Initiative, passion and self-motivation are the qualities leading UK employers most value in employees aged 25 or under, according to new research by Uni’s not for me (UNFM), an information and advice resource for young people considering the alternatives to university. More than 50 organisations, including EY, Penguin Publishing, The Berkley Group, River Island Clothing, Pimlico Plumbers and Pret a Manger took part in the research.

More than half of respondents (56%) said initiative and passion are the qualities they most value, while a sixth (16%) said self-motivation. Energy came next (12%) followed by integrity (8%) while ability to learn quickly, reliability and time-keeping, honesty, dedication, loyalty, charm and goal orientated scored equally at 2.13%.

Well known success stories of people who did it without a degree include Laura Tenison, founder of JoJo Maman Bebe, food campaigner, Jamie Oliver, handbag queen, Anya Hindmarch, and Rosie Hardy, photographer to the stars. But ordinary people are doing it too, like Zoe Ledsham, a legal trainee at leading law firm, Clyde & Co, Kayleigh Anderson, EY apprentice and Josh Uwadiae, fitness guru.

These findings come as universities are offering two for one degrees, and recent research shows half of graduates said they could have got to where they are in life without the benefit of a university degree, while a third regretted their decision to go.

Hattie Wrixon, founder of UNFM: “Our research delivers a powerful message to young people, whether they’re considering post-school or post-university options. Employers are very clear that personal qualities matter every bit as much as academic qualifications, if not more.

“Which is why I’m proud that UNFM is growing a talent pool of self-motivated, passionate young people and connecting them with employers looking for apprentices and non-graduate trainees in careers ranging from law and accountancy to plumbing and photography.”

Zoe Ledsham, apprentice trainee at Clyde & Co (The Lawyer’s Law Firm of the Year 2016), said: “I jumped at the opportunity to pursue a career in law and develop my skills on the job rather than at university. The support and encouragement I have received from Clyde & Co has been immense. I'm delighted that I chose the 'alternative' route into the legal profession and I'm sure it will stand me in good stead for my future at the firm.”

Tracey Holmes, Head of HR (North) at Clyde & Co said: Tracey Holmes, Head of HR for the North of the UK at Clyde & Co, comments: "The rising cost of pursuing a university education is often a prohibitive barrier to a legal career. At Clyde & Co we're proud to provide‎ an alternative route via our legal apprenticeship scheme."

Kate Nicholls, manager of Pret A Manger’s school leaver programme said: “Nearly 80% of managers at Pret began as team members. We don’t expect our school leaver applicants to have lots of work experience under their belts or a CV full of qualifications. Instead we’re looking for passionate, enthusiastic, motivated individuals who are excited by their next challenge and raring to get going.”

Claire Lister, MD, Pitman Training said: “Businesses are motivated to identify individuals that fit their organisations regardless of university degrees. This is partly due to a desire for training on the job – employers see such a strategy as creating greater loyalty among new staff and ensuring employees feel more valued within a business. On top of which, people are earning at a younger age and aren’t burdened by the debt incurred from three or more years in higher education.’

Jacob Sarkil, a former young mayor of Lewisham and youth leader, said recently on Share Radio: “If you don’t go to university, life still happens.”