Listen to this story Members can listen to an AI-generated audio version of this article. 1.0x Audio narration uses an AI-generated voice. 0:00 0:00 Become a member to listen to this article Subscribe “Bradford’s proper sexy”, says Bradford College CEO Chris Webb. “Everyone wants to come to Bradford. But when I first arrived here in 2019, no one did.” In a city with one of the highest rates of universal credit claims in the country, the college has drawn visits from both Charlie Mayfield and Alan Milburn while researching their respective reports on getting more people into work. But the city is also basking in the afterglow of its year as UK City of Culture 2025, and the college is cultivating a reputation of its own for innovation and creative thinking. Become a member for unlimited access to FE Week subscribe Our members enjoy early access to exclusive content and in-depth articles before anyone else. Get expert journalism on FE and skills, experience fewer ads, and unlock a growing range of member benefits.