However, Problem: The skills gap in the digital communications industry is a well-documented issue that largely stems from the fast-moving nature of digital. The number of digital job roles available is growing at a rapid speed, and, as a consequence, there aren’t enough skilled professionals in the UK to fill them. A 2013 study by Development Economics found that Britain needed another 750,000 digitally skilled workers by 2017 in order to capitalise on a £12bn economic opportunity. 

The good news is that the industry is well-suited to young people, and they needn’t necessarily have a degree, or be highly educated in the traditional sense. Talent, a personal interest in the subject and enthusiasm for the technology are some of the most sought after requirements. Unfortunately, many young people don’t have a clear idea of the options available to them, or know how to get into the industry in the first place. Teachers and career guides are often ill-equipped to provide up-to-date knowledge on the digital industry and the careers available.

Thane Ryland, Microsoft Mobile’s head of global social media insights, says, “Our mainstream education system forces students and parents to specialise at a very young age, jump through hoops and narrow their vision of what is possible at an age when they are most curious and open to any possibility.”

Often, digital education is sidelined due to educators and students lacking access to the necessary tools and knowledge. As a professional body for digital organisations it is one of BIMA’s responsibilities to tackle the skill gap issue.

Strategy: BIMA runs Digital Day, or D-Day, on an annual basis. This year’s events were held on 8 October. It brings digital professionals from the communications and creative industries into schools and colleges across the UK. The representatives speak to the children and give them honest insight into the digital industry.

Ryland, who attended one of the D-Day events, says, “Some of the students I spoke with are wellpositioned to come out of Hackney Community College with the necessary skills to make money I never dreamed of when coming out of secondary school. That is energising to me as a digital industry employee and as a parent wondering what jobs will be extinct/ relevant in five to seven years.”

There is a potential for young people from a range of backgrounds to start a career in digital and the professionals who visit education centres on D-Day hope to inspire students to take advantage of the opportunities available.

The events included activities, with materials provided free by BIMA, in which teams of students were encouraged to create their own app or connected device. The activities gave the children an idea of the skills and creativity that might be required of them if they did decide to choose a career in digital. Those that took part in the group activities were also entered into a nationwide competition with winners receiving a prize and coverage by BIMA and its media partner, the Drum. Digital Day also provided students with the opportunity to ask the visiting digital professionals about the industry, and to ask any questions they might have in a non-threatening environment.

The day’s events were widely covered on social media. Ian Ashman, principal of Hackney Community College tweeted, “Thank you @brightlemon for your brilliant app-tivities today @HackneyCC Really strong feedback from students.” Bright Lemon, a digital agency based in London, was one of the many agencies involved in the D-Day activities.

Results: While results from 2014 BIMA D-Day, the third BIMA has run, were pending at the time of going to press, 87% of 2013 participants said that they were more likely to think about a career in digital after attending the event. The 2013 event was attended by over 4,000 pupils aged between 13 and 17. 

Digital designer, web developer, database engineer, data analyst, project manager and animator are just a fraction of the starting jobs that are potentially available for those looking to start in digital. While the Digital Day events offer a broad perspective, rather than detailing specific roles, it provides real-life examples of what a digital career might look like. It also generates excitement and enthusiasm by illustrating the potential of the industry and the breadth of opportunity available. The 2014 event showed that, while a degree is one option, there are a range of possible routes into a digital career. The accessibility of the industry was an important factor for BIMA and its members to get across to the young people who attended the events and representatives encouraged attendees to look into work experience opportunities.

For the digital industry, it is important to give young people as much information as possible so that they can make informed decisions with regards to both their continuing education and their future careers.

Students who have taken part in the programme are not only better equipped to make better choices and improve their own careers; they are also potential digital professionals who could help bridge a gap in the industry. D-Day also provides the industry leaders and professionals involved with an insight into the future of both their industry and its audience. It enables them to see what their future employees might look like and it illustrates the value of a fresh perspective.