Apprenticeship toolkit

Using real apprentice stories

Potential apprentices who are wondering about the experience will want to hear first-hand from people they can relate to or have some affinity with.

That’s the principle behind most of social marketing strategies such as using shares, reviews, likes, and phrasing like ‘people who bought this also bought’ … because it works!

You don’t need to reinvent the wheel. Link to some of the effective stories from your own sites. You also find that the questions and comments posed to the bloggers give you insight into some of the fears and misconceptions young people have. These are things that need to be addressed in your marketing material.

Examples of effective practice

City and Guilds featured poet Suli Breaks to good effect in their video series on apprenticeships but see how many more people viewed his own video blog (vlog) explaining why he wanted to talk about apprenticeships.

Many other young people get significant audiences for their YouTube videos on their apprenticeship experiences such as this one by Megan Jane.

You may want to invite your own apprentices to blog about their experiences as Damar Training has done on their apprentice blog.

S&B Automotive Academy uses live video links to enable apprentices to present to pupils in schools. The immediacy of the presentations gives potential applicants a better chance to understand the standards the industry sets, and what work-readiness means. Having it explained by an apprentice only a few years older than themselves adds power and authenticity to the message.