Marketing Industry Steps Up to Address Youth Unemployment

Strategic Insights -

The UK marketing services industry is taking proactive steps to tackle record youth unemployment, with numerous schemes launched to help young people without a university education enter the industry. According to figures from the Office of National Statistics, youth unemployment stands at 1 million, with more 16 to 24-year-olds out of work than at any time since 1992. Major companies like Google and The Marketing Academy are introducing apprenticeship programs to bridge the gap and provide young people with the necessary skills and experience.

Key Takeaways:

  • Google is set to double the size of its digital marketing apprenticeship program, which has already seen candidates land full-time digital jobs at brands including Barclays, The Guardian, Unilever, Asos, and Talk Talk.
  • The Marketing Academy is launching a pilot apprenticeship scheme, dubbed Merlin's Apprentice, in January, which will provide salaried positions and CIM qualifications to young people between 19 and 24 years old.
  • The Merlin's Apprentice scheme will source candidates from The Prince's Trust and provide work experience, mentoring, and sponsorship from blue-chip organizations.
  • Many brands, including O2, run schemes that teach young people wider skills and offer work experience to equip them for enterprise and employment, such as the Think Big program, which offers funding, training, and support to develop community projects.
  • The Government is considering various ideas to help young people into employment, including a tax credit for businesses who employ young people and other cash incentives to take on apprentices.

Statistics:

  • 1 million: the number of young people aged 16-24 out of work, according to the Office of National Statistics
  • 1992: the last time there were more 16 to 24-year-olds out of work than at present
  • 1.25m: the amount being spent by O2 on its media and marketing campaign promoting the Think Big program
  • January: the month when The Marketing Academy's pilot apprenticeship scheme, Merlin's Apprentice, will launch

Sources:

  • Office of National Statistics
  • Google
  • The Marketing Academy
  • The Prince's Trust
  • O2
  • Cabinet Office
  • Centaur Media Plc. and licensors