ALP/NAS Briefing London – 28 January 2009

Madeleine Durie Director - Apprenticeships

National Apprenticeship Service Vision

Long-term major strategy to reposition Apprenticeships - not just tinkering Apprenticeships to become a mainstream option for year olds One in five of all young people to undertake an Apprenticeship within the next decade Increased Apprenticeship opportunities to support the new entitlement Greater value attributed to Apprenticeships Improved equality of opportunity and access to Apprenticeships The Vision

Government to direct genuine step-change in:  the numbers applying and completing – building on record starts, completions and success rates in 2007/08  the quality of training - continues to rise  The availability of Apprenticeships to all ages  route of choice - valued by society  clearer progression routes - Apprenticeships are simply the beginning The Vision

The NAS to provide an end-to-end service for Apprenticeships that includes:  Employer Services  Learner Services  A web-based vacancy matching system Colleges and training providers delivering Apprenticeships central to achieve these aims. The Vision

 Opportunities – for expanded business e.g. public sector  More help generating employer leads and referrals from schools, Connexions  Challenges - especially with starts and expansion during economic downturn  NAS will add value, not replace existing relationships What this means for ALP

Paula Chapman Director – Apprenticeships

Currently no consistent national system to bring together employers with Apprenticeship vacancies and potential apprentices Implementation of a matching service identified as a key driver to increase participation rates in Apprenticeships (1 in 5 young people undertaking an apprenticeship by 2020) Background

To provide a single web-based location for high quality and dynamic information on Apprenticeships for use by: »employers »training providers »potential apprentices »those providing advice; and »their parents/guardians Purpose

To provide powerful management information on Apprenticeship recruitment. More than just a “matching system” Purpose

Candidate Services Web Based Matching System Employer Services System Support Services An Employer/Learning Provider Service That provides information, guidance and training to employers and providers on how to make best use of the Matching Service and Apprenticeships. A Candidate Service That provides information for candidates making curriculum choices and to those considering an Apprenticeship - all ages. Supports candidates on how to access the Matching Service. VMS Overview

Up to date information on Apprenticeships – one stop shop Access to an interactive My Apprenticeship Space to save information and receive updates and alerts Ability to search and apply for local, regional or national Apprenticeship vacancies Ability to apply, track and monitor progress of applications in real time Benefits to Candidates

A professional and efficient vacancy advertising and matching resource Flexibility of involvement: oAllow links to own recruitment websites oCandidate application details can be exported to enable sifting and integration with existing HR systems Integrated and easy to use Support achievement of key targets (Apprenticeships, September Guarantee) Benefits to Training Providers

Powerful management information will be accessible on demand to key partners including: –Local Authorities to help them plan provision –Connexions / Schools –Employers –Jobcentre Plus Access for Others

Phased roll out following a period of considerable and successful testing website revamped and launched 8 th November 2008 From 8 th December: - roll out to LSC staff and providers - develop robust vacancy offer Implementation and Timescales

From 12 th January: roll out to potential candidates Further system enhancements: January to March Ongoing Implementation and Timescales

Key stakeholder access e.g. Connexions System enhancements: VMS Manager NAS Support Search functionality Candidate application: Alerts Enhanced Information Linkages to Skills Accounts Future Releases

Implementation Some teething problems – mainly linked to interaction with other LSC systems Some training providers were therefore unable to upload vacancies during w/c 8 th December Problems have now been rectified Over 3,000 opportunities on the system by Christmas 2008

National Apprenticeship Service Policy Developments

Vic Grimes Director – Apprenticeships

National Apprenticeship Service Field Force

NAS Overview Learner Services function Employer Services function VMSVMS Providers INTERMEDIARIESINTERMEDIARIES EMLOYERSEMLOYERS LEARNERSLEARNERS National Policy and Business Development Team

Learner Services Objective To increase the number of suitable young people and adults choosing an Apprenticeship and using the VMS. Achieved by: Influencing all the intermediaries who engage with potential Apprenticeships Influencing all the intermediaries who engage with potential Apprentices to ensure that the Apprenticeship offer is always considered as a viable option Significantly improving the information, advice and guidance available to young people and adults around the Apprenticeship offer. Creating demand from learners in sectors identified as growth sectors through the Employer Services strategies Developing plans to influence young people currently in employment without training or in-learning and at risk of disengaging to progress into Apprenticeships Supporting those adversely affected by economic conditions Learner Services function Employer Services function VMSVMS Providers INTERMEDIARIESINTERMEDIARIES EMLOYERSEMLOYERS LEARNERSLEARNERS National Policy and Business Development Team

Learner Services function Employer Services function VMSVMS Providers INTERMEDIARIESINTERMEDIARIES EMLOYERSEMLOYERS LEARNERSLEARNERS National Policy and Business Development Team Objective To increase the number of employer vacancies on the VMS and the volume of apprenticeships delivered. Achieved by: Needing to find new markets Growing existing markets Establishing protocols and excellent working relationships with the other agencies who are engaging employers around the skills development agenda to allow us to work together to our mutual benefit, this includes brokers Employer Services

NAS and ALP ALP’s main relationship lies with Employer Services and will have three distinct strands: 1.REFERRAL: to a provider from the Employer Services team following any engagement with a new employer offering Apprenticeships for the first time or re-engaging following a period of lapsed provision. 2.GROWTH: the provider base has existing relationships with employers and the Employer Services team will need to understand and work with these providers to increase their capacity to grow existing provision where there is demand. 3.MAINTENANCE: where Employer Services teams have made referrals to providers, ensuring that action is followed through and that the employer’s expectations are met at the start of and during training programmes.

National Apprenticeship Service Marketing and Communications

Potential ParticipatorsKey Influencers At this stage: Employers Parents Wider family and friends Teachers To deliver an iconic, enhanced campaign that unites participants and influencers in the collective belief that Apprenticeships are a positive force for good Communications Task

Campaign Objectives Demonstrate the government’s support and investment in Apprenticeships as part of investing in England’s future economic prosperity. Improve public, employer, workforce and influencers’ attitudes towards Apprenticeships (both in their own right and compared to other forms of learning) by communicating the benefits and challenging the barriers.

Campaign Objectives Position Apprenticeships as a positive career choice and create a sense of pride and achievement for successful Apprentices and their influencers. Motivate and galvanise more employers to take on or offer more Apprenticeships. Protect, grow and strengthen the brand and reputation of Apprenticeships in the current and future economic climate.

Target Audiences Public, Workforce and Influencers on apprentices Participants – employers and apprentices Challengers - audiences that have a strong opinion of Apprenticeships Stakeholders

Campaign Line (provisional) ‘Apprenticeships Make things happen’ Apprentices Outcomes ‘Doers’, getting things done ‘Up for it’ attitude Solving problems Adding value Innovative and skilled Starting a successful journey Doing well at work Making business thrive Creating their own business Helping the country compete Jobs Not just manual Contemporary Aspirational High-status roles

An appreciation of the kind of people apprentices are and what they do for business Fronted and delivered with a personal message by Sir Alan Sugar, featuring real apprentices Designed to celebrate why Apprenticeships are good for business/as a career option Creative Route (in research)

Multi-channel Campaign Feb 2009 TELEVISION drives awareness and changes perception to create positive opinion about Apprenticeships Broadcast ensures coverage of the population, specifically parents - upmarket peak airtime will reach employers and their peers RADIO amplifies the impact of TV advertising reaching people at home, at work and on the move with a more emotive message It also reaches both employers and employees together, which can help encourage more Apprentices from within the existing workforce

Search smoothes the customer journey to interaction with the Apprenticeship website and the VMS by directing the target audience to further information. Ensuring the maximum number of potential participants are captured PR – four employer seminars, Apprenticeship Week, Awards Sector activity through PR and advertising builds on broader activity and connects with employers and employees in a business mindset making a direct connection between benefit and situation Multi-channel Campaign

Apprenticeship Awards 2009 The sixth annual Apprenticeships Awards have become the most prestigious event in the Apprenticeships calendar. Celebrates the success of apprentices who have made a real difference to their own future and to the organisation they work for. Recognises the hard work of employers who are successfully tackling skills shortages to build their future workforce through Apprenticeships.

Apprenticeships Week: February 2009 Second Apprenticeships Week, building on success of the first year Designed to maximise TV and radio campaign starting in February Galvanise employers and different audiences on the benefit of Apprenticeships Raise awareness of Apprenticeships and the new services available Focus on employers

Watch out for: e-newsletter (16 January) outlines what to do on the week Apprenticeships Week toolkit – lots of ideas on how to make your activity work further updates on how the week is progressing activities in your region – please get involved! tell your LSC contacts about your planned activities Apprenticeships Week: February 2009

Apprenticeship Week – February 2009 Highlights: employer event 26 February with Sir Alan Sugar and Ministers, London a further three events in Leeds, Birmingham and Newcastle planned for Feb/March TV campaign starts February Apprenticeship Awards closing date (27 February) High-profile national PR and stakeholder activity special edition of the Apprenticeships newsletter, web, sector-specific broadcast and other news- related activity

London Region Marketing and Communications Aims: Communicate the importance of skills in current downturn Reach businesses not already engaged in Apprenticeships London based companies with less than 5,000 employees What: Employer facing regional campaign Running mid February until end March For marketing materials contact Register your services on and

London Region Marketing and Communications Activity: Direct marketing Skills for London ambassadors Linked In online network Promotional events and sponsorship Apprenticeships Week (23-27 February) To get involved in our regional communications activity please contact

National Apprenticeship Service Questions?