Published by Sue Johns-Chapman
Published Date 22.11.2024 
We’re thrilled to be shortlisted for the Best Use of PR and Search Campaign at the UK Search Awards for our work with Checkatrade, highlighting the value of trade careers in the UK and inspiring young people to consider this path. For our campaign with Checkatrade, the UK’s leading trade directory, we set ambitious targets, all focused on shifting the narrative around trade careers, and creating impactful resources that continue to drive engagement.
Who Are No Brainer?
We’re No Brainer – a search-driven content agency that delivers big results for its clients. We’re a collective of Digital PR, SEO and Content Marketing experts at the top of our game, and are proud to work with some of the biggest and brightest UK brands including Checkatrade to help them ‘Be Found, Be Famous and Be First on Search’.
What we set out to do
Checkatrade tasked us with elevating their CSR programme to make them a top choice for young people starting trades careers. Our strategy focused on placing Checkatrade at the forefront of the trade skills conversation in the UK. Our overall strategy focused on three core areas:highlight the demand for trade skills in the UK; inspire key influencers – like parents and careers advisors – about the potential for young people in trades; and engage young people directly by showcasing apprenticeship opportunities and career success stories.
Building our approach on in-depth audience insights
Our campaign began with extensive audience research. Our primary target audience was young people aged 14-25, while secondary audiences included parents, school careers advisors, and business and government leaders. We needed to create content that resonated with each group, while still aligning with Checkatrade’s brand values and messaging.
With this in mind, we adapted our strategy around our three focus areas. Each piece of content and PR outreach targeted a specific audience, crafted to address their unique perceptions and challenges regarding trades careers. From targeting trusted publications to enlisting key spokespeople, our PR efforts were intentionally designed to build credibility with each audience segment.
Digital PR: strategic storytelling to inspire and inform
Our Digital PR focussed on creating data-backed stories. To underscore the critical need for skilled tradespeople, we commissioned a comprehensive Trade Skills Index in partnership with Capital Economics. This report, which analysed the demand and significant gaps in the UK’s trade skills market, was the most extensive of its kind, showing that the country needs over a million more tradespeople to meet demand.
The activation of this report was key to driving our SEO and Digital PR goals. Whilst the report demonstrated the skills shortage in the UK, and the way in which more young people in trades careers can drive the economy, our campaign activation ensured we engaged the right people through clever content marketing. Our content marketing strategies targeted key audience groups, such as careers advisors at schools, construction and trades businesses, parents and most importantly, young people aged 14-25 who may not realise the opportunity presented by a career in the trades.
Through our efforts, we ensured high-profile spokespeople from within Checkatrade were featured in live broadcast interviews, op-eds, and media discussions, creating a wealth of educational content about our initiatives. The interactive visuals, charts, and graphs in the index helped us bring these statistics to life, illustrating the opportunities in the trades sector.
Overcoming preconceptions among parents and schools and making trades careers appealing to young people
Market research showed that parents and advisors often see trades as “second-choice” careers. Our PR strategy worked to change this, showcasing trades as viable, profitable, and rewarding paths.
Our content shared real-life success stories from local tradespeople in the Checkatrade network, showcasing diverse backgrounds and career achievements. Through engaging narratives and inspiring language, we emphasised the earning potential and longevity of trades careers. This approach targeted media outlets relevant to parents and educators, helping to change how trades are perceived among those who influence young people’s career choices.
Young people told us they felt uninspired by the resources available on trades careers, which too often felt outdated and uninspiring. So we worked to change that perception by introducing the unique stories of tradespeople from various backgrounds, reflecting the diversity and incredible potential within the industry. Through relatable language and real-life stories, we showed that a career in trades is a chance to learn in-demand skills, earn well, and make a lasting impact.
Achievements and lasting impact
Our campaign achieved outstanding media coverage, from high-profile outlets to smaller, targeted publications relevant to education and local news. This recognition in diverse media helped us reach our key audiences effectively, raising awareness of Checkatrade’s apprenticeship programs while also building crucial SEO links to our bespoke landing pages on the ‘About Apprenticeships’ website that we built.
Our evergreen content, including the Trade Skills Index and other resources, continues to generate leads even after our campaign ended, keeping the conversation around trade careers alive. By adapting a single, cohesive message for multiple audiences, we not only improved awareness of the trade skills shortage but also inspired meaningful change in how trades careers are viewed in the UK.
Achievements listed:
- +2,000% increase in awareness for Get In and Try A Trade programmes
- 200+ pieces of PR coverage including Sky News, Talk TV, The Financial Times, and Fix Radio
- 476 traffic referring keywords on page 1 for our ‘About Apprenticeships’ website
- 285+ requests for access to The Trade Skills Index full report from companies and educational establishments to industry leaders and politicians, creating new opportunities for Checkatrade to build partners
- 7,500 views and 5,500 users engaging with the ‘Get In’ programme pages and 9,000+ users engaging with the digital programme content
- 600+ schools registered for the Try A Trade platform to date (as of October 2023)
“Being shortlisted for Best Use of PR and Search Campaign at the UK Search Awards is a fantastic honour,” said Tori Attwood, No Brainer’s Digital PR Director.
“Our aim was not only to drive visibility but to transform perceptions of trades careers in the UK. Through collaboration with Capital Economics and stories from real tradespeople, we highlighted the demand for skilled trades and showcased apprenticeships as an exciting, appealing path.
“This campaign went beyond metrics, demonstrating how the powerful combination of Digital PR and SEO helped make Checkatrade a leader in promoting vital career paths. We’re really proud of the impact this campaign has had, and being shortlisted for a UK Search Award for our work with Checkatrade is the icing on the cake.”
Visit our website for more information about No Brainer’s search-driven content services including Digital PR and SEO, or follow us on LinkedIn, Twitter, Facebook and Instagram.
