The crunch years: What employers need to know about under-18s

New research by communications specialist SAS discovers a shift in how under-18s see their future career choices.
They’re not who you think they are
They’re self-reliant and mature They worry about the future

Agree that it is ultimately down to you whether you succeed in life.

“ I’ve seen how difficult ”

Want to own a house.

Want to be famous.
Rough Hill, “The Youth of Today”, 2013.

it’s been for my older brother trying to find a decent graduate job. We all know it’s really difficult out there.
Student, state school, 16 years old

They’re highly connected

spend over 10 hours a week online

2 3rds

are frequent dual screeners
Student Beans, “Youth Insight Report”, 2012-13.

browse using a mobile phone.

Most already know what job they want to do
They’re most familiar with…

of GCSE and A level students know what they want to do

A. Industries B. Roles C. Employers


What they want most out of a career is…

But above all they want…

“ enjoy
Prestige Opportunities to progress Stability

what I do.”

Chances are they haven’t thought about working for you
Students say traditional professions are the most popular

And the employers they mention most are big, well-known brands




can’t name a specific employer they would want to work for


They want straight, honest answers to their common questions
Is it better to do a summer internship or a sandwich year? Could I be promoted within two years? Five? More? Will I still stand a chance of getting hired if I don’t get straight A’s? What subjects should I study for the job I want?

What would I do on an average day at work?

They’re already looking outside of school for answers

don’t get the careers advice they’re looking for at school

would talk to a parent

but only

would talk to a careers advisor

say they read careers blogs

browse news sites for careers-related information

Who is SAS? SAS is an award-winning digital marketing and design agency that helps organisations attract great people. We craft attractive employer brands through simple, authentic and emotive design. From in-school competitions to online talent communities, we build brands in the minds of candidates through compelling content and integrated campaigns. Young talent is the new frontier. And our years of work with schools students and graduates means tangible insights into the minds of emerging job seekers. In April, we partnered with The Student Room to survey 1,000 UK students about career choices and attitudes.   
Get to know SAS Want to know more about our research or work with school leavers? Here’s where you can find us online: W: T: @sas_insights T: @sas_creative V:

Get in touch Meet us in person. We’re in Central London, moments from Hyde Park or at the end of a phone. SAS 6 Salem Road London W2 4BU Louise Barfield T: +44 (0)20 7243 3232

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