Effective recruitment into Career Technical Education (CTE) programs requires framing CTE to meet the needs and aspirations of each learner and their parent/guardian. This Advance CTE report provides insights on what families value in their education; elevates what aspects and messages about CTE that most resonate as well as the go-to messengers for information about these programs; and identifies equity gaps and corresponding message tailoring to reach each learner. The report provides tested messages about the value and benefits of CTE that resonate with families based on ten focus groups and an online national survey of over 2,100 families in middle and high school both considering and participating in CTE. This report is an update to similar research conducted in 2017, with an additional emphasis on messaging for Black and Latinx families and families experiencing low income. Despite major transformations to learning and work, many of the messages and themes from 2017 still resonate today while providing a refresh through message tailoring to address equity gaps. This research is generously supported by the Siemens Foundation.
Communicating Career Technical Education: Learner-centered Messages for Effective Program Recruitment