About us

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

As part of the Education and Employers charity, we help draw links between school subjects and jobs. We encourage young people to discover opportunities they may not have known about before. And we show what is possible in the world of work.

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

Videos can be filtered by job type or subject and cover a range of sectors and levels. This means you can tap into perspectives outside your own network or equally, find inspiration from stories relating to your own experience.

Each video is matched with hard data – such as salary, qualifications and future employment – bringing together first-hand insight with practical next steps.

We have a number of other features to encourage talking about careers. The Buzz Quiz helps develop self-awareness and looks at how personality can affect work. Our range of written guides and articles explore issues including 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. Our main use is in secondary schools, where we support a mix of individual, group and whole-class learning. Our content is used in careers and subject lessons, form times, assemblies, school careers events and with alternative curriculum students. We are also used in colleges and universities. You can read more in the University of Derby report, Making use of icould: learning from practice.

Our users span the UK and beyond, and 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.

We are an affiliate organisation of the Careers Development Institute. We have been involved with the LMI for All project, now funded by the Department for Education, since its pilot phase.

Partnerships with organisations such as UCAS, the Open University and Careers Wales enable us to extend our audience. You can also find our videos on our YouTube channel.

After almost 10 years as an independent charity, icould joined the Education and Employers family in March 2019. The site remains editorially independent.


What our 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.”


Our 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 is from our 2018 user survey.