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 insight with practical next steps.

Other site features include the Buzz Quiz, which encourages self-reflection and explores links between personality and work, and 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.

Users span the UK and beyond, and in addition to schools and colleges, also include training providers, local authorities, learning and development specialists, as well as parents, carers and people exploring their own careers. Other user groups include youth work and career support for adults. Partnerships with organisations such as UCAS, the Open University and Careers Wales further extend its reach. icould videos are also available on YouTube.

icould has been involved with the LMI for All project, now funded by the Department for Education, since its pilot phase.

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

What icould users say

“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.”

icould impact

icould.com helps shape young people’s career decisions
73 percent of our users feel icould has given them ideas about their future career options, supported their existing career ideas or led them to change their career ideas.

icould.com encourages career exploration
72 percent of our users feel icould has helped them – or people they support – to explore careers, including options they may not have known about before.

icould.com is recommended
91 percent of our users would recommend icould.com to others looking for career ideas or information.

icould.com is trusted
89 percent of our users trust the information on icould.com.

icould.com is relevant
83 percent of our users feel the information on icould.com is relevant to them or young people they support.

icould.com is impartial
66 percent of our users feel icould.com presents a balanced view of careers and career options.

Data from 2018 user survey.