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The Professions Portal Professor Andy Friedman Director of PARN Linking London Progression & the Professions 11 February 2010
The Professions Portal
Professor Andy FriedmanDirector of PARN
Linking London Progression & the Professions
11 February 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
Governance of PARNNot for profit organisation
Steering Committee • 15 representatives from our members• Meets twice a year • Consulted on all major issues
Membership criteria to have or be moving toward:• Entry requirements, based on education/experience• Code of conduct/guidance • Systems to maintain standards and quality• Commitment to CPD
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
Upcoming PARN ActivitiesConferences24 March 2010 The Future of Member Networks: embracing social
networking technologies 20 October 2010 Three Pillars of Professional Standards
Books• Member Networks and Social Networking Technology, 2010• Governance and Volunteers, 2010
Professions Portal • TotalProfessions.com
Background
• Since 2008, Marketing Directors from leading Professional Bodies looking to work collectively to raise profile of professionalism and role of Professional Bodies in UK
• In July 2009, MP Alan Milburn’s Panel of Fair Access to the Professions published “Unleashing Aspiration” report– "Bright children from middle class families as well as those from
poorer backgrounds are missing out on top professional jobs. Many professions are working hard to put this right but their efforts need to be intensified.“
• PARN and Ashridge Communications formed Joint Venture to address this issue on behalf of Professional Bodies
Approach
What are our aims?
• Resource for aspiring professionals, professional bodies, careers advisors and employers
• Respond proactively to the Panel on Fair Access recommendations
• Raise awareness of the many routes into the professions• Raise awareness of the multitude of professions that exist
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
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
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
Target Audiences• Students at university and recent graduates• Children & young adults at school & college• Careers advisers• Employees keen to develop their career
– career switchers, returning to work, entering professions, CPD
• Employers and organisations supporting professionalism
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 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 Administrators• Institute of Careers Guidance• Oxford Brookes University • Institute of Field Archaeologists
Site Design & Navigation
About to graduate?
Choosing a Career -Work experience-Career advice
Professional Qualifications
Further Study
Graduate Schemes
International Opportunities
Job Search
Interaction
News
7-11 year olds-What do you enjoy?-What is your favourite subject?-What jobs are there?
12-16 year olds-What happens after GCSE’s?
17-18 year olds-University?-Work?-Gap Year?
Choosing exam subjects
Interaction
For Parents
News
School Advisers
University Advisers
Career Changers
Working with Associations
Association Contacts
Resources
Job Search
News
Routes into Professions
Changing Careers
Improving Prospects-CPD-Role of Professional Bodies
Returning to Work
Business Coaching
Job Search
News
Role of Professional Bodies
What it means to be a professional
Fair Access
Regulatory Bodies
Employers-Employee development
Find a Professional
Events
Press Centre
News
Role of Professional Bodies
Sector descriptions
Fair Access
Choosing a Career
CV and Interview Tips
Contact us
About us Site map T & C’s
Professions are not for me?
Association administration
Complimentary Navigation
Site Map
Collaboration with icould.com
Profession Finder Pages
Example of Expanded Entry
Profession Finder Sector Index• Professional Bodies select one or two sectors:
Accountancy and Finance Internal Auditing and Risk ManagementActuarial and statistics Insurance and bankingAdministration Law enforcement and protectionAnimals and plants LegalBuilt Environment Leisure, sport and tourismCharity and voluntary work ManagementConstruction and property Marketing, Advertising, and PRCreative arts and design Media and broadcastingEducation MedicalEnergy and mining Publishing and journalismEngineering Purchasing and sellingEnvironment Sales and customer serviceHealth and Safety ScienceHealthcare Social care and guidance workHospitality and events management Social ScienceHuman resources and employment Transport, logistics and distributionInformation services OtherInformation technology
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
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
Online Display Advertising• Targeted at students just prior to graduation, graduates upon
graduation and graduates twelve months post graduation• Digital media scores highly for TGI indexing for this
demographic • Advertising on the leading pre and post graduate sites in the
UK.– http://targetjobs.co.uk/graduate-jobs/– http://www.get.hobsons.co.uk/
• The homepage and career clueless are the most popular pages
• Display advertising for three months, combined with targeted e-mail campaigns to c.100,000 subscribers
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
Facebook Page
Consumer PR Campaign• Recent wide media coverage of government acceptance of
recommendations from ‘Unleashing Aspiration’ report• Social mobility and related issues regularly gain public and
media interest• Targeted PR campaign to key consumer press titles for launch
of site, and its role in encouraging entry to professions• Targeted PR campaign to key trade media
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 February• Fully promoted launch end of
March/early April
