Channel 4 in partnership with Talent People, has reimagined work experience through a virtual model. This opens up creative careers to thousands of people across the UK, balancing scale and inclusivity with meaningful engagement.
Work experience has always played an important role in early careers, but traditional placements come with challenges: they're usually limited to those who can physically access sites, navigate health and safety constraints, or draw on personal connections.
For the creative industries in particular, this risks reinforcing the perception that opportunities are only open to a select few.
That's why Channel 4, through its 4Skills strategy and in partnership with Talent People, invested in Virtual Work Experience (VWEX).
The programme is designed to show that any career can be a creative career, for example, a data analyst can thrive in a creative industry, while providing access to roles outside of London and reflecting the reality of modern creative work, where many roles are hybrid or remote.
How the programme works
Now in it's third year, with Programme 3 launching in September 2025, Channel 4's VWEX has evolved into a flagship example of how virtual models can combine scale, flexibility, and authentic career insight.
Participants complete four core modules: An introduction to the creative industries and Channel 4 as an employer. They are then guided to 2-4 additional modules based on a skills and interests quiz, creating a personalised journey into areas they may not have previously considered, such as commissioning, production, 4Studio (social media), continuity, and sales.
This kind of tailored pathway is rare in virtual programmes and aligns strongly with the updated Gatsby Benchmarks, helping schools meet their statutory guidance while ensuring each learner's experience feels relevant and unique.
To support engagement and learning at scale, the programme integrates:
- AI-powered personalised feedback on participant submissions.
- A Careers Leader dashboard for schools and colleges to track and manage cohorts.
- Automated communications sent throughout the programme to encourage ongoing participation and progress.
- A 24/7 chatbot to provide instant support, backed by a human team.
This combination of interactive content, smart technology, automation, and human input ensures participants gain meaningful insights while employers can deliver quality experiences to thousands of young people nationwide.
Scale and impact
Channel 4's virtual approach has allowed it to extend work experience access to thousands of young people each year, far beyond what would be possible through in-person placements alone.
Feedback from participants and educators has been consistently strong, with the programme achieving excellent ratings and generating a steady pipeline of interest in creative careers.
One participant summed up the experience: "Through the virtual platform, I gained valuable insights into the intricacies of writing idents, acquiring a solid foundation in the principles and techniques involved in this aspect of broadcast media."
Hybrid engagement: breadth and depth
Importantly, Channel 4 hasn't seen VWEX as a replacement for in-person opportunities. Instead, it complements them.
Virtual access provides the breadth, enabling thousands of students from across the UK to experience the industry.
Targeted in-person opportunities for those who complete the virtual programme then add depth, giving young people a more hands-on understanding of creative work.
This hybrid approach ensures Channel 4 can combine inclusivity with meaningful personal connection, offering a model that other employers can replicate.
Looking ahead
As Programme 3 rolls out in 2025, the focus is on sustaining scale while keeping participants motivated.
Channel 4 and Talent People are testing ways to boost completions, from light-touch deadlines to exclusive webinars, vouchers, or in- person visits. The programme continues to evolve in response to learner needs and school feedback, ensuring it stays relevant and impactful.
For Talent People, the learning from Channel 4's success is feeding into the launch of TalentXP, a new platform designed to make it even easier for employers to create, launch and manage branded, scalable virtual experiences.
Key takeaways for employers
- Virtual doesn't replace in-person, it expands it. VWEX unlocks scale while still leaving room for deeper in-person experiences.
- Technology makes inclusion possible. With AI feedback, dashboards and support tools, employers can engage thousands while still providing a personalised journey.
- Authenticity matters. By designing modules around real industry roles, Channel 4 ensures participants gain a genuine insight into the creative world.
- Adaptability is key. Always-on access, blended with light-touch deadlines or incentives, helps maintain engagement over time.
Channel 4's Virtual Work Experience demonstrates how employers can combine inclusivity, technology, and brand purpose to deliver meaningful early careers engagement at scale.
For any organisation looking to widen access, diversify their talent pipeline, and build stronger connections with future talent, it's a model worth learning from.