About us

icould.com uses the power of personal stories to inform young people’s career choices.

Run by the Education and Employers charity as part of Inspiring The Future, icould.com can be used as a standalone resource or to support Inspiring The Future’s core activities.

Free and simple to use, icould.com features over 1000 videos of people talking about their careers – explaining their job role, career path, and how different factors have shaped their direction.

Videos can be filtered by job type or subject and cover a range of sectors and levels, encouraging young people to draw links between school subjects and jobs, and discover opportunities they may not have known about before. Exploring these real-life stories also enables students to tap into perspectives outside their networks or take inspiration from situations that reflect their own experiences.

Each video is matched with labour market information – such as salary, qualifications and future employment – bringing together first-hand insights with practical next steps.

The site also features a range of written guides and articles covering issues such as GCSE options or university choices; exams and revision; and finding and applying for jobs.

Since launching in 2009, icould.com has become an established careers education resource in secondary schools and can help schools achieve a number of Gatsby benchmarks. Resources support a mix of individual, group, and whole-class learning and are used in careers and subject lessons, form times, assemblies, careers events, and with alternative curriculum students.

You can read more in the University of Derby report, Making use of icould: learning from practice.

icould’s reach is further extended through a syndication programme with careers education suppliers. Videos are also available on the icouldstories YouTube channel.

icould has been involved with the LMI for All project, now funded by the Department for Education, since its pilot phase. Drawing links between personality and careers, icould also developed the first digital version of the Buzz Quiz which was a site feature for over 10 years.

icould joined the Education and Employers charity in 2019 and remains editorially independent.

“It gets students thinking about where the subjects they study can lead. Learning about other people’s experience and broadening their knowledge about career choices.”

“Great for students to visualise what a job is like and get a first-hand account.”

“ We love this website – Heads of Departments have been using the site to promote their subject to Year 8 who are starting to look at their pathways. A really valuable, extremely simple to use and informative website.”

“Thank you for creating this. It has really helped me with choosing my future job and has changed my mind on some things.”

“It has put me in the direct direction for me.”