Helping DfT build the evidence base for future transport talent
At a glance
Following anecdotal evidence, the Department for Transport (DfT) wanted to test the belief that the aviation and maritime sectors were struggling to compete with other STEM industries to attract young talent to the workforce. They commissioned IFF Research to build an in-depth understanding of 16-24yr olds’ levels of awareness, perceptions and the factors shaping career choices. A mixed-method research programme combined a nationally representative survey of over 2,000 young people with a series of focus groups and depth interviews. The research gave DfT a robust evidence base that shaped their Aviation Roadmap and Maritime 2050 programmes. Findings highlighted low awareness of maritime and aviation careers which was reflected in the launch of policies such as the Aviation Skills Programme, Aviation Ambassadors and targeted outreach to young people and underrepresented groups.
About the client
The Department for Transport (DfT) is the UK government’s ministerial department responsible for the national transport network and cross-border transport policies. It works with its partner agencies to improve transport across the country and support economic growth.
Challenges and objectives
The Aviation and Maritime industries rely on highly skilled labour to maintain the UK’s technical excellence in these sectors. However, in the context of a wider STEM (Science, Technology, Engineering, Maths) skills shortage, there was a perception that the industries struggled to compete when it came to attracting young talent. The DfT had anecdotal evidence of a lack of diversity which prevented minority groups from entering the sectors’ labour forces. They commissioned a study to test this through:
- Robust evidence of the awareness, relevance and accessibility of maritime and aviation careers to young people and underrepresented groups
- Understanding of the attitudes and perceptions of young people and marginalised groups towards careers in aviation and maritime
- Identifying barriers to careers in the sector and how they could be overcome
Solution
To provide statistically robust evidence of people’s attitudes and perceptions IFF developed a nationally representative online survey of 2,000 young people. With our experience of research with young people and minority audiences about training and employment, we were able to accurately predict response rates and design relevant and tailored survey questions.
To provide a deeper understanding of perceptions and advantages of maritime and aviation careers we carried out a combination of online focus groups and depth interviews, including 58 young people in total. The focus groups were designed to encourage discussion and generate creative ideas about how to make maritime and aviation more appealing. We grouped individuals by age, education stages and minority backgrounds to ensure they felt as comfortable as possible sharing their views. Depth interviews focused on motivations, influences, enablers and barriers. All were informed by the COM-B model, an established framework for understanding and researching behaviour.
Impact
The research informed the development of the DfT’s strategy and policies to improve recruitment into the maritime and aviation sectors.
Analysis of findings across the different methods showed, for example, that there was a lack of awareness of aviation and maritime career options but that interest was high among those who were aware. It also showed that many young people, particularly women from minority groups viewed the sectors as lacking diversity and relevance to their values. This informed DfT’s Aviation Roadmap and Maritime 2050 skills programme including:
- Launch of an aviation skills programme
- Appointment of Aviation Ambassadors
- Partnering with organisations to deliver outreach programmes to young people and underrepresented groups.
The research received ministerial approval for publication and was presented to policy colleagues across the maritime and aviation sectors. Findings were shared at conferences, disseminated to external organisations, and informed the work of diversity taskforces including LGBT and mental health.