In autumn 2016 the national environmental charity Groundwork UK commissioned OpenUp Digital to write a set of online articles to encourage more people to choose Groundwork UK work experience placements.

Helping Groundwork UK connect with customers

Screenshot of Groundwork UK guide Groundwork UK guide titled 'arranging your own work experience placement'
Groundwork UK ‘arranging your own work experience placement’ guide

The commission to write new online content arose out of a larger piece of work around helping Groundwork UK optimise its online presence.

OpenUp Digital conducted keyword research to help Groundwork UK better understand what its potential customers are searching for online. By knowing what topics and search terms are most popular with potential customers, organisations can then re-write existing content or create new content to increase the chances of  potential customers discovering them through Google and other search engines.

Google Adwords Keyword Planner showing the relative popularity of different search terms for work experience
Google Adwords Keyword Planner showing the relative popularity of different search terms for work experience

Keyword research identified work experience as an area of Groundwork UK’s operations with generated a substantial number of search enquiries every month. Based on this insight, we decided to produce content which would be relevant to people searching work experience opportunities.

Establishing Groundwork UK as a trusted source of advice

Screenshot featuring text from the introduction to the Groundwork UK 'Arranging your own work experience' guide
Introduction to the ‘Arranging your own work experience’ guide

OpenUp Digital deliberately chose to produce high quality, impartial guides to work experience rather than traditional advertisements for work experience opportunities with Groundwork UK.

You can find links to the work experience guides at:

Starting your career with work experience

This decision was taken based on the recognition that people searching online for work experience are trying to find their way through a complicated system. In this context people would be disappointed to click on a seemingly relevant link only to discover an uncritical advertising for Groundwork UK work experience placements. A negative experience such as this could damage Groundwork UK’s reputation with potential customers.

Instead, the work experience guides OpenUp Digital created establish Groundwork UK as a trusted source of high information and advice about work experience. Each guide links to a wide variety of sources and work experience providers, including Groundwork UK. By taking this approach, we are aiming to persuade users to make an informed choice about applying for work experience with Groundwork UK.

Can we help?

Is your organisation looking to improve its online presence? OpenUp Digital can help with everything from sharpening up your existing content to developing new copy for your website, social media and offline marketing.

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Links

Starting your career with work experience

Finding work experience placements for school and college students (a guide for teachers and education professionals)

Arranging your own work experience placement

Work experience: a guide for school leavers