I work outside the UK as well and we have changed our procedure about 2 years ago. We now use "climb straight ahead" meaning the pilot should continue on runway track and correct for any drift off this track. We also have a 15 nm fix on both sides of the runway and the initial clearance is for the aircraft to climb straight ahead to this fix at 15 nm. Most pilots seem happy to climb" straight ahead to fix". We no longer use rwy heading as I believe it was replaced with runway track by ICAO.
Bye.