GETTING CLOSER TO LEARNERS
Moving from big-picture economic reform to the learners who hold the key to the UK’s future requires qualifi cations and services that help individuals achieve their potential. To this end City & Guilds is more in touch with learners than ever, making the vocational marketplace more understandable and accessible for everyone.
Talent revolution
The future of City & Guilds lies in providing trailblazing learning opportunities for the widest possible range of vocational learners, and in so doing we will help to rebuild the UK economy.
In 2009-2010, City & Guilds positioned itself at the forefront of a talent revolution. By working more closely than ever with our customers, we are maximising learners’ potential and giving them the tools to exploit their vocational talent. Just as the industrial revolution framed City & Guilds’ foundation, so the world now demands a new set of skills. With a fresh set of brand values – leadership, integrity and imagination – we want to lead a talent revolution that is as relevant today as it was 132 years ago when City & Guilds was fi rst established. As well as investing effort in leading
the skills marketplace, we are ensuring our staff also have an opportunity to learn. In July 2010, we held a trade fair at London’s Battersea Power Station for our staff, giving them the chance to learn more about our business and customers. The day saw exhibits from different departments across City & Guilds, and staff saw learners in action – encouraging them to use their imagination and innovation to help City & Guilds maintain its position as the leading name in vocational education.
Find out more at
www.cityandguilds. com/
about-city-and-guilds.html
The Net generation
Connecting with younger learners to communicate the benefi ts of a vocational future has seen City & Guilds enter a new digital age of learner engagement.
New technologies have proved a key part of 2009-2010 for City & Guilds. Cutting-edge online advertising and PR campaigns have helped us reach more current and potential learners than ever to help them focus their talent. For VQ Day, in June 2010, we launched ‘Stars Behind the Stars’, a series of videos targeted at 14- to 19-year-olds, giving an insight into the lives of individuals who work with celebrities. The digital PR campaign was featured on forums and blogs, with unique users and followers totalling 1,750,000. This enabled young learners to fi nd out about our qualifi cations.
In 2010, City & Guilds launched its fi rst digital application to target young
learners aged 14-19. The Facebook application helps them fi nd their perfect job, raising awareness of the brand and the value of vocational education among young learners. 2010 also marked a key point in City & Guilds’ history when we brought an e-portfolio solution into the Group. Learning Assistant is an easy-to-use, web-based e-portfolio that enables those taking or delivering a qualifi cation to access an online system to upload evidence, plan, give feedback, assess, verify and award qualifi cations. This groundbreaking acquisition will ensure that we continue to lead the way in bringing clarity and ease to harnessing talent.
Meet the Stars Behind the Stars at
www.cityandguilds.com/vqday or take a look at the app at
www.facebook.com/perfectjob
Eabha Hennessy, budding Sound Engineer CITY & GUILDS ANNUAL REVIEW 2009-2010
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