Continued to develop the website as a valuable resource for varied audiences

In 2024, we continued to update the website to ensure it is a valuable resource for people of all ages and from many backgrounds. New resources were added for parents and teachers, as well as content on various entry pathways into the industry, interview and CV tips and new case studies on real people working in the industry. We developed a new SEO strategy to drive more traffic to the website from people searching for specific careers such as train driving and engineering. We are also in the process of adding early years resources. In addition, minor changes were made to improve navigation and make it easier for visitors to find the information they are looking for. 3,500 average monthly users  

Engaged with audiences through social media and regular email campaigns

Monthly newsletters and regular ‘spotlight’ emails on employers and careers have continued in 2024. In April, a ‘talent pool’ email subscription list was started for those who want to hear about the latest opportunities in rail. We continue to engage via our LinkedIn and Instagram accounts, growing this community and increasing our engagement and activities.

• 1,800 newsletter subscribers
• 800 talent pool subscribers
• 44% email open rate
• 1,800 LinkedIn followers (+120% in 2024)

 

Worked with partners to amplify the Routes into Rail message and reach new audiences

Routes in Rail seeks out partnerships to extend its reach and get information on rail careers and opportunities out to a wide range of people.

Railway 200

The aim of Railway 200 is shared by Routes into Rail and we are proud to support the celebrations. Routes into Rail has been working alongside Railway 200 in their campaign to promote rail careers through Railway 200 celebration events.

UCAS

Routes into Rail has renewed our partnership with UCAS to reach engaged students considering university and apprenticeship options. The UCAS platform is the most visited and trusted portal for students in the UK. This partnership includes an employer profile on the UCAS website and social media campaigns.

• 450,000+ impressions on UCAS website ads
• 312,000+ impressions on social media ads
• Traffic to Routes into Rail website increased by 3,500 users during the month of the most recent UCAS-led paid social media campaign

Springpod

Our Springpod virtual work experience programme has been renewed for another year, with refreshed content that incorporates our new funders and makes the programme more engaging for students.

• 1,300 participants enrolled, 63% from ethic minority backgrounds
• 62% rated their awareness of the industry as ‘excellent’ on completing the program (up from 5%)
• 70% would consider a career in rail after completing the programme (up from 46%).

Department of Work and Pensions

Our partnership with DWP to reach schools and adults continued. In addition to refreshing content on the DWP intranet to provide guidance on rail careers to Jobcentres, Routes into Rail worked with DWP Schools Advisors to pilot a webinar promoting rail careers to GCSE and A-level aged students.

• Traffic to Routes into Rail website increased 900% the week of the webinar

Not Going to University

NGTU showcases the alternatives to the standard university route to school and college leavers. Routes into Rail has a premium profile on the NGTU website, which includes case studies, videos and blogs.

• Potential reach approx. 75,000 per month.