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The Professions Portal

Linking London Professional Qualifications 21 May 2010 . The Professions Portal. Professor Andy Friedman Director of PARN. Professional Associations Research Network - PARN. Set up in 1999 A research institute with members investigating issues of concern for professional bodies

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The Professions Portal

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  1. Linking London Professional Qualifications 21 May 2010 The Professions Portal Professor Andy Friedman Director of PARN

  2. 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

  3. 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 To become the premier international knowledge base on professional bodies

  4. 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

  5. Recent and Upcoming PARN Activities Conferences 20 October 2010 Three Pillars of Professional Standards Books • Member Networks and Social Networking Technology, 2010 Internet-based Guides • Professional Recruitment Guide • Diversity Toolkit Professions Portal • TotalProfessions.com

  6. Four Key Aims • Inspire Entry to Professions • Resource for Career Choice • Widen Access • Clear Pathways to Professions Target Audiences • Students at university and recent graduates • Children & young adults at school & college • Careers advisers • Employees keen to develop their career • Career switchers, return to work, enter professions, CPD • Employers and organisations supporting professionalism

  7. Criteria for involvement Professional Representation Only professional bodies i.e. no trade associations Only representative occupational groups that fulfil the following criteria: Recognisable entry points based on education or experience Codes of ethics Systems for (self) regulation Commitment to continuing professional development Companies and Education Institutions Advertising opportunities in the first instance

  8. Future Developments Aim to build site content over time, via research projects to address other Panel recommendations, such as: • Research on routes into the professions, the qualifications and competencies required • Case studies of interesting routes into the professions from those from underrepresented backgrounds • Outreach activities and other interesting practice • What it means to be a professional • Financial assistance • Careers advice

  9. Selection of Supporting Organisations

  10. Advisory Panel • Our philosophy is various stakeholders should contribute to the overall strategy of TotalProfessions.com • Advisory Panel central to this philosophy • Representative sample of these stakeholders, whose guidance on matters of policy and content is invaluable. • Role of the Advisory Panel to monitor progress and offer advice to ensure that TotalProfessions.com meets its mission

  11. 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

  12. Site Design & Navigation

  13. Site map

  14. University Students

  15. At School/College

  16. Career Advisors

  17. Collaboration with icould.com

  18. Profession Finder Pages

  19. Example of Expanded Entry

  20. Example of Expanded Entry

  21. Profession Finder Sector Index • Professional Bodies select one or two sectors: Accountancy and Finance Information Technology Actuarial and Statistics Insurance and Banking Administration Internal Auditing and Risk Management Animals and Plants Law Enforcement and Protection Built Environment Legal Charity and Voluntary Work Leisure, Sport and Tourism Construction, Property and Land Surveying Management Creative Arts and Design Marketing, Advertising and PR Education Media and Broadcasting Energy and Mining Medical Engineering Publishing and Journalism Environment Purchasing and Selling Health and Safety Sales and Customer Service Healthcare Science Hospitality and Events Management Social Care and Guidance Work Human Resources and Employment Social Science Information Services Transport, Logistics and Distribution

  22. 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

  23. Professional Service Firms and Employers • Opportunity to secure advertising different places on the site • Home Page • Sector-specific pages • Audience-specific pages

  24. Advertising Rates for UniversitiesLaunch promotion - 6 month rate

  25. Reaching our Target Audiences

  26. Reaching our Target Audiences • Search Engine Optimisation • Targeted marketing campaigns • Students • Career advisers • Social Media • Consumer PR campaign • Promotion through partners and Professional Bodies

  27. 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

  28. 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

  29. Social Media • TotalProfessions.com pages on FaceBook, Twitter, LinkedIn and YouTube • Connections with Professional Body pages, including these

  30. 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

  31. Timings • ‘Soft launch’ end of March • Formal launch end of April • Caught by election and so now working with Department of Education on promotion through connexions-direct.com

  32. Thank you, Questions?

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