06 Mar Nurturing Local Talent
How visitor attraction Land’s End is investing in its people to develop the next generation of business leaders
A heritage visitor attraction in West Cornwall is developing its future leadership through upskilling local talent across the business.
For decades, Land’s End landmark has been recruiting local people and supporting them to shine through a culture of training and development.
David Hocking started at Land’s End as a retail assistant in 2013, whilst studying advertising. He then moved into the role of marketing assistant straight after completing his degree and has worked his way up to Head of Marketing – South. He now oversees marketing for several Heritage Great Britain sites across the UK. He says a culture of investing in local talent is embedded within the business.
Local talent is the future of our business. Across all departments, from coffee shops to digital marketing, we’re looking to upskill people from the local area so they can continue to move the business forward.
David and his team regularly seek out local training opportunities, included courses delivered through Digital Futures Cornwall.


Marketing executive Charlotte Thorpe recently completed the Skills Bootcamp in content creation and website development with Truro and Penwith College. Her role involves delivering content across web, social media and other digital touchpoints. She said the course has helped underpin her creative approach to marketing with digital skills.
Charlotte said: “It’s really nice to work for a team that value my development. At university, my course was very creative, and my strongest points are how I work creatively.
The Skills Bootcamp helped me gain knowledge in the technical aspects of my job. We covered content creation, SEO, analytics, coding, content management systems – it's really helped me understand the data behind the work we do in marketing.


There are still plenty of courses taking place during March across the Digital Futures Cornwall Cornwall partnership. Head to https://www.digitalfuturescornwall.co.uk/courses to find out what is on offer.
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Digital Futures Cornwall is part-funded by the UK Government through the UK Shared Prosperity Fund and led by Truro and Penwith College.




























