Parental Influence The main findings Chris Phillips Information and Research Director, GTI Media With guest appearances from Bob Gilworth (AGCAS) and Stephen Isherwood (AGR)

THE HEADLINES PARENTS ARE INFLUENTIAL THANK GOD THE HEADLINES PARENTS ARE INFLUENTIAL THANK GOD

Only 7% of students believe that parents have had no influence on their key education and career choices 57% believe that parents have influenced them a fair amount or a huge amount

“AND THEY ARE RIGHT TO BE” SAY THEIR KIDS “AND THEY ARE RIGHT TO BE” SAY THEIR KIDS

66% think it’s the right thing for parents to do Only 7% think it’s wrong Students believe that parents seek to influence their children because they want them to have a better life than they had

69% of students say that their parents tried to influence their choice of university/degree 54% their choice of career And 71% of students say that their parents didn’t try to influence their choice of employer at all

UNIVERSITY – THE DEFAULT OPTION

76% of students say that their parents encouraged them to go to university 70% of parents say they would or did encourage their children to go to university

ALTERNATIVES TO UNIVERSITY PARENTS IN THE DARK ALTERNATIVES TO UNIVERSITY PARENTS IN THE DARK

73% of students say that their parents never discussed alternatives to university with them 25% of parents say that they didn’t discuss alternatives because they believed that university was a much better choice

63% of parents find information about the alternatives to university through school teachers/career advisers and careers events run by employers 76% of parents do not know where to find online information about alternatives to university

PARENTS ON HAND TO HELP

56% of students say that their parents accompanied them to university open days 47% have had some help with job applications and interviews 39% of students say that their parents have offered to put them in touch with family, friends or work colleagues

INFLUENCE IS NOT A CONSTANT

It changes depending on: Whether parents have been to university Where they live What they do for a living Whether their children have studied at state school or an independent school Whether the children are boys or girls

IT’S WHO YOU KNOW...

The level of parental influence is much higher for students who were independently educated than those with a state education For example, parents of independently educated students are much more likely to put their children in touch with family, friends and work colleagues

But parents of independently educated students are less likely to attend university open days

VIVE LA DIFFERENCE

At university open days, women were much more likely to take their parents Men are more likely to receive parental help to contact friends, family and work colleagues

PARENTS WHO HAVE A DEGREE

The level of influence exerted by parents who had been to university is much higher than that of parents who hadn’t Parents who hadn’t been to university were much less likely to help their children with job applications and interviews compared to those parents who had

IT DEPENDS WHERE YOU LIVE

Most likely to encourage their children to go to university – Northern Ireland (91%) – East of England (62%) Most likely to discuss alternatives to university with their children – South West (70%) – London (47%)

ON THE FRONT LINE OUTREACH, ADMISSIONS, MARKETING ON THE FRONT LINE OUTREACH, ADMISSIONS, MARKETING

57% say there has been an increase in the number of parents at open days compared to five years ago 83% say it was important for their university to encourage parents to attend open days 57% say they have had experience of parents seeking to influence the university application process in favour of their child

What are careers services saying on the subject? Dr Bob Gilworth Director of College-based Careers Services The Careers Group, University of London AGCAS Director of Research

Parents: more visible than they were? 62% believe that parents are more visible or involved in their children’s career choices post-university compared to five years ago

Parents: are they seeking to influence the selection process? 36% say that parents have tried to actively influence the job selection process in favour of their child

Parents: are HE careers services making information available to parents? 32% say that their own service is already making guidance or information available to undergraduates’ parents 28% plan to make it available

Parents: meeting careers professionals at university open days 88% say the Careers and Employability Service is involved in university open days speaking or presenting to prospective students’ parents

Are helicopter parents circling employers? Stephen Isherwood Chief Executive

37% say parents more visible “Parents are primary influencers and children consult them when making important decisions” “They listen to their parents, especially school leavers” “More active at open days. Universities now asking employers to attend”

25% report parents attempt to influence “Parents will call or with questions on behalf of their children” “Telephone call to hotline asking on progress or why they’ve not been selected” “Telephoned to ask if we could reconsider rejection of student” “Made decisions for them after offer made”

% marketing to parents

Sector analysis Most likely to target parents Banking Parents most likely to influence Professional services/consulting Parents more visible Banking

Coming your way… Open office events for parents of interns – Northwestern Mutual Annual ‘take your parents to work day’ – Google Parent packs for interns - Enterprise Parents attend company baseball games – Central Wire Industries

WE ALL KNOW WHO KNOWS BEST

Students think their mothers are significantly more active than fathers in attempts to influence decisions

WE ALL FACE CHALLENGES UNIVERSITIES EMPLOYERS CAREERS SERVICES WE ALL FACE CHALLENGES UNIVERSITIES EMPLOYERS CAREERS SERVICES