Aims

The mission of HELOA is to support its membership in the execution of their common role to deploy the collective voice of the Association to the benefit of its members to promote the highest standards of professional conduct and integrity amongst its members.

HELOA aims to promote entry to all sectors of Higher Education and to have concern for the nature and quality of the information and counselling given in the United Kingdom either directly or indirectly to all potential students. It does this by:

Promoting the potential benefits of Higher Education to prospective students across all ages and irrespective of educational, cultural and social background

Working collectively and with other agencies to ensure access to information and guidance by as wide as possible a range of potential students, their families and advisers, in addition to fostering equality of opportunity by providing such information and guidance free to all

Enabling and assisting prospective HE students to make well-informed personal choices of HE courses and institutions on the basis of quality information and guidance. HELOA members aim to provide this with honesty and impartiality whilst respecting diversity of institutional missions, and to foster inter-institutional cooperation in pursuing these aims

Providing opportunities for professional development and training

Establishing and supporting information networks through which members may share information, experience and good practice

Fostering links with other organisations and bodies working in related areas

Promoting a greater appreciation of the nature and value of the work undertaken by HELOA members both within Higher Education and in the wider community