The latest apprenticeship statistics from the Department for Education paint an encouraging picture for the apprenticeship sector. Overall apprenticeship starts have increased by almost 9% compared with last year, with higher apprenticeships seeing particularly strong growth.
However, beneath the headline figures lies a challenge that every employer and training provider should be paying attention to.
While apprenticeship starts are increasing overall, the number of young people under the age of 19 beginning an apprenticeship has fallen by more than 5%.
For organisations focused on recruiting school and college leavers, this raises an important question.
More Opportunities, Yet Fewer School Leavers
The decline in under-19 apprenticeship starts comes at a time when the Government is placing greater emphasis on developing opportunities for young people.
New initiatives such as Foundation Apprenticeships are being introduced to help bridge the gap between education and employment, while Skills England continues to reform apprenticeship standards to meet future workforce needs.
Yet despite these developments, many employers continue to compete for the same limited pool of candidates.
The issue is no longer simply about creating apprenticeship vacancies. It’s about ensuring young people know those opportunities exist.
Visibility Has Never Been More Important
Today’s students are exposed to thousands of career messages every day, from universities, colleges, employers and social media. Standing out has become increasingly difficult.
Many organisations invest heavily in creating excellent apprenticeship programmes but far less in ensuring those opportunities are seen by the students they want to attract.
Building awareness long before applications open is becoming just as important as the recruitment process itself.
Students are far more likely to apply to organisations they already recognise and trust.
Reaching Students Earlier
Career decisions are often made months before students submit an application.
Research consistently shows that many young people begin exploring their options during Years 10 and 11, with parents, teachers and careers advisers all influencing those decisions.
This means employers who engage with students earlier are better placed to build familiarity, strengthen their employer brand and attract higher-quality applications when recruitment begins.
Supporting Employers Throughout the Recruitment Journey
At The Apprenticeship Guide, we work with employers and training providers to help increase visibility with students at exactly the point they are exploring their future options.
Distributed to more than 3,500 schools and colleges across England and supported by year-round digital campaigns, our platform helps organisations raise awareness, showcase their apprenticeship opportunities and build lasting recognition with the next generation of talent.
As competition for school leavers continues to grow, successful apprenticeship recruitment will increasingly depend on more than simply advertising vacancies. It will rely on building a strong employer brand and being visible where young people are actively researching their future.
For employers looking to strengthen their apprenticeship recruitment strategy ahead of the next academic year, now is the time to start the conversation—not when applications open.
