The Professions Portal

Professor Andy FriedmanDirector of PARN

Linking London Professional Qualifications

21 May 2010

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

6 Australia 4 Canada 1 Kenya

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

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

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 ToolkitProfessions Portal • TotalProfessions.com

Four Key Aims1. Inspire Entry to Professions2. Resource for Career Choice3. Widen Access4. 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

Criteria for involvementProfessional 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

Future DevelopmentsAim 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

Selection of Supporting OrganisationsAssociation of Accounting Technicians Institute of Chartered Secretaries and Administrators

Association of Chartered Certified Accountants (A C C A) Institute of Chartered Shipbrokers

Association of Corporate Treasurers Institute of Credit Management

Association of University Administrators Institute of Internal Auditors - U K & Ireland (I I A)

British Institute of Facilities Management (B I F M) Institute of Legal Executives (I L E X)

Chartered Institute for Securities and Investment Institute of Physics

Chartered Institute of Building Services Engineers Institution of Engineering and Technology

Chartered Institute of Management Accountants Institution of Occupational Safety & Health (I O S H)

Chartered Institute of Marketing Organisation for Professionals in Regulatory Affairs

Chartered Institute of Personnel and Development Royal College of Nursing

Chartered Institute of Public Finance and Accountancy Royal College of Veterinary Surgeons

Chartered Institute of Purchasing & Supply Royal Institution of Chartered Surveyors

Chartered Institute of Taxation Royal Pharmaceutical Society of Great Britain

Chartered Insurance Institute Royal Society of Chemistry

Chartered Management Institute Society & College of Radiographers

Chartered Society of Physiotherapy (C S P) Society of Information Technology Management

Energy Institute

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

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

Site Design & Navigation

Site map HomeUniversity 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?

12-16 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

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

At School/College 7-11 year olds

Favourite Subjects What do you enjoy? What jobs are there?

12-16 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

Career AdvisorsSchool 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

Collaboration with icould.com

Profession Finder Pages

Example of Expanded Entry

Example of Expanded Entry

Profession Finder Sector Index• Professional Bodies select one or two sectors:

Accountancy and Finance Information TechnologyActuarial and Statistics Insurance and BankingAdministration Internal Auditing and Risk ManagementAnimals and Plants Law Enforcement and ProtectionBuilt Environment LegalCharity and Voluntary Work Leisure, Sport and TourismConstruction, Property and Land Surveying ManagementCreative Arts and Design Marketing, Advertising and PREducation Media and BroadcastingEnergy and Mining MedicalEngineering Publishing and JournalismEnvironment Purchasing and SellingHealth and Safety Sales and Customer ServiceHealthcare ScienceHospitality and Events Management Social Care and Guidance WorkHuman Resources and Employment Social ScienceInformation Services Transport, Logistics and Distribution

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

Professional Service Firms and Employers• Opportunity to secure advertising different places on the site

– Home Page– Sector-specific pages– Audience-specific pages

Advertising Rates for UniversitiesLaunch promotion - 6 month rate

Location of Advertisement  Price per month (individual booking)

Price Per Month (6 month booking)

Home page 750 500

At School / College landing page 450 300

At School / College all other pages 600 400

Sector summary page (e.g. overview of accountancy & finance) 450 300

Sponsor Profession Finder (appearing at top of one sector search) 450 300

Other rates by negotiation

Reaching our Target Audiences

Reaching our Target Audiences• Search Engine Optimisation• Targeted marketing campaigns

– Students– Career advisers

• Social Media• Consumer PR campaign• Promotion through partners and Professional Bodies

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

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

Social Media• TotalProfessions.com pages on FaceBook, Twitter, LinkedIn

and YouTube• Connections with Professional Body pages, including these

Institute of Legal Executives Society & College of RadiographersInstitute of chartered secretaries and administrators Institution of Engineering & TechnologyInstitute of Credit Management Chartered Institute of MarketingInstitute of Internal Auditors Royal College of NursingInstitution of Occupational Safety and Health Royal Society of MedicineBritish Dental Association Institute of FundraisingInstitute of Directors Institute of IT TrainingChartered Institute of Management Accountants International Compliance AssociationAssociation of Chartered Certified Accountants Chartered Insurance InstituteChartered Institute of Purchasing and Supply Chartered Society of PhysiotherapyInstitute of Chartered Shipbrokers Royal Pharmaceutical Society of GBRoyal Society of Chemistry Chartered Institute of BuildingChartered Institute of Personnel and Development Association of Accounting TechniciansInstitute of Physics

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

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

Thank you, Questions?