The Professions Portal Professor Andy Friedman Director of PARN Linking London Progression & the Professions 11 February 2010

Professional Associations Research Network - PARN Set up in 1999 A research institute with members investigating issues of concern for professional bodies 134 members 110 UK 13 Ireland 6Australia 4 Canada 1 Kenya

PARN Mission To increase the profile of issues relating to professionals, professionalism and professional bodies through research and networking with the aim of determining and promoting professional good practice To encourage professionalisation; particularly of professional bodies

Governance of PARN Not for profit organisation Steering Committee 15 representatives from our members Meets twice a year Consulted on all major issues Membership criteria to have or be moving toward: Entry requirements, based on education/experience Code of conduct/guidance Systems to maintain standards and quality Commitment to CPD

Research projects Main areas of research governance and strategic management CPD professional ethics, standards and forms of regulation member relations and routes to membership operational strategy: professionalisation of professional bodies diversity in the professions/professional bodies Access to the professions Aim to generate models that add value to benchmarking research recommendations based on principles of good practice

Upcoming PARN Activities Conferences 24 March 2010 The Future of Member Networks: embracing social networking technologies 20 October 2010 Three Pillars of Professional Standards Books Member Networks and Social Networking Technology, 2010 Governance and Volunteers, 2010 Professions Portal TotalProfessions.com

Background Since 2008, Marketing Directors from leading Professional Bodies looking to work collectively to raise profile of professionalism and role of Professional Bodies in UK In July 2009, MP Alan Milburn’s Panel of Fair Access to the Professions published “Unleashing Aspiration” report –"Bright children from middle class families as well as those from poorer backgrounds are missing out on top professional jobs. Many professions are working hard to put this right but their efforts need to be intensified.“ PARN and Ashridge Communications formed Joint Venture to address this issue on behalf of Professional Bodies

Approach What are our aims? Resource for aspiring professionals, professional bodies, careers advisors and employers Respond proactively to the Panel on Fair Access recommendations Raise awareness of the many routes into the professions Raise awareness of the multitude of professions that exist

Advisory Panel Members UK Inter-Professsional Group Chartered Institute of Insurance Chartered Institute of Housing Institute of Hospitality Department of Business, Skills & Innovation (observer) Equality & Human Rights Commission ADAB Trust Chartered Management Institute Social Mobility Foundation Association of University Advisors Institute of Careers Guidance Oxford Brookes University Institute of Field Archaeologists National Skills Academy Financial Services Science Council

Advisory Panel Members UK Inter-Professsional Group Chartered Institute of Insurance Chartered Institute of Housing Institute of Hospitality Department of Business, Skills & Innovation (observer) Equality & Human Rights Commission ADAB Trust Chartered Management Institute Social Mobility Foundation Association of University Advisors Institute of Careers Guidance Oxford Brookes University Institute of Field Archaeologists National Skills Academy Financial Services Science Council

Advisory Panel Members UK Inter-Professsional Group Chartered Institute of Insurance Chartered Institute of Housing Institute of Hospitality Department of Business, Skills & Innovation (observer) Equality & Human Rights Commission ADAB Trust Chartered Management Institute Social Mobility Foundation Association of University Advisors Institute of Careers Guidance Oxford Brookes University Institute of Field Archaeologists National Skills Academy Financial Services Science Council

Target Audiences Students at university and recent graduates Children & young adults at school & college Careers advisers Employees keen to develop their career –career switchers, returning to work, entering professions, CPD Employers and organisations supporting professionalism

Selection of Supporting Organisations

Advisory Panel Members UK Inter-Professsional Group Chartered Institute of Insurance Chartered Institute of Housing Institute of Hospitality Department of Business, Skills & Innovation (observer) Equality & Human Rights Commission ADAB Trust Chartered Management Institute Social Mobility Foundation Association of University Administrators Institute of Careers Guidance Oxford Brookes University Institute of Field Archaeologists

Site Design & Navigation

About to graduate?

Choosing a Career -Work experience -Career advice Professional Qualifications Further Study Graduate Schemes International Opportunities Job Search Interaction News 7-11 year olds -What do you enjoy? -What is your favourite subject? -What jobs are there? year olds -What happens after GCSE’s? year olds -University? -Work? -Gap Year? Choosing exam subjects Interaction For Parents News School Advisers University Advisers Career Changers Working with Associations Association Contacts Resources Job Search News Routes into Professions Changing Careers Improving Prospects -CPD -Role of Professional Bodies Returning to Work Business Coaching Job Search News Role of Professional Bodies What it means to be a professional Fair Access Regulatory Bodies Employers -Employee development Find a Professional Events Press Centre News Role of Professional Bodies Sector descriptions Fair Access Choosing a Career CV and Interview Tips Contact us About us Site mapT & C’s Professions are not for me? Association administration Complimentary Navigation Site Map

Collaboration with icould.com

Profession Finder Pages

Example of Expanded Entry

Profession Finder Sector Index Professional Bodies select one or two sectors:

Regulatory Bodies Featured in specific area of website for Regulatory Bodies Two levels of entry Standard Entry – Logo, Name of organisation, 80 words of text, website link Expanded Entry – Logo, Name of organisation, 240 words of text (with chosen sub-headings), two URLs

Professional Service Firms and Employers Opportunity to secure advertising different places on the site –Home Page –Sector-specific pages –Audience-specific pages

Reaching our Target Audiences

Search Engine Optimisation Targeted marketing campaigns –Students –Career advisers Social Media Consumer PR campaign Promotion through partners and Professional Bodies

Search Engine Optimisation Comprehensive keyword research; identifying phrases target audiences use when searching for information on professions, careers and jobs Rigorous application of keywords within content Frequently updated news articles to drive traffic to site via search engines Information on specific professions will boost search engine rankings Incoming and outgoing links drives traffic and builds search engine rankings

Online Display Advertising Targeted at students just prior to graduation, graduates upon graduation and graduates twelve months post graduation Digital media scores highly for TGI indexing for this demographic Advertising on the leading pre and post graduate sites in the UK. – – The homepage and career clueless are the most popular pages Display advertising for three months, combined with targeted campaigns to c.100,000 subscribers

Targeting Career Advisers Targeted campaign to Heads of Career Service at universities via AGCAS –TotalProfessions.com as rich resource for students –Site specifically provides contact person at Professional Body for career advisers Targeted campaign to school career advisers

Social Media TotalProfessions.com pages on FaceBook, Twitter, LinkedIn and YouTube Connections with Professional Body pages, including these

Facebook Page

Consumer PR Campaign Recent wide media coverage of government acceptance of recommendations from ‘Unleashing Aspiration’ report Social mobility and related issues regularly gain public and media interest Targeted PR campaign to key consumer press titles for launch of site, and its role in encouraging entry to professions Targeted PR campaign to key trade media

Future Development The Brightside Trust charity dedicated to supporting disadvantaged individuals to achieve their potential via education, employment or training; running successful e- mentoring projects for more than six years Customised e-mentoring platform on TotalProfessions.com, connecting professionals and young people aspiring to be a professional Programme includes rich content and range of mentee activities encompassing career and course pathways, employability skills, raising confidence and self-esteem (and others) Online mentor training programme E-mentoring programme part of Phase 2, Autumn 2010

Timings ‘ Soft launch’ end of February Fully promoted launch end of March/early April