Nursery World - Apprenticeships 'poorly marketed'

Modern apprenticeships in early years care and education have not proved as popular as expected, according to a Scottish Executive report published last week. The survey of modern apprenticeships, carried out for the Executive by Segal Quince Wick-stead research consultants, found that on the whole, marketing of modern apprenticeships had been poor. The report says, 'It would clearly help to stimulate interest and uptake among businesses if there was better marketing material and a more aggressive approach to raising the profile of what is essentially a very good programme.' Despite the problems with marketing, the consultants found that take-up of modern apprenticeships generally had more than doubled since 1996. There are currently just over 17,000 modern apprentices in Scotland, representing nine per cent of all young people aged 16 to 24. Take-up is particularly good in industries such as engineering, where apprenticeship is a familiar concept, but less good in early years care and education.

The survey of modern apprenticeships, carried out for the Executive by Segal Quince Wick-stead research consultants, found that on the whole, marketing of modern apprenticeships had been poor. The report says, 'It would clearly help to stimulate interest and uptake among businesses if there was better marketing material and a more aggressive approach to raising the profile of what is essentially a very good programme.' Despite the problems with marketing, the consultants found that take-up of modern apprenticeships generally had more than doubled since 1996. There are currently just over 17,000 modern apprentices in Scotland, representing nine per cent of all young people aged 16 to 24. Take-up is particularly good in industries such as engineering, where apprenticeship is a familiar concept, but less good in early years care and education.

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