When businesses open their doors to young people, the benefits extend far beyond a single activity. Students gain valuable insight into the world of work, while employers have the opportunity to inspire future talent, showcase their industry and help develop the skills their future workforce will need.
This was brought to life through the Humberside Airport Work Experience Project, a collaborative initiative that gave more than 200 Year 9 students the chance to tackle a genuine business challenge. Students were tasked with creating a marketing campaign promoting Humberside Airport as the airport of choice, with a particular focus on the airport’s connection to Amsterdam Schiphol and the wider global destinations available through KLM.
Working in teams, students researched the market, developed creative concepts and presented their ideas to a judging panel. Taking a sustainability-focused approach, students were encouraged to produce digital content rather than printed materials, including radio jingles, short films and digital adverts.
The project brought together Tracey Frankish-Creed from Humberside Airport, Engineering UTC North Lincolnshire, St. Bede’s Catholic Voluntary Academy and the Greater Lincolnshire Careers Hub to create an experience that connected classroom learning with real business needs.
Over several weeks, students developed their campaigns before progressing through school semi-finals and a final held at the Business Hive in Brigg. The winning team earned the opportunity to visit Humberside Airport and meet employees from across the organisation, gaining first-hand insight into how different parts of the airport operate.
For employers considering offering experiences of the workplace, the project demonstrates how meaningful engagement can be embedded into education in a flexible and manageable way. Schools were able to incorporate the challenge into existing curriculum areas including IT, engineering, design and technology, while students developed skills that employers consistently value such as communication, teamwork, planning, leadership, creativity and problem solving.
The quality of work produced highlighted the innovative thinking young people can bring when given the opportunity to engage with a real brief. Students created 3D airport models, logo concepts, television adverts and radio campaigns, while some teams used artificial intelligence to support their research and idea development.
Beyond the immediate learning outcomes, the project helped students understand how businesses operate, the importance of marketing and the range of career opportunities available within their local area. It also strengthened links between education and industry, helping young people make more informed decisions about their future careers.
"It was an inspiring experience to judge such a talented group of students. The creativity, teamwork and confidence shown in their pitches were outstanding. Opportunities like this are so important in inspiring young people and connecting learning to the real world, all of the students involved should be incredibly proud of what they have achieved."
Janine Ryder from Visit North Lincolnshire, North Lincolnshire Council
For employers, it is a powerful reminder that sharing expertise, setting real-world challenges and connecting with local schools can have a lasting impact on both young people and future workforce development.
If your business is considering getting involved, contact us today: GLCareersHub@lincolnshire.gov.uk