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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 - PowerPoint PPT Presentation
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The Professions Portal
Professor Andy FriedmanDirector of PARN
Linking London Professional Qualifications
21 May 2010
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
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
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
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 ToolkitProfessions Portal • TotalProfessions.com
Four Key Aims1. Inspire Entry to Professions2. Resource for Career Choice3. Widen Access4. 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
Criteria for involvementProfessional 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
Future DevelopmentsAim 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
Selection of Supporting OrganisationsAssociation of Accounting Technicians Institute of Chartered Secretaries and Administrators
Association of Chartered Certified Accountants (A C C A) Institute of Chartered Shipbrokers
Association of Corporate Treasurers Institute of Credit Management
Association of University Administrators Institute of Internal Auditors - U K & Ireland (I I A)
British Institute of Facilities Management (B I F M) Institute of Legal Executives (I L E X)
Chartered Institute for Securities and Investment Institute of Physics
Chartered Institute of Building Services Engineers Institution of Engineering and Technology
Chartered Institute of Management Accountants Institution of Occupational Safety & Health (I O S H)
Chartered Institute of Marketing Organisation for Professionals in Regulatory Affairs
Chartered Institute of Personnel and Development Royal College of Nursing
Chartered Institute of Public Finance and Accountancy Royal College of Veterinary Surgeons
Chartered Institute of Purchasing & Supply Royal Institution of Chartered Surveyors
Chartered Institute of Taxation Royal Pharmaceutical Society of Great Britain
Chartered Insurance Institute Royal Society of Chemistry
Chartered Management Institute Society & College of Radiographers
Chartered Society of Physiotherapy (C S P) Society of Information Technology Management
Energy Institute
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
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
Site Design & Navigation
Site map HomeUniversity Students
At School/ College
Career Advisors
Career Development
More About Professions
Profession Finder
Job Search
Career Chooser • Career Advice • Work Placements and Graduate Schemes • Fair Access
Professional Qualifications • Funding
Further Study • Choosing a Course • Funding
International Career Opportunities • International Volunteering and Work • International Study
Graduate Fairs
Resources
Job Search
News
7-11 year olds • Favourite Subjects • What do you enjoy? • What jobs are there?
12-16 year olds • GCSEs • After GCSEs?
Post 16 year olds • AS/A Levels • Further Education • University? • Work? • Apprenticeships • Gap Year • Fair Access
For Parents • Career Guidance at Primary School • Funding • Non-academic and Vocational Routes • HE Tasters and Summer Schools • Work Experience • Gap Year • Fair Access
Resources
Job Search
News
School Advisors • Non-academic and Vocational Routes • HE Tasters and Summer Schools • Fair Access
University Advisors • Professional Qualification Funding • Graduate Placements • Fair Access
Changing Career • Talent Scouts • Change Your Profession
Working with Associations
Resources
Job Search
News
Routes into Professions
Changing Careers • Talent Scouts • Change Your Profession
Improving Prospects • CPD • Improving Employability • Talent Scouts • Role of Professional Bodies
Returning to Work • Career Advice • CV Skills • Interview Techniques • Talent Scouts
Courses
Executive Coaching
Resources
Job Search
News
What is a Profession?
Role of Professional Bodies
What it Means to Be Professional
Fair Access
Regulatory Bodies
Employers • Employee Development
Find a Professional
Events
Resources
Press Centre
News
Role of Professional Bodies
Sector Summaries • (34 sectors)
View Career Videos
CV Skills
Interview Techniques
University Students Career Chooser
Career Advice Work Placements and Graduate Schemes Fair Access
Professional Qualifications Funding
Further Study Choosing a Course Funding
International Career Opportunities International Volunteering and Work International Study
Graduate Fairs
Resources
Job Search
News
At School/College 7-11 year olds
Favourite Subjects What do you enjoy? What jobs are there?
12-16 year olds GCSEs After GCSEs?
Post 16 year olds AS/A Levels Further Education University? Work? Apprenticeships Gap Year Fair Access
For Parents Career Guidance at Primary School Funding Non-academic and Vocational Routes HE Tasters and Summer Schools Work Experience Gap Year Fair Access
Resources
Job Search
News
Career AdvisorsSchool Advisors
Non-academic and Vocational Routes HE Tasters and Summer Schools Fair Access
University Advisors Professional Qualification Funding Graduate Placements Fair Access
Changing Career Talent Scouts Change Your Profession
Working with Associations
Resources
Job Search
News
Collaboration with icould.com
Profession Finder Pages
Example of Expanded Entry
Example of Expanded Entry
Profession Finder Sector Index• Professional Bodies select one or two sectors:
Accountancy and Finance Information TechnologyActuarial and Statistics Insurance and BankingAdministration Internal Auditing and Risk ManagementAnimals and Plants Law Enforcement and ProtectionBuilt Environment LegalCharity and Voluntary Work Leisure, Sport and TourismConstruction, Property and Land Surveying ManagementCreative Arts and Design Marketing, Advertising and PREducation Media and BroadcastingEnergy and Mining MedicalEngineering Publishing and JournalismEnvironment Purchasing and SellingHealth and Safety Sales and Customer ServiceHealthcare ScienceHospitality and Events Management Social Care and Guidance WorkHuman Resources and Employment Social ScienceInformation Services Transport, Logistics and Distribution
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
Professional Service Firms and Employers• Opportunity to secure advertising different places on the site
– Home Page– Sector-specific pages– Audience-specific pages
Advertising Rates for UniversitiesLaunch promotion - 6 month rate
Location of Advertisement Price per month (individual booking)
Price Per Month (6 month booking)
Home page 750 500
At School / College landing page 450 300
At School / College all other pages 600 400
Sector summary page (e.g. overview of accountancy & finance) 450 300
Sponsor Profession Finder (appearing at top of one sector search) 450 300
Other rates by negotiation
Reaching our Target Audiences
Reaching our Target Audiences• Search Engine Optimisation• Targeted marketing campaigns
– Students– Career advisers
• Social Media• Consumer PR campaign• Promotion through partners and Professional Bodies
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
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
Social Media• TotalProfessions.com pages on FaceBook, Twitter, LinkedIn
and YouTube• Connections with Professional Body pages, including these
Institute of Legal Executives Society & College of RadiographersInstitute of chartered secretaries and administrators Institution of Engineering & TechnologyInstitute of Credit Management Chartered Institute of MarketingInstitute of Internal Auditors Royal College of NursingInstitution of Occupational Safety and Health Royal Society of MedicineBritish Dental Association Institute of FundraisingInstitute of Directors Institute of IT TrainingChartered Institute of Management Accountants International Compliance AssociationAssociation of Chartered Certified Accountants Chartered Insurance InstituteChartered Institute of Purchasing and Supply Chartered Society of PhysiotherapyInstitute of Chartered Shipbrokers Royal Pharmaceutical Society of GBRoyal Society of Chemistry Chartered Institute of BuildingChartered Institute of Personnel and Development Association of Accounting TechniciansInstitute of Physics
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
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
Thank you, Questions?