Apprenticeships and the power of peer-to-peer influence

On 11th March Connectr Talent Technology, Lloyds Banking Group and the Apprenticeship Ambassador Network hosted a panel discussion on Apprenticeships and the power of peer-to-peer influence. Thanks to our incredible panel and engaged audience of apprenticeship and early talent minds, we’ve been able to put together this series of insights.

How to effectively build interest in your apprenticeship programme

• Many young people (and even more so their parents) still have quite big misconceptions about the value of apprenticeships, and that you can actually earn money and have a serious career off the back of one.
• Lee Flanagan our Careers advisor on the panel emphasised the need to involve careers advisors and parents more in apprenticeship outreach and engagement.
• Location emerged as a significant barrier, with students finding it daunting to leave their hometown for their first job. In groups we discussed how we can be more upfront with expectations, and changes in lifestyle.
• Alumni influence is crucial in guiding young people’s career paths, but currently it’s more established for universities than for apprenticeships. Atkins found that by providing apprentice candidates with an alumni of peers in role, via a Connectr Talent Technology platform, they boosted their female hires by over 40%, showcasing how powerful a tool peer influence is when leveraged to a school leaver audience.
• Nicola Drury shared how a large proportion of applicants for Amazon UKs apprenticeships were actually graduates, indicating there may be some challenges for graduates in securing work after university.
• Jon Awuah a current apprentice at Lloyds Banking Group shared how careers content on social media was also quite influential to him when choosing his path. We’re also seeing a rise in TikTok and Instagram ‘careers influencers’ – everything from exposing bad experiences with recruiters to sharing interview tips and deep dives into specific roles.

💡 Our recommendations

• The “Earn as you learn” message resonates strongly with young people, making it an effective message to include in your communication about apprenticeships.
• Invite parents into your outreach, events and loop them into communications where you can. Parents/carers are a huge influence on a students decision making but are unaware of the real benefits of apprenticeships and how to weigh up objectively.
• Think about how you can create an ‘alumni’ community of apprentices – this could be through social media groups, through careers pages or bringing current apprentices out to events to share their experiences.

How can we support apprentices during the application and recruitment journey?

• Assessment centers were identified as the most challenging part of the recruitment journey, many of the employers in the room have already abandoned traditional application processes in favor of more streamlined methods. CVs in particular were seen as ineffective ways of evaluating students, and often a challenge for students to complete. Instead, tailored application forms that offer automated screening were favoured, with telephone and video interviews for later stages also popular.
• Overall, everyone in the room agreed that simplifying the application process also increases the likelihood of attracting quality applicants. It’s something to shout about when promoting your opportunities e.g. “CV free application” or “Apply in just 2 steps”
• There is an increasing worry about the authenticity of applications, particularly with the rise of AI and tools like ChatGPT being leverage for CV and application writing. Employers in the room focus efforts on telephone and live video interviews to get a real sense of the applicant, and engagement on platforms like Connectr Talent Technology can be a useful signifier of genuine motivation and intent.

💡 Our recommendations

• Tailor your application journey to your audience, there is a big difference between the levels and ages applying for them. A one size fits all approach for your recruitment will create barriers to entry.
• Share resources upfront around assessment centres, for example: British Airways deliver learning modules to their talent pool covering assessment centres, virtual recruitment and interview tips specific to their process via their Speedbird Z (a Connectr Talent Technology platform).

How can we optimise the preboarding and onboarding of apprentices?

• For many, dropouts are occurring in the first few weeks of the apprenticeship, when as our panelist Mel Kose said; the ‘reality of work kicks in’. The reality of commuting, working outdoors or being on video calls can be a big culture shock for young apprentices.
• Employers are increasingly inviting parents to on-site visits, even offering overnight accommodation, leaving a hugely positive impression that has an influence beyond just one family.
• Building a sense of belonging and community is crucial, with many employers creating closed LinkedIn groups or messaging groups on platforms like WhatsApp and Facebook. Worried about managing something like this? Connectr Talent Technology is a great solution for a safeguarded, moderated and controlled environment for new starters to meet each other and chat with current employees.
• Adding a bit of tangible incentivisation worked for some employers, things like goodie boxes and ‘merch’ sent out to incoming hires really helped bring excitement and build emotional contracts with the business and brand.

💡 Our recommendations

• Check out Mel Kose ‘s 10 tips for an engaging preboarding process
• Incorporate “reality check points” into your communications to showcase the challenges of the job, such as commute, long hours, and adverse weather conditions, to mitigate dropout rates after day one.
• Get existing apprentices (and anyone who stayed on after) to contribute to your comments, things like a monthly newsletter or social media posts aimed at your preboarding cohorts, showcasing the value of apprenticeships, sharing real world stories and being examples of success within the organisation.
• Get the parents involved, no matter how small the involvement is, it can have a big impact on influencing an application. Extend invitations to them, loop them into outreach communications and create resources for them to learn as well as students.
• Take a look out how AWE leveraged the power of peer influence to reduce reneges by over 70%! Read more here or reach out to us for more examples like this.

Thank you so much to our panel and attendees for a fantastic afternoon of sharing and learning.