West Yorkshire Mayor Tracy Brabin has unveiled an ambitious new plan to tackle youth unemployment across the region, pledging that every young person will be given a meaningful “taste of work” before they turn 18.
The initiative, known as the West Yorkshire Promise, sits at the heart of the region’s new Region of Learning and Creativity Strategy, launched at Bradford College. It brings together employers, educators and public services under a single, coordinated approach designed to ensure that no young person falls through the cracks.
At its core, the Promise sets out four clear commitments for people aged 14 to 24: guaranteed work experience, expanded apprenticeship opportunities, stronger real-world skills development, and targeted health support.
The announcement comes amid growing concern about youth unemployment across the UK. A recent independent review into Young People and Work, led by former Health Secretary Alan Milburn, warned of a potential “lost generation”. It found that nearly one million 16–24-year-olds are currently not in education, employment or training (NEET), a figure that could rise to 1.25 million within five years.
In contrast, West Yorkshire is positioning itself as a testbed for a more locally driven solution – one that emphasises partnership working and integration across services.
Mayor Tracy Brabin said the approach is rooted in fairness and opportunity:
“Talent is everywhere in West Yorkshire, but opportunity isn’t. Where you come from shouldn’t decide how far you can go, and that is at the heart of our West Yorkshire Promise – a fair chance to flourish for every young person, no matter their background or postcode.
“So to every young person struggling to find work, and to every mum, dad or grandparent lying awake at night worried about their kids future, my message is simple – we will not write this next generation off. We will guarantee real work experience alongside the apprenticeships, skills training and mental health support our young people need to not only survive but thrive.
“Because you cannot fix this crisis from behind a desk in Whitehall. To join up support around a single young person – and save this next generation from a crisis of underconfidence and underemployment – you have to trust the places that know them best to deliver”.
Four pillars of the West Yorkshire Promise
1. A guaranteed ‘taste of work’
The Combined Authority aims to double the number of young people accessing meaningful work experience across school years 7 to 13 within three years. This builds on the 1,637 placements delivered through the region’s Careers Hub in the past year.
The programme includes nearly £3 million of investment in new construction placements for 16–18-year-olds, supporting regional growth and infrastructure through the Weaver Network. Early efforts will prioritise young people from disadvantaged backgrounds, those with additional needs, and those at risk of disengagement.
2. More apprenticeships made easier
Recognising the barriers facing smaller employers, the Authority will expand schemes that redistribute unused apprenticeship levy funding from large organisations such as Amazon and Asda.
The goal is to significantly increase apprenticeship uptake, with ambitions to double starts by 2035 by making participation more accessible to SMEs.
3. Building real-world skills
The strategy takes a broader view of employability, focusing on skills beyond academic attainment. Communication, teamwork, creativity and problem-solving are all highlighted as essential competencies.
Importantly, the programme acknowledges that these skills are developed across multiple settings – including sport, volunteering, the arts and workplace environments – and will promote these experiences over the next decade.
4. Health support to prevent exclusion
The fourth pillar addresses the growing number of young people leaving education or work due to mental or physical health challenges.
Through the Healthy Working Life programme, the region will support 2,000 young people over the next 18 months with tailored, joined-up interventions. The aim is to treat individuals holistically, avoiding fragmented support across multiple agencies.
Bradford was chosen as the launch location in recognition of its recent success in reducing NEET levels. In 2022–23, 6.8% of 16–17-year-olds in the district were NEET. That figure has since dropped to 4%, well below the national average of 5.8%.
The Combined Authority hopes that scaling this locally coordinated model across West Yorkshire will deliver similar results and position the region as a national leader in youth employment reform.
The West Yorkshire Promise is also expected to inform national policy. Mayor Brabin, who sits on the Milburn review panel, will report on the programme’s progress in the coming months.
If successful, the initiative could provide a blueprint for devolved authorities to lead more integrated approaches to employment, education and health support for young people.
For public sector leaders and partners, the strategy highlights a clear shift towards place-based delivery, stronger employer engagement, and long-term investment in early intervention.
Image credit: iStock
