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Thursday 28 April 2011

We've been renamed

Last week Student Development was renamed the Careers Service. Well, it hasn't actually happened yet (and that's the reason for this post) but it does have to happen ASAP. I can't go into the details here of how it came about but I would like to reflect a bit on the best way of pitching the new name to students, staff and employers.

I wasn't particularly wedded to the name Student Development, but one of the reasons that I've not liked the name Careers Service is that it's a fairly narrow and traditional term and we aren't really either of those things. Student Development at the University of Leicester comprises a wide range of services that we have summarised under three key themes, helping students to:
  • succeed in their studies
  • gain experience
  • develop a career
The name Careers Service implies that what we do is only really associated with the last of these three themes - things that spring to mind for most people are probably support with CVs, applications and interviews. All important things but they represent only a fraction of what we do.

So the question is, given that the name has been decided, how do we communicate it effectively?There are two reactions I'm trying to avoid:
  1. Where's Student Development gone?
  2. I didn't know the Careers Service offered support with that!
To address possible reaction 1) we need to be careful about how we publicise the renaming. For employers this won't really be an issue because they probably refer to us as the Careers Service anyway, for students and staff it's more tricky as the name Student Development is one that is now familiar to them. To address possible reaction 2) I'm thinking that a subtitle might help, something like...

Careers Service
Learning development | Placements and internships | Career development

All comments gratefully received. I've partly blogged this to try and re-gain a sense of perspective on the issue. I'm hoping you can help.

15 comments:

  1. I agree with you about how narrow the name is, it plays down the importance of the learning development team.
    Would a subtitle like: "Learning. Placements. Careers" work? It flows quite well, but may not give enough information about the Service.

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  2. Hi Andrew - nice to hear from you! I think that subtitle certainly flows better but not sure it conveys enough. Will see what the rest of the team think.

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  3. Stuart, the sub-title thing is really cool. And I am glad, the word internship is in there. The Dept. does a lot more than careers, but the sub-titles do justice to them. Hope this makes the final image!

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  4. Thanks Faiz. V helpful. I wonder if I can get any one from the team to comment on here?!

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  5. Keeping 'learning development' is essential if you want students to continue to use the superb services that you have available in this area. I can't see the image on the mobile site, but subtitling sounds a good idea if including 'learning' in the main title is not an option.

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  6. Thanks Jo. There is no image so you're not missing anything - just the suggested subtitle: Learning development | Placements and internships | Career development

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  7. What about:

    Careers Service
    Succees in your studies|Gain experience|Develop your career.

    I know it's long. But that's what we have on the web and i always think that is really descriptive and clear.

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  8. Good point (though I might put 'succeed' rather than 'succees'!). Anyway, what are you doing thinking about work when you're on your l-o-n-g hols ;)

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  9. Stoopid phone typing! Did mean Succeed!
    l-o-n-g holidays are boring when you're waiting for something!

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  10. Just noticed that

    Careers Service
    Succeed in your studies | Gain experience | Develop your career

    Is actually shorter than the other one. Don't know why I didn't think of that!

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  11. I agree with Vic, it seems sensible to keep the branding threads running through from the website.

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  12. I think she's right too. Thanks for the comment :)

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  13. Hello Stuart,
    I was stunned by this decision and feel it is a retrograde step. Around the university people still refer to SSDS or Student Learning Centre - I seem to be the only person in my department who talks about 'Student development' and that is only because I am an escapee! I think it is essential that the title incorporates what at least half of the people in the department do, ie support with academic study. Why not 'Academic support and careers service'?
    joan

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  14. [...] thing I’m still not happy with though is the links to Learning Development. Because of the name change we’ll need to work hard on making clear where the Learning Development aspect of our service [...]

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  15. [...] in SSDS, that has seen Careers become a more of a standalone service, as partly reflected upon in Stuarts blog. Nevertheless, I feel service structures are not necessarily important to students and, especially [...]

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