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Marketing Traineeships to Employers & Learners – A Leaders’ Workshop

How to market Traineeships to employers and learners and to establish their relevance and value

Date One: Wednesday, 13 May 2015 | London (Copthorne Tara, London Kensington)
Date Two: Wednesday, 27 May 2015 | Birmingham (Holiday Inn, Birmingham City Centre)

Both dates for this workshop are now fully booked. Please join the waiting list »
The one-day workshop is the centrepiece of a process which includes virtual follow up coaching sessions to review progress and share practice.

Note: Delegates can only attend one of the two available dates.
Background

The Education & Training Foundation commissioned AELP and its partners (HOLEX, 157 Group, AoC, NIACE and the Spirit Pub Co) to manage a staff development programme designed to increase the quality and professional capacity of individual staff engaged in Traineeship delivery. In the first phase of the programme a range of resources were developed by provider led projects that are now available on the TSSP website. In phase two, that runs through to the autumn, a variety of activities are taking place designed to disseminate the resources and to provide further support to providers across the sector. Further details of these activities, which include a consultancy service, communities of practice and webinars are available on the TSSP website.

Event Overview
The objective of this workshop is to enable provider organisations to increase awareness of and commitment to Traineeships with employers who are currently non-adopters, and to increase the number of potential learners. 
 
The workshop has been developed as part of the TSSP programme, and will focus on:
  • Employer engagement - enabling leaders to develop their organisations to market Traineeships more effectively
  • Marketing to learners – understanding the target audience and how to reach them
  • Enhancing the learning experience - working with employers to develop and enhance the learning experience
Style and Structure
This is a one day practical workshop, preceded and followed by virtual coaching sessions which will increase the relevance and impact, and help to measure results. 
 
The workshop emphasis is on learning the core principles in plenary discussions, and developing practical skills through syndicate and individual work. The core content is based on best practice from the private sector that has been adapted for the FE sector. 
 
By participating delegates will develop skills, techniques and methodologies to help them explain and position Traineeships more effectively. In addition they will work with templates and processes that they can tailor and apply in their own organisations. 

The preparation virtual session will set expectations and enable delegates to determine specific objectives that they can bring to the workshop. 

There are 2 virtual coaching sessions that take place 2 and 4 weeks after the workshop, which provide opportunities for delegates to review their progress, share successes and discuss areas of difficulty. This coaching gives people a chance to practise in the real world, and then review with a peer group in order to reinforce learning. 

The programme is run by experienced professionals who will add extra value by providing advice on specific issues.

Individual outcomes
Delegates will understand how to:
  • Improve employer engagement around Traineeships – with both new and existing customers
  • Drive change to develop a ‘value proposition’ for Traineeships that creates credibility and commitment with employers
  • Market more effectively to learners, based on their perspective
  • Work to develop their own staff and improve their capability to identify and satisfy employers’ needs
  • Create an action plan with measures for increasing Traineeship take up 
Main content areas

Employer engagement
  • researching the target segments for Traineeships
  • getting the first approach right
  • qualifying the opportunities
  • consultative questioning
  • building relevant value propositions 
Marketing to learners
  • learner typographies (understanding them and their world)
  • direct marketing (social media, adding value and advocacy)
  • indirect marketing (eg job centres, schools and gatekeepers)
  • working with internal staff to drive change
Enhancing the learning experience
  • working with employers
  • engaging occupational experts 
  • implementing Teach Too 
Workshop summary
  • Summary and debrief
  • Personal learning
  • Planning for the coaching follow up
Marketing toolkit
Delegates will learn about and use a set of practical tools which they can use with their teams to reinforce the engagement process in simple and repeatable ways. 

Who should attend?
Leaders within the practitioner workforce who can directly influence the way Traineeships are presented and sold to employers, and who can work with the employers to improve how Traineeships are delivered.  

Delegate fees
This event has been commissioned and funded by The Education & Training Foundation and is therefore complimentary to attend.