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The Professions Portal Professor Andy Friedman Director of PARN Linking London Professional Qualifications 21 May 2010.

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Presentation on theme: "The Professions Portal Professor Andy Friedman Director of PARN Linking London Professional Qualifications 21 May 2010."— Presentation transcript:

1 The Professions Portal Professor Andy Friedman Director of PARN Linking London Professional Qualifications 21 May 2010

2 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

3 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 To become the premier international knowledge base on professional bodies

4 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

5 Recent and Upcoming PARN Activities Conferences 20 October 2010 Three Pillars of Professional Standards Books Member Networks and Social Networking Technology, 2010 Internet-based Guides Professional Recruitment Guide Diversity Toolkit Professions Portal TotalProfessions.com

6 Four Key Aims 1.Inspire Entry to Professions 2.Resource for Career Choice 3.Widen Access 4.Clear Pathways to Professions Target Audiences Students at university and recent graduates Children & young adults at school & college Careers advisers Employees keen to develop their career Career switchers, return to work, enter professions, CPD Employers and organisations supporting professionalism

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8 Criteria for involvement Professional Representation Only professional bodies i.e. no trade associations Only representative occupational groups that fulfil the following criteria: –Recognisable entry points based on education or experience –Codes of ethics –Systems for (self) regulation –Commitment to continuing professional development Companies and Education Institutions Advertising opportunities in the first instance

9 Future Developments Aim to build site content over time, via research projects to address other Panel recommendations, such as: Research on routes into the professions, the qualifications and competencies required Case studies of interesting routes into the professions from those from underrepresented backgrounds Outreach activities and other interesting practice What it means to be a professional Financial assistance Careers advice

10 Selection of Supporting Organisations

11 Advisory Panel Our philosophy is various stakeholders should contribute to the overall strategy of TotalProfessions.com Advisory Panel central to this philosophy Representative sample of these stakeholders, whose guidance on matters of policy and content is invaluable. Role of the Advisory Panel to monitor progress and offer advice to ensure that TotalProfessions.com meets its mission

12 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

13 Site Design & Navigation

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17 Site map Home University Students At School/ College Career Advisors Career Development More About Professions Profession Finder Job Search Career Chooser Career Advice Work Placements and Graduate Schemes Fair Access Professional Qualifications Funding Further Study Choosing a Course Funding International Career Opportunities International Volunteering and Work International Study Graduate Fairs Resources Job Search News 7-11 year olds Favourite Subjects What do you enjoy? What jobs are there? year olds GCSEs After GCSEs? Post 16 year olds AS/A Levels Further Education University? Work? Apprenticeships Gap Year Fair Access For Parents Career Guidance at Primary School Funding Non-academic and Vocational Routes HE Tasters and Summer Schools Work Experience Gap Year Fair Access Resources Job Search News School Advisors Non-academic and Vocational Routes HE Tasters and Summer Schools Fair Access University Advisors Professional Qualification Funding Graduate Placements Fair Access Changing Career Talent Scouts Change Your Profession Working with Associations Resources Job Search News Routes into Professions Changing Careers Talent Scouts Change Your Profession Improving Prospects CPD Improving Employability Talent Scouts Role of Professional Bodies Returning to Work Career Advice CV Skills Interview Techniques Talent Scouts Courses Executive Coaching Resources Job Search News What is a Profession? Role of Professional Bodies What it Means to Be Professional Fair Access Regulatory Bodies Employers Employee Development Find a Professional Events Resources Press Centre News Role of Professional Bodies Sector Summaries (34 sectors) View Career Videos CV Skills Interview Techniques

18 University Students Career Chooser Career Advice Work Placements and Graduate Schemes Fair Access Professional Qualifications Funding Further Study Choosing a Course Funding International Career Opportunities International Volunteering and Work International Study Graduate Fairs Resources Job Search News

19 At School/College 7-11 year olds Favourite Subjects What do you enjoy? What jobs are there? year olds GCSEs After GCSEs? Post 16 year olds AS/A Levels Further Education University? Work? Apprenticeships Gap Year Fair Access For Parents Career Guidance at Primary School Funding Non-academic and Vocational Routes HE Tasters and Summer Schools Work Experience Gap Year Fair Access Resources Job Search News

20 Career Advisors School Advisors Non-academic and Vocational Routes HE Tasters and Summer Schools Fair Access University Advisors Professional Qualification Funding Graduate Placements Fair Access Changing Career Talent Scouts Change Your Profession Working with Associations Resources Job Search News

21 Collaboration with icould.com

22 Profession Finder Pages

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24 Example of Expanded Entry

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26 Profession Finder Sector Index Professional Bodies select one or two sectors: Accountancy and FinanceInformation Technology Actuarial and StatisticsInsurance and Banking AdministrationInternal Auditing and Risk Management Animals and PlantsLaw Enforcement and Protection Built EnvironmentLegal Charity and Voluntary WorkLeisure, Sport and Tourism Construction, Property and Land SurveyingManagement Creative Arts and DesignMarketing, Advertising and PR EducationMedia and Broadcasting Energy and MiningMedical EngineeringPublishing and Journalism EnvironmentPurchasing and Selling Health and SafetySales and Customer Service HealthcareScience Hospitality and Events ManagementSocial Care and Guidance Work Human Resources and EmploymentSocial Science Information ServicesTransport, Logistics and Distribution

27 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

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

29 Advertising Rates for Universities Launch promotion - 6 month rate Location of Advertisement Price per month (individual booking) Price Per Month (6 month booking) Home page At School / College landing page At School / College all other pages Sector summary page (e.g. overview of accountancy & finance) Sponsor Profession Finder (appearing at top of one sector search) Other rates by negotiation

30 Reaching our Target Audiences

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

32 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

33 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

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

35 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

36 Timings ‘Soft launch’ end of March Formal launch end of April Caught by election and so now working with Department of Education on promotion through connexions-direct.com

37 Thank you, Questions?


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