How the University of Sunderland is helping retain local talent and drive growth

Published on 16, October, 2025

Modern universities like the University of Sunderland are helping towns and cities keep hold of homegrown talent and driving local economic growth.

According to a new report by MillionPlus, the Association for Modern Universities, The Value of Loyalty: How Modern Universities Create Local Skills Ecosystems to Drive Local Economic Growth, students from modern universities are more likely to stay rooted in the places where they grew up, studied, and found work in - making them ‘Loyals’.

This has had a major impact on the local labour markets, as 72% of graduates from modern universities in the north-east who are Loyals stay in the region. These ‘Loyals’ not only enrich their communities but also meet the skills needs of local employers and help to close long-standing gaps between regions.

The findings show that 38% of graduates across England are Loyals, with modern universities far more likely to nurture them than older, pre-1992 institutions. In the north-east, this is much higher as 58% of graduates in the region are classed as Loyals.

The report also shows that nearly half (48%) of modern university graduates remain in their home region, compared to just 26% of graduates from pre-1992 universities.

Gareth Trainer, Head of the Centre of Graduate Prospects at the University of Sunderland, said: “Loyals play a hugely important role in regions like ours, adding economic, social and cultural value whilst using their knowledge of the area’s challenges and opportunities to develop their careers rapidly.

“The region’s diverse small business population provides graduates with opportunities to have an impact from the word go, while the start-up scene here means they don’t have to look far to find opportunities to engage in cutting edge innovation, or be inspired to start their own business.”

“The University prepares its graduates to be impactful in work on a global scale, but such is the attractiveness of the north-east many choose to add their value here.”

These graduates are especially vital in sectors where demand is high, from healthcare and education to emerging industries like media production and clean energy.

The report reveals that 7% of job vacancies in the north-east are in the education sector and graduates from modern universities in the region could fill 39% of these vacancies. This is similar for the health and social care sector, with vacancies in this sector making up 17% of job vacancies in the north-east which 33% of them could be filled by modern university graduates.

Showcased in the report, the University of Sunderland is helping foster homegrown talent for the region’s emerging film industry, working with local television and film company Turnover TV to give students work experience opportunities and develop their skills.

Earlier this year, the University’s St Peter’s Campus was chosen as the primary filming location for UK feature Trash TV, starring internationally renowned actor Noah Taylor (Game of Thrones, Peaky Blinders, Almost Famous) as the lead role.

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The film is the first in a partnership between the University and independent production company Turnover XXV, founded by acclaimed north-east actor and filmmaker, Craig Conway, alongside international business executive and chief strategy officer Amita Krishna and chief creative officer Ajo Kacmar.

Through this collaboration, Turnover XXV is offering real-world opportunities for students and recent graduates, integrating them into live productions and equipping them with the skills and credits they need to launch careers in film.

During his visit, Craig said: "This isn't just about one film, it's about building a foundation for a creative industry ecosystem right here in the north-east – an industry that nurtures, trains, and retains talent locally, while drawing in global stars and international attention."

By choosing to build their futures locally, Loyals give regions the stability and skills base they need to grow – supporting the government’s ambition to “ignite growth across the regions.”

Modern universities are uniquely placed to foster this loyalty, drawing heavily from local communities, working hand-in-hand with schools and industries, and opening clear routes into local employment.

Rachel Hewitt, Chief Executive of MillionPlus, said: “This report shows what many local communities already know – that modern universities are anchors of opportunity and growth.

“By helping to ensure graduates put down roots where they were raised and educated, these institutions are not only transforming lives but also producing and harnessing the skills and the talent that regions need to thrive.

“If the government is serious about rebalancing the economy and spreading opportunity, then it must recognise the role of Loyals and ensure they are at the heart of future skills and growth policy.”