The Quant supplementary Data Report for the Cheshire and Warrington Perceptions project. UP 2020

PLACE MARKETING EXTERNAL P E R C E PT I O N S STUDY Survey Results

Introduction Cheshire and Warrington LEP wish to gain a clear and independent view of external perceptions about the region.

This insight will help determine how to create effective messaging to attract talent and businesses and support economic growth objectives.

The overall study brings together a number of strands of work examining the views of business leaders involved in making location decisions, the professionals who support them with property, talent and financing decisions, and also the views of final year STEM students and young talent about the choices they make when deciding where to work, live and socialise.

This report documents the findings of a quantitative survey of students and talent which provides broader evidence to support the qualitative findings from extended depth interviews. This work was undertaken during the period of Covid-19 lockdown and consisted of online questionnaires recruited by carefully targeted and incentivised Facebook advertising.

The quantitative survey incorporated 317 respondents in total of which 48 were final year students in North West universities, 139 were students outside the region and 130 were graduates in employment aged under 35. All had or were studying for STEM qualifications.

Executive Summary Key Findings The stereotypical view of students as “young, free and single�

a requirement for many roles they also open doors in other

living in shared accommodation and aged under 21 is not

industries. Some intend to pursue personal interest areas,

entirely accurate. 27% of these STEM qualified individuals

interim non career roles or family businesses.

many of whom were at elite science and technology universities had or were studying for a masters and were correspondingly older. Most were in a relationship and a proportion are married with children.

Relationships are an important factor in location choice although it is often hidden unless probed as is the influence of home town and indeed around a quarter of students live with their parents.

Many students claim to have well thought through post university career plans but this apparent certainty evaporates on more detailed questioning. Some students admit to very little preparation post-graduation.

Students who lack quality experience of their profession find it harder to make mature considered decisions about role and location and find it more difficult to gain their first career role. Internships and placements are important in embedding

The masters qualification is increasingly becoming an

locational preferences and potentially opening the door to

entry requirement for science and technology roles, even in

direct employment so these are to be encouraged.

technical sales and this is likely to increase further as this cohort face the challenge of finding jobs in the aftermath of Covid. Only around 20% of final year students had by this point secured their first full time career role and the evidence is that many of these jobs will be postponed or cancelled. A higher degree is for some a productive way of waiting out the crisis before the jobs market returns to normal.

There are a wide range of STEM subjects available at university and at higher degree level these become even more specific. These subject choices translate rather indirectly into career choice because while technical qualifications are

The roles STEM talent actually find themselves working in are more focussed on specific industries than students anticipate. Many are in financial services, life sciences and digital with good representation in high tech manufacturing and energy.

Talent have focussed criteria for assessing job offers with remuneration much more important than for students and location less so.

Students often lack confidence and from preference will find work close to home or university. Talent recognise that they are likely to have to move to find good jobs. Students prefer

Executive Summary Key Findings

city centres over countryside and there is no overwhelming

Although the majority (64%) can locate Cheshire as close to

preference for hotspot towns and cities.

Liverpool and Manchester more detailed recognition of the

High flyers are more likely to be able to pick out specific hotspots for their disciplines (defined as a location that has a cluster of businesses that employ many graduates) although the term is not well understood and detail is often lacking.

region’s constituent towns is very low even for those studying in the North West. As an example only 6% of students studying in the North West can identify Warrington as being in Cheshire.

London is clearly the primary hotspot location, although

Given the choice of location with an appropriate career job

Manchester and Birmingham are recognised by some. None

the strongest preferences are for London and Manchester.

recognised specific hotspots in Cheshire.

Cheshire is considered “OK� by most so is not actively

Although the majority will search for jobs nationally, internationally or indeed anywhere a significant number will restrict the search to familiar locations. Hotspots are less

rejected . Overall if similar jobs were available in Cambridge and Cheshire then Cheshire would be slightly less likely to be rejected.

important. For all segments the majority will look for the job

Manchester is perceived as being expensive and Cambridge

first and then find somewhere to live.

has a good social scene but on all other measures they score

Very few have come across jobs in Cheshire and this is a primary issue because for most the job comes first so if there is poor job visibility they will not consider the area.

Students often lack confidence and from preference will find work close to home or university although experience in job search will quickly challenge the preference. Talent recognise that they are likely to have to move to find good jobs.

Students prefer city centres over countryside and there is no strong preference for hotspot towns and cities although London has significant attraction, particularly for high flyers.

Perceptions of Cheshire as a place to live and work are quite limited in depth and range. Students from the North West perceive Cheshire as a nice place, with countryside but expensive. Those studying outside the region have similar views dominated by the countryside but also posh and expensive. There are no specifically industry, job or economy related perceptions.

well across the board. Cheshire only outranks Manchester and Cambridge on easy access to countryside.

Conclusions London and Manchester are most attractive to students looking for a place to live and work and C&W cannot match their attractions. That said the influence of relationships and home town mean that many will at least look for roles in the region but unfortunately jobs do not seem to be visible so they go elsewhere.

Participants in the study held a vague perception of C&W as rural and affluent, but little beyond that. The constituent towns of Warrington, Chester, Crewe and Macclesfield are also little known. The perception is not negative, but is not associated with industry, employment or relevant professional specialisms. Overall awareness of hotspots is low and none identified hotspots within the Cheshire and Warrington region.

The lack of awareness and knowledge of C&W as a business location underlines the need for the region to establish and communicate a relevant brand and proposition. The unprecedented shift in working patterns as a result of the current Covid-19 pandemic may actually be an opportunity to position C&W as a perfect place to live and work as flexible, home-based working patterns outside of major cities becomes the new normal.

The survey targeted final year STEM students and working talent North West Universities

Students outside of the area

Young Talent

50%

50%

50%

40%

40%

40%

30%

30%

30%

20%

20%

20%

10%

10%

10%

0%

0%

0%

16-19

20-21

22-24

25-29

30+

16-19

20-21

22-24

25-29

30+

16-19

20-21

Students studying advanced degrees extend the age distribution. Evolving lifestages up to age 35 were researched among talent.

Q: How old are you

22-24

25-29

30+

Relationships are important at all life stages North West Universities

Students outside of the area

60%

60%

40%

40%

20%

20%

0%

0%

Single

Married

In a relationship

Single

Married

In a relationship

Many students are in a relationship and this creates an unspoken pressure on their location choices.

Talent are more likely to be in a married lifestage.

Q: What is your relationship status?

Young Talent

Single

Married

In a relationship

Older students may have children North West Universities

Students outside of the area

100%

100%

80%

80%

60%

60%

40%

40%

20%

20%

0%

0%

Yes

No

Yes

No

The imagined student lifestyle – young free and single - does not apply to all.

A proportion of older students are married, and a proportion also have children.

Q: Do you have any children?

Many students live with their parents North West Universities

Students outside of the area

50%

50%

40%

40%

30%

30%

20%

20%

10%

10%

0%

0% Shared Accommodation

Living on your own

Living with partner

Living with parents

Shared Accommodation

Living on your own

Living with partner

Living with parents

The classic view of students living in shared accommodation does not apply to the majority. Many are living with partners or with their parents.

Remaining close to parents influences location decisions.

Q: What are your living arrangements?

We split the students into those local to C&W and those elsewhere North West Universities 0%

20%

40%

60%

University of Manchester University of Liverpool Manchester Metropolitan University of Chester

Around half of the student sample studies at the four local universities. This split enables a comparison to be made as these students might be expected to know more about the reality of the C&W region. There is a good representation from University of Manchester which is strong in STEM subjects.

Q: Which university are you at or have been studying at?

Students outside the area include those at elite universities Students outside of the area 0%

20%

40%

Birmingham University University of Leeds University of Bristol Imperial College London University of Edinburgh University of Cambridge University of Surrey University of Warwick Other

The out of area students include those studying at elite STEM universities as “high flyers� are of particular interest in driving future growth, and their views on sector hotspots and location options can be compared to those in North West universities.

Q: Which university are you at or have been studying at?

60%

Many of the young talent graduated from strong STEM universities Young Talent 0%

20%

40%

University of Manchester Birmingham University Imperial College London University of Warwick University of Leeds University of Swansea Newcastle University University of Bristol University of Surrey Keele University Other

The young talent include many who graduated from elite STEM universities but a mix was deliberately introduced to ensure that some “mainstream� graduates were included.

Q: Which university did you graduate from?

60%

A masters degree is now the entry point for many STEM roles North West Universities

Students outside of the area

Young Talent

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

0%

0% Bachelors Degree

Masters

Doctorate

0% Bachelors Degree

Masters

Doctorate

Bachelors Degree

Masters

Doctorate

In many STEM careers a masters is becoming an expectation, and this has been enhanced by Covid disruption because final year students are looking at continuing study as first jobs are hard to find this year.

Q: What is/will be your qualification?

The full mix of STEM subjects are included North West Universities 0%

5%

10%

15%

Biology Business Biochemistry Aerospace Engineering Chemistry Computer Science Criminology Education

There are many subject choices available within STEM and this becomes even specific with masters courses.

Q: What are you studying?

20%

25%

The full mix of STEM subjects are included Students outside of the area 0%

5%

10%

15%

Business Biology Psychology Mathematics Physics Chemistry Computer Science Civil Engineering Medicine Other*

* A long tail of subjects such as Mechanical Engineering, Chemical Engineering, Aerospace Engineering, Biochemistry, Astronomy, Economics

There are many subject choices available within STEM and this becomes even specific with masters courses.

Q: What are you studying?

20%

25%

There are a wide range of career choices available to STEM students North West Universities 0%

10%

20%

30%

Digital & Tech Education LIfe Sciences Events Healthcare High Tech Manufacturing Energy Science Public Service Financial Law Other

Although many students plan to directly utilise their academic qualification there are wide choices available and some intend to pursue personal interest areas, interim non career roles or family businesses.

Q: When you graduate what type of industry do you expect to work in?

There are a wide range of career choices available to STEM students Students outside of the area 0%

10%

20%

30%

Life Sciences Financial Digital & Tech Energy High Tech Manufacturing Healthcare Business Education Science Other

Although many students plan to directly utilise their academic qualification there are wide choices available and some intend to pursue personal interest areas, interim non career roles or family businesses.

Q: When you graduate what type of industry do you expect to work in?

There are a wide range of career choices available to STEM students Young Talent 0%

10%

20%

Financial Services Life Sciences Digital & Tech High Tech Manufacturing Energy Business Education Mathematics Other

The roles STEM talent actually find themselves working in are more focussed on specific industries than students anticipate. Many are in financial services, life sciences and digital with good representation in high tech manufacturing and energy.

Q: What type of industry are you working in/hoping to work in?

30%

There are a wide range of career choices available to STEM students 0%

10%

20%

Life Sciences

Financial Services

Digital tech/computing

Energy

High Tech manufacturing

Education

Healthcare

North West Universities

Students outside of the area

Young talent

Talent find the careers they actually undertake become more focussed on digital, financial services and less focussed on healthcare/life sciences and education compared to expectations Q: When you graduate what type of industry do you expect to work in? / What type of industry are you working in/hoping to work in?

30%

Most final year students have thought through their career plans North West Universities

Students outside of the area

50%

40%

7.16

7.32

30%

20%

10%

0%

1

2

3

4

5

6

7

8

9

10

1

2

3

4

5

6

7

8

9

10

Many students claim to have well thought through plans but this apparent certainty evaporates on more detailed questioning. Some students admit to very little preparation post-graduation.

Q: How far have you got in thinking about employment after you graduate? Scale 1 (Not at all) to 10 (Fully thought through)

Finding a career role is tough during Covid North West Universities

Students outside of the area

100%

80%

60%

40%

20%

0%

Yes

No

Maybe

Yes

No

Maybe

These final year students found job hunting difficult during the Covid lockdown.

Many job offers were rescinded or put on hold leading first degree students to consider masters as an alternative, or to take non-career jobs.

Q: Have you found your first full time permanent job?

Work experience is critical to gaining effective access to the job market 0%

North West Universities

Holiday job

Placement

Sandwich

Internship

Other

Students outside of the area

Holiday job

Placement

Sandwich

Internship

Students who lack quality experience of their profession find it harder to make mature considered decisions about role and location and find it more difficult to gain their first career role Q: Have you had relevant work experience?

Other

10%

20%

30%

40%

50%

Talent have focussed criteria for assessing job offers 4.41

Content of the job

4.23

North West Universities

4.08 4.26

Offers a career path

4.27

Students outside of the area

4.08

Training and support

4.13

Young talent

3.97

Builds my transferable skills

4.05 4.04

Like minded employees

3.89 3.85

3.26

Location

4.01 3.64

Uses my academic qualifications

3.81 3.62

Remuneration

4.47

3.58 3.52

High growth business

3.54 3.52

Prestige employer brand

3.35 1

Not Important

2

3

4

5

Very important

Talent have much more focussed criteria for assessing job offers with remuneration much more important than for students and location less so.

Q: Rank the following criteria when assessing job offer

Familiar locations are preferred by students but talent will move to find work

0%

Bristol Cambridge Cheshire Edinburgh Oxford Surrey

North West Universities

Students outside of the area

Young talent

City Centre Countryside Town My University Location

Students often lack confidence and from preference will find work close to home or university. Talent recognise

Near my home Abroad

that they are likely to have to move to find good jobs . Students prefer city

Anywhere/ location is not important

centres over countryside and there is no overwhelming preference for hotspot towns and cities.

Q: Have you had relevant work experience?

Other

10%

20%

30%

40%

50%

Awareness of “hotspots” is low North West Universities

Students outside of the area

Young Talent

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

0%

0%

0%

Yes

No

Yes

No

Yes

No

High flyers are more likely to be able to pick out specific hotspots for their disciplines although the term is not well understood and detail is often lacking.

Q: Are you aware of any “hotspots” for your discipline? (A hotspot is a location that has a cluster of businesses that employ many graduates)

London is considered the primary hotspot North West Universities

Students outside of the area

Young Talent

Students in the North West see Manchester and Birmingham as hotspots but overall the primary hotspot is clearly London.

None recognised specific hotspots in Cheshire.

Q: Are you aware of any “hotspots� for your discipline? A hotspot is a location that has a cluster of businesses that employ many graduates)

Familiar locations are important to some when searching for a job 0%

10%

20%

30%

40%

50%

National

International

Hotspot

My University Town North West Universities

Students outside of the area

My Home Town

Young talent

Anywhere

Although the majority will search nationally, internationally or indeed anywhere a significant number will restrict the search to familiar locations.

Hotspots are less important.

Q: When searching for a job where would you consider?

For most the job comes before location North West Universities

Students outside of the area

Young Talent

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

0%

0%

0%

Location

Job

Location

Job

For all segments the majority will look for the job first and then find somewhere to live.

Q: Would you expect to find the job first and then look for a place to live or choose the location first and then look for the job?

Location

Job

Cheshire is perceived as rural and expensive North West Universities

Students outside of the area

Students from the North West perceive Cheshire as a nice place, with countryside but expensive. Those studying outside the region have similar views dominated by the countryside but also posh and expensive. There are no specifically industry, job or economy related perceptions Q: What 3 words come to mind when thinking about Cheshire as a place to live and work?

Cheshire is generally correctly located as close to Manchester and Liverpool North West Universities

Students outside of the area

64% students can locate Cheshire as close to Liverpool and Manchester, and many can identify Chester. However 23% of students in North West universities and 41% out of area are not able to correctly locate Cheshire as close to any cities.

Q: Which three cities are closest to Cheshire?

There is very little awareness of the towns in Cheshire North West Universities

Students outside of the area

Only 6% of students in North West universities could name Warrington as being in Cheshire. 38% of students studying in North West universities (primarily Manchester) and 60% of those studying out of area are unable to identify any of the constituent towns in Cheshire.

Q: Which towns can you list in Cheshire?

Very few have come across potential jobs in Cheshire North West Universities

Students outside of the area

Young Talent

100%

100%

100%

80%

80%

80%

60%

60%

60%

40%

40%

40%

20%

20%

20%

0%

0%

0%

Yes

No

Yes

No

Yes

This is a primary issue because for most the job comes first so if there is poor job visibility they will not consider the area

Q: Have you seen or heard of any potential jobs based in Cheshire?

No

Imagine you were offered four very similar jobs which were based in London, Cambridge, Manchester and Cheshire.

Show your preference for location.

London Preferred OK Reject

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

Cambridge Preferred OK Reject

Manchester Preferred OK Reject North West Universities Students outside of the area

Cheshire Preferred

The strongest preferences are for London and Manchester.

Cheshire is considered “OK� by most. The preferences for Cambridge are similar to Cheshire but Cambridge has a

OK Reject

higher level of rejection.

Q: Imagine you were offered four very similar jobs which were based in London, Cambridge, Manchester and Cheshire. Show your preference for location.

Manchester is perceived as expensive

North West Universities

Students outside of the area

0.08 Good social scene

0.65 0.68 Easy access to the country side

0.86 -0.34 Affordable cost of living

-0.01 0.21 Lots of relevant employers

0.70 0.46 Great quality of life

0.79 Strongly Disagree

Disagree

Neutral

-2

-1

0

Manchester is perceived to have a good social scenes and scores highly on most measures.

Q: Looking at Manchester, which of these statements do you agree or disagree with?

Agree 1

Strongly Agree 2

Cambridge has an excellent social scene

North West Universities

Students outside of the area

1.48 Good social scene

1.19 0.67 Easy access to the country side

0.37 0.78 Affordable cost of living

0.76 1.26 Lots of relevant employers

0.77 0.96 Great quality of life

0.73 Strongly Disagree

Disagree

Neutral

-2

-1

0

Agree 1

Cambridge is perceived to be expensive with good access to the countryside and the social scene is not as good as Manchester.

Q: Looking at Cambridge, which of these statements do you agree or disagree with?

Strongly Agree 2

Cheshire has good access to countryside

North West Universities

Students outside of the area

0.35 Good social scene

0.40 1.08 Easy access to the country side

0.99 0.37 Affordable cost of living

0.61 0.32 Lots of relevant employers

0.32 0.63 Great quality of life

0.68 Strongly Disagree

Disagree

Neutral

-2

-1

0

Cheshire is perceived as having good access to the countryside and is positive on the other measures.

Q: Looking at Cheshire, which of these statements do you agree or disagree with?

Agree 1

Strongly Agree 2

Talent recognise they know little about Cheshire Young talent 50%

40%

2.29

30%

20%

10%

0%

1

2

3

4

5

Most talent say that they know nothing or very little about Cheshire.

Q: On a scale from 1 to 5 how much do you know about Cheshire. 1 is nothing, 5 is everything.

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