The autumn conference season is in full swing. One  of my favourites is Online Educa Berlin – this year being held on 2 and 3 December. If nothing else Online Educa is a great social event – a chance to catch up with friends from round the world. Online Educa also organises a series of pre conference workshops on 1 December. and this year we are organising a workshop for the European funded G8WAY project on educational transitions. Whilst there is a fee for many of the workshops, the G8WAY event is sponsored by the project and is free to participants.

The workshop will focus on the issue of how educational transitions can be made easier for young people through Internet-based services (e.g. career advice, information and guidance).

According to the workshop website the importance of helping young people in their quest to find employment is widely recognised and there is growing interest in the potential of technology-assisted learning when it comes to helping young people make the transition from education to employment. However, this area of learning remains in its infancy and throws up a series of issues for policymakers, researchers and practitioners alike.

The European project G8WAY: Enhanced Gateway to Educational Transition is investigating how social software and Web 2.0 applications can be used to help young people in make transitions.

The following key issues will be explored in the workshop:

• What are the challenges of educational transitions – how can young people start a career in recession-hit European societies?
• What is the potential of social software and Web 2.0 tools in the context of transitions?
• What role can careers guidance and support play in this process?
• What is the future of technology-based learning regarding career education?

The active involvement of participants, exchange of expertise and creation and further development of ideas will be the key elements of this pre-conference workshop.

whilst the workshop is free places are limited and pre registration is necessary. If you are going to be in Berlin, don’t miss our workshop.

I am excited by the possibility of using linked data to provide new services in education. The new UK government appears to be continuing the previous policy of releasing more government data through the excellent Unlocking Innovation web site, resulting from consultancy by Tim Berners Lee and Nick Shabolt (interestingly today the governement COINS database was opened up providing information on all central and local government spending – see Guardian newspaper web tool for exploring the data).

I have been looking at the possibility of using linked data for providing labour market information for careers advice and guidance. We are considering developing a demonstrator of this for use on a mobile device as part of the European funded Mature-IP project. This is a possible use case I have written for the project.

“Sarah is a Careers Personal Advisor. As part of her bob she visits schools to provide personalised careers guidance for young people. One young person she meets is interested in becoming an occupational therapist..

Sarah checks out in the Connexions knowledge database but discovers there is no relevant and up to date information on becoming an occupational therapist. She uses her mobile phone Careers application to seek information.

Sarah inputs the occupation and the post code of the client.

She is able to access an information sheet from the Jobs4You database about occupational therapy.

She can also see the average wage of occupational therapists both nationally and regionally through an API to the ASHE data available through the UK open government data site.

From  the LMS database she can find out the total number of occupational therapists employed in the UK and the trend in employment over the last ten years and can view the job vacancies as an occupational therapist reported to job centres in Kent over the past ten years. She also has access to a video about the job of an occupational therapist searching the iCould database.

The application tells her possible careers routes to be becoming an occupational therapist from information in the Jobs4U information sheets as well as local courses for occupational therapists using an API to the xcri course information standard.
Sarah is also aware that the national Health Service Careers web site also has information about associated careers and qualification routes. She uses her phone web browser to view that information.

Sarah reviews all the information she has accessed. She provides a short audio report on what she has found out and what she considers is the importance of the information for her client. She reviews the information once more and decides that it is ready to share. She checks with her online diary looking at possible times for a video meeting with her client. She presses share which formats the information in the form of a multi media package, including visualisations of the data, which is sent to her clients mobile phone and offers her client times for a meeting.

Finally Sarah adds key words to her report and uploads it an organisational knowledge based of information about different careers.”

Yesterday I wrote about the perosna methodology we have been trying out in the European G8WAY project on educational transitions. At the recent project meeting in Bucharest we split into groups to look at some on the initial interviews which have been carried out. I presented two interviews, undertaken in the UK by Angela Rees from Pontydysgu.
We had been asked to look at the interviews and discuss:

1. What is the most relevant learning event of the case?
2. Is this learning event only relevant in its national context or there features common to different countries?
3. How we can make use of this learning event in relation with:

• Benefits for young people (What kind of support can we provide?)
• What is the impact on the proposed project Web 2.0 platform?

In this post, I will present Kat. In our discussion we consiered Kat to be almost a persona in herself, with a little further analysis added to the case study. Kat is focused on what she wants to do and an accomplished self directed learner. She learns from courses, from different jobs she undertakes, from the internet from reading and from her own research. We noted that transition is becoming more and more a permanent or overlapping state. Kat is constantly learning and her life appears a long period of transition with shorter periods of more intense transition occuring from time to time.

In terms of the potential of Web 2.0 to support Kat in her transition she lacks web tools to present her knowledge, research and achievements. Kat also explains that she spends much time searching for potential PhD opportunities. It seems somewhat surprising that noone has thought to develop a portal to allow easy access to such opportunities (or have they?). Kat might also benefit from the provision of e-guidance or e-counselling.

The project partners felt the case study to be relevant for their own countries (Portugal, Greece and Sweden). In fact Kat might be seen as following the typical career of a modern international researcher!

Kat,

Case Study

Motto: Life is what happens while you’re busy making other plans!

Demographic and biographical Characteristics

Kat, 29, female, comes from a well educated background, she is currently living alone in rented accommodation in France. Kat finds herself moving house frequently between London, France, Spain and her family home in Newcastle in order to take advantage of short term work placements as they arise. She enjoys the arts, always has her nose in a book and has an extensive, global network of friends and acquaintances.

Transitions

Educational and transitional pathways:

After graduating from her first degree in Zoology in 2003, Kat has been opportunistic in her method of finding field work, relying on contacts, friends of friends and recommendations.

“The issues I faced were gaining relevant experience to work in my chosen field, although that’s probably an issue specific to ecologists/biologists. I found it wasn’t too hard to get a job, but said jobs were little or no paid field assistant positions. My university lecturer helped me to find my first job, after that it was various contacts I made along the way. I’ve still not decided what I want to be when I grow up!”

This has lead her from the extremes of studying meercats in the Kalahari to birds on Skomer Island. Because of the nature of project work, Kat finds it difficult to find employment all year round. Her long term ambition is to study for a pHd and so lead her own research projects. With some fieldwork and research experience behind her Kat decided that the best way to pursue her dream was to return to Academia, she graduated with an MRes from Imperial College London in 2008 and has since been in a transition period waiting to be accepted onto a pHd. During this time she has been applying for pHd courses in her specialist area and working as an office temp in between taking on temporary research positions. She thought that the Masters level qualification combined with her research experience would give her an advantage in gaining a PhD placement.

Motivations and Strategies: Kat is quite particular about the type of research she wants to do, as such she has limited her search for a doctorate to universities which she perceives to be good. She also has a clear idea of the specific area in which she wants to work. She would rather wait to be accepted to study her own research proposal than compromise her ideals and spend four years working in an area that does not interest her, even if it would mean her being able to lead her own research sooner. She thinks that it is more beneficial to her to work on short term field work jobs in the meantime in order to make more contacts and keep her research experience current.

Ad hoc learning scenarios

The diverse nature of field work means that every six months or so, Kat embarks upon a new project and has to learn a new set of skills from scratch. Examples of this are identifying species of trees or birds, tracking, capturing, tagging and weighing animals, learning to use different laboratory management tools and data entry systems which are unique to the project. The work is very hands on, she says that it would not be possible to learn the skills as part of an on-line training course.

Support Services used

Lecturers and tutors on her first degree course passed on email addresses of researchers working in Kat’s areas of interest, from these few contacts she has built up her own network of potential employers and project supervisors.

Learning type:

Two main ways of learning are detectable:

Learning from practical experiences: Kat learns new skills on the job, now that she is becoming a more experienced researcher, she also finds herself supervising and teaching skills to the less experienced project workers.

Self-directed learning: Kat will find relevant research papers on the internet and also borrows books from the library. She also uses e-books, particularly when she is working outside of the UK.

Information and Communication Technologies

Much of Kat’s networking has been done via email, she also keeps in contact with colleagues via Skype. She uses websites to search for biology PhDs and field assistant positions.

“ I tended to use those websites more just for browsing to look for job adverts rather than creating a profile and finding people with similar interests. People with similar interests tend to be potential competitors for natural science-type jobs & PhDs which are a bit scarce, I imagine a facebook style network might inhibit a free and easy sharing of info and tips on jobs that you’ve seen.

Plus I really doubt that researchers or potential employers would take the trouble to search the site for good candidates. The nature of PhDs and field assistant jobs is that there are so many people wanting them, you just put the advert out there in New Scientist or wherever, then sit back and wait for the applications to flood in.”

She thinks that the most useful web tool would be something that pooled all of the jobs available onto one site,

“kind of like a temping agency who were in touch with every single Life Sciences university department and every ecological organisation in Europe, with details of jobs or field assistants required. You could go to them and say “I have these skills, I’m looking for paid/volunteer work, I’m available from this date” and they could place you in a suitable position. I doubt it’s feasible, as it would be an enormous undertaking but I, for one, would definitely sign up to such a thing. It would take away all the work and the hours and hours spent browsing online for positions.”

She does think that social networking could be useful particularly for putting new graduates in contact with established researchers, however she is very wary of networking with people in the same position as herself because of the fierce competition for jobs and placements.

This week sees another of our mini series of blog posts featuring particular projects or areas of research and development in Technology Enhanced Learning. This series will focus on careers and career transitions, based on a number of different projects in which Pontydysgu is involved.

The EU funded G8WAY project is looking at transitions between school and work, school and university and university and work. It aims to use Web 2.0 and social software to support learners in making those transitions. And of course that raises a series of methodological questions. What issues are effecting young people in transitions? What kind of support do they presently receive? What works and what doesn’t? How do they use information and communication technologies? How do they think such technology could help them? And, in the context of a project involving partners from six different European projects, are the issues raised specific to particular countries or educations systems or are they common to learners in the different countries? Most critically, how do we find out? We need this information in order to start designing software applications which can support young people. Of course we could undertake a large scale survey. But G8WAY has limited resources and is under some time pressure.

After some discussion we decided to undertake a methods based on identifying personas. The initial results are very promising, proving not only a basis for use cases for designing software applications, but also proving a rich picture of the issues facing young people in managing transitions. In today’s post I will outline the methodology we have used. Tomorrow I will publish some of the initial case studies undertaken as part of developing the personas.

Using story telling and perosnas to research transitions: A short guide

1. Introduction – Storytelling and personas as a way of understanding transitions

Scientific. research seeks to draw out key concepts and ideas by abstraction and the application of logic (Bruner, 1996). In a holistic approach to understanding and meaning making story telling and narrative can enhance such scientific enquiry in order to examine actions, intentions, consequences and context. (See: http://www2.parc.com/ops/members/brown/storytelling/JSB.html John Seely Brown: ‘Story telling’ for more on this approach).

A good story should be emotionally engaging, capable of application in different contexts and provide a broader framework for understanding generalities, partly because there is a certain looseness of ideas. Generalities in this sense are different from knowledge derived from abstraction: in this case learning and knowledge are the result of multiple intertwining forces: content, context, and community.

Following Brown (op cit), in purposeful storytelling people should get the central ideas quickly and stories should communicate ideas holistically, naturally, clearly and facilitate intuitive and interactive communication. Our intention therefore is use story telling to enable us to imagine perspectives and share meanings about different educational transitions by conjuring up pictures more conducive to a culture of learning and development than a formal analytical presentation which is more in the form of knowledge transmission.

The G8WAY project itself is focused upon an abstraction: processes of transition. Further it fits within the enlightenment tradition of knowledge and learning being forces for good and the path to an improved future, both individually and at a societal level.

Obviously the main focus for the G8WAY project is an analysis of real-world transition practices, resulting in the development of sound general conceptual and pedagogical models for supporting learners in the transition  process and ways to overcome barriers. This approach has considerable value but in order to understand the variety of transition processes and experiences of young Europeans a story telling approach could provide us with a richer background enabling us to develop scenarios and provide social software to support the transition process.

We propose to tell our stories in the form of personas.

2. About Personas

Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behaviour set that might use a site, brand or product in a similar way (Wikipedia). Personas can be seen as tool or method for design. Personas are useful in considering the goals, desires, and limitations of users in order to help to guide decisions about a service, product or interaction space for a website.

A user persona is a representation of the goals and behaviour of a real group of users. In most cases, personas are synthesised from data collected from interviews with users. They are captured in one to two page descriptions that include behaviour patterns, goals, skills, attitudes, and environment, with a few fictional personal details to make the persona a realistic character. Personas identify the user motivations, expectations and goals responsible for driving online behaviour, and bring users to life by giving them names, personalities and often a photo. (Calabria, 2004)

Personas can be based on research into users and should not be based purely on the creator’s imagination. By feeding in real data, research allows design teams to avoid generating stereotypical users that may bear no relation to the actual user’s reality.

Tina Calabria (2004) says personas are relatively quick to develop and replace the need to canvass the whole user community and spend months gathering user requirements and help avoid the trap of building what users ask for rather than what they will actually use.

Here is a sample persona created by the Seventh Framework MATURE project looking at strategies for knowledge development and learning by careers advisors. This may be helpful to you in creating Personas or you can just skip to the next section.

Name

Andrew

Motto

No idea how I learned that – it just happened!

Education and professional background

Andrew has gained an off-the-job postgraduate qualification in career guidance, together with an employment based National Vocational Qualification Level 4 in information, advice and guidance (IAG).  Additionally, organisational training also formed part of his induction.  As part of his on-the-job training, there were opportunities to visit employers and research different sectors of the labour market.

Role / degree of standardization

Andrew has been working as a careers adviser for the last 3 years.  There is little standardisation to his work as has to react to the needs of the clients.

Workplace / colleagues

He works in one secondary school helping young people with career decisions ensuring that they have the skills to make informed decisions. When not in school, he works in an open administrative central office with his laptop – hot-desking.

Learning

Andrew likes to learn and is keen to find out more about different websites which can help him further his knowledge of the local labour market.

Knowledge

Andrew has to continuously acquire knowledge in the form of national, regional and local labour market information.  This includes: education, training and employment opportunities; occupational trends and forecasts; information on local employers etc. Over the last 3 years, Andrew has gained a significant amount of local knowledge about the labour market and the education, training and employment opportunities available.  This knowledge has not be gained through any conscious process or training.  It was considered as ‘something you get to know’.  As a new employee, Andrew asked questions of his colleagues to gain this information and knowledge.  By reading internal communications sent by email and local newspapers he has been able to gain knowledge about the local labour market, which is central to his role, exemplifying his title as a knowledge worker.

Content types

He primary uses office software, email, the internet, organisation management information systems.  Information can be received in both electronic and hard copy.

Structures

Information on clients is stored on a national MIS maintained by the organisation.  Local intranets are available for storing and retrieving information.

Problem solving and other knowledge routines

The internet has become a valuable resource for researching and developing knowledge of the local labour market and the available opportunities.  A favourite website, Planit Plus, has information on local opportunities and labour market information (LMI) and is often utilised.  Email communication for colleagues also ensures that he is aware of current opportunities for training and employment in the local area.  This soft data is vital to his work and needs to be continuously updated.  Due to work pressures, he believes that in the current work climate there is little time to undertake employer visits to gain (and develop) knowledge about local employers.  Time to research different sectors and gather LMI for analysis and synthesis is restricted and considered a luxury.  Advantage is taken any opportunity presenting itself. Andrew recognises that he would value more time to develop his local knowledge by not only supplementing it with hard data, but also by returning to knowledge development methods used during his training and induction within the organisation.

Reaction to requests from colleagues

Requests for colleagues are normal by email and are usual a general query to see if he knows a particular piece of information.  As a new employee, Andrew asked questions of his colleagues to gain this information and knowledge.  By reading internal communications sent by email and local newspapers he has been able to gain knowledge about the local labour market, which is central to his role, exemplifying his title as a knowledge worker.

Communication strategy / approach to knowledge sharing

Serendipitous knowledge maturation – Knowledge sharing and maturing is ad hoc and haphazard. Knowledge typically developed and shared as part of a development process for a product or service within the organisation or as part of training. Over the last 3 years, Andrew has gained a significant amount of local knowledge about the labour market and the education, training and employment opportunities available.  This knowledge has not be gained through any conscious process or training.  It was considered as ‘something you get to know’.

Formal training

He regularly has the opportunity to attend training courses run by the organisation and has regular review sessions with a line manager.

Important tools

Office tools, internet (including Planit Plus, organisational website), email, MIS

Motivation / drives / interests

Andrew is sceptical about some applications of IT and does not like to rely on them for information.  He says it is unprofessional to go to the organisational website with a client to show them some information and then it freezes or is unavailable.

Task management

Andrew has no daily or weekly routine as he is reactive to client needs and requests.  Task are managed by an electronic diary.

Attitude towards technology

He is keen to use technology and sees it as a way forward for many of clients in developing their research skills in locating local education, training and employment opportunities.  Email communication is central to networking and finding out what is happening in the local labour market.

3. Creating personas for G8WAY

3.1 Decide on a research approach

The purpose of the research is to identify trends or patterns in user behaviours, expectations and motivations in transitions to form the basis of the personas. The best ways to gather this data is to talk to people having completed, or are currently undergoing, educational transitions. This might be through individual interviews or through a focus group or group discussion. You should explain to them first the basic aims of the project and that all information gathered will only be used for research purposes and will be anonymised (note in some countries / institutions you may have to get them to sign formal papers agreeing to this). The information we wish to know might include the following. However, this should not be used as a questionnaire. We want to encourage participants to explore around the topic and reveal their motivations, frustrations etc. Therefore it is only a starting basis for the research. Questions should follow the natural course of conversation which is dominated to a great extend by the topics chosen by the participant.

Background

• Age
• Gender
• Educational / work background
• Social background e.g. have they moved away from home, do they work in a group, on their own, if they at school what is their planned future careers, if at university how long have they been there?

Transitions

• What transition are they currently undergoing (or have undergone), including specific details?
• What did they experience during this transition period?
• How did and do they perceive this transition, before and after it happened?
• What went well?
• What were the problems / issues?
• Did they get support – did they ask for support or was it a service available to them?
• Who provided support? (examples: employment agencies, teachers, friends…)
• What sort of support – was it providing them with information, with guidance, help with problem solving, mentoring or  access to learning? (here, it might be useful to give some ideas e.g. employment agency,
• how and where did they get that support – in school, in social settings, in work?
• How did it help – or did it not?
• What motivated them to get support?
• What kind of support would they have liked to have/ did they miss?

Information and Communication Technologies

• Did they use the internet for support in transitions?
• If so what did they use it for?
• What software did they use e.g. Google for searches, forums, web sites, social networks?
• What support did they find best for them?
• Which other internet tools can they think of/ do they know that can be supportive
• How proficient would they say they are in using the internet?
• What advice would they give us in developing the project?

3.2 Analyse research data and identify persona set

Review all the research data and look for patterns in attitudes and behaviours. For example, if you interviewed people about travel, you might find patterns like users who are price driven as opposed to quality driven, users who travel frequently as opposed to infrequently, and users who prefer to research their holiday rather than asking others for suggestions.

Whilst listing these patterns, you will begin to see clusters of attitudes and behaviours that make up different personas, such as the frequent traveller that is skilled in researching holidays and finding the best prices. This persona is motivated by keeping the cost of each holiday down so they can travel more in the future. The persona’s goal is to go on as many holidays as possible.

Once you have defined these clusters of attitudes and behaviours, give each persona a brief description, such as ‘independent traveller’ or ‘bargain hunter’. There is no ideal number of personas, however try to keep the set small. Three or four personas work as effective design tools, whilst over ten personas may introduce the same confusion as a large user requirements document.

This means ideally you should try to talk to ten or so people in order to gain enough evidence for your persona. This could be through a focus group, through formal interviews or though informal chats.

3.3 Writing personas

Start writing the personas by adding details around the behavioural traits. Select details from your research, such as working environment, frustrations, relationships with others, skill level, and some demographics. Give each persona a name.

Here are some more tips to follow:

• Keep your personas to one page, so they remain effective communication tools and can be referred to quickly during design discussions.
• Add personal details but don’t go overboard.
• Include goals for each persona. This can include experience goals as well as end goals.  An experience goal could be as simple as  ‘not to look stupid’, whilst an end goal would be ‘remain informed about the company’.

Once your personas are written, review them to ensure they have remained realistic and based on your research data. Check that you have a manageable number of personas, and if two personas seem close in behaviours and goals, see if you can merge them into one persona.

References

Bruner, Jerome S (1996) The Culture of Education. Cambridge, Mass.: Harvard University Press,

Calabria T, (2004) An introduction to personas and how to create them, http://www.steptwo.com.au/papers/kmc_personas/index.html

Seely Brown J, Story Telling, http://www2.parc.com/ops/members/brown/storytelling/JSB.html

Another in the occasional series on the use of the internet for Careers Advice, Information and Guidance. This series is based on research undertaken by Jenny Bimrose, Sally Anne Barnes and Graham Attwell for the UK based trust CfBT. If you are interested in reading more, the full report can be downloaded for free from the CfBT web site.

The proliferation of the use of ICT has combined with other factors (like changes in family structure and decline in manufacturing industries) to bring about profound shifts in how young people make sense of themselves. For example, the traditional move from identifying with the family to a single peer group has now been replaced by identifying with family to multiple peer groups, many of which are virtual. ICT also ensures that young people now have access to an instant, international, dynamically-shifting and vast range of stories and forms of knowledge that can inform their identity management. These identities are rarely unified, but rather multiple in nature and increasingly fragmented (Murakami, 2008).

All of this has relevance for young people’s transitions into and through the world of work. The availability of technology influences the way that clients’ access and use guidance services. It also has the potential to support transitions, for example, by helping young people identify transferable skills, help connect them to the job market and support the development of the critical analytic skills for negotiating their way through both their virtual and physical worlds (Riley, 2008). To perform any of these tasks successfully, however, young people are likely to require support from a technologically confident and effective facilitator. It is also suggested that they will also need help with learning how to engage with technology without getting lost or overwhelmed, as well as protection from bullying facilitated by technology, invasion of privacy and advertising (Riley, 2008). Even where the role of ICT expands to respond to the needs of young people in transition there is, therefore, a continuing need for professional support for Careers Personal Advisors

This professional support will need to adapt and accommodate the different requirements that young people have of technology. A fourfold typology that emerged from recent research helps us appreciate the levels of differentiation that occur in the engagement with ICT amongst young people. These four types of relationships comprise:

• Digital pioneers – advanced and innovative users of the potential of technology;
• Creative producers – building websites, positing movies, photos and music to share with friends and family;
• Everyday communicators – making their lives easier through texting and MSN; and
• Information gatherers – typically Google and Wikipedia addicts, for whom cutting and pasting are a way of life.

(Green & Hannon, 2007, p.11)

These styles that young people have of interacting with technology need to be considered when designing and implementing internet-based services for young people, though a crucial factor in implementing effective guidance services will be the Personal Advisors and their managers. They typically see the world very differently from their clients and yet it is often these adults who mediate the type of ICT used in guidance and the ways it should be used. The relative lack of impact of technology in education to date highlights not only the importance of providing young people with a more active and central voice in determining the nature and role of ICT in their learning experiences, but also the need to shift away from focusing too much on hardware and more towards relationships, networks and skills (Attwell, Cook and Ravenscroft, 2009; Green and Hannon, 2007; Riley, 2008).

References

Attwell, G., Cook, J., and Ravenscroft, A. (2009). Appropriating technologies for contextual knowledge: Mobile Personal Learning Environments. Paper presented at the Proceedings of the Second World Congress on the Information Society.

Green, H., and Hannon, C. (2007). Their Space: Education for a digital generation. London: Demos. Retrieved 3 August 2009, from http://www.demos.co.uk/files/Their%20space%20-%20web.pdf

Murakami, K. (2008). Re-imagining the future: young people’s construction of identities through digital storytelling. London: DCSF/Futurelab. Retrieved 4 August 2009, from http://www.beyondcurrenthorizons.org.uk/wp-content/uploads/final_murakami_youngpeoplesdigitalstorytelling_20081201_jb2.pdf

Riley, S. (2008). Identity, community and selfhood: understanding the self in relation to contemporary youth cultures. London: Futurelab/DCSF. Retrieved 4 August 2009, from http://www.beyondcurrenthorizons.org.uk/wp-content/uploads/final_riley_identitycommunityselfhood_20081201_jb.pdf

I have been doing a lot of work over the last year looking at how Information and communication Technologies can be used for Careers Advice, Information and Guidance, both in terms of providing direct services to young people and adults and in terms of supporting careers advisers. New Zealand seems to be leading in this work. This post is taken from a report I produced earlier this year, along with Jenny Bimrose and Sally Anne Barnes.

‘Career Services’ is the name by which the national organisation that delivers careers guidance support is known in New Zealand. It is a government funded organisation that regards itself as ‘New Zealand’s leading provider of independent career information, advice and guidance’. It aims to provide all people living in New Zealand with ‘access to the best careers information, advice and guidance to achieve their life goals’.

The Career Services’ website (http://www2.careers.govt.nz/home_page.html) is well used and has become a focal point for service delivery. Internet-based guidance is currently being integrated into mainstream service delivery, via the telephone, chat-lines and email, with the face-to-face service remaining available as an option. Telephone guidance is a particular feature, with text-based services being developed alongside this facility. Internet-based services are described on the Careers Service website as follows:

Advice line
Our Advice Line is a small team of trained career advisers located in central Wellington. We’re here to help you with your career planning. When you contact us (by phone or online via web chat or email), we’ll assess your situation and suggest career options suited to your needs. If you need more in-depth support, we’ll make an appointment for you to talk to one of our guidance staff either over the phone or in person. We’re open from 8am – 8pm weekdays, and on Saturday from 10am – 2pm.

Following the successful pilot, the advice line (contact centre) team has grown to 15. This team currently offers a service to clients of all ‘ages and stages’ all around the country, both by telephone and face-to-face. Careers practitioners have had ‘significant training and coaching in asking more open questions, making greater use of the interactive tools on the website with the client, identifying client need and referral processes’. The practitioners actively involved in delivering this new service have indicated how the conversations they have with clients are more direct than those they have face-to-face. The pace is more intense, with pauses and silences amplified, and rapport is being built up throughout the call (rather than at the early stage of the interaction). Practitioners have also reported that this method of delivery is more demanding on their energy. Supporting practitioner self-care has consequently become more of a priority for the service.

The Quality Standards Manual for the Careers Guidance Services is currently being re-written with sections on telephone guidance and online guidance being developed. This manual contains minimum quality measures for service delivery by telephone (e.g. total delivery time will not exceed 1.5 hours per client, including administrative tasks); an outline structure for a phone career guidance sessions (that is, a six stage model of guidance); and the key skills required (micro-counselling skills; excellent listening skills; solution focused counselling skills and the ability to use scaling questions).

Text-based guidance options are advertised on the Careers Service website in the following way:

Chat online about your career options

Looking for information or want some personal help? Chat online to a career adviser, who can give you independent advice to help you with career planning. Our advice line is open from Monday to Friday, 8am to 8pm, and on Saturdays from 10am to 2pm.

Use the form to the right [on-line questionnaire] to ask us a question. We’ll respond within four hours if you email us between 8am and 5pm Monday to Friday.

The Careers Service has also recently piloted a curriculum vitae (CV) feedback service, from October, 2008 to January 2009. As part of this pilot, young people (under 25) were offered an email based feedback service on ‘starter’ CVs, which were created using a particular CV tool. The feedback was provided by a team of four practitioners with different levels of expertise in guidance and one team leader in the advice line. The offer of e-mail feedback came at the end of the CV tool, as a client saved their CV. The response from pilot clients was overwhelmingly positive, with clients reporting how they felt more confident about putting together their CV as a result of the feedback received. Professional practice observations, detailed in the internal evaluation report on the pilot, included:

• the importance of shared team values;
• the advantages of combining the skills and expertise of staff at different levels in the organisation;
• the ability to adapt practice to a more condensed and intensified medium than face-to-face or telephone guidance;

The introductory pilot for the telephone guidance ran from July 2007 to end of February, 2008. It involved one experienced consultant who was based at the Careers Services’ advice line. During the pilot year, the practitioner dealt with 226 clients. The process of introducing this telephone service highlighted potential advantages for clients together with challenges it poses for practitioners. Flexibility emerged as the key advantage of this service for clients, with practitioners needing to use already acquired skills in slightly different ways as well as develop some new skills (England, van Holten and Urbahn, 2008).

• the impact on delivery of not having background contextual information about clients;
• working with a client within an advice context rather than a full guidance context; the shift required by the pilot team around comfort levels with the final product being a starter CV and the service delivered being about learning;
• the value of quality monitoring and peer feedback.

An important feature of the shift towards internet-based guidance was the introduction by the Career Services in New Zealand of a needs assessment model, based on the client’s self-efficacy, confidence with self-help via the web and level / complexity of need. As part of their change management strategy, the Careers Service created a blog for staff, where careers practitioners could express their feelings, ask questions and have debates around the use of technologies in service deliver The animator placed the following question on the blog:E-mail may be the most important, unique method for communicating and developing relationships since the telephone.’ (John Suler, The Psychology of Cyberspace, 2004).

Most career practitioners agree that one of the career profession’s foundational and ongoing principles is that a face-to-face, facilitative relationship is an essential component for effective career counselling. There is also an unwritten assumption that visual clues and non-verbal communications are superior to written text in forming and maintaining an affective relationship.

Do career practitioners believe that face-to-face interactions are deemed more effective than online ones, and John Suler and other online advocates are talking nonsense?’One response is typical of the views expressed by P.A.s who participated in the research undertaken for this study.

“I’d have to say I sit firmly in the face to face camp here. So many cues are picked up at both a conscious and subconscious level that just can’t be gained otherwise. I focus a lot on interview techniques in my work, and relationship building, body language, eye contact etc. is best learned while it is being demonstrated. Sure there’s some great on-line tools, but counselling involves all the senses (…except maybe taste!)”

’The other response provides a more measured viewpoint: “Surely it’s about the needs of the client? For some, yes face to face is always going to be the preferred option for some but having an OPTION of telephone guidance or online or self help or group planning or a combination of these surely means that we are more responsive to the needs of our clients. One of the real beauties of having this flexibility is that someone who lives in a remote area is still able to access services.”

For some people it might be that they start in a face to face environment and then move to telephone or email, or perhaps it’s the other way – they start with email and as they develop their confidence and trust they may feel ‘ready’ to meet face to face.’

Whilst this service’s engagement with flexible methods of delivery, including internet-based guidance, is relatively new, it provides an illustration of a large, national service addressing the staff capability issues that this venture implies, in a measured way. From this and other respects, it can be regarded as an interesting and excellent model practice.

Coming from Pontypridd in South Wales. the reported salary expectations of Conservative Party supporting students comes as something of a shock.

The Guardian newspaper reports that “one in five Tory-voting students expects to command more than £100,000 by the age of 30, compared to just one in ten student Labour supporters. Conservative backers also have the most optimistic starting salary expectations, expecting an average of £22,900 in their first job.”

I have never earned 10000 pounds a year, and do not think I know anyone who has. Clearly class is still the most important factor in determining earnings potential and in likely voting patterns by students.

The Giardian goes on to say “Labour voters were less assured of their earning potential, predicting an average salary of £20,900.”

And, surprise, surprise: “Tory voters were also more likely to attend fee-paying schools. They expect to work in investment banking and management consulting jobs more so than their left-leaning counterparts.”

It is depressing to see that those working in the least useful jobs, in employment areas which have brought the world economy to its knees, remain those aasosicted with sucessful, well remunerated careers.

It is not often that I quote the Strathclyde Telegraph. But Jo has pointed out to me this interesting article about how young people in the Uk are pressurised into going to univeristy when it may not be the bext option for them.

The article quotes research conducted by Notgoingtouni.co.uk which “has found that nearly 40% of school leavers feel pressured into attending university by teachers, and 28% said that their parents expected them to take the academic route while a further 20% felt that university was the only career option being made available to them.”

It goes on to cite the Edge foundation who report “1 in 4 students are dropping out of university, with bad advice from careers services being held as one of the reasons: “It is clear that many people are not being advised on the best option for them and their future”.

A Yougov poll has also found that 65% of teachers feel that there is no clear progression for vocational qualifications, unlike the 85% who feel that there is such development for academic ones.

Sarah Clover, of Notgoingtouni.co.uk commented on the findings:

“Despite the name we are in no way against university but sadly experience has shown that many careers advisors are ill equipped to provide guidance on vocational opportunities, leaving young people feeling that university is the only option available to them… careers advisors must be made to learn about the options outside of the traditional university route.”

This research shows the need for both an improvement in careers advice in the UK to include options other than univeristy but also the necessity to raise the prestige of apprenticeships. Ironically labour market data suggests that apprentices find it far easier to find employment than graduates. However the long term pay prospects for graduates remains better than that of apprentices. More flexible work based learning provision could allow progression routes from apprenticeship to higher qualifications. Alternatively, an extension of apprenticeship for graduates could both allow the development of work based skills and knowledge and develop more parity between the different routes.

Recently I have been researching careers guidance in schools and therefore when I was back in the UK i took the opportunity to ask my family and friends about their own experiences. Here is an interview I did with Year 10 student Ellen.

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I am old enough to have done an 11 plus examination in the UK. This was an examination taken as the name implies at the age of 11 and which determined whether you would progress to a grammar school, which was academically focussed, or go on to a secondary modern school, with a curriculum aiming at technical skills. Whilst it was theoretically possible to switch schools this was rare. And, prior to the raising of the school leaving age many pupils attending secondary modern schools left school at the age of 14 or 15.
In the 1960s most UK education authorities moved to comprehensive schools, catering for all students between the ages of 11 and 18, although at the age of 16 there was the option of going to further education colleges which offered both general and vocational education. Successive increases in the school leaving age posed an issue of how to develop a relevant and appropriate curriculum for non academically oriented students. And whilst, in theory the comprehensive system offers equal opportunities for all students, in reality there is a heavy class bias in terms of formal achievement.
Furthermore the recent policy of increasing the percentage of the age cohort attending university – the target I think is 50 per cent – has increased the divide in prestige between academic and vocational courses.
In contrast, in Germany the majority of school students progress to a three year apprenticeship. It is very noticeable that whilst in the UK company boards tend to be dominated by directors with business or accounting qualifications in Germany companies are often headed by engineers. The German system is impressive in providing quality training for an occupational career. However, there remain issues. There is a big difference in the quality – and prestige – attached to apprenticeship in different companies and between different occupations. And, just like in the old UK 11 plus times, students are allocated to different school routes at an early age – 11 or 12 according to which Lander (region) they live in.
The UK has made a number of efforts to increase the prestige of vocational education, introducing new qualifications and attempting to revive apprenticeship training through the New Modern Apprenticeships. Now both the Labour and Tory parties have come up with the idea of bringing back vocational schools, a measure which has been condemned by the tecahing trade unions.
The Guardian newspaper reports teachers as warning that “The poorest pupils will be segregated from their wealthier peers under Labour and Tory plans for scores of 1950s-style vocational schools to train the next generation of plumbers and engineers…..
The National Union of Teachers (NUT) passed a motion today at its annual conference in Liverpool expressing “deep concern” that the most disadvantaged young people would be coerced into technical schools, triggering another class divide in the education system. Poor pupils and those who spoke little English or had special needs would be steered into such schools because they typically performed less well in exams and lowered state schools’ league table rankings.
Teachers said pupils would be given an “empty promise” that once trained in a trade they would be able to secure a job. They added that the schools would widen the divide between academic and vocational qualifications.”
I share the concern of the National Union of Teachers around early selection of school routes and that students from poorer families will be pushed into attending what might be seen as second class schools. But I fail to see what is wrong in providing a choice of technical education and different forms of learning. Furthermore the quote about the next generation of plumbers and engineers sounds patronising at best. In fact this displays the root of the problem – the low prestige attached to becoming a plumber or engineer rather than taking a course in business studies at university. The provision of high quality technical schools could do something to change this.