ComRes worked with a major Whitehall department to understand young people’s perceptions of careers in a key British institution. Through a multi-phase study including a large-scale survey of 3,000 young people and 22 focus groups, ComRes segmented young people based on their attitudes relating to jobs and careers, building a detailed profile of each segment to support targeted recruitment.
This research was used to inform the design of a new offer to young people, understanding how to make governmental careers more attractive to key audiences that the department often struggles to attract.
Further research was subsequently conducted to understand attitudes of young people and employers towards flexible working and retention mechanisms. ComRes carried out interviews with HR directors at major national corporations to develop best practice case studies, and conducted 12 focus groups with 18-25 year olds and 30-36 year olds. This provided a clear picture of attitudes to flexible working of those at different career stages and informed flexible working packages and retention/ recruitment strategies.