Service, what assessment his Department has made of the National Careers Service’s progress in achieving its key strategic aims for marketing.

Matthew Hancock

The National Careers Service marketing strategy using targeted on-line activity has been pursued since October 2013.

Through regular market research we have seen an increase in awareness[1] of the support the National Careers Service offers since the campaign started from 24 per cent to 29 per cent. All of the targeted groups show a greater awareness than the remainder of those sampled:

· Awareness among individuals looking to advance their career has increased by 28 per cent increase to 39 per cent;

· Awareness among those who are looking for a better job to support a change in circumstances has increased by 14 per cent to 32 per cent;

· Awareness among those who have been or are about to be made redundant has remained broadly the same with 37 per cent aware of the Service.

Over 56 per cent of these three groups are likely to use the Service, compared with only 8 per cent of others surveyed.

[1] Both spontaneous and prompted.