When do young people form career opinions?
Before we gathered our panel for the session, we surveyed a pool of young people to understand what career conception looks like for them.
- 61% had formed strong opinions about their future career before the age of 15
- 79% ruled out certain careers because they didn’t feel like it was for them
- 25% had written off careers that had never been mentioned to them
To top it all off, only 8% said they had never ruled out a career without researching it first. So not only are young people making decisions about their future much sooner than people realise, but they’re writing off careers without the opportunity to understand what the work involves.
If we take into account the 1 million+ young people classified as NEET (not in education, employment or training) in the UK, and youth unemployment running at roughly 16%, it’s clear that young people are lacking the tools to understand the full picture of what’s available to them.
Why do young people rule out careers before researching them?
The consensus on the panel was that career perceptions are formed through exposure, and that exposure is heavily filtered.
Mike Rowe, Founder of Mickey Talks Jobs, said that the handful of careers that are dominating the minds of young people (doctor, footballer, YouTube creator) are at the forefront because they also dominate media.
"If you don't see it, you don't consider it. And if you don't consider it, you definitely don't research it."
Sybil, Head of DEI at RICS, said a similar thing. For them, the challenge is about belonging just as much as awareness. Many young people, especially those from underrepresented backgrounds, don’t see themselves in a sector, so they quietly decide it isn’t for someone like them.
At RICS, there are multiple distinct pathways, from environment to the arts, a huge range most people don’t realise exists. Sybil says that when young people discover the range of things available to them, it’s like a genuinely lightbulb moment. One they can’t have if they’re never shown the possibilities.
Alex, Multi-Property Director of Human Resources at Marriott International, shifted the lens to the hospitality sector, which carries certain perceptions. He said that post-Brexit, many European workers have left the UK, so hospitality has been associated with understaffing and instability, which has affected how many young people view it as a career choice. Marriott has decided to show instead of tell, using Virtual Work Experience to show young people what’s possible from a career in hospitality.
"It doesn't feel like it's for me"
This phrase came up again and again on the panel.
Sibyl noted that a big part of it is how employers are representing their sectors. For example, language used in the construction or surveying industry can sound very technical, male-dominated or even inaccessible to people who don’t have an existing connection.
Another part of it is the lack of information given. Careers advisors who are working with limited time and resources can sometimes avoid unfamiliar sectors rather than wanting to give inaccurate guidance.
Cheyanne, the young person on our panel and a Commercial Real Estate Apprentice Surveyor at JLL, spoke from her lived experience.
She acknowledged that her career path was accidental, having never considered property or real estate until she stumbled across an opportunity to give it a try. Although accidental, she describes it as one of the best decisions she’s ever made.
“I didn’t know this world existed. I just happened to find it.”
Julia, Head of Social Value at Bowmer and Kirkland echoed this point, saying that the initial engagement is the most difficult part. But, once a young person gets a real taste of what a role or industry involves, the awareness gap closes. The biggest challenge is getting them to that point.
How is AI changing things?
As the conversation naturally shifted to AI, Mike introduced a concept he called "AI offsetting".
AI is automating increasingly complex tasks, the sorts of tasks that have historically been assigned to entry-level roles. The admin work that teaches young people how the organisation functions, communication, time management etc.
If those roles are lost to AI, it could mean a generation of young people missing out on the meaningful experience that builds career confidence and soft skills.
While the panel didn’t have an easy solution, they did agree that the introduction of AI actually makes real, meaningful work experience more important instead of less. The value of putting a young person in a real working environment with real tasks is something that can’t be beat.
How do we break down industry perceptions and attract diverse talent?
Peer storytelling
The panel mentioned multiple times that young people hearing from people who look and sound like them is a powerful tool. Mike mentioned that his own social media following is built on this. Relatable career content that meets young people where they already are, rather than where employers wish they were.
Reaching a young person’s support system
A few of our panellists noted that influencing career decisions shouldn’t just stop at the young people at the heart of them. There’s an awareness issue for young people, but also for the parents, teachers and careers advisors around them who might have outdated perceptions. Julia stressed the importance of giving careers professionals accurate information about industries so they can recommend them confidently.
Virtual Work Experience
While it’s not there to replace the value of in-person work experience, Virtual Work Experience helps add value to young people’s CVs without the barriers of where they live or who they know. It gives learners a real insight into what working for your company is like, giving them meaningful tasks and teaching them valuable skills to take with them. Over 95% of Springpod learners said they’re more likely to consider a career in an industry after completing a programme that helps them understand the role in practice.
T-Levels and Degree Apprenticeships
It was also noted that there isn’t enough information about alternative pathways into work, such as T-Levels or Apprenticeships. Young people and the adults around them don’t know enough about them to see it as a viable option into the world of work.
Design inclusive recruitment processes
Alex highlighted that a recruitment process that feels corporate or impersonal just reinforces the idea that a particular sector or role might not be accessible. Showing that real people work in these roles, simplifying languages and removing barriers to applying can all contribute to a less daunting and intimidating process. It’s about creating an environment where young people feel confident in taking their next steps.
What can you do?
It’s clear that young people are lacking the information, opportunity and access they need to succeed. So what can employers do to shift perception and create genuine awareness?
Employers are waiting too late to engage with young people. Most are waiting until the application stage, but by then it might be too late.
Sybil highlighted RICS’s Inspired to Hired programme, which takes a young person from awareness through to informed career decisions through coaching and work experience.
There was a clear consensus that creating those crucial first points of engagement, whether through work experience or dedicated careers programmes, is the key to helping bridge that gap between awareness and possibility.
One thing each of our panellists want employers to take away
- Make it feel real
Vague descriptions of careers won’t inspire young people. They need honest information of what a job actually involves and the scenarios that come with it.
- Show the full range of possibility
The majority of young people only picture one or two roles within most sectors. By showing them the large variety of what’s available, they might find a dream career they didn’t even know existed. (We recently asked 300 young people about exactly this. Take our Careers Quiz to see what they had to say)
- Meet young people where they are
As Mike said, it’s important to be visible where young people are and speak their language. Sharing relevant information on the right channels means you’re meeting them where they’re at.
- Engage their support systems
Parents, teachers and careers advisors also play a big part in shaping a young person’s careers decisions. Making sure they have the correct information is crucial.
- Start even earlier
By the time your recruitment campaign has launched, it’s likely a young person has already written off your industry. Career decisions are being made far earlier than you think, so make sure you’re being present.
Want to hear directly from the panel? Watch the full session on demand.
