From: SEmarketing
[SEmarketing@lsc.gov.uk]
Sent: 11 November 2010 10:10
Subject: Apprenticeship Marketing
and Apprenticeship Vacancies News
Attachments: image003.jpg; National
Apprenticeship Week Workshop Booking Form.doc
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In this issue: |
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This
newsletter is produced monthly by the SE region National Apprenticeship
Service Marketing team. It is sent to training providers, Connexions, and
Local Authority contacts who may be interested in Apprenticeship marketing
and vacancy information. Marketing Apprenticeship
Week Workshops 100
Apprentices in 100 days Campaign Fresh Approach
to Growth Campaign Apprenticeship
Website New Materials
on Website Apprenticeship Week Supporters logo Apprenticeship Vacancies Apprenticeship
vacancy Stats Promoting your
vacancies Reopening and
Cloning vacancies If there is
anything you would like to see included in the next edition please contact Laura Kennard. |
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Apprenticeship Week Workshops We are running
3 Apprenticeship Week planning workshops aimed at marketing staff in November
and December across the region. The free
workshops will bring together training providers, local authorities, and
business organisations to plan activities for Apprenticeship Week 7-11th
Feb 2011. The half day session will introduce the Apprenticeship
Week Toolkit, discuss
what worked well this year, and generate ideas for activities for 2011. The workshops
will be organised around 4 themes for Apprenticeship Week:
Workshop
dates: Weds 24th
Nov Horsham Management Tues 30th
Nov NAS, Fri 3rd
Dec
All providers
and partner organisations have been sent an electronic invite and details
will be on the ALPSE website. There are still
places available, if you would like to attend please complete the attached
booking form. 100 Apprentices
in 100 days Campaign The ambition
for the 100 in 100 campaigns is to challenge local businesses to generate 100 new Apprenticeship placements within a
local area in 100 days. The aim is for
public and private business leaders, training providers, the National
Apprenticeship Service and the local newspaper and/or radio station to
deliver a sustained campaign with the aim to influence the business community
to drive up the number of Apprenticeship opportunities. We
are working with providers and partners on 9 campaigns at the moment, 6 of
which will launch in Apprenticeship Week. In
In
In
We
are working with providers, local authorities, Chambers and other business
organisations to launch 100 in 100 campaigns in Apprenticeship Week in the
following areas: If
you would like more information or to get involved with a 100 campaign in
your area please contact Laura
Kennard. Fresh Approach to Growth Campaign The national
Apprenticeship marketing campaign ‘Fresh Approach to Growth’ was launched on
3rd November and will focus on key sectors of Logistics, Financial
Services, Creative and Cultural, IT, Retail, Manufacturing and
Engineering. There will be
a toolkit produced for each sector which includes a piece of direct mail,
fact sheet, case studies of a large and small employer and an eshot.
There will also be a generic toolkit for all sectors with numerous employer
quotes and includes radio adverts, short version of the employer brochure and
letters for current customers highlighting how they can grow their
apprenticeship programmes. All these will
be available on the Partners/Marketing and Collateral page, Apprenticeships.org.uk
website. We are using
the following channels to target all employers in these key sectors: Direct mail – a piece will be produced for each sector which
incorporates two case studies and key messages for that sector. Case
studies put forward from the South East which are being used are Skandia and
BAM Nuttall. Direct mail will be sent out a piece per week over 7 weeks
starting 3rd Nov and again on 10th Jan, all will be
followed up with telemarketing. Letters – we have 82,000 current customers who already
employ apprentices, letters will be sent to those that we feel are most
likely to take on further apprentices in other areas of their business.
All these employers will be sent a letter after the Skills Strategy has been
published, and asked to contact their local training provider. Radio – There are three radio adverts (case study
driven), these will highlight the business benefits of Apprenticeships and
have a call to action to our website and call centre. The adverts will
run every other week alongside the direct mail and telemarketing and will
appear on Classic FM, LBC, LBC News, Jazz FM, Smooth, Talksport and Over the
period of the campaign we will also hold Apprenticeship Week 2011, launch
Apprenticeship awards 2011, create a certificate for employers to highlight
to their customers they run Apprenticeship programmes and publish articles in
trade magazines. Campaign
activity schedule
Apprenticeship Website We recently
commissioned an independent usability review of the Apprenticeships.org.uk
website. The outcomes of which were really positive, stating that the website
was credible, easy to use and contained all the necessary content.
However some key areas were highlighted for improvement such as consolidating
the content, clearer identification of the NAS, employer, provider and
apprentice roles, better visible calls to action and highlight more human
experiences (e.g. more visible case studies and videos). Two key points
raised were that employers and potential apprentices both wanted to know
about the other (through case studies etc) and also which employers already
promote Apprenticeships (particularly in their industries). Therefore
we will be implementing some new developments and changes to the website over
the coming months. The developments will be prioritised and will initially
focus on the homepage and the employer and apprentice sections, followed by
the other sections. New Materials on
Website NAS have
produced a number of new marketing materials, these include sector factsheets
and smaller scaled down versions of the employer brochure, there will be two
versions one which is A4 and one which prints out as an eight page A5
booklet. The factsheets are already uploaded to the website, so take a look
and the employer brochure will be on there soon. Apprenticeship Week Supporters logo A range of logos for digital and print
are available to download here. We encourage you to add it to your email sign off and
post to your website. |
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Apprenticeship Vacancies |
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Apprenticeship vacancy Stats (as of 10th November) Registered
candidates
Vacancies
Top 5
sectors
Promoting your vacancies As part of our
ongoing effort to encourage you to receive good quality candidate
applications, we are starting a “job of the day” update on the National
Apprenticeship Service profiles on Facebook and Twitter. We will be promoting
vacancies to our friends and followers, advising people to log onto
Apprenticeship vacancies for more information and to apply. If providers do
not wish to have their vacancies publicised in this way, please let the Av
team know se-avsupport@apprenticeships.gov.uk. Reopening and Cloning vacancies We’re
currently assessing provider usage on Av for this year, and it is becoming
clear that there is still a huge gap between vacancies advertised and
vacancies completed with successful candidates. One reason for this is repeat
vacancies with employers, where a candidate was not made successful in the
first round, and a new vacancy is created to reopen the vacancy. Please can
providers ensure that when you wish to re-advertise, you reopen the
original vacancy by changing the closing, interview and start dates. This
will automatically reopen the vacancy and stop any original unsuccessful
candidates from reapplying. If the provider no longer wishes to offer the
opportunity, please make sure you mark it as withdrawn. This will then give
us a true reflection of the number of vacancies that are, and have been,
available. We’re aiming
for a 60% success rate, and we’ll be in contact with providers shortly to
discuss this further. National
Skills Academies and Joint Investment Programme work with Sector Skills
Councils To enable us
to track what impact these partners have on new apprenticeship jobs, we
require providers to use the below naming conventions when posting vacancies.
When creating your vacancies please add the appropriate prefix at the start
of your vacancy title, for example: “NSA Sport, Active and Leisure - Gym
Assistant. “
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This newsletter is edited by Laura
Kennard, Marketing Co-ordinator, National Apprenticeship Service, laura.kennard@apprenticeships.gov.uk, 01273 783583. If you no
longer wish to receive these updates please un-subscribe. |
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