Video file
Expand the meaning of job preparation for young people and broaden their view of their options for the future
Narrative
LandscapeMapping the Narrative Landscape
Together, Ascend and EmployIndy audited news stories to learn how high school students and parents think about employment. They discovered the narratives that college is the only route to a good job, and apprenticeships are only for trades.
Together, Ascend and EmployIndy audited news stories to learn how high school students and parents think about employment. They discovered the narratives that college is the only route to a good job, and apprenticeships are only for trades.
Students
MindsetUnderstanding Audience Mindset
The students interviewed want to earn good pay, help others, and follow their interests. But they lack guidance, aren’t sure what it takes to succeed, and can’t tell if a job fits their interests and skills.
The students interviewed want to earn good pay, help others, and follow their interests. But they lack guidance, aren’t sure what it takes to succeed, and can’t tell if a job fits their interests and skills.
PersuasionTesting Persuasive Messages
Testing messages with high school students, Ascend and EmployIndy discovered a lack of awareness and outdated associations with postsecondary options such as apprenticeships. Students want resources and experiences to help them explore options without committing too soon.
Testing messages with high school students, Ascend and EmployIndy discovered a lack of awareness and outdated associations with postsecondary options such as apprenticeships. Students want resources and experiences to help them explore options without committing too soon.
ActionPutting Messaging Into Action
Ascend and EmployIndy will put their messaging into action following the conclusion of the Pathways Narrative Project.
Ascend and EmployIndy will put their messaging into action following the conclusion of the Pathways Narrative Project.
Creating
ChangeCreating Change
Ascend and EmployIndy have developed a better understanding of the challenges students face, and are working to present options that resonate with students and help them achieve their vision of success.
Ascend and EmployIndy have developed a better understanding of the challenges students face, and are working to present options that resonate with students and help them achieve their vision of success.
Creating ChangeCreating Change
Ascend and EmployIndy have developed a better understanding of the challenges students face, and are working to present options that resonate with students and help them achieve their vision of success.
Ascend and EmployIndy have developed a better understanding of the challenges students face, and are working to present options that resonate with students and help them achieve their vision of success.
Mindset
What is the audience's mindset?
Key Takeaway
The students interviewed want to earn good pay, help others, and follow their interests. But they lack guidance, aren’t sure what it takes to succeed, and can’t tell if a job fits their interests and skills.
Insights
- There is a lack of clarity around what is needed to succeed in work
- While students may learn about potential jobs and careers from job fairs, they lack direct work experience to understand whether a job is a match for their interests, skills, and aspirations
- Many students feel that adults in their lives are not meeting their needs around navigating education and career pathways
- Students believe college is likely necessary for life and career success
- Students are most motivated by the potential to earn good pay, help others, and expand on their interests when deciding what career to pursue
For Example:
While students may learn about potential jobs and careers from job fairs, they lack direct work experience to understand whether a job is a match for their interests, skills, and aspirations
In Their Own Words
“I had to find out what I wanted by trial and error, having more exposure to career options and increased electives would have helped me.”
High school student, Indiana
For Example:
Many students feel that adults in their lives are not meeting their needs around navigating education and career pathways
In Their Own Words
“Would be so much more helpful if the school would have an adult sit down with me, talk through my options, help me get started, talk about my future.”
High school student, Indiana
Persuasion
What messages are most persuasive to the target audience?
Key Takeaway
Testing messages with high school students, Ascend and EmployIndy discovered a lack of awareness and outdated associations with postsecondary options such as apprenticeships. Students want resources and experiences to help them explore options without committing too soon.
Narrative Framework
Connection
Students want to graduate high school with clarity about what comes next and optimism about their future; yet in a fast changing world it can be really hard to navigate all the options and answer big questions like how to choose a career path or pay for higher education.
Students want to graduate high school with clarity about what comes next and optimism about their future; yet in a fast changing world it can be really hard to understand and navigate all the options and answer big questions like how to choose a career path or pay for higher education of what comes next after high school.
Students want to graduate high school with clarity about what comes next and optimism about their future; yet in a fast changing world it can be really hard to understand and navigate all the options and answer big questions of what comes next after high school.
Problem
Everything about high school puts an outsized focus on college as the only and best option for young people. This approach misses all the students who don’t want to pursue a college degree, and those who do want to go to college may feel unclear about what it takes to succeed.
Everything about high school puts an outsized focus on college as the only and best option for young people. This approach misses all the students who don’t want to pursue a college degree, and those who do want to go to college may feel unclear about what it takes to succeed.
Students are unaware of the many options that exist in their K-12 experience to explore their passions and different careers as well as the related postsecondary options. A lack of awareness limits the options for students after graduation and causes students to be less likely to find the best fit path for their future.
Students are unaware of the many options that exist in their K-12 experience to explore their passions and different careers as well as the related postsecondary options. A lack of awareness limits the options for students after graduation and causes students to be less likely to find the best fit path for their future.
Solution
Indiana has a growing number of career pathway programs. These programs create opportunities and options for all high school students- from modern apprenticeship programs that give young people real-world work experience while paying them a good wage to programs that help young people and their families take the necessary steps to pursue a college education.
Indiana has a is growing number of career pathway programs the amount of opportunities that students have to explore and experience different career options. These programs create opportunities and options for all high school students- from modern apprenticeship programs that give young people real-world work experience while paying them a good wage to programs that help young people and their families take the necessary steps to pursue a college education offer a variety of ways for students to engage with their own interests and align with career opportunities while gaining meaningful work experience that helps them build their futures.
Indiana is growing the amount of opportunities that students have to explore and experience different career options. These programs offer a variety of ways for students to engage with their own interests and align with career opportunities while gaining meaningful work experience that helps them build their futures.
Vision
These programs help students graduating from high school feel confident in their next steps. While some will go directly into the workforce, others may pursue a certificate program or community college. Career pathways programs spark life-long learning and skills development that help a student thrive wherever life takes them, and whatever the journey looks like.
These programs help students graduating from high school feel confident in their next steps. While some will go directly into the workforce, others may pursue a certificate program, community college, or a four-year education. Career pathways programs spark lifelong learning and skills development that help a student thrive wherever life takes them, and whatever the journey looks like.
These programs help students graduating from high school feel confident in their next steps. While some will go directly into the workforce, others may pursue a certificate program, community college, or a four-year education. Career pathways programs spark lifelong learning and skills development that help a student thrive wherever life takes them, and whatever the journey looks like.
Insights
- The problem statement within our narrative framework did not hold true; rather, there is an outsized focus on college because students lack awareness of the other post secondary options that exist
- There is a flawed mental template surrounding the use of the word “apprenticeship”
- Students want a variety of options to explore different careers
- Students want programs/resources/guidance to set them up with a clear path
- Students know they need real-world experience to launch a successful career
For Example:
There is a flawed mental template surrounding the use of the word “apprenticeship”
In Their Own Words
“It kind of just gives me like, those like old vibes of back in the day.”
Latina Female High School Student, Indianapolis
“I know in the old days they did this (apprenticeship) for a lot of the trades like steelworks.”
Latino Male High School Student, Indianapolis
For Example:
Students know they need real-world experience to launch a successful career
See the Story
Video
Notes
In focus groups, young people reacted positively to an existing video showcasing the Indiana Modern Apprenticeship Program.
“Gaining experience is one of the biggest things and factors in getting the better and better jobs that you want. [If you] didn't know if you wanted to go to college but wanted good jobs, you need experience. You can't just go into a good job and be like, well I can learn how to do this. [Employers] gonna want you already coming in there knowing to love something. They can't just teach you every little bitty thing. But yeah, experience, it just looks good for you. Like you already know how to do something. I can leave him by himself. He knows how to do this already.”
– Black Male High School Student, Indianapolis
Action
How were the messages put into action?
Key Takeaway
Ascend and EmployIndy will put their messaging into action following the conclusion of the Pathways Narrative Project.
