Steps and tips: Attracting candidates to join apprenticeship training

Depending on the country context, a technical working group, public employment services or the entity promoting apprenticeships may fulfil the following functions:

  • Bring together stakeholders to agree on a communication strategy adapted to specific country circumstances, including a social media strategy and a range of awareness-raising and marketing activities to promote quality apprenticeships. If a country is just starting a pilot programme or implementing apprenticeships at a limited level, the communication strategy might not be very detailed.
  • Based on the communication strategy, create information materials explaining quality apprenticeships, using a mix of media tools tailored to the needs of the different target groups (students, teachers, parents, enterprises, and education and career counsellors). Different modes of communication could include seminars and media events, press conferences, radio and TV interviews, articles placed in newspapers, social media and internet chat rooms, among others.
  • Make targeted career guidance and comprehensive advice available to young people to inform their further learning and career decisions and when they may be considering pursuing an apprenticeship. Such guidance may form part of a wider sphere of guidance activities, preparing all young people, in all types of schools, for the world of work.
  • This guidance should start at an early stage in the school education system and be provided by qualified/trained teachers or specialist organizations (e.g. employment services, TVET providers, employers’ and workers’ organizations).
  • Encourage cooperation between enterprises and local schools and training providers to engage stakeholders in career guidance and apprenticeship promotion, with events such as careers fairs, open days and trial apprenticeships (see box 5.1). Digital technology can provide new and more attractive ways of facilitating interactions between schools and enterprises, as shown in "Tool 4.1.8 Online match-making platform connecting schools with workplace volunteers".

Box 5.1 Work experience programmes

The Addeco Group offers an Experience Work Day programme to introduce young people to the world of work. On designated days, Adecco opens its 700 offices and branches in 46 countries to young people, allowing them to shadow Adecco Group employees in the departments and roles of their choice, learn more about their preferred jobs by stepping into their mentors’ shoes, and improve their skills through workshops and coaching. In 2017, more than 9,000 young people benefited from the Experience Work Day programme.

Source: Information collected and provided by GAN Global;



  • A user-friendly online platform containing comprehensive information about apprenticeships, including potential benefits for apprentices, enterprises and TVET providers, has been proven to improve enrolment and retention rates. It should also include rosters of apprenticeship positions, both open and filled. While such a platform may be developed initially by a government agency, subsequently social partners can take over this responsibility.
  • Actively involve the target groups when preparing the communication strategy and take their communication habits into account. To engage the younger generation, foster cooperation with and outreach to youth groups.
  • The engagement of people with first-hand knowledge of workplaces can provide young people with useful and reliable information about the world of work.