Teachers and careers advisors are on hand to support school students with all their job-related questions. Outside the school gates, parents and caregivers are the ones who have significant influence over their children’s decisions, particularly the choice between apprenticeships and university. But how can you bridge the gap between the classroom and the kitchen table?
If your company is advertising apprenticeship roles this year, it’s important not to underestimate or overlook the impact of parental figures on future candidates. In this article, we’ll consider key strategies for engaging parents in apprenticeship programmes and what this means for recruitment outcomes.
Answer parents’ questions
Eager parents ask a thousand questions, so you can be proactive and preemptive in answering them. Develop a dedicated section on your website or apprenticeship platform (e.g., a ‘Parent Zone’) where information is tailored to caregivers.
You can compile comprehensive FAQs that specifically address parental concerns, such as:
- What are the earning potential and career progression opportunities?
- What kind of support will my child receive during the apprenticeship?
- Will my child gain a recognised qualification?
- Are there opportunities for travel or relocation during the apprenticeship?
- What happens after the apprenticeship is completed? Is there a job guarantee?
- How much time will my child spend at work versus in the classroom?
Some info will overlap with the content you provide to learners, which is okay, the goal here is to tailor the FAQs to the parents’ perspective.
Provide proof points and resources
Go beyond simply telling parents why your company is a great apprenticeship employer and show them instead. Showcase real-life examples of apprentices who have thrived in your program through testimonials, interviews and case studies. Include quotes from both apprentices and their parents to put their minds at ease.
Connect with parents online
Parents use different online channels than the apprentices you’re hiring. Swap out TikTok trends for online spaces like Facebook groups and local community forums to create content tailored to parents. For example, you could create articles and videos addressing parental concerns and highlighting apprenticeship benefits. Don’t forget that you could run targeted ads to reach parents of students in specific age groups or with interests relevant to your industry.
Partner with schools
Schools already have the trust and backing of parents. Therefore, collaborating with them is a great way to reach and engage parents
- Participate in school career fairs and offer presentations specifically for parents.
- Run Q&A sessions during parent-teacher evenings.
- Facilitate career guidance workshops alongside teachers.
- Host online/live Q&A sessions or webinars where parents can ask questions.
Address common misconceptions
You can create content that directly addresses common misconceptions about apprenticeships. Convincing parents means debunking myths and queries using data and statistics about apprentice satisfaction, earning potential, career progression opportunities, course completion and more.
You might hear questions from parents like:
- “Why should my child choose an apprenticeship over university?”
- “Why is an apprenticeship the best choice for my child’s career?”
- “How can a degree apprenticeship offer the best of both worlds for my child’s education and job security?”
Another effective tip is to offer downloadable resources like brochures and comparison charts (e.g., ‘Apprenticeships vs University’) that parents can easily access, share and review with their child. You can distribute these resources through school newsletters, websites and social media channels.
Build a reputable community
Creating a sustainable recruitment pool doesn’t happen overnight, so it’s important to invest time into fostering a community that gets both parents and applicants involved.
- Parent support network: Create an online forum or social media group where parents can connect, share experiences and ask questions. This strategy fosters a sense of community and provides a platform for valuable peer support.
- Parent-to-parent programmes: Host events where parents of new apprentices can ‘partner up’ with parents whose children have successfully completed the apprenticeship schemes.
Another big plus about community forums/events is that you can build a network of committed advocates–parents who will provide valuable support and backing for your company’s apprenticeships.
Collect data and measure your efforts
Above all, you’ll want to ensure your hard work pays off. Gathering data helps you refine parental engagement strategies and verify whether they’re translating to concrete apprenticeship applications.
For example, you could:
- Track source data: Include a mandatory field in your application forms asking how the applicant heard about your program, which helps you track outreach efforts.
- Gather feedback: Conduct regular surveys with parents and apprentices to identify sticking points to solve.
- Analyse website traffic: Let’s say you’ve set up a dedicated apprenticeships webpage and/or Parent Zone. You can monitor traffic to these pages to better understand what information parents are seeking.
Partner with parents and engage more quality candidates
Engaging parents in your apprenticeship recruitment strategy is a game-changer for improving the quality and volume of applications. By addressing parents’ concerns and getting them on your company’s team, you can attract top talent and build an apprenticeship programme that’s a cut above the competition.
There’s one more tip to help you reach more parents and apprentices across the UK: advertise. Post a job on Best Apprenticeships today and get your apprenticeship role in front of thousands of valuable visitors.
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