Parents and teachers have the greatest influence on school leavers’ career decisions, but they’re not always aware of all the options available—or on the same page as students. Even in terms of brand awareness, there’s often a significant mismatch between what these groups know. So, how can brands increase awareness of school leaver programmes among both young people and their influencers?

What school leavers, parents and teachers know

Between 2015 and 2018, AllAboutResearch conducted a series of studies to analyse how aware students, parents, teachers and careers advisers are when it comes to 200 major companies in the UK. The study was conducted in two different ways: participants were either asked to identify companies from a list (aided awareness) or to name five companies that offer school leaver jobs off the top of their heads, with no prompting. Both...

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