Developing your customer journey

Introduction

This guidance and accompanying tool are designed for employer engagement staff and senior leaders to help design a consistent, engaging experience for employers working with your organisation on T Levels.
A well-planned employer journey makes it easier for businesses to engage, helps teams provide a joined-up service, and ultimately improves the experience for students. By visualising how employers move from first hearing about your organisation through to repeat engagement, you can identify gaps, strengthen collaboration and turn one-off placements into long-term partnerships.

Guidance

An employer journey shows the steps an employer takes to interact with your organisation and its services, viewed from their perspective. By mapping this journey, you can see what the employer experiences at each stage, what they hear, how they feel, and what actions they take.

Creating a clear picture of that journey allows you to:
• Align your messaging and touchpoints across teams
• Understand where employer interest increases or drops off
• Plan how data and systems support a smoother experience
• Keep “sell the student, not the course” at the heart of your approach

The downloadable Developing your customer journey resource includes a practical activity you can complete with colleagues to map and review your current approach. It provides five stages you can adapt to suit your organisation: Awareness, Interest, Decision, Action and Loyalty, with prompts to help you see the journey from the employer’s point of view.

Using this tool

You can use the Developing your customer journey resource:

• Individually, to reflect on how employers experience your area of work
• With colleagues, as a creative planning activity or team workshop
• As part of annual reviews of your employer engagement strategy

The tool is flexible and can be adapted to your organisation’s structure and sector mix. It is not a prescriptive checklist but a practical way to build shared understanding and ownership of the employer experience.