Working together towards an apprenticeship entitlement Welcome Kathryn Bryant Learner Services...

Working together towards an apprenticeship entitlementWelcome

Kathryn Bryant Learner Services Project Director / Young Peoples Learning DirectorEast of England

Working together towards an apprenticeship entitlement

• Welcome

• Purpose of Event

• Agenda

• Domestics

• Evaluation

Opening Remarks

Working together towards an apprenticeship entitlementApprenticeships and the 14-19 landscape

Gareth GriffithsNational 14-19 Provision and Attainment Director

Working together towards an apprenticeship entitlement14-19: The policy context

Working together towards an apprenticeship entitlementThe 14-19 road map

‘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.

Working together towards an apprenticeship entitlement14-19 entitlement

‘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

Working together towards an apprenticeship entitlementLearning routes

• 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 …’

Working together towards an apprenticeship entitlementThe right support

Working together towards an apprenticeship entitlement14-19 reform:100 percent for 100 percent

Good practice: 14-19, IFP, YA, Diploma

Area prospectus/ NAVMS

14-19 entitlement

14-19 partnerships

14-19 plan and strategy

Impartial IAG

Working together towards an apprenticeship entitlementThe 14-19 landscape

a. increasing support

b. reforming curriculum and qualifications

c. delivering on the ground

‘by ensuring that everyone involved in working with 14–19-year-olds works together to take a strategic view of young people’s needs, to provide them with their full entitlement and to offer a personalised approach

to their learning.’

Working together towards an apprenticeship entitlementDCSF priorities: Local delivery

‘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’.

Working together towards an apprenticeship entitlement14-19 partnerships

• Overall progress in implementing the 14–19 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

Working together towards an apprenticeship entitlementPartnership works

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

Working together towards an apprenticeship entitlementAnd why? Half our future…….still!

From here to entitlementApprenticeships and the14-19 landscape

Gareth Griffiths14-19 Provision and Attainment Director Learning and Skills [email protected]



Jon NayApprenticeships Director East of England

• 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

Working together towards an apprenticeship entitlementWorld-class Apprenticeships review: Context

• 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

Working together towards an apprenticeship entitlementWorld-class Apprenticeships review: Themes

• 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

Working together towards an apprenticeship entitlementWorld-class Apprenticeships review: Challenges

• Legislation to clarify status of ‘Apprenticeship’

• Increase number of Apprenticeship frameworks

• Promotion: nationally, locally and sectorally

• NAS to assist employers and learners

Working together towards an apprenticeship entitlementWorld-class Apprenticeships review: Actions

• Delivery of government policy

• Co-ordinate funding of Apprenticeship places

• Assess providers for quality and value for money

• Commission LSIS to spread best practice

Working together towards an apprenticeship entitlementNAS Responsibilities

• National Information and Marketing Service

• National Matching Service

• Ownership of Apprenticeship Blueprint

• Specification and provision of Management information

Working together towards an apprenticeship entitlementNAS Responsibilities (cont.)

• LA’s will plan post 16 provision – notify NAS of anticipated

apprenticeship volumes

• NAS will ensure supply of apprenticeship places

• NAS will maintain MI flow to LA’s

• NAS sub-regional staffing tier aligned LA’s

Working together towards an apprenticeship entitlementNAS and Local Authorities

• 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

Working together towards an apprenticeship entitlementApprenticeships in the Public Sector

• 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.

Working together towards an apprenticeship entitlementApprenticeships in the Public Sector (cont.)

• 40% pay differential between male & female apprentices

(2005)

• 70% of apprentices at advanced level are male (2006)

• Best progression routes are male dominated

Working together towards an apprenticeship entitlementAddressing Inequality

• BME young people poorly represented in apprenticeships

• Under represented in traditional craft based sectors

Working together towards an apprenticeship entitlementAddressing Inequality (2)

• Disabled people are under represented in Apprenticeships.

Working together towards an apprenticeship entitlementAddressing Inequality (3)

• Any questions.

Working together towards an apprenticeship entitlementQuestions


Teresa LoganLearner Services Project ManagerEast of England

National ApprenticeshipService

• Structure

• National Policy and Business Development

• Employer Services

• Learner Services

• Vacancy Matching Service

Working together towards an apprenticeship entitlementNational Apprenticeship Service

National ApprenticeshipService - Structure

• National Service based in Coventry and London

• Nine Regional teams

• Local Presence

Working together towards an apprenticeship entitlementNational Apprenticeship Service - Structure

National ApprenticeshipService - Overview

Learner Services function

Employer Services function

VMS

ProvidersINTERMEDIARIES

EMLOYERS

LEARNERS

National Policy and Business Development Team

Working together towards an apprenticeship entitlementNational Apprenticeship Service - Overview

• Lead on all Policy activities associated with Apprenticeships

• Lead on strategic relationships with DIUS/DCSF and the

Skills Funding Agency and Young People’s 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.

Working together towards an apprenticeship entitlementNational Policy and Business Development

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

Working together towards an apprenticeship entitlementEmployer Services

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

Working together towards an apprenticeship entitlementLearner Services

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

• To track learners’ and employers’ progress through the system and so identify where intervention is needed

• To record all apprenticeships and employers offering them

Working together towards an apprenticeship entitlementApprenticeship Vacancy Matching System

Apprenticeship Vacancy Matching System

What is VMS?•Matches employer’s 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

Working together towards an apprenticeship entitlementApprenticeship Vacancy Matching System

Overview

Apprenticeship Vacancy Matching Service:The Candidate Journey

Tracey Cox Vacancy Matching Service Manager

Apprenticeship Vacancy Matching Service

• 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?

Apprenticeship Vacancy Matching Service

Access and Key Dates

• 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

How does it work?For Candidates

Access to websiteFor Candidates

Welcome PageFor Candidates

Candidate VisitorFor Candidates

Login to the SystemFor Candidates

Registering For Candidates

Home PageFor Candidates

Search for VacancyFor Candidates

Search ResultsFor Candidates

For Candidates

Preview Vacancy 1

For Candidates

Preview Vacancy 2

For CandidatesFor Candidates

Apply for Vacancy


Complete Application

Complete Application 2For CandidatesFor Candidates


Complete Application 3



Are you able to work away from home for two days a month?*

Give an example of when you have worked in a team.*


Apply for Vacancy 1


Apply for Vacancy 2

Manage Applications 1For Candidates

For Candidates

Manage Applications 2


‘Based on what you have heard this morning

what do we all need to do to work towards delivering the Apprenticeship Entitlement.’

Working together towards an apprenticeship entitlementTable Discussion


Vicky NicholsonApprentice ExperienceBT


• My history

• Why I left education

• My Apprenticeship

• Future development

• Overall outlook of the scheme

Working together towards an apprenticeship entitlementApprentice Experience


Kathryn Bryant Learner Services Project Director / Young Peoples Learning DirectorEast of England


• Purpose

• Benefits

• Areas of activity

• Process

Working together towards an apprenticeship entitlementMemorandum of Understanding


1. 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?

Working together towards an apprenticeship entitlementTable Discussion

Working together towards an apprenticeship entitlementMarketing Campaign

Val CumberlandHead of Regional Marketing & CommunicationsEast of England

Campaign Objectives

• Demonstrate the government’s support and investment in Apprenticeships as part of investing in England’s 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.

Working together towards an apprenticeship entitlementCampaign Objectives

• 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

• 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

• 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

• 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

Feb 2009

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

The campaign will reach 90% of employers an average of 8 times each

Working together towards an apprenticeship entitlementApprenticeships Integrated Campaign Plan

• Employer visits the website www.apprenticeships.org.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

Working together towards an apprenticeship entitlementEmployer Response Handling Process (web and phone)

• 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

Working together towards an apprenticeship entitlementParent/apprentice Response Process

• 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

Working together towards an apprenticeship entitlementDates for your diary

Need more information on how to get involved? Please contact us:

•Campaign resources site link – www.lsc.gov.uk/campaignresources

•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

Working together towards an apprenticeship entitlementContact us

A world without apprentices….Blackpool – a towering success story

Would a summer holiday in Blackpool still be a great British institution without the apprentices that helped to build its famous icon?

This year’s 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

Working together towards an apprenticeship entitlementApprenticeship Awards – closing date Friday 27 February

Working together towards an apprenticeship entitlementMarketing Campaign

• 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

Working together towards an apprenticeship entitlementThe Big Skill – celebrating learning, skill development and achievement in the East of England

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