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London's Biggest Jobs and Careers Event

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London's Biggest Jobs and Careers Event Brought to you By EVALUATION REPORT London’s biggest jobs and careers event DeLivereD with Date: Jan 2017 Bursting with careers From tech to manufacturing Support partnerS SupporteD By www.skillslondon.co.uk @SkillsLondon SkillsLondon thecareersevents London’s biggest jobs and careers event THE KEY FACTS 98% peopLe 32,921viSiteD itor S OM SCHOO FR LS 44 S A 56 R N % O D T VI I Year 13 % S C I O FRI Sat V Year 11 L P L satisfaction 22% 17,003 15,918 E U 30% G O E R S G WHITE IRISH 1% Year 12 MIXED WHITE AND BLACK CARIBBEAN 1% EVERY BOROUGH IN MIXED WHITE AND BLACK AFRICAN 1% MIXED WHITE AND ASIAN 1% 48% CHINESE 1% 13 MIXED ANY OTHER 2% 11 12 BLACK OR LOND N BLACK BRITISH OTHER 2% ASIAN OR WAS REPRESENTED ASIAN BRITISH OTHER 4% ASIAN OR ASIAN BRITISH PAKISTANI 5% ANY OTHER 6% BLACK OR BLACK BRITISH CARIBBEAN 6% WHITE ANY OTHER 7% ASIAN OR ASIAN BRITISH BANGLADESHI 7% ASIAN OR ASIAN BRITISH INDIAN 8% BLACK OR BLACK BRITISH AFRICAN 10% UD 97% CL ING IN A S P B P JO R E 0 N 0 EXHIBitor T 0 , I C 5 E 4 k 45 S satisfaction H R E Jobs I P V S O ExCeL 7% WHITE BRITISH 38% increaSe in the no. of exhibitors from 2015 222organiSationS exhiBiteD 54% were empLoyerS 92% S MARKETING ONE strategy 7 Z EVENT activity interactive 16 or engaging GET SKILLED stands STANDS 3,289 followers H C A 4 E M R IL L LION TOTA INDUSTRY TECH FEATURE LIVE JOBS INSIGHT TALKS BOARD NEW NEW NEW feature feature feature 2.53 MILLION @MayorofLondon FOLLOWERS SKILLS INTERVIEW STAFFROOM SHOWCASE SKILLS DOME ROU RG ND 56,234 DE P N O U S Y11 Y12 Y13 T UNIQUE VISITORS E E B R U S skillslondon2016.co.uk T 120,000 213,187 letters posted into homes of 456 Year 11, 12 and 13 students NEWSPAPER READERSHIP TC WA H 00+ TELEPHO + D ,0 EM NE 00 IRE 0 A 0 C 0 C IL 0 A , T 0 S L M 0 L 0 1 , S A 4 6 I 2 L J 3,253 LIKES youtube.com Skills London 2016 SUPPORT SPONSORS Brought to you By DeLivereD with SupporteD By TABLE OF CONTENTS The key facts 2 1 Introduction 5 1.1 Purpose of the document 5 1.2 Background 5 2 Exhibitors 5 2.1 Exhibitor Marketing and Attraction 5 3 Zones 6 3.1 Careers and Enterprise Hub Sponsored by London Councils and London Ambitions 6 3.2 Campus, Education and Training Zone Sponsored by Association of Colleges 7 3.3 Business, IT and Finance Zone Sponsored by Barclays, RSB and Natwest 8 3.4 Creative, Hospitality, Retail and Leisure Sponsored by Premier Inn 8 3.5 Uni Street 10 3.6 Science, Technology, Engineering & Manufacturing Zone Sponsored by Tideway, Property Needs You, Heathrow and McDonalds 10 3.7 Public Sector, Health and Care Zone 12 4 Content of the event 13 4.1 Get Skilled Stands 13 4.2 Feature Stands 14 4.3 Interactive Exhibitors 15 4.4 Exhibitor Communication 15 5 Marketing and PR 16 5.1 Visitor attraction and retention 16 5.2 Overall Visitor Demographic 16 5.3 Marketing 16 5.4 PR 18 5.5 Digital 18 5.6 Young People Engagement 18 5.7 Reach 19 5.8 Marketing Evaluation 21 5.9 Recommendations 22 6 Overall Visitor Breakdown by Day 23 7 Groups and Individuals by Area and Overall Groups Attending 24 7.1 Groups by Area 24 7.2 Groups Attending by Local Authority 25 7.3 Individuals by area 30 8 Group Survey Results (based on 61 responses) 31 8.1 Summary of narrative group leader questions 38 8.2 Visitors Quotes 39 9 Individuals survey results (based on 547 responses) 40 9.1 Summary of narrative individuals questions 48 9.2 Comments from Individuals 49 10 Exhibitor survey results (based on 136 responses) 49 10.1 Summary of narrative exhibitor questions 56 4 London First and Prospects Events | Jan 2017 EVALUATION REPORT with a target of at least 50% of exhibitors being employers. INTRODUCTION This was surpassed by 4% with 54% of exhibitors being employers. The event had more than 45,000 live jobs and 1.1 PURPOSe oF the Document apprenticeships on offer maintaining its aim to be London’s biggest jobs and careers event. The purpose of the document is to evaluate the Skills London 2016 event and look for learning points and recommendations for 2017. EXHIBitorS 1.2 BacKgrounD Skills London 2016 was split into four industry zones and Skills London is a two day interactive and inspiring jobs and three advice zones, with exhibitors grouped by discipline. careers event that has been running since 2005. Organised BUSINESS & FINANCE ZONE by London First and Prospects, the 2016 event was supported by: The Mayor of London, National Apprenticeship Service, CAMPUS, EDUCATION & TRAINING zone National Careers Service and Traineeships. Support Partners CAREERS & ENTERPRISE HUB included: Barclays, Heathrow Airport, Property Needs CREATIVE, HOSPITALITY, RETAIL & LEISURE zone You, Tideway, Lambeth College, London Councils, The PUBLIC SERVICES, HEALTH & CARE zone Association of Colleges London, The Royal Bank of Scotland SCIENCE, TECHNOLOGY, ENGINEERING & ManufacTURING zone and NatWest, McDonald’s and Premier Inn. UNI STREET Aimed at 15-24 year olds, their parents, carers and families, With 222 separate organisations involved this year, plus teachers, tutors and careers advisers. The event was compared to 207 in 2015, we welcomed many first time marketed to individuals, all secondary schools and colleges Skills London exhibitors, many were looking to promote across London (targeting year groups from 11 and above) as apprenticeship vacancies due to the imminent introduction well as careers advisers looking to keep up-to-date with vital of the apprenticeship levy. 27% of exhibitors were new industry knowledge. to the event in 2016 and 73% were existing exhibitors. A Following the successful format of previous years, a Saturday number of exhibitors have exhibited since Skills London was opening was held to attract individual young people and launched in 2005. their parents, carers and families; with the knowledge that parents and carers are an important influence on young 2.1 ExhiBitor marKeting anD people’s career decisions. attraction The Deputy Mayor of London gave a speech at the Breakfast Skills London is marketed to a comprehensive database of Debate, followed by a short tour. Meeting employers and London based companies, national employers and London apprentices, before getting involved in the interactive First members. Targeting a range of industry sectors we activities taking place and participating in Lambeth College’s worked with key partners the National Apprenticeship Service, Get Skilled in Construction activity. the National Careers Service, Mayor of London, London Councils, Association of Colleges and others including The event was attended by 32,921 people, exceeding the key current exhibitors and support partners. Working target of 30,000. togother we reach out to a wide range of potential exhibitors There were 222 different companies involved in Skills through a variety of methods including newsletters, sales London 2016, this was a 7% year on year (YOY) increase brochure distribution, partner newsletters, client meetings, compared to 2015. exhibitor masterclasses and having a presence at other For 2016, there was an increased focus on employers and jobs London and national events. 5 interview Skills Dome 3 ZoneS Another new feature within this zone was the Interview Skills Dome hosted by Smart Works. Visitors could drop in 3.1 careerS anD enterpriSe huB and receive one-to-one interview skills advice and practice their skills in a mock interview situation with volunteers from sPonsored by businesses exhibiting at Skills London. This feature aimed to help young visitors feel confident, comfortable and learn how to dress to impress to get their dream job. This was a very popular feature and we will continue to develop this for Skills London 2017. industry insight area Out of 36 exhibitors (16% of the total), only two exhibitors were employers due to the nature of this zone. In 2015 19 Working with London Councils various speakers had exhibitors took part in this zone. the chance to host 15 minute industry talks to teachers, tutors, careers advisers and parents. The programme The Careers and Enterprise Hub offered careers advice on worked well and most sessions were over subscribed. The further and higher education routes, employment options, most popular session was the Apprentice Panel Spotlight, digital skills, volunteering, online job searching and business where apprentices were interviewed about their current start-up. CV clinics were offered by The Write Stuff. The placements with Skills London exhibitors and sponsors and National Careers Service and the National Apprenticeship discussed their apprenticeship experience. These sessions Service had prominent locations within this zone and were well received with teachers, parents and young people National Careers Service advisers had 1,593 interventions alike. Other speakers included EY, Tideway, Transport for where they spoke with individual young people for five London, Premier Inn and the National Theatre. minutes or more giving careers information, advice and AllAboutSchoolLeavers www.allaboutschoolleavers.co.uk guidance. London Councils, the zone sponsor, was able to offer careers advisers and teachers advice on London Ambitious about Autism www.ambitiousaboutautism.org Ambitions and speak to all visitors about borough career Bright Ideas Trust www.brightideastrust.com opportunities. London Councils was the most proactive and Digital Skills Solutions www.digitalskillsuk.com prolific exhibitor in terms of social media coverage and won GetMyFirstJob www.getmyfirstjob.co.uk an award at the event.
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