Apprenticeships have spiked in popularity over recent years. What are you doing as an apprenticeship provider to market yourself to young people?
At the beginning of May, the Government launched a new apprenticeship levy with the aim of funding 3 million apprenticeships by the year 2020 in the UK. This, combined with the fact that attitudes towards apprenticeships are changing, is creating a huge spike in the number of young people seeking an apprenticeship.
Apprenticeship providers are often competing with one another to recruit these young people. Therefore, they must ensure they are using effective marketing methods and tools to reach their desired audience.
As all businesses will know, there is no ‘one-size-fits-all’ when it comes to marketing. Different marketing methods are more effective at reaching certain groups of people than others. However, this is made much easier for apprenticeship providers, whose main target audience are young adults aged 16-21 years of age.
This audience group are the first generation in history that have been grown up totally immersed in a world of digital technology, which has shaped their identities. This generation are tech-savvy and social-media-obsessed – ‘Millennials are not only most likely to have created a profile on a social networking site, but we are also most likely to visit our profile page “several times a day”. (http://luckyattitude.co.uk/millennial-characteristics/).
Not only this, but a survey I came across on American Press Institute also found that 88% of millennials get news and information from Facebook, 83% from YouTube and 50% from Instagram.
These characteristics and statistics prove just why video is the perfect tool for an apprenticeship provider to use to reach this tech-savvy and social-media-obsessed generation. It can easily be shared across a number of social networking platforms, including Facebook and YouTube – the most popular platforms that young people use for information and news.
Not only this, but having grown up surrounded by and using the latest technology, young people are impatient. An example of how impatient this generation is would be that only 30% are willing to wait 6-10 seconds for a website page to load.
This generation want to be provided with the information they want quickly and concisely and video enables businesses to do just that. With a video, an apprenticeship provider can provide its viewers with the information they need, not only in a quick and concise way, but also in a way that they are familiar with.
LEMA are an apprenticeship provider, who have specialised in the delivery of apprenticeships in Engineering since 2008. We have worked with LEMA, who are part of the Leaping Man Group, to create a marketing video that perfectly showcases their services and what they do for young people.