Working together towards an apprenticeship entitlement

1
Working together towards an apprenticeship
entitlement
Welcome
Kathryn Bryant Learner Services Project Director
/ Young Peoples Learning Director East of England
2
Working together towards an apprenticeship
entitlement
Opening Remarks

• Welcome
• Purpose of Event
• Agenda
• Domestics
• Evaluation

3
Working together towards an apprenticeship
entitlement
4
Working together towards an apprenticeship
entitlement
Apprenticeships and the 14-19 landscape
Gareth Griffiths National 14-19 Provision and
Attainment Director
5
Working together towards an apprenticeship
entitlement
14-19 The policy context
6
Working together towards an apprenticeship
entitlement
The 14-19 road map
7
Working together towards an apprenticeship
entitlement
14-19 entitlement

• Our starting point is the concept of a 14-19
  entitlement for all young people to the right
  learning opportunities, and the right support
• A high quality learning route for every young
  person that enables them to participate, achieve
  and progress
• The support to integrate all services for young
  people so that they can make the most of their
  opportunities and choices
• Stronger local partnerships and consortia
  arrangements
• Establishing the right delivery arrangements at a
  local,
• regional and national level.

8
Working together towards an apprenticeship
entitlement
Learning routes

• The 14-19 curriculum entitlement provides the
  overarching framework for Partnerships to meet
  the needs of their young people, against the four
  routes of Apprenticeships, Diplomas, Foundation
  Learning Tier and general qualifications
• Apprenticeships with an entitlement to a place
  by 2013 for all 16 year olds suitably qualified
• Diplomas with an entitlement by 2013 for all
  14-16 year olds to the first 14 Diplomas and for
  16-18 year olds to all 17 Diplomas
• Foundation Learning Tier with an entitlement by
  2010 to study one of the progression pathways
• General qualifications GCSEs, A levels

9
Working together towards an apprenticeship
entitlement
The right support

• Excellent IAG and support to make the right
  choices at 14 and 16
• A 14-19 prospectus in every area setting out the
  courses and support available linked to
  www.apprenticeships.org.uk
• A common application process that makes it easier
  to apply for education and training
• September Guarantee to ensure all 16 17 year
  olds have an offer of a suitable place in
  learning
• Access to positive activities

High quality, impartial IAG is critical to help
raise aspirations and give young people the
confidence and direction to stay on in learning
and achieve their potential
10
Working together towards an apprenticeship
entitlement
14-19 reform100 percent for 100 percent
11
Working together towards an apprenticeship
entitlement
The 14-19 landscape
Good practice 14-19, IFP, YA, Diploma
14-19 partnerships
14-19 entitlement
Impartial IAG
Area prospectus/ NAVMS
14-19 plan and strategy
12
Working together towards an apprenticeship
entitlement
DCSF priorities Local delivery

• a. increasing support
• b. reforming curriculum and qualifications
• c. delivering on the ground
• by ensuring that everyone involved in working
  with 1419-year-olds works together to take a
  strategic view of young peoples needs, to
  provide them with their full entitlement and to
  offer a personalised approach
• to their learning.

13
Working together towards an apprenticeship
entitlement
14-19 partnerships

• Partnerships have the crucial role of
• Agreeing the local vision for 14-19
• Developing and articulating strategies for the
  full range of 14-19 priorities
• Supporting consortia of providers so that they
  are ready to deliver.
• The current Education and Skills Bill places
  local authorities under a duty to co-operate with
  14-19 providers. This provides a statutory
  underpinning for 14-19 partnerships.

14
Working together towards an apprenticeship
entitlement
Partnership works

• Overall progress in implementing the 1419
  reforms was satisfactory or better in 15 of 16
  local authority areas visited
• Strategic direction was clear and a strong
  commitment to work together existed among most
  providers.
• Collaboration between schools and colleges was
  effective.
• Local strategies had a positive impact in raising
  achievement, increasing participation and
  retaining learners in education and training.
• A strong emphasis on educational and
• social inclusion was evident.
• 
  
  Ofsted survey Sept 08

15
Working together towards an apprenticeship
entitlement
And why? Half our future.still!

• Despite some splendid achievements there is
  still much unrealised talent especially among
  boys and girls whose potential is masked by the
  limitations of home background. The country
  cannot afford this wastage, humanly or
  economically speaking.
• The schools will need to present education in
  terms more acceptable to the pupils and to their
  parents, by relating more directly to adult life,
  and especially by taking a proper account of
  vocational interests
• Half our Future 1963

16
Working together towards an apprenticeship
entitlement
From here to entitlement Apprenticeships and
the 14-19 landscape Gareth Griffiths 14-19
Provision and Attainment Director Learning and
Skills Council Gareth.griffiths_at_lsc.gov.uk
17
Working together towards an apprenticeship
entitlement
18
Working together towards an apprenticeship
entitlement
Jon Nay Apprenticeships Director East of England
19
Working together towards an apprenticeship
entitlement
World-class Apprenticeships review Context

• Expanding opportunities - Apprenticeship
  entitlement from 2013
• Apprenticeships to be a mainstream option for 16
  to 18 year olds
• Opportunities for adults making a step-change in
  their career
• Leitch aspirations 400,000 Apprentices in
  England by 2020
• One in five of all young people to undertake an
  Apprenticeship within the next decade up from the
  current 1 in 15

20
Working together towards an apprenticeship
entitlement
World-class Apprenticeships review Themes

• Strengthening the quality of Apprenticeships
• Creating a National Apprenticeship Service
• Boosting the number of employers offering
  Apprenticeships
• Cultural change around the value of
  Apprenticeships
• Addressing inequality

21
Working together towards an apprenticeship
entitlement
World-class Apprenticeships review Challenges

• To dramatically increase employer awareness,
  appreciation of, and involvement in,
  Apprenticeships
• To improve participation and success levels for
  underrepresented groups
• To ensure a consistent high quality programme
• To develop and implement by Autumn 2008 a new
  service to provide online information about
  real-time Apprenticeship vacancies to match
  potential Apprentices with employers
• To achieve cultural change so that
  Apprenticeships are seen and valued as a
  mainstream option for 16 to 18 year olds

22
Working together towards an apprenticeship
entitlement
World-class Apprenticeships review Actions

• Legislation to clarify status of Apprenticeship
• Increase number of Apprenticeship frameworks
• Promotion nationally, locally and sectorally
• NAS to assist employers and learners

23
Working together towards an apprenticeship
entitlement
NAS Responsibilities

• Delivery of government policy
• Co-ordinate funding of Apprenticeship places
• Assess providers for quality and value for money
• Commission LSIS to spread best practice

24
Working together towards an apprenticeship
entitlement
NAS Responsibilities (cont.)

• National Information and Marketing Service
• National Matching Service
• Ownership of Apprenticeship Blueprint
• Specification and provision of Management
  information

25
Working together towards an apprenticeship
entitlement
NAS and Local Authorities

• LAs will plan post 16 provision notify NAS of
  anticipated apprenticeship volumes
• NAS will ensure supply of apprenticeship places
• NAS will maintain MI flow to LAs
• NAS sub-regional staffing tier aligned LAs

26
Working together towards an apprenticeship
entitlement
Apprenticeships in the Public Sector

• Penetration is low
• Public Sector Average 3
• LA average 3.1
• Private Sector Average 4.9
• Public Sector employs 20 of workforce provide
  10 of apprenticeships

27
Working together towards an apprenticeship
entitlement
Apprenticeships in the Public Sector (cont.)

• Little systematic effort to encourage companies
  accessing large government contracts to employ
  apprentices.
• Targets to be set for each component of public
  sector by DIUS.

28
Working together towards an apprenticeship
entitlement
Addressing Inequality

• 40 pay differential between male female
  apprentices (2005)
• 70 of apprentices at advanced level are male
  (2006)
• Best progression routes are male dominated

29
Working together towards an apprenticeship
entitlement
Addressing Inequality (2)

• BME young people poorly represented in
  apprenticeships
• Under represented in traditional craft based
  sectors

30
Working together towards an apprenticeship
entitlement
Addressing Inequality (3)

• Disabled people are under represented in
  Apprenticeships.

31
Working together towards an apprenticeship
entitlement
Questions

• Any questions.

32
Working together towards an apprenticeship
entitlement
33
Working together towards an apprenticeship
entitlement
Teresa Logan Learner Services Project
Manager East of England
34
National ApprenticeshipService
Working together towards an apprenticeship
entitlement
National Apprenticeship Service

• Structure
• National Policy and Business Development
• Employer Services
• Learner Services
• Vacancy Matching Service

35
National ApprenticeshipService - Structure
Working together towards an apprenticeship
entitlement
National Apprenticeship Service - Structure

• National Service based in Coventry and London
• Nine Regional teams
• Local Presence

36
National ApprenticeshipService - Overview
Working together towards an apprenticeship
entitlement
National Apprenticeship Service - Overview
Learner Services function
I N T E R M E D I A R I E S
Providers
Employer Services function
E M L O Y E R S
L E A R N E R S
V M S
National Policy and Business Development Team
37
Working together towards an apprenticeship
entitlement
National Policy and Business Development

• Lead on all Policy activities associated with
  Apprenticeships
• Lead on strategic relationships with DIUS/DCSF
  and the
• Skills Funding Agency and Young Peoples
  Learning Agency
• Produce a high level strategic plan annually
• Establish national strategies to grow
  apprenticeship numbers
• Accountable to the Ministers, Government and the
  Skills
• Funding Agency for all Apprenticeship targets.

38
Employer Services
Working together towards an apprenticeship
entitlement
Employer Services

• Analyse and understand the market
• Increase apprenticeship vacancies
• Support employers to use the vacancy matching
  system
• Work with Sector Skills Council
• Support Apprenticeship marketing campaigns

39
Learner Services
Working together towards an apprenticeship
entitlement
Learner Services

• Fully analyse and understand market
• Work with intermediaries
• Promote Apprenticeships to young people, their
  parents
• and adults
• Strengthen the Apprenticeship experience
• Support marketing campaigns

40
Apprenticeship Vacancy Matching System
Working together towards an apprenticeship
entitlement
Apprenticeship Vacancy Matching System

• To provide a single web based location for all
  information on apprenticeships for use by
  potential apprentices, their parents/guardians,
  those providing advice and employers
• To provide numbers of those interested in taking
  up their apprenticeship entitlement by area and
  sector
• To match potential apprentices to employers with
  vacancies

41
Apprenticeship Vacancy Matching System
Working together towards an apprenticeship
entitlement
Apprenticeship Vacancy Matching System

• What is VMS?
• Matches employers apprenticeship vacancies with
  potential applicants
• Allows Learning Providers and Employers to easily
  submit apprenticeship opportunities using a
  common format
• Enables individuals to search and view
  apprenticeship vacancies nationally
• Enables VMS staff to track and manage Candidates,
  Learning Providers or Employers who are
  experiencing difficulties

42
Working together towards an apprenticeship
entitlement
43
Apprenticeship Vacancy Matching Service

• Overview

Apprenticeship Vacancy Matching Service The
Candidate Journey
Tracey Cox Vacancy Matching Service Manager
44
Apprenticeship Vacancy Matching Service
Access and Key Dates

• When did vacancies start to be uploaded?
• When did candidates get access to the system
• How will young people gain access to the system?
• Access for you?

45
How does it work?
For Candidates

• Register to have their own area
• Search the website to find suitable vacancies
• Create and store a reusable application form
• Apply for a vacancy
• Monitor and track their applications
• Get help and support when necessary

46
Access to website
For Candidates
47
Welcome Page
For Candidates
48
Candidate Visitor
For Candidates
49
Login to the System
For Candidates
50
Registering
For Candidates
51
Home Page
For Candidates
52
Search for Vacancy
For Candidates
53
Search Results
For Candidates
54
Preview Vacancy 1
For Candidates
55
Preview Vacancy 2
For Candidates
56
Apply for Vacancy
For Candidates
For Candidates
57
Complete Application
For Candidates
For Candidates
58
Complete Application 2
For Candidates
For Candidates
59
Complete Application 3
For Candidates
For Candidates
60
Complete Application 4
For Candidates
For Candidates
Are you able to work away from home for two days
a month?
Give an example of when you have worked in a
team.
61
Complete Application 5
For Candidates
For Candidates
62
Apply for Vacancy 1
For Candidates
For Candidates
63
Apply for Vacancy 2
For Candidates
For Candidates
64
Manage Applications 1
For Candidates
65
Manage Applications 2
For Candidates
66
Working together towards an apprenticeship
entitlement
67
National ApprenticeshipService
Working together towards an apprenticeship
entitlement
Table Discussion

• Based on what you have heard this morning
• what do we all need to do to work towards
  delivering the Apprenticeship Entitlement.

68
Working together towards an apprenticeship
entitlement
69
Working together towards an apprenticeship
entitlement
70
Working together towards an apprenticeship
entitlement
71
Working together towards an apprenticeship
entitlement
72
Working together towards an apprenticeship
entitlement
Vicky Nicholson Apprentice Experience BT
73
National ApprenticeshipService
Working together towards an apprenticeship
entitlement
Apprentice Experience

• My history
• Why I left education
• My Apprenticeship
• Future development
• Overall outlook of the scheme

74
Working together towards an apprenticeship
entitlement
75
Working together towards an apprenticeship
entitlement
Kathryn Bryant Learner Services Project Director
/ Young Peoples Learning Director East of England
76
National ApprenticeshipService
Working together towards an apprenticeship
entitlement
Memorandum of Understanding

• Purpose
•  Benefits
•  Areas of activity
•  Process

77
Working together towards an apprenticeship
entitlement
78
National ApprenticeshipService
Working together towards an apprenticeship
entitlement
Table Discussion

• Purpose - Do you agree with the purpose or is
  there something you would like added?
• 2. Benefits - Can you identify any additional
  benefits of the MOU and working together?
• 3. Local Context - What additional information
  would be useful in the local context section?
• 4. Areas of Activity and Outcomes - What should
  be included as a minimum and what is missing?

79
Working together towards an apprenticeship
entitlement
80
Working together towards an apprenticeship
entitlement

• Marketing Campaign

Val Cumberland Head of Regional Marketing
Communications East of England
81
Campaign Objectives
Working together towards an apprenticeship
entitlement
Campaign Objectives

• Demonstrate the governments support and
  investment in Apprenticeships as part of
  investing in Englands 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.
• 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.

82
Working together towards an apprenticeship
entitlement
Multi-channel campaign designed to multiply and
build momentum nationally, regionally and locally

• Television (2nd Feb 1st Mar) driving awareness
  and changing perception to create positive
  opinion about Apprenticeships
• Targeted at ABC1 adults to ensure access to
  quality peak-time programming to maximise
  conversion to core employer audience

Feb 2009

• Radio (23rd Feb 22nd Mar) to amplify extend
  the impact of TV advertising with proven
  effective reach impact against an employer
  audience
• Amplify the impact of TV advertising during
  Apprenticeships Week while also extending
  campaign messaging into March to optimise the
  reach of the campaign over time

• 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

• 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 4 employer seminars, Apprenticeships Week,
  Awards

83
Working together towards an apprenticeship
entitlement
Apprenticeships Integrated Campaign Plan
The campaign will reach 90 of employers an
average of 8 times each
84
Working together towards an apprenticeship
entitlement
Employer Response Handling Process (web and
phone)

• Employer visits the website www.apprenticeships.or
  g.uk and completes web form or rings the contact
  centre 0800 015 0600.
• Details sent overnight (by e-mail) to regions
  (sorted by postcode).
• Regional Web forms sent by e-mail to regional
  Apprenticeship teams (nominated, named contact).
• National employer service (NES) Web form leads
  from 5,000 employers sent by e-mail to NES
  (nominated, named contact).
• Regional Apprenticeship teams to manage employer
  enquiries
• NOTE Web form leads from Sco/NI/Wales will be
  diverted to appropriate contacts

85
Working together towards an apprenticeship
entitlement
Parent/apprentice Response Process

• Parent/apprentice goes on line for basic
  information on Apprenticeships (content being
  updated)
• (If applicable) completes the web form for
  further contact/interest
• Details of enquirer and region (plus other basic
  information) captured by our contact centre from
  the web form
• An Apprenticeships DVD is sent to enquirers, on
  receipt of the CD/brochure
• - parent/apprentice views the DVD and if they
  wish to find out more they are directed to the
  apprenticeship website and vacancies available on
  line

86
Working together towards an apprenticeship
entitlement
Dates for your diary

• TV advert pre-testing finalised w/c 19 January
• Final advertisement film produced w/c 26 January
• TV on air Monday 2 February
• National Employer Seminars Commence on 26 Feb
• Apprenticeships Week Commences on Monday 23-27
  Feb
• Apprenticeship Awards closing date Friday 27
  Feb
• 2009/10 strategy planning from February
• Apprenticeship vacancies on line
  www.apprenticeships.org January
• Newly enhanced Apprenticeships branding
  guidelines March/April 2009
• New marketing materials March/April 2009
• Launch of National Apprenticeships Service
  April 2009

87
Working together towards an apprenticeship
entitlement
Contact us

• Need more information on how to get involved?
  Please contact us
• Campaign resources site link www.lsc.gov.uk/camp
  aignresources
• Skills campaign line for our partners and
  stakeholders 0207 413 3400 (office hours)
• Campaign web address and telephone number
  apprenticeships.org.uk / 0800 015 0600
• Regional Apprenticeships team

88
Working together towards an apprenticeship
entitlement
Apprenticeship Awards closing date Friday 27
February

• A world without apprentices.

Blackpool a towering success story
This years Apprenticeship Awards were launched
with a story celebrating the role apprentices
have played in the history of the nation. By
highlighting what England might have looked like
without iconic landmarks built by apprentices
such as Blackpool Tower, we have been able to
dramatically demonstrate the value of apprentices
over the ages.

• To encourage entries the press release was sent
  to
• the following
• National newspapers
• Local and regional newspapers
• Trade media
• SSCs
• Further copy was also sent to SSCs for their
  members and stakeholder employers including BCC,
  CBI, FSB, TUC
• See www.apprenticeships.org.uk/awards

Would a summer holiday in Blackpool still be a
great British institution without the
apprentices that helped to build its famous icon?
89
Working together towards an apprenticeship
entitlement

• Marketing Campaign

90
Working together towards an apprenticeship
entitlement
The Big Skill celebrating learning, skill
development and achievement in the East of England

• The Big Skill is an awards programme and skills
  showcase to recognise people from across the East
  of England.
• LSC working with in partnership with the BBC
  East.
• The Big Skill was launched across the region last
  week with BBC presenter Ray Stubbs.
• The objectives are
• To raise awareness and the benefits of Life Long
  Learning
• To recognise and reward people who are
  outstanding examples of achievement through
  learning
• To showcase skills through 6 local awards events