Outreach

Identifying NEETs is the first step in reaching out. As NEETs are often not registered with either PES or social services, it can be difficult to establish a centralised information system. This challenge can be tackled with a two-step approach of mapping and tracking.        

Mapping NEETs consists of gathering macro-level information on the characteristics and location of the NEET population in the country/region/municipality. Are they mostly inactive young women with child caring responsibilities, for example, or low-skilled young people living in urban areas, or high-skilled workers with irregular work situations (e.g. consecutive internships or short-term contracts)? As NEETs are hard to identify, gathering information on all young people – particularly those in the age groups most at risk of being NEET – is of utmost importance. This information allows policy makers and practitioners to understand the characteristics and needs of NEETs in their country/region. This understanding leads to more effective outreach and policy responses that are tailored to specific NEETs profiles.

These data can be collected through primary research (e.g. surveys, cross-referencing administrative data from a variety of institutions) or through analysis of existing national and international surveys (e.g. census data, national labour force surveys, EU Labour Force Survey (EU LFS), EU Statistics on Income and Living Conditions (EU-SILC)).

Tracking NEETs is the second step in establishing an information system. This involves gathering micro-level information about individuals (e.g. address, age, gender, educational attainment, how long an individual has been NEET). Such data should include a personal identifier.

For NEETs who have disengaged from the education and training system and the labour market, this information cannot be easily collected from schools, VET providers, PES or other social services. Tracking requires collaboration between multiple partner organisations and government authorities to compile and share information on young people (see Tip 2 on ethical data collection). 

Data-sharing can cross-reference administrative data from various education and training sub-systems (e.g. school-based VET and apprenticeship schemes), PES, social services, health services, youth centres, etc. Cross-referencing data is easier and more efficient where data are collected in common formats that can be easily compiled in a centralised database. Common protocols on collecting, sharing and using data should be established and followed by all organisations involved in the data collection process.

As with any collection and sharing of private data, special attention must be paid to personal data protection issues. This is particularly important in the context of NEETs. Firstly, the appearance of violation of their privacy may discourage already distrustful young people from engaging with any of the services offered. Secondly, because the data are collected and shared among multiple organisations, there is a greater risk of mishandling.    

The following aspects should be considered before collecting and sharing information on young people:

• In some countries, there may be laws forbidding the collection and/or sharing of private information about individuals. Before an information system is established, policy makers and practitioners should verify that a centralised system is legal.
• Only the minimum amount of information necessary to identify NEETs and to provide appropriate services should be collected. For example, even if education providers can share information about individuals’ grades, it should not be submitted to the centralised system if it is not necessary to provide services to NEETs.
• Personal data should be stored for as long as they serve their purpose (i.e. to provide support to a particular NEET individual).
• Personal data should be accessible only to those professionals with a direct role in providing support.
• Not all organisations providing data to the centralised information system should have reciprocal access to the system. For example, secondary education institutions may submit data used to map NEETs but would only need access to the centralised information system where they are providing direct support to NEETs.

Coordinated outreach campaigns make it easier to reach and inform NEETs of programmes and services offered by organisations such as PES, NGOs, VET providers, local, regional and national authorities.

All organisations providing support to NEETs should cooperate to guide young people to the services and supports they need. Cooperation should be horizontal, in multi-skilled, multi-disciplinary teams, and vertical, across local, regional and national authorities. Effective coordination between partner organisations will promote integrated working towards the same goals and reduce the risk of duplication of efforts.

Clear roles and procedures are useful in establishing which organisation (and the designated person(s) within that organisation) is responsible for reaching out to NEETs.

One-stop-shops are one possible way of coordinating local outreach efforts. These are centralised services tasked with reaching NEETs and providing guidance and advice tailored to their individual needs. Such centres provide information on the supports available from different services and stakeholders and are – ideally - easily accessible (i.e. self-referral). However, one-stop-shops are not a perfect solution, as the most disengaged young people are unlikely to contact these centres. Difficult-to-engage groups require more holistic outreach approaches through community organisations and/or in non-traditional settings.

NEETs are a diverse group with varying needs and they respond to different outreach strategies. Young people who have been NEET for a long time may not respond to social media campaigns and may need face-to-face contact with a trusted community organisation before they will engage with any support services. NEETs who have been out of work or education and training for a short time are easier to reach and are more likely to respond to more conventional outreach strategies, such as direct contact by PES.

Collecting reliable information on the characteristics and needs of NEETs will help tailoring outreach strategies and channels (see Tip 1). For example, if mapping shows that NEETs in a given region are typically high-skilled and registered with PES, policy makers could consider opportunities for internships at local companies. If, on the other hand, the majority of NEETs are young mothers who have been out of the labour force due to caring responsibilities, outreach may be most effective through local organisations providing children’s services (e.g. childcare facilities) or upskilling/retraining opportunities.

Attractive targeted websites and social media play an important role in reaching out to NEETs through the channels they use to connect with one another. Youth-friendly websites and social media campaigns can effectively raise awareness of services and supports among young people not registered with PES or other social services.

Targeted social media campaigns can reach sub-groups of NEETs (e.g. inactive women with caring responsibilities) more efficiently than regular PES channels. Such campaigns are more effective if they feature successful peers who share their experiences and can serve as role models.

Before roll-out of an outreach campaign, it is useful to carry out a careful analysis of who uses the specific communication channel, at what time of the day and how, to ensure that the campaign reaches the targeted audience. Communication campaigns should use language, writing style and visuals appropriate to the platform and target audience.

It is particularly difficult to reach inactive young people not registered with PES or other social and youth services, those who are not actively looking for employment and/or training, and those who may face multiple challenges. They may mistrust authorities and fail to respond to official letters and invitations from PES or other services. Here, outreach is most likely to be effective where it involves community organisations and takes place in non-traditional settings, increasing its perceived ‘credibility’ by the young people in question.

The following points should be taken into account:

• A holistic approach mobilising social, health and youth services may be more effective in reaching disengaged young people who face multiple challenges.
• Young people are more likely to engage with supports and services provided by local organisations that they recognise and trust. Local organisations are also best positioned to reach out to difficult-to-engage NEETs through face-to-face contact.
• Peer-to-peer contact from young people who were themselves NEETs may be more effective in re-engaging those who are particularly discouraged.
• Multiple rounds of contact attempts using different communication channels may be needed to reach the most disengaged young people.

Since many NEETs are not registered with PES, it is important that education and training providers work with PES to ensure that young people are aware of their services before they leave the education system. PES can reach out to young people through awareness-raising campaigns, job fairs, careers events and outreach street teams (among others). This is particularly important in countries where legislation does not allow schools and VET providers to offer PES with information on students who are about to leave the education system.

Financial incentives such as cash benefits or vouchers may encourage young people to register with support services and more easily find their way back into employment, education and training. Offering incentives to NEETs may also help PES and other services to collect information on their locations, characteristics and challenges, allowing them to offer better tailored support and services.