1. James Cannon, Education Liaison and Outreach Manager | 4 th December 2014 What do you want to be when you grow up? An exploration of when and how school children answer this question and what influences them.

2. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Who am I?  Education Liaison and Outreach Manager at Kingston University  Part of the Widening Participation Unit  Work to ensure that all who can benefit from HE can gain access to and succeed within university

3. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Education Liaison  Develop and deliver activities for potential university students  Aim to increase triple A  Awareness  Aspirations  Attainment  Activities are carefully targeted  Funding requirements  Societal requirement

4. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager When do pupils make key decisions about their future?  GCSEs – YELLOW post its  University – PINK post its  Career/Job – GREENISH post its  Discuss in groups and place the post its on the timeline

5. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager When are decisions made? The evidence:  Secondary/Sixth Form/FE pupils

6. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager When are decisions made? The evidence:  Primary school pupils

7. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager When are decisions made? The evidence:  Secondary/Sixth Form/FE pupils

8. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager

9. When are decisions made? IntoUniversity Primary FOCUS programme:  In 2004-5, IntoUniversity worked with two Year 6 classes from Oxford Gardens Primary School. Each class took part in a week of History-themed activities and trips, finishing in a graduation ceremony at a London university.

10. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager When are decisions made?

11. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager

12. The two most urgent priorities for governments across the United Kingdom should be:  Careers education, starting in primary school, including the development of ‘employability’ skills and quality employer contact;  Helping SMEs to invest in apprenticeships and workplace training, using Chambers of Commerce and other local bodies to encourage and support companies’ aspirations.

13. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Key decisions may be at Key Stages 3 and 4 but influence can be exerted much earlier

14. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager How do we try to influence the decisions of young people?

15. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager The role of the parent  Supportive vs. not  Parental background plays huge role

16. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager

18. Institute of Education research  Men in the UK who were born to lowly educated parents earn 20 per cent less, on average, than the sons of graduates – even when they hold the same qualifications. http://www.ioe.ac.uk/newsEvents/107164.html

19. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Institute of Education research  Men in the UK who were born to lowly educated parents earn 20 per cent less, on average, than the sons of graduates – even when they hold the same qualifications. http://www.ioe.ac.uk/newsEvents/107164.html

20. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Institute of Education research  Men in the UK who were born to lowly educated parents earn 20 per cent less, on average, than the sons of graduates – even when they hold the same qualifications.  Dr John Jerrim and Dr Lindsey Macmillan found that parents' level of education had a particularly strong effect on men's incomes in the UK and a handful of other countries. http://www.ioe.ac.uk/newsEvents/107164.html

21. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Association of Accounting Technicians Study  “24% of young people are taking their next career or education step purely because their parents told them to”  “84% said that they would like, or would have liked, more advice from their school or college on their future options.”  “70% said they would like, or would have liked, guidance from teachers”  “61% said direct advice from people already in the industry they aspire to would be helpful.”  “36% named trade bodies and employers as potential sources of help.” https://www.aat.org.uk/about-aat/press-releases/poor-advice-stunting-young-peoples-career- aspirations

22. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager  Social class and income distribution remain the strongest predictors of both educational achievement and life outcomes.  Children from low income families tend to have lower attainment than their more affluent peers when they begin school and the gap widens as they progress  Parents’ evenings or discussions with other parents were used to inform parental choice of school more often than league tables or Ofsted reports. http://www.suttontrust.com/wp-content/uploads/2014/08/1parentpower-final.pdf

23. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Identified five types of parents:  “Limited choosers”  used only one or none of the listed sources of information.  “Partially informed choosers”  used more sources than the previous group, but did not generally use independent documentary sources.  “Informed choosers”  those who used at least one independent documentary source of information and one experiential source  “Hyper choosers”  a sub-group within the informed choosers; those who used five or more sources of information. http://www.suttontrust.com/wp-content/uploads/2014/08/1parentpower-final.pdf

24. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager How can we influence parents?  Want to create a nation of “hyper choosers”  What challenges does this present?

25. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Working with parents  Aimhigher London South  Impartial advice at parent information evenings  Any problem with these approaches?  Still aimed at older age groups – influence needs to be exerted earlier for maximum impact

26. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager Example: Stanley Picker Gallery  Parents actively engaging with pupils’ work  Feel a part of the process – not alienated  Young age groups

27. Parental Influence Conference | James Cannon, Education Liaison and Outreach Manager What do they want to be when they grow up?  The career decisions of young people can be influenced at a very young age  There is a wide variety of ways in which we do this  Parents play a huge role in the destinations of their children, both consciously and unconsciously  For maximum impact, we must find better ways of targeting pupils’ key influencers