In February 2025, as the UK government advances its "Get Britain Working" White Paper to reform Jobcentres and establish a National Jobs and Careers Service, the potential for digital innovation and artificial intelligence (AI) to transform employment support has taken centre stage.
With a goal to boost the employment rate to 80% and address economic inactivity, the White Paper envisions a modern, personalised, and technology-driven service built on five key principles: local responsiveness, employer engagement, career progression, tailored support, and enhanced coaching capabilities.
Morrisby, an impartial online careers guidance platform with over 50 years of experience, stands ready to contribute to this ambitious vision!
By leveraging psychometric assessments, a vast careers database and emerging AI tools, Morrisby offers a proven solution to empower individuals, support advisers, and align with the White Paper’s objectives.
This release explores how Morrisby’s capabilities can enhance Jobcentre Plus, delivering impactful career guidance to over 100,000 people annually and supporting the shift toward a more effective, accessible, and future-focused employment ecosystem.
What opportunities exist for digital and AI-tools to improve JCP?
Morrisby is an impartial online careers guidance platform which uses psychometric assessments to help young people and adults understand themselves, including their strengths, potential, interests and personality, and suggests careers and subjects related to their individual profile. We provide information about careers and the academic, vocational and work-based routes into them, specific to England/Wales and Scotland. We give people the tools to search for apprenticeships and higher education courses. We help over 100,000 individuals a year decide on their career and educational path, and have been doing so since 1967.
Morrisby’s digital platform and AI development can support the future single and universal service referred to in the Get Britain Working White Paper, and contribute to the 5 pillars also referenced within the paper.
Morrisby could substantially contribute to meeting Pillar 4, which details creating a cutting edge technology-led digital tool that provides relevant, up to date information and advice. Currently our platform offers psychometric assessments where clients take aptitude, aspirations and personality questionnaires to aid in self understanding and identifying strengths, before suggesting careers and subjects that match well to the individual’s profile.
We also have a database of 850+ careers which includes a description, routes in, videos, case studies, labour market information (tailored to a person’s location), salary data, and 150 subject profiles which include a description, apprenticeships information, and routes and requirements, across many qualification levels. We also map the 8 essential Skills Builder skills to every career, to explain the level of skill you will need in 8 key skill areas to achieve the career (helping meet Pillar 2). The careers and subjects information is updated annually by qualified careers writers/advisers. We have separate careers and subjects information for England/Wales and Scotland (written and maintained by location experts). We are Matrix accredited (the standard for high quality information, advice and guidance).
In addition to our current platform, Morrisby is developing an AI-enabled platform to enhance the reach and impact of human careers guidance, making tailored support more accessible at key career and educational decision points. By combining AI with expert careers advice, the platform will enable careers advisers to support a wider audience, deliver more targeted guidance, and focus on those who need it most. This scalable approach aligns with the goals of the Get Britain Working White Paper, helping to improve career outcomes and accessibility.
Morrisby has already developed CourseNav, an AI tool that helps FE colleges guide visitors to their website to the courses best-suited to them, based on Morrisby assessments, while also providing key information specific to the college, such as support for learning needs, parking arrangements, etc.
Morrisby contributes to the other pillars, too…
Pillar 2 talks about people moving towards their career goals in the new universal service model, and Pillar 3 mentions moving towards a model of personalised support. The first step in realising your career goals is in identifying them, which starts with self understanding. Morrisby’s aptitude assessments (called Morrisby Profile) do just this - at a personalised level. They uncover an individual's underlying strengths and potential, and report these in an easy-to-understand diagram and associated interpretation text, helping them identify their strengths. These assessments cannot be practised, and they are not unduly influenced by educational or social background (contributing towards the need for the service to be accessible for everyone, in Pillar 4).
We then combine an individual’s aptitudes with their interests and personality and suggest careers, explaining which routes are available to their preferred career, which helps them move towards realising their career aspirations.
Pillar 5 defines the need for the time people spend with their work coach or careers adviser to include goal-setting, how to achieve these goals, and keeping people motivated. Having taken the Morrisby Profile, the adviser has information about a client's strengths, interests and personal circumstances available to them prior to any client meeting. A client has this same information, and is encouraged to read their profile, and explore their career options, before meeting an adviser. This pre-work saves time during the careers interaction, as the usual elements you would explore in a careers guidance meeting are already identified via Morrisby. This leaves more time in the careers meeting for goal setting and exploration around achieving these, or in spending any time gained with harder to reach groups of clients. Morrisby also has a function to record and progress an individual’s goals, within the platform.
Morrisby’s 850+ career profiles explain how people can achieve their preferred career, which in itself is a motivator. We have experienced multiple anecdotes of students who are disengaged with the educational process taking Morrisby, finding a career they are excited about, and reengaging with education.
Pillar 5 outlines the need to further the skills and careers of the work coach and careers advisers within England. Knowing how to explain a Morrisby profile and understand psychometric instruments is a skill that is valued in the careers sector, and Morrisby has a 4-hour CPD course available for professional development.
Alongside our Matrix accreditation, Morrisby is IS0 9001 and 27001 accredited.
How can a new jobs and careers service support people to progress in their careers?
Morrisby is an impartial online careers guidance platform, which uses psychometric assessments to help young people and adults understand themselves, including their strengths, potential, interests and personality, and suggests careers and subjects related to their individual profile. We provide information about careers and the academic, vocational and work based routes into them, specific to England/Wales and Scotland. We give people the tools to search for apprenticeships, and higher education courses. We help over 100,000 individuals a year decide on their career and educational path, and have been doing so since 1967.
In that time, we have supported millions of people to find well-suited careers and ultimately have a happy and fulfilling working life. Morrisby genuinely supports people to progress in their careers, and could be used by the clients in the new jobs and careers service to do the same.
As a careers guidance company employing three in-house career development professionals (CDPs), we have working knowledge of how important self understanding is in careers guidance and exploration. Morrisby believes that everyone has strengths and that these strengths, combined with interests and personality, can be used to lead people towards the right career. Morrisby helps people uncover their underlying strengths, through the assessments within the Morrisby Profile, helping individuals to learn more about themselves, putting them in a stronger position to start career exploration.
Morrisby also helps people widen their horizons about the type of careers there are in the modern jobs market. In today’s world, there are a multitude of career possibilities, and many routes into these careers. In initially suggesting only 12 careers, which are well matched to a person’s Morrisby Profile results, Morrisby helps focus a person’s career decisions. We also help raise aspirations by showing careers that are at an appropriate level for the candidate, and have a system in place to widen horizons by not showing careers that are too similar to each other within the top 12. Candidates can also choose to focus their top 12 on either their aptitude, interests or personality results, on whether they want to do an apprenticeship or HE study, or on different education levels; changing the focus adjusts the careers in the top 12, again widening their horizons to potentially previously unknown careers.
The 12 careers are accompanied by careers profiles which outline what the career entails, how to get into that career, with video, case studies, external links, and salary and labour market information for the different UK regions (set by default to the location of the candidate). There is tailored information for England/Wales and Scotland.
Once a candidate has identified a career(s) that interests them, they can set themselves goals in their Morrisby account to help keep track of what it is they are going to do to work towards achieving their dream career. A careers adviser or work coach could help them set goals and work through this in the candidate’s Morrisby account.
Within Morrisby there are three level 6+ qualified career development professionals (CDPs). We also employ a freelance team of careers writers and CDPs to regularly update our careers, subject, apprenticeship and HE level information, and a team of 22 level 6+ qualified careers advisers to deliver one to one careers guidance meetings.
