Few things are less likely to inspire a ruthless businessman than an invitation to do good. After all, at the end of the day, companies have to make money and there is little profit in philanthropy.

Confidence building - students at Crown College. Picture: ANDREW BELFORD 6DM6M1

Yet as Crown College in Westcliff has demonstrated, there is a way in which businesses can use an act of generosity to their advantage.

The college runs a series of courses aimed at instilling work skills in both young and adult students who may have become disaffected with the education system or are looking for a change of career, and helps ease them into jobs.

As part of the process, the college seeks work placements with local firms for its 16 to 60-year-old students, offering the student a way to use their skills in an office environment, while offering the company a thorough but inexpensive recruitment method.

Crown College marketing manager Jonathan Parsons said: "We like to see it as being like a six month interview process. It gives them a chance to see how they fare with the applicant, while also giving the student a chance to prove to themselves and to the employer that they have what it takes.

"It's not always easy to persuade new employers to take on our people, but once they are sold on the idea they tend to stay with us. We have had an awful lot of businesses that have been loyal to Crown for years now. It has become their preferred way of employing staff. With a work placement they can see how the student performs in the work environment."

The results are so impressive that roughly 80 per cent of staff taken on by Crown College general manager Toni Corsini are graduates of one of its courses.

"I was here as a trainee in 1996," recalled Jonathan Parsons, "I have always made a point of letting the youngsters know that I was angry and unemployed when I first arrived on the doorstep of Crown College. It certainly helps when you're dealing with new participants, because you've been there, you can empathise with them. It really does help build confidence very quickly and I can honestly say its one of the most rewarding things I have ever done."

Stepping over the threshold of Crown College's headquarters in Westcliff has changed the lives of many people. Many an underachieving, often unhappy, no-hoper has been galvanised into a successful, driven go-getter through its courses, which range from IT to basic life skills.

"We get a real mixed selection of backgrounds on the life skills course," said Jonathan Parsons.

"It was set up for what the Government calls the disaffected and disengaged. They might not know what they want to do next, they may be low on confidence or have missed a lot of school. There is a fairly high proportion of troubled youngsters that just need to feel part of something, that need to find a direction in life.

"Some them can't even look at you when they first walk in here, yet by the time they are half way through the programme they are full of confidence, even calling me granddad!"

Any business interested in offering a work placement should call Crown College on 01702 433659

Published Tuesday, February 19, 2002