Nottingham’s Promise: Re-Engaging Graduates for Local Growth

Graduate retention is crucial for fostering regional economic growth, yet the East Midlands, including Nottingham, has one of the lowest retention rates in the UK. Only 39.2% of university leavers remain in the East Midlands post-graduation, compared to 66% in the North West. Despite Nottingham’s cultural and social appeal, many graduates migrate to cities like London, Manchester, or Birmingham due to better job prospects, higher wages, and faster career progression.

The project aims to address this issue by collaborating with local stakeholders to explore strategies for re-engaging Nottingham graduates and evaluating the socio-economic benefits of their retention. The research objectives are as follows: · Perceptions of Nottingham and Career Mobility: This involves assessing perceptions of Nottingham as a career destination among graduates from 2012 to 2022. Career mobility, a strategic decision for professionals seeking better opportunities, includes relocation for higher wages, growth potential, or alignment with personal goals.

· Graduate Re-engagement and Influencing Factors: This explores whether graduates would consider returning to Nottingham to advance their careers and identifies factors influencing their decisions. While most research focuses on new graduates, limited studies address career mobility among established professionals and their willingness to re-engage with their university city.

· Graduate Retention Patterns and Trends: By analysing graduate retention patterns, the project will identify strategies to re-engage graduates. Potential initiatives include fostering high-growth industries, improving job-matching services, enhancing retention programmes, and strengthening the city’s cultural and social amenities.

· Career Analysis and Economic Evaluation for 2030: A comprehensive analysis of the local economy will examine job market trends, skill requirements, and career dynamics. Sector-specific studies, skills assessments, salary evaluations, and gender considerations will inform long-term strategies for economic development and addressing skills shortages.

This mixed-methods project seeks to bridge gaps in understanding graduate mobility, career aspirations, and economic development. Research activities will culminate in a strategic recommendations report for local private and public organisations. By aligning job opportunities with graduate needs, the project aims to position Nottingham as an attractive career destination, ultimately boosting the local economy and fostering sustainable growth.

Nottingham Business School is triple crown accredited with EQUIS, AACSB and AMBA – the highest international benchmarks for business education. It has also been ranked by the Financial Times for its Executive Education programmes in 2023 and 2024. NBS is one of only 47 global business schools recognised as a PRME Champion, and held up as an exemplar by the United Nations of Principles of Responsible Management Education (PRME).  

Its purpose is to provide research and education that combines academic excellence with positive impact on people, business and society.  As a world leader in experiential learning and personalisation, joining NBS as a researcher is an opportunity to achieve your potential. 

Applications for October 2025 intake closes on 1st July 2025 and applications for Jan 2026 intake closes on 1st October 2025.