What kind of information do students respond to?

In general, content that’s digestible and easy to read will always go down better with students. We’ve found the following tactics work particularly well, helping to avoid big blocks of text which can be off-putting:

• subheadings
• bullet points
• images
• short paragraphs, line breaks
• listicles – e.g. quick informative articles with numbered headings (like this one you’re reading)
• quotes, links, dividing lines
• friendly, human yet professional tone
• brand/career aspiration
• easy, myth-busting facts.

In the context of apprenticeships, it’s important to properly explain the apprentice experience – because students are so familiar with traditional study options. They really want to know what an apprenticeship involves, how it would work individually for them, and what the work/study balance would be like.

Here are some examples of listicle content that are both easy to read and informative.

• 10 things you need to know about apprenticeships
• 8 questions answered by unis and colleges offering degree apprenticeships

People tend to take ideas more seriously if they come from someone they relate to who has direct experience themselves. So, apprenticeship-related content will be all the more trustworthy and relevant when it comes from a student’s perspective – and using quotes from your previous or current apprentices can be really valuable here.

Read why Grace chose an apprenticeship over university

Imagery and video-led content is so great for sharing via digital channels

not just social channels like Instagram and LinkedIn which are built around more visual content, but within emails, webpages, and information too.

Take this Earn while you learn content from current apprentice Craig Wakefield – led by an image of him in his apprenticeship workplace, and mainly formed of quotes about his experience.

Don’t feel like informative content has to be too serious either

In our Are apprenticeships the right path for you? advice, we mention how ‘Elvis Presley was an apprentice electrician and Ozzy Osbourne started out as an apprentice plumber’. If there’s a memorable anecdote you could include then it’s probably worth making use of it.

While we’re on the subject of shareable content, think about asking any existing apprentices you have who can raise awareness for you on Instagram, LinkedIn etc, with personal image/video content that acts as authentic promotion of your brand.

Here’s where we can help, as students already view UCAS as a trustworthy source of information about their future options.

Our apprenticeship and graduate job search is the tool organisations use to advertise their current apprenticeship vacancies – a job board that sits alongside traditional study listings.

The enhanced employer profile package is a valuable upgrade too, ensuring your brand really stands out with the kinds of content students respond to – and you’ll be able to advertise vacancies all year round. You can include:

• video
• imagery
• staff quotes
• testimonials
• educational partners
• awards and accolades.

And if you have any specific queries about boosting your recruitment strategies, let us know.