Uptree

Employers looking to raise their brand awareness amongst young people need an effective strategy that takes into consideration students’ focuses linked to the academic calendar. Whilst in Year 12 and 13, students are navigating both the career opportunities available to them as well as the intense preparation for exams. Our Student Outreach Calendar aims to provide employers with a snapshot of the optimum time for student engagement.

How timings can impact student engagement

Year 12 students (S5)

From September, Year 12 students (S5 in Scotland) begin exam preparation for the next two academic years. This is a good time for employers to engage with this year group as many will be considering their options over the next year. With university still being a popular route for students after sixth form or college, employers offering apprenticeship and Early Careers opportunities can start to build their brand awareness amongst students at this time. Hosting Work Experience Days, Application Masterclasses or making use of Uptree’s Careers Learning Programme can be a great way to get on this age group’s radar.

It’s so important to engage this cohort of students as early as possible to pique interest and give them time to consider their options and prepare to apply for a company's upcoming recruitment cycle.

Year 13 students (S6)

Year 13 students (S6 in Scotland) will be feeling the pressure of approaching exams, so engaging with them if they have no prior knowledge of your brand or industry can be a challenge, but there’s still time to introduce them to the opportunities available. Hosting work experience events from November to February is the perfect time to get students thinking about opportunities available at a company. As National Apprenticeship Week takes place in February, engaging students can really get them thinking about alternative routes into the workplace.

By providing one to one support with students, we maintain a constant idea of students' opinions and needs through the academic year. This gives us insight into how they’re feeling at different points in the year so we can guide employers on their outreach strategy. Understanding the optimum time to reach students allows for increased interest in events and role applications.

Improving student engagement

As part of an effective engagement strategy, companies should showcase their work culture and opportunities in a digestible, inclusive way. Timing is crucial for this kind of communication in order for it to be effective. Students must have an appropriate time to learn about a company in the run up to an event or opportunity. Uptree’s Student Platform gives young people a holistic view of all upcoming events with our Employer Partners, allowing them time to prepare and review what’s on offer.

Whilst engaging students at the start of the academic year is ideal, the calendar reflects multiple points in the year when employers can engage students in events and opportunities. May to August is another great time to engage Year 12 students to drive interest and awareness of employer brands, highlighting opportunities available during the 2023/24 recruitment cycle.

Companies should also consider the different streams of communication that are available to them, with social media playing a large role in engaging students. Timing content effectively can help to increase engagement across multiple digital platforms.

Events and opportunities

Companies should factor in how they’re making their opportunities accessible to students during their studies. Timing and distance is key when preparing for outreach and engagement as 28% of students were put off by the distance to certain events (Uptree student survey, 2022). Running region-specific, targeted outreach through relationships with schools can help to ensure opportunities draw students who feel that they’re a good fit for the opportunity being advertised.

By using a provider like Uptree, who are aware of optimal times for engagement, companies can maintain a good relationship with young people through running an effective rate of communication over a specific timeline. Companies can begin to develop a pool of young talent and gain a good level of applications for their programmes.

Challenges and Partnerships

At July’s Coffee with Uptree, our virtual employer insights event, attendees received invaluable advice from former teachers. They stated that “Barriers are even higher now than they were before. There are four main things that are needed. Knowledge about what's out there and what they need to do, confidence in themselves, support from school or family and access to work experience”.

Uptree’s communications aim always to direct students towards resources and opportunities to help provide them with knowledge and confidence around Early Careers. Timing is key in supporting and providing access to students as it is important to work events, communications and opportunities, alongside their existing academic timetable.

Uptree is partnered with 550+ schools across the UK, reaching over 171,000 students. These relationships allow employers to better connect with students, ensuring their outreach activity aligns with the academic calendar. This timing is key in bolstering student engagement with events, job opportunities and raising the profile of company brands. Alongside our outreach, which aims to provide employers with an effective student engagement strategy, we’re also able to support schools with meeting the Baker Clause and Gatsby Benchmarks.

Conclusion

Timing is key for companies when developing their Early Careers communications as students are faced with the preparation for their end of year exams.

We recommend that companies aim to engage students as early as possible with Year 12 (S5, Scotland) students being the optimum year group to raise brand awareness across the academic year. Year 13 (S6, Scotland) students will be beginning to consider their career routes, therefore it is the optimum time to begin promoting opportunities.

The Uptree Student Outreach Calendar reflects the academic timetable, highlighting the best time for employers to engage students to support their Early Careers goals.

By using an education provider like Uptree, companies can leverage the relationship with schools to ensure effective early careers-related education and engagement.

Download our Student Outreach Calendar or book a meeting with our Head of Business Development to discuss how we can support your organisation's student outreach strategy.