If he's been unemployed for nearly a year (assuming he graduated at June), he should prioritize his long-term career prospects over his happiness in the short-term. Let's assess the situation assuming he doesn't have similar offer elsewhere:
Entry level jobs in a good company, with good pay, and relevant to degree are not that easy to come by these days. If he doesn't get a similar/better job in the future, he'll regret it. Bare in mind that it'll be increasingly difficult to get a decent job the longer he is out of employment since employers will doubt him more and more. In this scenario, if he doesn't take the job, the worst that could happen is your friend will carry a 'what if' question and regret it for life. On the other hand, if he takes the job, move to Bradford, and really hates it; the worst that could happen is he sticks it out for 1-2 years, develop a good solid experience, and move on. As such, it's a no-brainer decision because the worst outcome of the two is sadness/regret for eternity vs. living in a place I don't like for a few years, but it's ok because I've gathered some really good experience.
EDIT: If he doesn't like the nature of the job you said, then it changes everything.