During ISE’s Student Recruitment Conference, UCAS discussed tactics for connecting with future recruits. Here they share their insights, TMP’s recruitment marketing expertise, and the perspective of a former Google apprentice.

UCAS Project Next Generation research tells us 47% of students consider enjoying their job as the main consideration when choosing a career. We surveyed over 1,000 13–17-year-olds to see how they’re making those decisions, and the plans, pathways, and support they’ll need to get there.

1. Provide early inspiration and discovery

We know young people need more information to make informed choices about their future career paths. It needs to be engaging and early to make sure they don’t limit their post-18 options. We also know they like inspirational brands that tap into social responsibility and promote mental health.

They want to see this content on channels that showcase real people, experience, and advice. Top five channels from our research:

1. Social media
2. Direct conversations and interactions
3. Videos of real people
4. Step-by-step instructions
5. Written text

Lindsay Conroy, UCAS’ National Head of Apprenticeships said, “If a young person wants to go to university to do an undergraduate degree, we know they broadly understand what they’re going to experience. But if they’re going into the workplace, that understanding is much less well developed.”

2. Consider feelings and happiness

Happiness is a big driver, regardless of the pathway the young person is considering. Young people want to enjoy their jobs and live for the moment. We found:

Current enjoyment:

– Passions and interests
– Subject, course, career enjoyment

Future happiness:

– Stable career and financial situation
– Career progression
– Exploring, travelling, independence

Ayo Ogunde, TMP’s Strategy Director, Digital & Social said, “If employers want to engage with a
generation that places happiness and personal values at the forefront, they need fewer ping-pong tables and free snacks, and more meaningful work, respect for their ideas, and demonstrable ethical practices. If your company cares about sustainability, for example, then your business practices and partnerships should reflect that in tangible ways.”

3. Share relatable experiences

With workplace and apprentice routes less familiar than traditional study options, it’s important to share experiences to help young people shape their choices.

For example, Springpod’s Virtual Work Experiences connect employers and young people through on-demand, immersive work experience programmes.

Prisha Bathia, a former apprentice at Google said, “I had a place confirmed to study at university, so deciding to follow an apprenticeship pathway felt like going against the grain and what my peers and family expected. I found my own apprenticeship at Google through an Instagram ad – social media plays a crucial role in how young people gather information and find inspiration.”

Types of experience you can share:

– Work experience
– Placement years
– Hands-on practical skills
– Employability skills

4. Share knowledge that instils confidence

Young people need knowledge and experience to have confidence in their next steps. Multichannel campaigns with video content are especially useful – our industry guides across 16 different sectors have 1.1 million views this year, demonstrating high interest in careers information.

Ways to bring your opportunities to life:

– Realistic job previews
– Employee stories
– Industry guides

Ayo at TMP said, “This comes down to speaking their language but also respecting their intelligence. GenZalpha are not just looking for a fun place to work; employers need to communicate opportunities where these young individuals can actually influence change. Your content and ads should tell a true story where the expectation matches reality. The younger generation are looking for dialogue, for listening, and for co-creation. If companies can genuinely offer that, they’ll engage this up-and-coming generation.”

5. Empower independent decision-making

We know young people value and crave independence, particularly when they’re making decisions about their future and moving out of their family home. Share reassuring content that:

– Supports parents with facts and case studies
– Shares peer stories young people can relate to

For example, organisations such as Sky, Dyson, Lloyds Banking Group and MI5 share apprentice opportunities on the UCAS Career Finder.

Lindsay at UCAS explained, “There’s a significant number of young people looking at the variety of pathways – employment, university, apprenticeships – so through the UCAS Hub we place all education pathways side by side. Through social media we share content from students who have lived experience, making sure young people hear stories about the different routes from people they can relate to.”

6. Help prepare for next steps

Being prepared helps young people to feel in control of their options – the more support and stories they can find, the more ready they’ll be. Who can help?

– Mentors
– Employers

– People on particular pathways

Former apprentice Prisha said, “There wasn’t a lot of content I could engage with when I was looking for my apprenticeship. I’d have liked to see people like me to imagine myself on the programme – something I could relate to. I think employers should engage in more conversations with young people, providing us with peer-to-peer interaction.”

Knowing the motivations, behaviours, and interests of future students gives you a head start in how to showcase your brand and successfully recruit apprentices.

You may also be interested in…

From Gen A to Z: decoding the mindsets of the generations

What are students and graduates thinking right now?

How law firm brands attract top early talent