Apprenticeships
An Apprenticeship enables the learner to combine work and study to gain qualifications. Originally launched as ‘Modern Apprenticeships’ over ten years ago, they were re-branded and re-launched as Apprenticeships in 2004.
The LSC has produced a paper updating partnerships on apprenticeships and routes into work based learning. Click on the link below to download a PDF version of the report.
Apprenticeships and Work Based Learning
Apprenticeships have grown increasingly in stature over recent years and the Government set a target of 28% (proxy 175,000) of young people aged 16-21 to be enrolled as first time entrants on the scheme by the end of 2005.
In 2004 it was recognised that demand from young people was three times the level of supply from employers, due in part to the fact that previous promotional activity had targeted young people. To reduce this gap, a marketing campaign was established to increase employer places and raise awareness of Apprenticeships within major sectors, as well as continuing to build awareness and preference amongst young people and their parents. This involved:
- re-branding and re-launching Apprenticeships
- a major TV-led media campaign
- establishing an infrastructure to handle employer leads
- a new campaign website
- partnership marketing
- increasing positive press coverage
- launching the first National Apprenticeship Awards
Awareness of Apprenticeships rose significantly during the 2004 advertising campaign, with 9 in every 10 employer respondents aware of MA/Apprenticeships in October 2004 compared with 85% in June 2004. Subsequent market research showed that although awareness is high, more work is required on ‘preference’ for Apprenticeships. In addition, Apprenticeships are still synonymous with craft/skilled sectors and this is echoed in research among young people and parents.
For more information, click on the links on the left or visit www.apprenticeships.org.uk.
