A consistent criticism from the emergent literature on children's career development has been that career-related learning in primary schools has received limited attention. A particular gap in the literature is the application of careers theory applied to pedagogy and employer engagement within primary schools. This article examines an innovative collaborative approach based on research undertaken in seven of the most deprived Wards in Derby city, England and further extended to include 32 primary schools. The mixed-methods study provides insight to children's hopes and aspirations, teacher feedback and the role of business volunteers. Strengths, limitations and future directions of the approach are discussed.