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New campaign shines the spotlight on soft skills


A new campaign, backed by major business and education leaders, is aiming to raise the profile of the soft skills that all employees need for success in the workplace.

The campaign group, which includes McDonalds, the CBI, the National Youth Agency and entrepreneur James Caan, says that skills such as communication and teamwork are worth £88bn to the UK economy.

They want to change people's perceptions of these skills, which are often undervalued, and ensure everyone is given the opportunity to develop them in education and the workplace.

ASDAN programmes and qualifications focus on building young people's skill set to ensure they are prepared for further education, life and employment. Numeracy, literacy, IT, self-management, communication, teamwork and problem-solving are at the heart of our courses.

James Caan has already lent his backing to the Certificate of Personal Effectiveness qualification, saying: "CoPE gives skills a status, enabling employers like me to spot the bright, enterprising types."

Neil Carberry, director for employment and skills at the CBI, adds: "Business is clear that developing the right attitudes and attributes in people - such as resilience, respect, enthusiasm and creativity - is just as important as academic or technical skills. In an ever more competitive jobs market it is such qualities that will give our young talent a head start and also allow existing employees to progress to higher skilled, better paid roles."

Find out more about how ASDAN courses prepare young people for the workplace or visit the campaign website to have your say.