Prime minister Boris Johnson’s speech on adult skills: The full text

There are many reasons to – for me I should say – to come here to Exeter College – the outstanding Further Education College in Devon.

You have a total of 462 courses – some which I tried this morning – from particle physics to cake decorating.

And you offer your students an extraordinary chance to skill themselves in everything from football coaching to specialist Devon cookery, industrial robotics, heavy vehicle manufacture and design.

And I am thrilled that you offer philosophy, and languages, and even classical civilisation – but this is the home of the practical, the hands-on, disciplines that are not only academically and intellectually challenging but which are also of immediate practical usefulness and relevance to the world we live in.

And I don’t just mean useful for individual jobs and livelihoods.

All of us in this country need you to have those practical skills – we need those practical skills collectively, as a society and as an economy – more than ever.

And so today I want to set out how this government will offer a Lifetime Skills Guarantee to help people train and retrain– at any stage in their lives – and enable us not just to come through this crisis, but to come back stronger, and build back better.

Our economy has been shaken by COVID, and in the hand-to-mouth scrabblings of the pandemic the shortcomings of our labour market – and our educational system – have been painfully apparent.

In the last few months I have been touring labs where people, many of them young, are working flat out on testing samples – testing for the disease, testing for the efficacy of potential vaccines, testing the tests.

And it is hard work. It requires endless patience, and good hand-eye coordination.

It also requires an excellent grounding in lab techniques and in the science – and every time I have been fascinated to find that a sizeable proportion of the technicians are from overseas.

And though I welcome that, because it is one of the glories of our education system that it attracts so many people from around the world, we have to face the fact – that at this moment when we need them so much, there is a shortage of UK-trained lab technicians, just as there is a shortage of so many crucial skills.

We are short of skilled construction workers, and skilled mechanics, and skilled engineers, and we are short of hundreds of thousands of IT experts.

And it is not as though the market does not require these skills. The market will pay richly.

The problem is one of supply – and somehow our post-18 educational system is not working in such a way as to endow people with those skills.

And look I don’t for a second want to blame our universities. I love our universities, and it is one of this country’s great achievements massively to have expanded higher education.

But we also need to recognise that a significant and growing minority of young people leave university and work in a non-graduate job, and end up wondering whether they did the right thing.

Was it sensible to rack up that debt on that degree? Were they ever given the choice to look at the more practical options, the courses – just as stimulating – that lead more directly to well-paid jobs?

We seem on the one hand to have too few of the right skills for the jobs our economy creates, and on the other hand too many graduates with degrees which don’t get them the jobs that they want.

And the truth is we’re not giving anywhere near enough of the right kind of training or support to the fifty per cent of young people who don’t want to go to university, and so we’re depriving them of the chance to find their vocation and develop a fulfilling, well-paid career.

And so the result is business isn’t happy; the economy is under-productive; and many working adults are stuck in jobs without much future when they are hungry for new opportunities.

So it is time for change, and for radical change.

Let us begin by admitting that part of the problem is that not every FE college is as superb as Exeter College.

We need to invest in skills, and we need to invest in FE.

That is why we are putting £1.5 billion into upgrading and improving colleges across the country, fixing the leaky ceilings, bringing forward £200 million this year.

The facilities here are awesome. I tried them myself this morning. And improving all FE is part of our levelling up agenda to ensure that the same quality applies everywhere.

And as everybody knows, you can’t acquire skills in the classroom alone. You need to learn on the job, to build up the muscle memory and not just the theoretical understanding.

So I can announce today that we will be expanding apprenticeships, reforming the system so that unspent funds can be used more easily to support apprenticeships not just in big companies, but in the SMEs where there is so much potential for job creation.

And we want many more of these apprenticeships to be portable – so you can take them from company to company.

Suppose you are in a small start-up making videos for Youtube, and the project ends – so you’ve got to move to another such small company. Under our plans, you will be able to take that apprenticeship to your new employer and it won’t die with the end of the contract.

But if we are going to reform our post-18 education, we must go much further. We’ve got to end the pointless, nonsensical gulf that has been fixed for generations – more than 100 years – between the so-called academic and the so-called practical varieties of education.

It’s absurd to talk about skills in this limited way. Everything is ultimately a skill – a way of doing something faster, better, more efficiently, more accurately, more confidently, whether it is carving, or painting, or brick laying, or writing, or drawing, or mathematics, Greek philosophy; every single study can be improved not just by practice but by teaching.

So now is the time to end this bogus distinction between FE and HE.

We are going to change the funding model so that it is just as easy to get a student loan to do a year of electrical engineering at an FE college – or do two years of electrical engineering – as it is to get a loan to do a three year degree in Politics, Philosophy and Economics.

The Augar review highlighted the complexity of the funding system, the bias that propels young people into universities and away from technical education. It is time to end that bias.

We will give FE colleges access to the main student finance system, so that they are better able to compete with universities; not for every FE course, but for a specific list of valuable and mainly technical courses to be agreed with employers.

And in the coming years, as part of our Lifetime Skills Guarantee, we will move to a system where every student will have a flexible lifelong loan entitlement to four years of post-18 education – and suddenly, with that four year entitlement, and with the same funding mechanism, you bring universities and FE closer together; you level up between them, and a new vista of choice opens up.

I want every student with the aptitude and the desire to go to university to get the support they need, but I also want all young people to be given a real choice in life, and not to feel there is only one route to success.

At the moment many young people feel they have to go for the degree option. They feel they have only one chance to study, and to borrow. They might as well go for the maximum, and get a degree.

Under our plans you could go for a one-year technical qualification and launch yourself at life – or you could do that, and then go to university later on. You have the choice.

And it will be easier for older people to borrow to do courses locally – and to study and train part-time – to acquire the skills that can transform their lives.

And of course we need this nimbleness now, this flexibility to acquire new skills, because COVID has massively accelerated changes that were already happening in the UK economy, whether in retail or in restaurant chains.

And while the government is building on our furlough scheme,

And we’re devising ever more imaginative ways to safeguard jobs and livelihoods, including the Winter Economy Plan, which Rishi Sunak the Chancellor announced last week,

Alas as Rishi said, we cannot save every job.

But what we can do is give everybody, give people the skills to find and create new and better jobs.

Of the workforce in 2030, ten years from now, the vast majority are already in jobs right now. But a huge number of them are going to have to change jobs – to change skills – and at the moment, if you’re over 23, the state provides virtually no free training to help you.

In fact we have seen a haemorrhage, in the last 20 years, in adult education – a million fewer than there were.

We are going to change that right now. We are expanding the digital boot camps – where you can learn IT, whatever your age, replicating our highly successful training camps in Manchester and Birmingham in four more locations.

Above all, from next April, we will introduce a new funding promise. As part of our Lifetime Skills Guarantee, we will now fund technical courses for adults equivalent to A level, all of which teach skills that are highly in demand.

They’ll give anyone who left school without an A-Level, or equivalent, the qualifications they need when they need them, when they need them, helping people to change jobs and find work in the burgeoning new sectors that this country is creating.

So suppose you work in retail or hospitality, and you think you are going to need to find a new job. And before COVID people were already shopping more online, and already sending out for food. But the crisis has compressed that revolution.

So let’s imagine that you are 30 years old, and you left school without A levels, and you are thinking you could find a job – you were in retail or hospitality – you could find a job in the wind farm sector in the north east, or in space technology in Newquay, or in construction here in Exeter, or retrofitting homes so as to reduce carbon.

You might see a job for yourself on one of the vast engineering and infrastructure projects that this government is leading: a surveyor or a rail technician. You might want to work in adult care. Crucial sector for our country.

You have a huge range of options – in theory – but you need that technical knowhow, you need that A-level equivalent qualification; and we will fund it. We will give you the skills you need.

The British economy is in the process of huge and rapid change, driven by the internet and the possibilities of remote communication.

But as old types of employment fall away, new opportunities are opening up with dizzying speed – vast new sectors in which this country already leads or can lead the world.

And over the last few centuries there is no other country that has shown the same adaptability, the same ingenuity in matching the demands of new technology.

But for the last few decades, alas, we have been hamstrung as a country

by a lack of investment in infrastructure, in science,

by our antiquated planning system

and by our failures in technical education.

And this Government is putting that right

We’re making unprecedented investments in infrastructure – and doubling the investment in science and technology from £11 billion to £22 billion a year by 2024.

We’re changing the planning rules so that it’s easier to provide homes for young families and for businesses to grow and invest.

And we’re transforming the foundations of the skills system so everyone has the chance to train and retrain.

And this combination of reforms will tackle the fundamental problems in our economy of productivity and growth

helping the country to invent new industries and contribute to humanity’s great challenges, from fighting pandemics to achieving net zero carbon emissions.

Above all, it will make this country, our United Kingdom richer and it will make our country fairer.

So my message today is that at every stage in your life, this government will help you get the skills you need.

Through our Lifetime Skills Guarantee,

we’ll upgrade Further Education colleges across the country with huge capital investment;

we’ll expand apprenticeships, making it easier to get a high quality apprenticeship, and connect them better to local employers who know where the jobs of the future are going to emerge;

we’ll fund free technical courses for adults equivalent to A level, and extend our digital boot camps;

we’ll expand and transform the funding system so it’s as easy to get a loan for a higher technical course as for a university degree, and we’ll enable FE colleges to access funding on the same terms as our most famous universities;

and we’ll give everyone a flexible lifelong loan entitlement to four years of post-18 education — so adults will be able to retrain with high level technical courses, instead of being trapped in unemployment.

And this long-term plan – learning from what has worked around the world – will finally enable our amazing country to close the gap with other countries that in this one respect have had – or thought they had – the edge on us when it comes to skills and technical education. They thought they had the edge on us for 100 years. Well we have the talent. We have the potential. All we need to do is give people the chance.

And yes we face a once a century pandemic but now is the time to fix a problem that has plagued this country for decades.

Now is the time to end the pointless, snooty, and frankly vacuous distinction between the practical and the academic.

And now is the time to give everybody – with this Lifetime Skills Guarantee – give people of all ages the means and the confidence to switch and get the skills they need.

And now is the time for all of us to begin to build back better.

PM to announce major ‘expansion’ in FE funding for adults

Adults over the age of 23 in England without a full level 3 qualification will be offered one for free from April, prime minister Boris Johnson is set to announce.

The policy to extend full funding to all eligible adults was a recommendation in Philip Augar’s review of post-18 education published 15 months ago and will be funded through the government’s new £2.5 billion National Skills Fund.

A full list of available level 3 courses for this entitlement will be set out next month, but the government tonight said the qualifications will need to provide “skills valued by employers”.

This is the second Augar recommendation adopted today, after the Department for Education confirmed plans for Ofsted to inspect all apprenticeships.

In a speech on Tuesday, Johnson is expected to announce this new “lifetime skill guarantee”. He will say: “As the chancellor has said, we cannot, alas, save every job. What we can do is give people the skills to find and create new and better jobs.

“So my message today is that at every stage of your life, this government will help you get the skills you need.”

Since 2013, adults up to the age of 23 have been fully funded for their first full level 3 qualification from the adult education budget but those aged 24 and over would need to take out an advanced learner loan to pay for the course.

Prior to 2013 and the introduction of advanced learner loans, the government funded half the costs of all level 3 qualifications for those aged 24 and over. 

Johnson is also expected to unveil plans for more flexible higher education loans tomorrow, which will allow adults and young people to take further and higher education courses in “segments” and “space out their study across their lifetimes”. 

The upcoming FE white paper is due to set out how the government will make “credit transfer” between further and higher education “more of a standardised and mainstream feature of our post-18 education system”.

This new arrangement is hoped to provide finance for shorter term studies, rather than having to study in one three or four year block, the government said.

A spokesperson added that the government will consult on this and “bring forward legislation where necessary in this parliament”.

At the time of going to press it remained unclear whether the additional level 3 funding from the National Skills Fund will be added to the adult education budget in England. Or if a new funding methodology is to be introduced, alongside a new application process for colleges and training providers to gain access to the funds.

Association of Employment and Learning Providers managing director Jane Hickie said: “It’s good to see National Skills Fund being invested in extra and much needed funding for adult education alongside AEB and we have recommended that the comprehensive spending review should integrate these two budgets and the National Retraining Scheme into a single pot which providers of all types can access.

“The next step after that is that adult learners should access the pot instead via properly regulated individual skills accounts, so we end up with a fully demand-led system like we now have for employers with apprenticeships.”

David Hughes, chief executive of the Association of Colleges, said: “We believe that colleges should play a bigger part in a more collaborative education and skills system that allows people to train and retrain throughout their lives. Today’s speech is a strong sign that this thinking will form much of the foundation for the upcoming FE white paper and develop a system that works for all adults and not just those fortunate enough to go to university.

“A new entitlement to a fully-funded level 3 qualification and more flexibility built into level 4 and 5 are important steps forward as the government begins to implement the Augar Review. There is a lot more to do to stimulate demand from adults and employers and to support colleges to have the capacity to meet needs. I am looking forward to working with officials on the details and the legislation which will be part of the white paper later this year.”

Johnson’s announcement will come on the same day that skills minister Gillian Keegan appears in front of the education select committee, facing questions on adult education and lifelong learning. The hearing is set for 10am tomorrow.

Who is the first chair of the skills and productivity board?

An executive vice president at international broadcaster Sky has been appointed as chair of the Department for Education’s new skills and productivity board.

Education secretary Gavin Williamson today announced that Stephen van Rooyen (pictured) will lead the group to provide “expert advice” on how courses and qualifications should align to the skills that employers need post-Covid-19.

Williamson said van Rooyen has a “wealth of experience across the technology, engineering and communications sectors and will be able to share his vital insight and leadership with the panel”.

Van Rooyen’s full title at Sky is “executive vice president and chief executive officer, UK and Europe, established markets” with responsibility for Sky Italy, Germany, Austria and Switzerland. He has worked at Sky in various roles since 2006 and before that worked at Virign Media and Nokia.

The skills and productivity board was first announced in October 2019 and will play a “central role in driving forward the government’s ambitious FE reform programme”, the DfE said.

Van Rooyen said: “Given the pace of change in business and in workplaces today, and the economic challenges of Covid, the new skills and productivity board has a key role to play in developing our skills economy for current and future generations. It is a privilege to contribute, and I’m looking forward to working with the panel and the government to drive this important agenda.”

Williamson said that van Rooyen is a “keen and proud champion of apprentices, having taken Sky’s apprenticeship programme from strength to strength”.

“He will lead an expert panel who will provide important advice on how to tackle the nation’s skill challenges,” the education secretary added.

“The board will play a key role in helping us to rebuild our economy post-Covid-19 and deliver our bold skills agenda. I look forward to working with him to level up opportunity across the country ensuring people have the skills they need to progress.”

The work of the skills and productivity board will be carried out by a panel of five “leading” skills and labour market economists, supported by Department for Education officials.

The panel will undertake independent research and analysis in response to questions set out by Williamson and van Rooyen.

Applications for panel members closed earlier this month and appointments will be made in due course, the DfE said.

Their appointment will come ahead of the government’s forthcoming FE White Paper, which will set out “detailed plans to build a high-quality further education system – one that unlocks potential, levels up skills and boosts opportunities for people across the country”.

WorldSkills UK LIVE back for 2020 with online event

Plans to replace this year’s WorldSkills UK LIVE with a virtual event, including talks from the likes of Great British Bake Off winner Nadiya Hussain, have been announced.

WorldSkills UK LIVE, which is the country’s biggest skills and careers event usually held at Birmingham’s NEC, was cancelled earlier this year in the wake of the COVID-19 pandemic, yet will now run online across November.

It will consist of “careers guidance, thought-leadership activity and the celebration of diverse, inspirational role models”. 

WorldSkills UK’s deputy chief executive Ben Blackledge said the ‘LIVE online’ event is part of their commitment to digitise their offering and “will enable us to support more and more young people to achieve higher standards”.

The event is also “part of our ambition to lead the way in inspiring and developing world-class skills and tackle vocational snobbery head on,” Blackledge continued. 

“We want to help create more prestige for apprenticeships and technical qualifications to boost career aspirations as we know that highly-skilled, motivated young people will be crucial to the economic recovery of the UK.” 

Taking place from 11 to 12 November, LIVE online will kick off with an international skills summit on a bespoke video platforming service that is yet to be named. WorldSkills UK said the summit will bring together leaders in industry and education to “explore how global standards of excellence can be mainstreamed in skills policy and practice across the UK to engage young people in apprenticeships and technical education”.

Speakers at the summit will include the acting president of WorldSkills Chris Humphries, NCFE chief executive David Gallagher, Association of Colleges international director Emma Meredith, and the managing director of FE Week’s publisher Lsect, Shane Mann. 

LIVE online will then feature Spotlight Talks on Careers, Apprenticeships and Excellence, being run in partnership with aerospace company BAE Systems and held on the Learn Live platform, between 26 and 28 November.

Celebrity baker Nadiya Hussain and technology YouTuber Grant Hinds have signed up to deliver talks, as have organisations such as BAE, the Royal Navy, and the army. 

WorldSkills UK has not held skills competitions this year due to the pandemic, but also announced today they are now planning to start next year’s cycle of competitions on 18 January, with the National Finals set to be held at next year’s LIVE event.

To register for LIVE online, visit www.worldskillsuk.org

Confirmed: DfE sets out plan for Ofsted to take on degree apprenticeships

Ofsted will be handed powers to inspect level 6 and 7 apprenticeships from 1 April 2021, education secretary Gavin Williamson has announced.

As revealed by FE Week earlier this month, the education watchdog will soon become the regulator for all apprenticeships for the first time.

Until now, Ofsted’s remit has only extended up to level 5, while the Office for Students has held responsibility for overseeing higher-level apprenticeships.

In a letter to chief inspector Amanda Spielman today, Williamson said this change will “ensure consistency and parity in quality standards across apprenticeships, so that employers and apprentices can have confidence that apprenticeship training is subject to a consistent and rigorous approach to quality assurance, regardless of provider type or the level of the apprenticeship”.

He also urged Ofsted to build capacity and capability for taking on this new responsibility by recruiting “additional inspectors with suitable expertise including knowledge and experience of higher education, in addition to the upskilling of Ofsted’s existing inspector workforce where this is required”.

An Ofsted spokesperson said the inspectorate is “very pleased” to take on new responsibility for inspecting the quality of higher and degree-level apprenticeships, which will “ensure consistency in quality standards across apprenticeships at all levels”.

The spokesperson also confirmed Ofsted will recruit new inspectors with expertise in higher education and train existing inspectors “so that inspections and visits take into account the context in which training is delivered”.

The watchdog’s new role mean it will soon be able to inspect all universities with apprenticeship provision, including the likes of Cambridge.

While university membership organisations MillionPlus and the University Vocational Awards Council have both voiced serious concerns about this move, the Russell Group is yet to pour cold water over it.

 

Gavin Williamson’s letter to Amanda Spielman in full:

As you are aware, it is a priority for the Department to ensure that quality is embedded at the heart of apprenticeships. This has been a key focus of our reforms, driving up the quality of apprenticeships in order to ensure that they better meet the skills needs of employers.

It is essential that we maintain momentum so that every apprenticeship provides the high-quality work-based training necessary to meet the needs of employers and support individuals to progress in their careers. This is more important than ever it we are to maximise the potential of apprenticeships, including higher and degree level apprenticeships, in supporting economic recovery from COVID-19.

I am clear that every apprentice and employer deserves a quality experience from their apprenticeship training provider. It is therefore vital that there is a consistent approach to quality assurance across apprenticeships.

To enable this, following careful consideration the Department has decided to accept the Augar Review’s recommendation that Ofsted become the single body for the inspection of apprenticeship training at all levels.

This change will ensure consistency and parity in quality standards across apprenticeships, so that employers and apprentices can have confidence that apprenticeship training is subject to a consistent and rigorous approach to quality assurance, regardless of provider type or the level of the apprenticeship.

Therefore, I am writing to inform you that from 1 April 2021, Ofsted will become the single body responsible for the inspection of apprenticeship training provision at all levels. This includes responsibility for provision at levels 6 and 7 (both degree and non-degree), in addition to Qfsted’s existing responsibilities at levels 2 to 5. In the case of apprenticeship providers delivering higher education as part of an apprenticeship standard, the Office for Students will continue to provide Ofsted with relevant information to inform inspection judgements.

Under this change, the Education and Skills Funding Agency will continue to regulate all apprenticeship providers via its management of providers on the Register of Apprenticeship Training Providers. The ESFA will use information provided by Ofsted to manage providers on RoATP, intervening to suspend starts or remove a provider from RoATP where necessary, as set out in existing policy. The OfS will continue to regulate higher education and will consider whether the outcome of an Qfsted inspection raises any wider concerns about quality.

Apprenticeships at levels 6 and 7 are an important part of our education and skills system, supporting productivity and social mobility. They provide people of all backgrounds with a choice of high-value vocational training alongside traditional academic routes and support individuals to pursue fulfilling careers. It is important that this change is implemented effectively in a way that supports the continued growth of these important apprenticeships.

I therefore expect Ofsted to build, where necessary, capacity and capability for taking on this new responsibility. This should include the recruitment of additional inspectors with suitable expertise including knowledge and experience of higher education, in addition to the upskilling of Ofsted’s existing inspector workforce where this is required.

Ofsted should also work closely with my officials and the Office for Students in preparing the apprenticeships sector for this change, particularly (although not limited to) those providers who are not already familiar with Otsted inspection. I expect Ofsted to work collaboratively to ensure that the circumstances of the sector are fully understood. Ofsted should consider whether any further action is required ahead of taking on this responsibility, such as reviewing its further education and skills inspection handbook.

Long-running apprenticeship provider goes bust

An independent training provider in Birmingham has entered insolvency after Covid-19 reduced the company’s income to a point that “it was no longer in a position to continue trading”.

GB Training (UK) Ltd, which offers apprenticeships and is also an adult education budget provider for the West Midlands Combined Authority, has announced on its website that it has closed.  

Seventy staff will lose their jobs at the Ofsted grade two provider, and around 500 learners will have to be transferred to new institutions to complete their courses.  

Managing director Lawrence Barton said Covid-19 was the “critical factor” in the decision to close the family-run provider, which has trained “many thousands” of people over the past 25 years.

GB Training was able to access supplier relief funding from the Education and Skills Funding Agency in the first round of funding, but was ineligible for the second round as it had taken out a government-backed loan “to keep us afloat”.

“Ultimately, the balance of income over our outgoings was no longer sustainable,” Barton said.

The pandemic, Barton added, “has had a devastating impact on our business. Learner starts and recruitment has been decimated. Our classrooms at our central Birmingham office have been forced to close for a period of four months.”

Both factors contributed “heavily to the painful decision we have been compelled to take,” he said, adding: “I have consistently called for the government to deliver more relief funding to the sector to help training providers such as ours.”

“We are tremendously proud of all the work we have achieved and for the family of staff who have made this all possible.”

Both the Education and Skills Funding Agency and the WMCA have been informed and are working with the provider on a “smooth” handover of learners to a new provider, according to the statement.  

It also said all certificates which have been received by the centre will be issued to learners “quickly”, except for all certificates by awarding organisation Skills First, which will deal with those centrally and will contact learners “shortly”. 

West Midlands Combined Authority has confirmed a small number of people were completing employability training funded through its Adult Education Budget – they will be transferred to South and City College Birmingham.

The ESFA has said it is “working closely with the provider to agree arrangements for the transfer of learners to alternative provision,” so they can complete their programmes.

Shadow education secretary apologises after calling Covid-19 a ‘good crisis’

Shadow education secretary Kate Green has apologised after calling the Covid-19 pandemic a “good crisis” which Labour “should not let go to waste”. 

Green made the remarks at the Labour Party’s virtual party conference, ‘Connected’, last week, which sparked a furious backlash and were used by Boris Johnson at prime minister’s questions to attack Labour leader Keir Starmer. 

“I think there is obviously a real, immediate pressure to address these funding needs for the crisis, for the coronavirus crisis,” Green was reported as saying.  

“But I think we should use the opportunity, don’t let a good crisis go to waste.” 

Green, speaking to Sky News, today apologised if people felt “hurt” by the remarks: “I would be absolutely mortified and people would be absolutely right to be furious if that is what they felt I had meant and I’m really ashamed if they do think that because absolutely every death, every illness – I can’t imagine what families are going through who experience that and I just want to apologise to them and everyone who felt hurt and offended by what I said.”

Shadow foreign secretary Lisa Nandy had already apologised on Green’s behalf on ITV’s Good Morning Britain programme last week, saying it was “absolutely the wrong way to express that and Kate knows that”. 

At prime minister’s questions last Wednesday, Boris Johnson called Green’s comments the “real approach of the Labour Party, seeking to create political opportunity of a crisis, out of the difficulties and dangers this country is going through”.

Conservative party chairman Amanda Milling wrote to Starmer, calling on him to condemn Green’s remarks and for her to apologise. 

“It is frankly appalling for a member of your frontbench team to see this as a political opportunity to exploit,” Milling told Starmer. 

Ignore the branding revolution at your peril, FE sector

We have arrived at the ‘third revolution’ for FE marketing – but colleges will have to make some serious changes, says Lee Parker

With government taking a detailed look at the role and function of FE and with the Covid crisis reshaping our world in every conceivable way, the time is ripe for colleges to rise to the challenge and to recognise that it’s more important than ever to power up their brands.

We are the “good guys” and we have to let our communities know that. With the arrival of T Levels and Institutes of Technology, colleges can occupy a different place in the technical skills market.

Viva la brand revolution!

Over 15 years in FE marketing I’ve seen two fundamental revolutions. First was the emergence of social media from 2008.

From the days of “but should we have a Facebook page – people can comment and others can see it!” to today’s multi-channel engagement strategies, social media allowed us to talk to potential customers directly, without schools or employer gatekeepers barring the way.

The second revolution was the emergence of all the rich content enabled by these platforms. The college prospectus, once the cornerstone of the campaign, is now relegated to a bit part as we develop a suite of case-study videos, live streams, quizzes, interactive microsites and BAFTA-worthy promotional films.

These rapid revolutions have required innovation and improvisation but have been largely a marketing thing.

Brand is inherently strategic. It needs whole organisation buy-in

The next revolution – the third revolution – requires the whole organisation to see marketing as a strategic function, not just a way to reach customers with attractive materials.

Brand is inherently strategic. It needs whole organisation buy-in.

I’ve spent six months researching brand in education for a masters degree and have found that in many colleges, marketing and comms remain outside key decision making.

Too often, the outcome is that brand suffers. In mergers, ambiguity is often sought in the group name – after all, an acronym can’t offend anyone if no one really knows what it stands for.

In doing this, colleges sacrifice hard-earned brand equity, developed over years of existing within and supporting local communities.

Consumers now have never been more brand conscious. We all use brands to create identity, to define what we stand for and develop how we want to be perceived.

Many of us are justly frustrated by the perception of colleges as a second choice, but what exactly are we doing about it?

By not concentrating on developing brand, setting out what makes us unique – our inclusiveness, our openness to embrace new ideas, our community partnerships, the employers we work with and so much more – we’re failing to transform the impression of what FE is and redefining colleges in the public mind.

So, what can be done? A 2006 study by Jon Hulberg showed how promoting the corporate brand rather than products can allow organisations to show how they differ from the competition without just competing on product merits.

This explains why buying something from Harrods feels different, more luxurious, than buying the same product from a high street chain. 

If colleges focus on making their brand really aspirational and inspirational, they can stand out from competitors and spend less money promoting individual programmes.

It isn’t easy. Developing a corporate brand strategy requires significant work

If our audiences believe that our core purpose is to use skills to create opportunity and a fairer society, we will be pushing at an open door!

It isn’t easy. Developing a corporate brand strategy requires significant work.

Meanwhile, regular research is essential to ensure that consumers are seeing what a brand is intended to represent.

Most importantly, it’s crucial to focus on a college’s people. Ultimately, if students haven’t bought into the cause, it will lack the authenticity required to deliver the brand strategy.

Brand is the new education marketing revolution. Unlike those that preceded it, it will raise fundamental questions about how colleges operate as commercial enterprises.

If embraced, we can ultimately redefine colleges, allowing them to take their rightful place within the education landscape.

Profile: Carol Thomas

JL Dutaut meets a new principal and CEO who loves the stage but doesn’t make a song and dance of her successes

It takes all sorts to keep an education system performing. Some like the daily grind of incremental improvement. Others like the long-haul commitment to a community.

For Carol Thomas, it’s all about the bold change, the big-ticket transformative impact, picking up an organisation that’s on its knees and giving it back its fight.

And the new CEO and principal of Coventry College is certainly not one to shy away from a fight.

Hot from being on the team that transformed the fortunes of Stafford College after its merger with Newcastle-under-Lyme College, she’s taken on her first top job at Coventry, judged ‘requires improvement’ in September 2019.

Getting to the heart of that judgment while re-opening a college in the midst of a global pandemic when you’ve only been in post a month is no mean feat. But Thomas has hit the ground running, meeting every member of staff in spite of Covid restrictions.

What she’s found wasn’t entirely unpredictable. There are obviously some tough challenges. “They’ve said to me ‘we’ve had five people at the top in the last four years’. They’ve lost heart, they’ve lost passion, and they’ve lost confidence in their own ability. This overarching ‘requires improvement’ just suffocates everybody into a negative bubble.”

But there are also grounds for optimism. “There’s some excellent provision here and some fantastic staff who are so passionate about their job.”

In many ways the story of Coventry isn’t a million miles from Newcastle and Stafford College Group’s (NSCG). The key difference seems to be the relative success of their respective mergers.

When City College Coventry merged with Henley College Coventry in August 3 years ago, it was arguably on an improvement journey (though the previous decade was really best characterised as bumping along the bottom).

Thomas at her son’s graduation in 2018

Deemed ‘inadequate’ in 2015, it had clambered back up to ‘requires improvement’ by 2017. Henley, meanwhile, was travelling in the opposite direction. From ‘good’ in 2014, it had tumbled a grade to ‘requires improvement’ in 2016.

They met in the middle, and if the aspiration for the merger was to empower both to thrive, the reality seems to be that it has stalled both in their tracks. Which is also not entirely unpredictable.

And this is where Thomas’s experience at NSCG comes in handy. No doubt, it was a key aspect of what made her stand out among the other candidates for the job. Not that she ever got to meet them.

Characteristically humourous, she tells me that “[the online interview process] was good in one way, because I was all dressed up and still in my slippers. But,” she adds “I’d never seen inside the college.”

Undeterred, Thomas had her own ‘Barnard Castle moment’ (in reality, restrictions had been eased by then). She came to Coventry for a sight test. “My husband and I drove down in lockdown. I prowled the buildings and peered through the windows and thought, ‘well, they’re not falling down. That’s a good start!’”

In an age of high expectations, this is a telling joke. There’s no doubt that Thomas’s expectations of her students and staff are high, but she has me wondering whether we have the same expectations of buildings, facilities and the budgets to pay for those. If there’s incongruity there, one rather undermines the other.

I prowled the buildings and thought, ‘well, they’re not falling down’

Not that Thomas seems fazed by a challenge. She was part of the leadership team at Newcastle-under-Lyme college, which she joined in 2012, when it merged with Stafford College in 2016.

The former was deemed ‘good’ and pushing for better still, while the latter had briefly escaped the ‘inadequate’ category it had been put into in 2012 only to sink back into it in 2016. By 2019, the merged NSCG was deemed ‘outstanding’.

Age 14 as principal girl in a production of Aladdin

At that time, shortly after the FE area reviews which in many places recommended mergers, few had yet acted on those recommendations, and of those fewer still had succeeded. At Coventry, it led to stagnation and years of leadership turmoil.

But NSCG was an early success for the policy. For Thomas, the key determinant of that success would be the staff and the new leadership team’s ability to “win hearts and minds”. And that battle is far from an easy one from a leadership perspective.

“As nine interim managers moved out, we moved in. We lost a year of our lives.”

But despite Stafford’s years in the doldrums, when all else was peeled back, what was left was “a team of staff that were prepared to take on anything that was thrown at them. And we did literally throw everything at them, and they were fantastic.”

The strategy paid off, and her take on that success is telling. “When the Ofsted inspector said it was ‘outstanding’, I said ‘It’s going to be amazing for Newcastle staff, but I can’t tell you the difference this is going to make to Stafford’. We had grown men crying. They just could not believe the feeling.”

But Thomas is not the kind to sit back and reap the rewards of a battle won.

“If I’d stayed at NSCG, which I could have done quite comfortably because it is a fabulous place to work, the gains would be very small. It’s tweaks, you know. You’re in the sort of ‘sustaining excellence’ model there. Here, there are some massive leaps and bounds to take and it’s that accelerated approach that I like. Driving that and supporting staff, that’s what I thrive on.”

That fighting spirit may have its roots in being raised in a military family, and her success may have a lot to do with the outsider status her childhood seems to have conferred upon her.

The gains would be very small. It’s tweaks, you know

Born in Nairobi, Kenya, her father was in the British army and her Indian-born mother worked a variety of jobs to support the family. They were repatriated when Thomas was very young, but it was an experience that would shape the family and her upbringing.

“We were put on a tough council estate on the outskirts of Stoke-on-Trent, in a village called Audley. It was very parochial, and we were seen as the outsiders.”

She has me thinking again. In education, a lot is made of the importance of knowing your community – and be it Cauldon and Burton-onTrent colleges where she started her FE career as a sport lecturer, Cannock Chase where she was first promoted, Stoke-on-Trent college where she spent a decade, NSCG or Coventry, Thomas has never strayed very far from the area where she was raised – but less is said about the value of being an outsider.

Somewhat paradoxically, from a policy perspective ‘effective leadership’ is seen as a transferable skill. Obviously, both Coventry College and Thomas hope that’s the case, but Coventry’s experience of the past few years – one that’s shared with many other educational institutions and especially those who find themselves on the wrong side of Ofsted’s judgments – attests to the fact that it isn’t a given.

Visiting Machu Pichu in 2017

Yet Thomas is already making it work. “The change I’ve seen in people in four weeks is immense,” she tells me. This, from a staff that ought to be entirely inured to enthusiastic visions from new arrivals at the top.

How, then? The key is authenticity. “Somebody said to me yesterday: ‘We’ve been trying to suss you out, and we’ve decided you’re not a careerist, but you’re a doer.’” “A doer” is exactly how she describes her father, now 83, who has spent his life giving to the Audley community through charity engagement.

He even started a football team that went on to send players to Stoke City football club. “He would go off on a Sunday afternoon and the entire street would come,” she says with evident pride. His influence clearly runs richly in her.

By her own admission, Thomas “never had a plan” to be a principal, but what she has in spades is faith in others, and that’s what really determines whether the entire street will follow. “If everybody in this organisation just does their job to the best of their ability, I’ll be dancing on the tables this time next year.”

Whether that’s a skill she picked up on Pontins holidays in her youth along with acting and singing – she has a passion for it and has played in productions ranging from Aladdin to Calendar Girls – I didn’t’ ask. But, Covid permitting, here’s hoping everyone at Coventry College is dancing on the tables with her soon!