Local regeneration charity, Groundwork Greater Nottingham and Nottingham Works (a partnership of Nottingham City Council, Jobcentre Plus and a number of local community organisations) have recently completed a pilot project intended to switch people in receipt of benefit onto the employment training opportunities available to them through the ‘Nottingham Works’ Initiative.

Nottingham Works is a scheme that delivers tailored employment advice, training and work experience to economically inactive people, culminating in a guaranteed job interview with major local employers. People engaging in the scheme have been genuinely enthused by the offer but the issue has been one of alerting potential participants to the opportunity in the first instance. The conclusion drawn was that traditional approaches to recruitment need to be supported through more direct action.

Over a two-month period therefore, canvassers knocked on and leafleted over 22,000 doors in targeted areas in order to ‘sell’ the opportunity and identify eligible people. They spoke directly and in some detail to nearly 5,000 people and, of those identified as eligible, over a quarter subsequently attended local events, or requested further information, demonstrating the value of face-to-face contact. Many of these people are now on the road to employment.

Zbig Szulc, Executive Director of Groundwork Greater Nottingham says:
"We were pleased to be asked to deliver this pilot project, since it fits so well with our efforts to overcome social and economic exclusion. The team worked hard to alert people to the opportunity, and the effort has been rewarded with a significant response. The ‘Nottingham Works’ initiative will deliver life changes to many of the people informed and empowered through our actions and we are delighted to have played a part in this."

Matthew Ainsworth, Project Manager of ‘Nottingham Works’ adds:
"The pilot has shown that by moving away from traditional approaches we have been able to positively affect the lives of many people in some of Nottingham’s most deprived areas. By actively engaging people in locations where they feel safe and comfortable many of the barriers to accessing assistance and ultimately the world of work can be overcome. We are delighted with the results and hope to use this approach again!"