Employers want employees from different social class background but here's the problem.... These students aren't aware of the opportunities and if they are aware, they are choosing them. 

So what is going on... 

This report lays out what influences the career choices students make, namely: 

1 - their socio-economic background, 

2 - the opportunities available where they live and 

3 - their prior educational attainment (mainly because good GCSEs grades open the door to A-Level and other Level 3 qualifications). 

Disadvantage, gender, and geography impacts choices

If you are a disadvantaged Black Caribbean student or White British young women you are more likely to choose low-earning courses such retail, commerce, health, care and public services.  

You are not choosing high earning courses such as engineering, planning or construction.  

If you live outside of London, you are even less likely to take a Level 3 or above course because it's simply not available or costs too much to get to a college that runs it. 

Finally, even if you did well in your exams, disadvantaged groups are still more likely to choose lower-earning academic routes than their more privileged peers. 

Why is this happening? What can employers do about it?

These are the young people that employers want to employ on apprenticeship programmes now or later on graduate schemes yet they're not taking the qualifications to prepare them. 

One BIG explanation is in this frustrating fact: 

2 in 5 young people have not received any career guidance by the time they were 16. 

And there is much less careers information on technical routes than academic routes.

Employers need to bridge this gap.  You think I'm talking about going into schools..... sorry No. That's expensive, time consuming, and not nearly effective enough. 

What DOES work are social information campaigns.

Every early careers recruitment marketing programme MUST include a social plan that gets to these young people and shows them that they CAN do these courses, that they don't have to follow the institutionalised stereotypes based on what has been done before. 

Stop simply advertising to recruit and advertise for change.