We’re all too familiar with the hurdles creative companies face when it comes to attracting and retaining the next wave of diverse talent in the North.
But if you’re a creative company based in Leeds or Manchester keen to support the development of bright young creatives and tap into local diverse talent, Channel 4 wants to hear from you for its Content Creatives scheme.
Now in its fourth year, the training programme has already supported over 80 trainees from diverse and disadvantaged backgrounds to secure access to paid work experience and opportunities in the creative industry.
But how does it all work and how can your creative organisation get involved? Under the six-month programme, trainees will receive eight weeks of fully paid training in September with SharpFutures, a specialist social enterprise company.
The training covers all aspects of digital media from pitching, bespoke content creation skills, teamwork and digital storytelling.
Trainees will then put their new creative skills into practice as they move into a 16-week work placement in November either at Channel 4’s in-house digital production hub 4Studio, or a creative company in Leeds or Manchester.
That’s where you step in. With the scheme led and funded by 4Skills, as a partner on the scheme you’ll receive a 50% salary contribution for the creative trainees from 4Skills while they’re on placement with you.
“Content Creatives is an amazing opportunity to help young people kickstart their careers in the industry by providing them with bespoke training and first-hand experience. We’re excited to work with partners in Leeds and Manchester who can inspire and shape the creative minds of tomorrow,” says Kevin Blacoe, Head of Partnerships & Skills at Channel 4.
Channel 4 continues to partner with creative organisations in West Yorkshire and Greater Manchester to offer a range of placements to successful trainees.
Last year’s partners included: 4Studio, Behaviours Agency, Bradford University, Bradford 2025, Born Ugly, Boutique, Chief, Dentsu Creative, FinnComms, Golden, Hatch, Jaywing, Limehouse, Manifest, One Agency, Social and Visions.
From impressing clients with fresh ideas to training up a new wave of creatives that may end up becoming full-time hires, there’s been many success stories that have emerged from the scheme over the years.
“It has helped build momentum for us”
Social has already welcomed six Content Creative trainees into its Leeds and Manchester offices over the past three years, and has just hired a recent trainee.
“I’m over the moon that Anna Harman, our most recent Leeds trainee, has now joined us as a permanent member of our team,” says Racheal Johnson, Head of the Leeds Office at Social.
“One of the projects she played a key role in was organising the first ever Birmingham Housing Week on behalf of a national housebuilding client. Anna got involved in all aspects of the project – from event management to video production to social media content creation – and we were all so proud of the amazing feedback she received from the client.”
As partners of the scheme from day one and already committed to taking on a further two trainees in the next cohort, she explains it’s also become an opportunity to tap into Harman’s creativity and digital skills to elevate the agency’s work.
“We’re all learning from her, as well as supporting her career development,” she says. “There is so much creativity in this region but sadly too many young people feel they need to live in London to pursue their ambitions. I hope that, as a result, aspiring Northern creatives will no longer have to make the choice between their professional goals and staying in the region where they grew up or studied.”
For Anna Harman, the scheme is “really special” as it provides access to the creative sector for those from working class backgrounds. Any creative organisation taking part in the scheme and offering the next generation of creative opportunities should be “so proud of the investment they’ve made”, she adds.
“I couldn’t have had a better welcome into the industry. I’ve already developed so many new skills and have got involved in so many different aspects of PR and communications.”
It’s been a positive experience for Bradford 2025, another recent partner on the scheme too.
John McMahon, Head of Engagement: Skills & Volunteering at Bradford 2025, acknowledges the importance of widening access to creative and digital media roles in the North and has also hired a recent trainee.
“It’s been a privilege to have Farah Ali as part of our growing team – she made a big contribution from day one and we’re delighted to be able to retain her following the end of her Channel 4 placement,” says McMahon.
“Our positive experience with Content Creatives has also helped build the momentum for us to now be offering a range of apprenticeships and other paid training roles throughout our organisation; developing young people from across the Bradford district to be the cultural leaders of tomorrow.
“It would be great to see more Northern arts, culture and heritage organisations also offering placements through future C4 Content Creatives cohorts, in 2024 and far beyond.”
Gaining valuable skills such as video editing, copywriting and social media management, the training programme and placement was one of the “best things” Farah Ali says she’s done in her career.
“Content Creatives has given me the skills to work in digital media and I’m thrilled to say that I’m continuing my work within the Audiences team at Bradford 2025!”
Becoming a partner on the scheme was an opportunity One Agency Media “jumped at” too, whilst understanding the difficulties young people face when trying to enter the creative industries.
“After attending an introduction session where a number of potential trainees were introduced to us, we were paired with Krystal,” says Steven Coffey, Director of People and Talent at One Agency Media.
Following Krystal’s eight-week training, she came to the placement “very well prepared” and he explains the support from 4Skills throughout the process.
“Krystal has been fantastic from day one and we feel very fortunate to have had the benefit of her skills at One Agency. So much so, that we offered Krystal a permanent position which she has just taken up.
“We believe this programme is wonderful for both the students and organisations such as ours.”
4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.
As the latest cohort recently celebrated their graduation with an evening of presentations, speeches and sharing their work with fellow trainees and partner organisations, 4Skills is now on the hunt for its next partners.
Whether you’re a digital creative organisation, production company or agency, now is your chance to be part of the 2024 Content Creatives scheme as the 24-week course gears up to start in September.
If you’re a creative company interested in taking part in the next Creative Content cohort for 2024, 4Skills would love to hear from you. Please email 4Skills@channel4.co.uk by Friday 5th April for more information or visit: https://www.c4contentcreatives.com/
