Employers need to engage with young people earlier because students now prioritise future employability as a core driver – yet most lack the information to make informed career decisions.
New UCAS whitepaper reveals that while 95% of students consider employability very important when choosing their education – yet most Year 12s are navigating their career choices in the dark and only 36% know what they want to do and how to achieve it. This disconnect creates a critical opportunity for employers, here’s why they must act early.
This research supports earlier studies; The Organisation for Economic Co-operation and Development (OECD) report ‘The State of Global Teenage Career Preparation’, found 46.4% of young people in the UK were uncertain about their career options, which is linked to poorer employment outcomes later in life.
We know that in previous years students chose their path mainly based on personal and academic interests, yet today’s generation place future employability front and centre, with a significant rise in popularity of ‘earn and learn’ pathways like apprenticeships and degree apprenticeships.
Without early employer involvement, students risk making major career decisions with insufficient information, and employers risk losing out on quality future talent.
Why do employers need to engage with young talent early?
Not all students receive enough or the right kind of support at career discovery stage and outside of the well-known professions (such as healthcare, law and finance), they have a limited visibility of the wider job market. With little engagement from their potential future employers, it’s hard for students to see the pathway from course to job.
The research found that only 36% of students know what they want to do and how to get there, 38% know the general field but not much beyond that, and therefore they are not aware of roles that the UK needs for growth, and 26% are even less certain.
By reaching young people early, communicating well and offering the advice and support they have been missing, employers can become an employer of choice, and build a sustainable, high-quality future talent pipeline.
What does UCAS research reveal about students’ career readiness?
Key insight for employers: students are actively asking for earlier, more direct, and more practical engagement with employers – well before post‑18 decisions are made.
They want access to practical, relatable information – something that brings different careers to life and helps them understand what roles actually involve.
- 79% of young people want more opportunities to engage directly with employers through visits to schools, live Q&As or careers fairs.
- Showing up early at secondary school will help young people make more informed choices.
- 58% of young people want to be introduced to careers they haven’t considered yet, with 47% wanting real-life stories and ‘day-in-the-life’ examples.
- 64% wanted support to find work experience, including 50% being interested in virtual work experience opportunities.
- Employer partnerships with universities are important: 85% want direct employer engagement during their studies and 86% want strong industry links when choosing university.
How can employers engage students earlier and more effectively?
To attract future talent, employers should focus on early, consistent engagement that builds familiarity and trust over time.
By engaging at school, employers can gain competitive advantage by influencing career aspirations early and grow their interest years in advance. Young people are drawn to companies and brands they know that feel approachable, human and supportive, and employers can build trust and familiarity over the years. So, what can employers do now to attract the best candidates?
- Show up before plans are fully formed
- Educate students on careers they didn’t know existed in your sector
- Demonstrate culture early and consistently
- Offer a blend of engagement touchpoints
- Build long-term relationships from school age onwards
- Forge partnerships with universities to keep engagement throughout their studies.
The takeaway
Students care deeply about employability but lack visibility of career pathways, while employers are typically engaging too late. Earlier employer involvement improves decision-making for young people and helps organisations build stronger, more sustainable future talent pipelines.
Fieldwork completed April – May 2025. 1,692 respondents aged 16 – 19, looking to start university in September 2026. 81% UK students, 19% international students.
This article is an overview of the key insights from our research. For a more detailed breakdown of our findings, plus tips and strategies on how you can become an employer of choice, you can read our full free whitepaper by clicking below.