SPEAKER: STEWART TILLGood afternoon.Skillset was delighted to be asked by the Creative Industries Council to lead this work.Before handing over to Dinah, Skillset CEO, who chaired the group, I just want to make the following observations:First – that the work is focused on recommendations which we believe will benefit all parts of the Creative Industries and will bring added value by connecting our efforts.Second – there is no implementation or action plan attached as this would have been presumptuous before our discussion here at Council. We present you the recommendations. For delivery, we stand ready to take forward and support implementation if that is what the Council wants. Stage managementNo clicking required to move on the animation. Once this slide comes up, the animation will start.
SPEAKER: DINAH CAINEGood afternoon.We thought it would be helpful if we gave you an overview presentation of our recommendations in order to help your discussion and feedback, and joining me to do that are two members of our Group, Alison Young from Pearson and Janet Hull from the IPA.
SPEAKER: Dinah CaineNotes for speakers:Since we were established six months ago, our Group has meet four times and has worked in five sub-groupsWe have drawn on the expertiseof leaders from across the creative and digital industriesMembers of our group were also linked to bigger networks who they liaised and consulted with, for example Phil Clapp representing the Film Skills Council and the Next Gen coalition.We were pleased CBI were able to join us; they focused on Creative Industries this year and also on skills - allows for joined up employer voice ----------------------------------------------------------------------------------For questions:5 sub-groups (ginger groups) looking at:Schools-based education and Careers information, advice & guidance• Apprenticeships, Internships & Fair Access to the industry• Continuous Professional Development and Leadership & Management skills • Working with Further & Higher Education• Research and Labour Market IntelligenceStage management:No clicking required to move on the animation.
SPEAKER: DINAH CAINEWe did not start from scratch but:Building on existing sector skills strategies, such as A Bigger Future and the Music Blueprint Connecting with current policy reviews Next Gen Skills Campaign and Next Gen steering group; the Design Commission’s inquiry Restarting Britain: Design Education and Growth; the Film Policy Review. Review on Cultural Education; Wilson Review on University-Business Collaboration.Focus Group – with FE, independent training providers, HE networks and HE Ministerial roundtableBig Questionsreceived 37 responses ----------------------------------------------------------------------------------------------------------For questions:Big Questions consultation ran from 4th August to 23rd Sept; Breakdown of responses: 26 (8 employers/ 18 industry reps orgs, professional/trade bodies, trade unions); 9 educational institutions/training orgs; 2 – other groups.
SPEAKER: ALISON YOUNG. Thank you Dinah. And I agree with your comment about how the different creative industries have indeed clicked in the work that we’ve done over the last six months. Perhaps our time is indeed now. Certainly whenever I speak with colleagues from different creative businesses, we find much more that’s common than is not. We are facing similar issues, similar challenges and we recognize that the skills and talent agenda is an opportunity for our growth, and also an impediment to our success if we get it wrong. What we’ve found through our work together is that there are five areas where we believe we can make a major impact. You’ll see them here. Putting these five areas together under one umbrella, we saw there were close links between the values and concept of what we were working to achieve and John Hayes’s, Minister for Skills, vision of ‘21st Century Guilds’. Not the old notion of being a cartel or a secret group or society that excluded or inhibited trade …. But A 21st Century interpretation that embodies…. StewardshipA coming together of employers and individualsA way to professionalise what we do and – as importantly... a joined approach in how we come across to others. Those trying to come into our worlds and those who are already in it We have shared challenges and there’s a real desire to try to crack a new form of collaboration to make us successful. What has got us here, may not be what is going to make us successful in the future There are barriers to our future success and we want to overcome them
SPEAKER: ALISON YOUNGCog One: CPD and nurturing business leaders of the future The first of our five areas is our desire to own and promote the way that people already within the creative industries are trained and developed – and trained to be ready to be our future CEOs. Taking our industries to the next level on a world stage will require our top leaders – and people at a variety of levels – to be commercial, digital and competitive. This doesn’t happen by chance. Imagine if you will, a seasoned manager in any one of our industries. Let’s take publishing. What if we exposed them to a different business within our sector, let’s say film, music or gaming? The convergence of our professional fields means that we can learn from each other. How about a two-way relationship where a senior person can both give and take from being involved in a shadow or virtual board of a smaller company within the creative sector? We all need to learn more about IP, data and data analytics, SEO, eMarketing. Why can’t we learn it from each other? An on-line tool that helps us connect, aggregate information and join together across the creative industries is a key strand of our 21 Century guild. Although enabled by online tools, it will lead to face-to-face interaction and shared flexible learning. It isn’t just for learning technical and creative skills.We want to identify the next cadre of CEOs who are competitive on a world stage. Let’s create a senior leadership programme that connects and enables this And at different levels, we can share resources on training programmes, create a curriculum that we agree are the skills for the future. And accredit providers so that we know – whether we’re big or small – that it’s good quality and is going to deliver results.
SPEAKER: JANET HULLOur second set of recommendations is focused on the schools and higher education system with the objective of inspiring the next generation of creative talent and equipping them with the right skills and information.Thinking first about skills:In schools, we are campaigning through the Next Gens Skills Coalition to reform the current ICT syllabus, embedding computer science and coding into the National CurriculumBUT computer science is only the start! We are championing/defending the role of arts, design and/or a creative subject like music, film, photography alongside the sciences as vocational qualifications that meet current and future employer needsAnd seeking to embed understanding of the overarching importance of creative thinking to problem solving across both the arts and the sciences;In higher education...We are proposing to increase the quality of partnerships between the creative industries and education providersSince working on this programme IPA have new partnerships with Skillset Academies, for instance Ravensbourne for creative and digital technology, and Southampton for Marketing and Computer ScienceWe are seeking to make engagement with industry a quality mark, of equivalent standing to excellence in research and teaching, and this should be recognised in order to develop Centres of Excellence for industry-academic collaboration Thinking now about Information:We are seeking to provide a single online careers resource for the Creative Industries; a single entry point, one place to go. Building on existing resources by existing SSCs and some of the excellent work by individual industry bodies, but now bringing it altogether in a single, simple to use resource that helps young people with decision making and to make informed choices at critical points in their educational development. Signposting industry approved courses and qualifications.It will be promoted through accepted channels e.g. AGCAS the Association of Graduate Careers Advisory Service.
SPEAKER: JANET HULLOur third group of recommendations focuses on diversity - increasing pathways that talent from all backgrounds can enter and prosper in the creative industries.Some Level 2 and 3 apprenticeship programmes are already available to the creative industries - particularly Business Administration and Creative and Digital Media. As ever there is an education job to do. Members of our working group are taking it upon themselves to spread the word: providing opportunities for the National Apprenticeship Service and Training Providers to meet with a cross-section of businesses in their sector.And it's working. For example, from a standing start last September the IPA now have 28 member agencies who have put themselves forward to take on Level 3 apprentices.We're proposing that the National Apprenticeship Service make the creative industries a priority target for their marketing activities in the next 3 years, and that we establish group Apprenticeship approaches, allowing employers to manage apprentices collectively, particularly among SMEs (using a model similar to that of the Group Training Associations).And we're not stopping there. Skillset have bid for and won almost £1million to help us develop Level 4 apprenticeships in creative and digital media, advertising and fashion. This will act as a pilot, as Higher Level Apprenticeships were recognised by the skills group as a key way forward.Internships are a major entry channel into Creative Industries, but we need to work urgently to improve the way they are promoted, recruited and remunerated. It is not sustainable for creative businesses to make such extensive use of long-term unpaid internships. In line with the Government's Business Compact on Social Mobility, we will be addressing the issue by much better promoting the guidelines on National Minimum Wage to our sector, highlighting good employers and providing, through the careers resource, a ‘clearing house’ service to match employers with potential interns.
SPEAKER: JANET HULLBringing information to market: Co-ordinating to meet knowledge gaps and signposting robust data and intelligence for allWe've talked already about creating an information channel to market - an online resource - a single point of entry for information about the creative industries. But how are we going to populate it with the right information?Our fourth group of recommendations focuses on meeting knowledge gaps and making robust data and intelligence available for all in two ways:Firstly, we want to extend the Skillset Tick (a recognised kitemark for quality and industry-endorsed creative media course in HE/FE) across more degree pathways - including advertising, marketing and media courses. We know from research that students are 3 times more likely to find employment from Ticked courses. The Tick focuses industry commitment and input too.We also want to introduce the Skillset Tick to apprenticeship training; employers like us want to take on more apprentices, but we need clear signpost to training providers in which we can put our trust. Second, we want to improve the national account system for the creative industries; working with the Office for National Statistics to shape the methodology for data collection; reducing duplication, identifying knowledge gaps and driving up the quality of the evidence base so that employers make better investment in recruitment and training and prospective entrants make informed decision on career route.And the industry is better able to benchmark itself against other sectors in the UK and competitively with other creative industry sectors globally.
SPEAKER: ALISON YOUNGOur final area for recommendation is that the skills market be more:TransparentPromptFlexibleAnd easy to use We would like to be consulted before there’s any change to skills and education regulation so that we can understand the impact A particular issue is one of freelancers who make up a sizeable proportion of our organisations – quite unlike many other sectors. There are currently barriers in tax and public funding because of their status. This prohibits us from training and developing key people of our future. We need these barriers to be resolved. Finally, when I speak with leaders in the publishing and other creative industries, they talk immediately of their concerns for skills and talent. And they also talk in the next breath about how opaque and confusing is the support. We’re working hard as industries to get the skills piece right and the partnerships in place. And we want to work with Government much more closely to be even better. We would therefore like to see much clearer roles and responsibilities attributed to support agencies so we know as industries who we are supposed to work with on what. We have worked hard to be clear about our roles – and we need the same to happen all around. We don’t want to duplicate effort or create any confusion. We want a simplicity so that we can go on and do great stuff in the creative industries.
Notes for speakers:All animated. No clicking required.
Skillset cic presentation
Stewart Till, CBE Chair, Skillset Introduction
Presented by Alison Young Janet HullManagement Development Director of Marketing & Director Reputation Management Pearson IPA Dinah Caine OBE Chief Executive Skillset
The Remit: • Boost growth and competitiveness of the Creative Industries, • Instigate industry led approaches and proposals to address skills and talent issues, • Government to facilitate and remove barriers, • England only remit, but with UK impactFocussed on those industries where there is thoughtto be the greatest potential to generate significanteconomic outcomes, but also bring benefit to all of theCreative Industries
FE/training provider focus groups Ministerial/ HE networks Build on roundtableexisting sector skills strategies We interpreted our brief by: focussing on cross Big Questions cutting proposals consultation bringing benefit to all of the Creative IndustriesConnect with aggregation andcurrent policy connection to bring reviews added value and benefit
Industry ownership of investment in skillsLeadership and management skillsBuilding the creative generationSupporting talent for growthFusion: the new skills imperativeBuilding the market for high quality provisionProducing and sharing the intelligence we needIncreasing flexibility and reducing bureaucracy,joining up investment and clarifying roles
CPD and future leaders Inspiring creative talent Help the UK Diversity Creative andopportunity Industries to be Insight world-beating and informationSimplicity and clarity
Virtual boards Inspiring Continuing creative Professional learning talent network professional development Diversity and Business Coaching for and nurturing the Growthopportunity business leaders of the future Connected-Leadership Programme
Reform current ICT syllabus Inspiring Science and arts in the Inspiring the next creative curriculum generation of creative talent talent and equipping Diversity Embed Fusion in education them with the right and and skillsopportunity skills and Build stronger HE/Creative information Industries partnerships Single Creative Industries careers resource
Inspiring Increasing and creative Campaign to raise the enriching pathways, talent profile of Apprenticeships so that talent from all Diversity andbackgrounds can enter Group training approachesopportunity and prosper in the Improve the quality of Creative Industries industry internships
Extend the Skillset Tick Inspiring model across HE Co-ordinating to creative talent meet knowledge Introduce the Skillset Tick Diversity gaps and to apprenticeship training and signposting robustopportunity Co-ordinate production anddata and intelligence access to data for all Improve official data sources
Improve and mitigate Inspiring creative further regulatory Removingtalent the measures bureaucratic Diversity Improve the framework burden, joining up and for freelance training investment andopportunity clarifying roles Clarity and a joined-up approach
The risks of no action? International competition Poor diversity ofovertakes the UK the workforce
Improved Realising our potential competitiveness IncreasedIncreased global standinggrowth The ProfessionalisedIncreasedexports benefits industries Raised professionalInward investment standards Enhanced diversity
If the Creative Industries Council endorsesthe reportWe ask DCMS, BIS and DfE:• To charge the CIC Skillset Skills Group with developing an implementation plan and co-ordinating co-investment bids to relevant Government FundsWe ask DCMS and BIS:• To press release and publish the report with the Secretaries of States’ endorsement, encouraging collaboration and support for implementing its recommendations• That Secretaries of State and relevant Ministers lend their support to implementation by attending key events and helping to clear any hurdles
If the Creative Industries Council endorsesthe reportWe ask BIS:• That the Secretary of State asks the LEPs with an interest in Creative Industries and SSCs to collaborate and co-ordinate in order to align support and messaging for employers, training and education providers and individualsWe ask DCMS:• That the Secretary of State writes to ask HMRC to continue its work with the Creative Industries on fair employment practices and asks them to consider the tax implications of companies training their freelancersWe ask DfE:• That they charge a key civil servant to work with a Creative Industries working group over the next 12 months to co- ordinate all strands of interest from both sides to address and agree mutual strategic agendas
If the Creative Industries Council endorsesthe recommendations• That the CIC continue to work through the CIC Skillset Skills Group to develop the implementation and action plan• That employers, trade associations and unions • help to publicise the report and work within their areas and together to achieve the recommendations• • develop co-invested proposals supported by Skillset Skills Group to submit to relevant Government competitive investment• That CIC members may wish to identify key strands that they wish to help champion and or where their organisations may be able to lend expertise and content to help shape, deliver and communicate solutions