Recent UCAS research showed that 33% of primary school students already see themselves going to university. Apprenticeships aren't recognised, understood, or even acknowledged. 

Drawing from Nicola Sullivan's (Meet and Engage's Candidate Experience and Engagement Specialist) interview with Kate Temple-Brown (Strategic Levy Consultant) and Dan Doherty (Attraction and Recruitment Manager @Capgemini), this is a significant challenge that employers need to address head on when recruiting apprentices. 

"Employers must demonstrate to young people that apprenticeships are reliable, secure option and arguably better from a skills attainment perspective." Dan Doherty

Kate went on to say that the "there is a lot of cultural expectation that someone needs a degree to do a job even though the long term research shows that this isn't necessarily the case". 

When I hosted 12 employers, from broad ranging sectors and sizes, to discuss degree apprentices there was certainly a sense around the table that: no question - a degree apprentice with 4 years experience is immediately more employable than a graduate with just a year in industry. 

The graduate world is saturated as seen in the increasing trend around offer reneges and declines. In apprenticeships you get a bit more ROI. That said, these individuals who are likely to have turned down university places AND often fought against their influencers are very clear what they want to get out of their role and employers. They don't have to stay with in one programme, there are jumping off points and employers will have to "up their game" in: 

1 their attraction strategies must be targeted and measured

2 the candidate experience needs to be impeccable and personal

3. and how they build relationships with their new hires.