A recent report demonstrates a rising demand for apprenticeships. Scott Killen at Edinburgh Napier University shares insight to help shape attraction strategies in 2025.
Contributing factors to increasing apprenticeship demand include greater awareness, earning potential and accelerated career progression. The cost-of-living crisis and higher education tuition fees are also turning people away from traditional university routes.
However, this report from UCAS and the Sutton Trust – what influences the choices of would-be apprentices? – also confirms that twice as many degree apprentices are from the wealthiest areas compared to the poorest. Nearly a quarter of former apprentice applicants did not pursue an apprenticeship because they felt they could not afford to do so.
In 2025, as demand for apprenticeships further increases, attracting top emerging talent will be more competitive. As the expectations of applicants shift, employers must adapt their recruitment strategies to remain competitive and enhance social mobility.
Understanding young talent
By 2025, Gen-Z will make up more than 25% of the global workforce, and a significant proportion of apprentice applicants.
Yet salary is no longer ‘king’ among Gen Z. There is greater emphasis on company values, culture and flexibility. Employers need to adapt and be open to change. Authenticity, when it comes to nurturing, support and enablement, must be demonstrated to attract younger applicants to your business.
Employers must not only communicate this clearly through their employer brand, but also in the right way and through platforms that will reach and connect with the target audience.
The UCAS report states that less than 5% of current apprentice respondents had considered apprenticeships by age 11. This increases to over 54% by the time they are sitting GCSEs or National 5s.
With little awareness of what working as an apprentice might entail, engaging early, such as through school visits or events on office premises, businesses can position themselves as a leading apprenticeship provider from the offset.
Instagram, YouTube and TikTok are also essential tools for raising awareness and attracting Gen-Z candidates.
By showcasing workplace culture and values through social media, employers can create a compelling narrative that resonates with potential candidates. A great example of this is ‘a day in the life’, where apprentices showcase their working day and studies in a series of short videos.
Douglas Turnbull is Continuous Improvement lead for Plexus in the UK and an advocate for early engagement: “We have a responsibility as a business to grow talent and to develop them for the future, we are already involved with various high schools in terms of STEM activities and the graduate apprentices are key to that as well because they can go into a school and be a relatable example of getting to see what can happen and where they can go as they’re making their career choices going forward. And so, it kind of leads on, it’s that success breeds success.”
Writing an effective job advert
Much can be done to raise the profile of apprenticeships as an employer. However, posting job adverts remains the most common strategy to attract apprentices in 2025.
A recent research paper by Edinburgh Napier University academics on analysis of UK job adverts for Degree and Graduate Apprenticeships studied how employers signalled their expectations of apprentices through the adverts.
Some findings, and recommendations, include:
- A wide range in starting salaries are offered, with little information on incremental increases during the programme. With inflationary pressures and the ongoing cost-of-living crisis, salary levels need clarity, ongoing monitoring and action.
The UCAS and Sutton Trust report recommends that apprenticeship wages are aligned with the national minimum wage or living wage. Apprenticeships Scotland recommends that employers pay the living wage to attract candidates.
By offering a real living wage, as opposed to the minimum apprenticeship salary, employers can enhance inclusivity those from disadvantaged backgrounds.
- Over 60% of adverts included, under skills and attributes required – communication, team player, self-motivated, problem-solving. Similar skills are also required in most graduate job postings. This can be off-putting to applicants, particularly those from disadvantaged backgrounds. More emphasis should be placed on training and mentorship, and phrases such as ‘self-motivated’ or similar removed.
- The possibility of a permanent role at the end of the apprenticeship was rarely mentioned. This should be highlighted on every job advert, including potential career paths upon course completion, linked to case studies/success stories where possible.
- Most of the job adverts focused on the training the apprentice would receive, rather than day-to-day responsibilities. Apprentices will be more attracted to jobs that they can visualise themselves doing. Greater connection between workplace learning and development alongside education also helps. This can include specific examples of how learning from the course will be applied into the workplace.
Rethinking minimum and advanced entry requirements
It is commonly cited that one of the biggest benefits of apprenticeships is that they can enhance social mobility by offering an alternative route to university.
However, our apprenticeship job advert analysis found that the academic entry requirements listed on degree and graduate apprenticeship job adverts often mirrored those of equivalent, traditional university courses.
Pre-university, subject based qualifications were often expected e.g. a Computing qualification in school for a tech apprenticeship. This suggests that apprenticeships are held to the same standard as traditional university courses. This limits social mobility potential.
For employers to use apprenticeships to enhance social mobility, they must adopt a clear widening participation and social mobility strategy.
This includes working with learning providers to establish minimum and advanced entry requirements, and promoting widening participation and training opportunities on their careers page or adverts.
Conclusion
To successfully engage and attract apprentices through advertising in 2025, employers must be transparent and inclusive in branding, adverts, and social mobility. Putting training, support and long-term employment opportunities at the forefront and leveraging social media also demonstrates proactivity and an informed approach to recruitment.
As the workplace continues to evolve, the ability to adapt will not just attract young talent but also foster growth and inclusivity.
Explore apprenticeships, learn from others and network at ISE’s forthcoming Apprenticeship Conference on 25 February 2025.
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