The majority of students say their parents play a major role in their decision-making about careers and

study, according to a report published last week. More than half (54%) of the students who took part
said that their parents tried to exert influence over their choice of course or career, while 69% said their
parents had tried to influence their choice of university.

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The study was carried out by GTI Media, the parent company of targetjobs.co.uk, along with the
Association of Graduate Careers Advisory Services and professional services firm EY. It highlights both
the crucial role that parents play in guiding their children’s career choices and the blind spots that some
parents may have when it comes to alternatives to university education, such as school leaver
programmes that offer a combination of professional training and paid employment.

Only 27% of the students who took part in the survey said their parents had discussed alternatives to
university with them, while 76% of parents said they did not know where to find online information
about alternatives to university. By way of contrast, 70% of parents said they encouraged their children
to go university and of those, 43% felt a degree would improve their children’s long-term career
prospects more than an apprenticeship, school leaver programme or joining the job market after college
or the sixth form.

Students did not object to parents’ attempts to influence them; 66% thought this was the right thing for
parents to do, while only 7% thought it was wrong. More than 3,000 students took part in the survey,
along with just over 800 parents.

Julie Stanbridge, the head of student recruitment at EY, commented, ‘The survey results would suggest
that for many parents, university is still seen as the default option and the safest route to achieving
career success. In reality, entering the workplace straight after A levels can play to the strengths of
highly-focused students and provide them with a real head start in their careers.’

Chris Phillips, director of research at GTI Media, said, ‘It’s clear from the research that parents are
increasingly active influencers and it’s vital that universities and employers develop innovative strategies
to reach students by engaging with their parents.’