Key Challenges

Our CDI Big Listen survey showed that career development professionals are proud of the work they do, but they do not believe their work is sufficiently recognised, valued or funded. There are three main areas where the Valuing Careers campaign will make a difference:

1.    Demonstrating the value of the career development sector in supporting economic growth, so we can maximise our contribution.

2.    Improving public perception of the career development sector to ensure that people understand what we do and how we can help.

3.    Building a robust career development workforce that can respond to future challenges by improving recruitment and retention.


Valuing Careers research

The CDI commissioned a YouGov survey of 5,004 UK adults to understand their career aspirations and experiences of career development support. The results bring key insights into the life and career perceptions of adults with different characteristics and the opportunities that further investment in career development can bring.

Read more about the research.

CDI Valuing Careers research 2024

Key Focus Points

The campaign will focus on demonstrating and promoting how the career development sector adds value to: 

  • Individuals

Career development can support individuals throughout their education and career; facilitating positive transitions, building career management skills and fostering career wellbeing.

  • Economy

Career development can support the economy by plugging skills gaps and improving the efficiency of the labour market and promoting effective skills/knowledge development. 

  • Society

Career development can benefit society by promoting social justice and equity in education and work for all members of the community.


The Task Ahead

To underpin its Valuing Careers campaign, CDI commissioned a significant piece of primary research aimed at generating a better understanding of the public's career needs and their perceptions of career development support. 

Using this research:

  • We will develop easy-to-use content that supports career development professionals to promote themselves and our sector to a range of audiences.
  • We will continue to advocate for the career development sector at all levels of influence, from employers to policymakers, bringing this work together under one umbrella to better focus our messaging.  See below where CDI CEO, David Morgan, presents at the House of Lords.
  • We will continue to amplify the great work that career development professionals do, as part of a wider strategy to improve the talent pipeline within our sector.



Promoting Our Profession

A core part of the CDI’s role is to showcase and celebrate the great things we do in the sector and to promote best practice across career development. Great work is already being done to highlight the work of career development professionals, but bringing this under one campaign means we can become more effective at promoting our profession. We will also further support this work by using the research project as a foundation for new activities, to influence policy makers, and hold Round Table  discussions in parliament.

Get Involved

Huge thanks to everyone who came along on the 20th February 2024 to the campaign webinar. If you missed the webinar you can still watch the recording to find out everything we talked about. 

You can also still share your ideas, feedback and any questions by getting in touch with Naomi Snelling, CDI Content & Campaigns Manager, via the contact form below.

And if you want to stay up to date with the campaign, bookmark this page and we’ll keep it updated with the latest activities and plans as the campaign develops.



Having any trouble?

Having any trouble?

Do not hesitate to reach out to us anytime.

01384 376464