Source · Select Committees · Education Committee
Recommendation 18
18
Accepted
Paragraph: 72
T Level awareness efforts fall short, failing to raise national and local profile.
Conclusion
Although the Department has invested in communications and marketing to promote T Levels, we heard that its efforts fall short of what is needed to effectively raise local and national awareness of T Levels among employers, students and parents. Indeed, the Chief Executive of NCFE told us that “the odd lapel badge aside, there has been very little done in terms of sector-specific, employer-backed campaigns that will raise its profile.”
Government Response Summary
The government defends its existing robust marketing and communications strategy for T Levels, stating it continuously reviews and adapts campaigns with increasing investment. They provide details of multi-channel advertising, digital content, and direct communications, citing research that shows increased awareness among young people, parents, and employers as a result of their current efforts.
Paragraph Reference:
72
Government Response
Accepted
HM Government
Accepted
The Department is committed to raising awareness and understanding of T Levels among young people, parents and employers. We have a robust marketing and communications strategy in place which is continually reviewed, adapted and delivered in response to the changing education landscape, market insight and audience understanding. We continue to increase investment in T Level marketing and communications campaigns as the programme matures and more T Levels become available across the country. Our T Level communications strategy aims to address different audiences, including: young people (ages 14-19), parents, schools and colleges, careers advisers, and employers, using a multi-channel approach. This includes: • Advertising campaigns across broadcast, digital, radio, print, and out-of-home channels, that target young people and parents, • Digital content (including social media) targeting specific audiences, • Direct email communications to schools, colleges, employers and careers advisers, • Partnership activity with stakeholders, including employers, to develop content and promote T Levels, • PR and stakeholder engagement activity. We have also undertaken activities with careers leaders across schools, colleges, and Local Authorities through the Careers and Enterprise Company (CEC). The CEC provides a range of resources and support for careers leaders to help them promote T Levels. We have also commissioned dedicated support for employers, including the Employer Engagement Programme, to help providers engage with employers and offer industry placements for T Level students. We continually evaluate our campaigns to understand their impact and inform future activity. Our 2022 campaign research showed an increase in T Level awareness among young people, parents, and employers. Since our last wave of research in January 2022: • Awareness of T Levels amongst young people (aged 14–19) has increased from 46% to 54%. • Awareness amongst parents of young people aged 14–19 has increased from 42% to 46%. • Awareness amongst employers has increased from 36% to 41%. We will continue to work with a range of partners and stakeholders to drive awareness, with a particular focus on addressing regional variances.