Your business probably has a dedicated marketing team responsible for getting your message out there. Likewise, you probably also have a dedicated HR/recruitment department working tirelessly to seek the best candidates for each vacancy.
But have the two camps ever collaborated to supercharge your apprenticeship recruitment? Combining candidate sourcing expertise with marketing’s creative eye means you can stamp every apprenticeship advert with unique employer branding flair.
In this blog, we’ll explore why employer branding is the secret to attracting top talent and how you can put this strategy into action.
What is employer branding for apprenticeships, and why should you use it?
Employer branding for apprenticeships is how to market your company to potential talent by prioritising information about your company, culture and progression opportunities. It means going beyond the basics of job adverts and recruitment events (although these are still important) and understanding what makes your organisation a great place to work.
Think of it like this: you’re not just offering a job; you’re offering a career pathway with development opportunities, mentorship and a supportive environment. Effective employer branding helps you convey all this and more to apprentices so you can attract people who align with your company values.
Employer branding helps your company to:
- Attract top talent: In today’s competitive apprenticeship market, employer branding helps you stand out from the crowd and attract the best and brightest learners.
- Increase brand awareness: A memorable ad helps build awareness of your apprenticeship program and the opportunities you offer.
- Build a strong reputation: It positions your company as an employer of choice for apprentices, enhancing your reputation and attracting high-quality candidates.
- Save time and resources: Attracting the right candidates from the start can reduce recruitment costs and streamline the hiring process.
How to add employer branding flair to apprenticeship adverts
Adding employer branding flair to an apprenticeship advert is a difficult balance. Too much, and the result could be cheesy copy that overwhelms the reader with values-based information. Too little, and candidates won’t engage with your campaigns.
Here are some best practices on how to make it work.
Harness employee advocacy
New learners will value the opinions of their peers, which is why employee advocacy initiatives can be extremely powerful. Gather testimonials by encouraging existing apprentices to share their experiences and opinions on:
- The course content and pace of learning
- What they most enjoy about the apprenticeship
- What they’ve learned
- What they like about working for your company
- Their future plans and goals within the wider business
You can add a splash of authenticity to your apprenticeship recruitment campaigns by including testimonials on social media posts, video content, and website pages. People trust people, and this style of testimonial con tent can go a long way to attracting the right talent.
Dare to be different
There’s one major question you need to consider: how bold do you dare to go? Don’t be afraid to break the mould and showcase what sets your company apart. Maybe the focus could be your brand’s:
- Quirky tone of voice/attitude
- Friendly environment
- Innovative projects and work
- Commitment to social impact, such as team charity days
No matter what your company’s ‘thing’ is, find it and highlight it in the apprenticeship job advert.
Remain consistent
Of course, your messaging needs to align with your company’s overall brand guidelines for design and messaging – here’s where you can loop in the marketing team. The simplest way to achieve consistency is to start with the basics: company logo, font, approved channels, etc. Then, you can get the marketing team’s input on the more nuanced aspects like tone of voice and boilerplate copy. After all, all external comms should be united, even if your employer brand takes on a distinctly different flavor from your customer facing audience.
Showcase company culture
We’ve already discussed the importance of employee advocacy in showcasing your company culture, but there are other ways that you could tell your brand story. For example, why not post photos and videos of team events on your social media channels? Additionally, tech-focused businesses might harness virtual/augmented reality to create virtual office tours so candidates can immerse themselves in your workplace.
Stay authentic and relatable
Even if your company trades in a highly specialised, niche field, remember that the apprenticeship job advert isn’t necessarily the appropriate time for a technical deep dive. The goal of an apprenticeship is to help candidates learn, not to expect them to understand industry jargon off the bat. A best practice is to stick to clear, concise, and inclusive language that avoids alienating potential applicants.
Strategise Gen Z communication
Gen Z (aka. People born between 1997 and 2012) are the future of your workplace. Without an empathetic understanding of attracting and retaining the younger generation, you risk losing out on a valuable workforce demographic. Here’s how to plan your Gen Z engagement strategies:
- How to reach them: Social media platforms like TikTok and Instagram are popular hotspots for job-related content. Create video content using trending hashtags, audio and filters to build your company’s online presence.
- How to talk to them: Corporate jargon has aged out. The younger generation connect with people who are down-to-earth, approachable and inclusive.
- How to engage them: Gen Z are the digital generation, so make sure the apprenticeship application process is intuitive and easy to access. For example, you could host a recruitment event and put QR codes on welcome cards, leading people directly to the application.
- What to offer them: Work-life balance is a key motivation for Gen Z employees. Highlight your company’s commitment to employee wellbeing, professional development and flexible work arrangements.
3 examples of excellent employer branding for apprenticeships
Wondering what apprenticeship branding would look like in practice? Take a look at these three excellent examples.
Rolls-Royce
It’s hard to find a more comprehensive apprenticeships landing page than the one on the Rolls-Royce website. With well-produced video content and breakdowns of course content and applicant processes galore, this is the blueprint for apprenticeship advertisement.
Key features to note:
- FAQs section shows support and transparency to applicants.
- Multiple testimonial videos present the brand as authentic and welcoming.
Centrica/British Gas
The eye-catching colours and block graphics make Centrica/British Gas’ apprenticeship landing page engaging and easy to navigate.
Key features to note:
- Participates in National Apprenticeship Week to promote live roles and host open days.
- Active on TikTok and includes a TikTok ‘latest videos’ section on the website.
BT
BT Group’s apprenticeship branding is all about engaging copy (e.g., ‘Future leaders love it here’) and social proof (e.g. Highlighting that they have worked with 700 apprentices).
Key features to note:
- Breaks down open vacancies by department, so applicants easily find what they’re interested in.
- Clear visual of the application process presents BT as transparent.
Are you ready to welcome the next generation of apprentices?
Investing in employer branding means you’re not just filling vacancies; you’re curating your company’s reputation and securing a competitive edge in apprenticeship recruitment.
After creating unique apprenticeship job adverts, the next step is to advertise them. Best Apprenticeships offers a platform for connecting innovative brands with the brightest talent out there.
Post a job today to multiply your reach across the UK’s apprenticeship network.
