Future-Proofing Trustworthy Support: The matrix Standard for IAG

Article by Associate Professor Deirdre Hughes OBE, Independent Chair of the matrix Standard Review

 

Two years on

In May 2023, on behalf of the Department for Education, The Growth Company formally updated the matrix Standard – the Government owned quality assurance framework for organisations delivering Information, Advice and Guidance (IAG) on learning, careers, work and life.

First introduced over 20 years ago, the matrix Standard has long played a pivotal role in driving up the quality of IAG services across the UK.

But as the landscape of public, private and third sector service delivery rapidly evolves, so too must the tools we use to assure and enhance that quality.

Future proofing for success

The updated matrix Standard represents a major step forward in future-proofing IAG provision for the decade ahead. In a world reshaped by social, cultural, economic, technological and political change – not least the pandemic recovery, AI disruption, skills shortages and devolution deals – the refreshed matrix Standard offers a more agile, inclusive and forward-facing framework for continuous improvement.

Three key outputs; first, a revised matrix Standard that retains its core principles, but introduces greater emphasis on inclusive practice, user-centred design, digital and hybrid access, and impact measurement.

Second, a new set of matrix Standard Guidelines offering practical advice for providers on how to interpret and implement the Standard.

Third, a suite of Thematic Guides – focused on areas such as working with vulnerable groups, embedding employer engagement, and harnessing IAG to support the achievement of the Gatsby Benchmarks in England and other relevant benchmarks applied in Northern Ireland, Scotland and Wales to support both operational delivery and strategic planning.

The voices of young people and adults

The revision was no light-touch exercise. It was underpinned by extensive consultation and careful deliberation, overseen by a Senior Advisory Group which I had the privilege to chair over a period of 2 years. This group brought together expert representatives from two leading UK professional bodies – the Career Development Institute (CDI) and the Institute of Employability Professionals (IEP) – alongside key stakeholder voices from across the four nations. Local/Combined authorities, national and regional agencies, charities, industry and skills bodies, and frontline practitioners all contributed to shaping a Standard that is meaningful, practical and responsive to current and future needs.

Most importantly, the updated Standard was informed by the input of young people and adult beneficiary representatives, who shared their needs and expectations regarding what works best for them. This evidence-based refreshed version introduced seven core elements – Purpose, Resource, Offer, Delivery, Outcomes for Individuals, Impacts for Organisations, and Continuous Improvement – each designed to modernise and strengthen the Standard for the coming decade.

IAG working within and across organisations

The updated Standard is designed to work across all organisational types and settings – from community-led initiatives, to national organisations, from further education colleges to prison services, and from housing associations to careers and employability companies. It continues to provide a robust, externally validated benchmark for organisations seeking to demonstrate high-quality, person-centred IAG.

The Standard has also expanded into new sectors such as Social Prescribing, as employability providers begin offering these services to job seekers who increasingly require wellbeing support to transition into employment or higher-paying jobs. Additionally, sectors are responding to the high prison population, with the matrix Standard producing an Offender Rehabilitation Guide that demonstrates how adopting the Standard can deliver meaningful outcomes and impact that supports improving lives and reduces reoffending .

Get Britain Working and Industry Support

This overhaul comes at a critical time. The Government’s Get Britain Working agenda (November 2024), places strong emphasis on high-quality, locally responsive IAG services. It sets out an ambitious agenda for simplifying and streamlining support – including the proposed merger of the National Careers Service and Jobcentre Plus in England, the evolution of community-rooted IAG offers, and the drive to make effective and efficient use of devolved single settlement budgets.

The White Paper recognises that effective IAG is not a bolt-on, but a foundation stone of inclusive economic growth, labour market participation and lifelong opportunity. Quality matters, not just in content, but in service delivery, design, digital access and follow-through.

To realise the ambitions of the Government’s new Modern Industrial Strategy (June 2025), signposting individuals to opportunity through high-quality information, advice and guidance (IAG) will be more critical than ever in the months and years ahead.

That’s why the matrix Standard – and its emphasis on planning, delivery, outcomes and continuous improvement – is so timely and so vital. It also plays a crucial role in supporting cross-government missions aimed at improving the lives of the population, by providing a structured quality-assurance framework for effective service delivery and measurable impact.

Adaptation of Services

One particularly pressing challenge is how we adapt our IAG services in response to the growing role of Artificial Intelligence (AI). The AI revolution is already transforming user expectations and tools for accessing careers and employment advice. From chatbots to recommendation engines, these technologies offer the potential to expand reach, personalise support, and boost efficiency. However, they also raise critical questions about ethics, accuracy, transparency, and the role of the human practitioner – a role that remains essential, especially when working with vulnerable individuals, where empathy and the human touch are irreplaceable.

The matrix Standard does not ignore this now – it prompts organisations to think critically about how AI combined with human-centric services can enhance, rather than replace, human guidance. It supports providers to blend online and face-to-face support in ways that are inclusive, safe and accountable.

Present and Future

There is now an opportunity at local, regional and national level, about how we can use the matrix Standard as a springboard for improving IAG services for all. Some possible forward-looking ideas:

• Cross departmental adoption of the matrix Standard: across government departments such as education, health, welfare to work, justice and transport, to support quality-assured provision.
• Regional partnerships addressing local needs: tailoring additional thematic matrix Standard guidelines and resources based on the specific needs of geographical area(s).
• Build and extend matrix Standard strong relationships: with industry, trade union and national government-backed initiatives.
• Peer learning networks: Regional or cross-sector-specific peer learning where IAG professionals can collaborate on common challenges, share IAG resources, and stay updated on trends. These groups could meet regularly to discuss best practices, review new guides, and provide feedback on the evolving needs of citizens in a changing social, economic and cultural landscape.

Investing in workforce development is essential e.g. increasing digital literacy among both staff and beneficiaries of IAG services, embedding evaluation tools, and rethinking how people access support – whether in-person, online, or through hybrid models.

Looking ahead with matrix Standard High-quality IAG is not a luxury. It is a right – and a necessity – if we are to tackle inequalities, meet labour market needs, and empower people to navigate change. As we move into a new era of better joined-up services supporting: education, skills, finance, health, careers and employability support, we must hold firm to a shared commitment to quality, inclusion and impact.

As one experienced practitioner put it during the consultation process:

“People deserve advice they can trust, from systems that work – whether they’re at a citizen advice or other financial advice service, a jobcentre, library, in a school or college, or chatting to a bot at midnight. Getting it right means raising the bar.”

Note: The views expressed in this document are those of the author and do not necessarily reflect the official policy or position of any affiliated organisation or government department.

Associate Professor Deirdre Hughes OBE chaired the formal review of the matrix Quality Standard from 2021-2023. She is an academic at the University of Warwick’s Institute for Employment Research, founding Director of DMH associates, and Co-Founder of CareerChat UK, an AI chatbot technology innovator.

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