The government has launched a new Apprenticeship campaign called ‘Fire it up’ this January, showing the benefits of apprenticeships for individuals and employers and the positive impact they have.

Fire it up Apprenticeship Campaign:

Employers are learning more and more about the benefits of Apprentices to their business and Education Secretary Damian Hinds said today, “top firms including Marks & Spencer and Lloyds Banking Group are taking on thousands of Apprentices on the Government’s new, higher quality Apprenticeship programmes.”

The Education Secretary wants parents, schools and colleges to make sure Apprenticeships are being promoted alongside other academic routes.

Thursday 17 January, the Government have launched a new campaign to promote Apprenticeships among young people, parents and employers while confirming they will be writing to the largest school trusts and ensuring providers of vocational education will be talking to pupils and publishing information on Apprenticeships and the different career paths available.

On the 16 January in ‘Prime Minister Questions’ it was said; “it is important that young people can see that there are different routes for them for their futures, different routes into the workplace and Apprenticeships are an important route.”

Education Secretary Damian Hinds said: “We are seeing the Apprenticeship system in this country come of age, with leading employers waking up to the benefits Apprenticeships can bring. The sad truth is that outdated attitudes are still putting people off Apprenticeships which means they’re missing out on great jobs and higher salaries, many of them in the sorts of firms graduates look to land jobs with after university.

It’s vital that we challenge people’s thinking about Apprenticeships, which is why the Government’s new ‘Fire It Up’ campaign will aim to shift deeply held views and drive more people towards an Apprenticeship.”

The Department for Education has launched its new ‘Fire it Up’ campaign to help raise awareness of the vast variety of Apprenticeship options available for people of all ages and backgrounds.

The campaign includes UK TV and social media adverts, plus a revamped website for the campaign. The website will provide advice and information as well as access to thousands of Apprenticeship opportunities across the country.

Analysis has highlighted the positive benefits which Apprenticeships bring to individuals and businesses across the country, which proves that the traditional academic route is not the only path to a good career.

Statistics from the GOV website include:

  • 71% of Apprentices agreed that their chances of earning a higher wage in the future had increased, and 80% agreed that their chances of going on to higher levels of training had also improved.
  • Of those who completed an Apprenticeship, 90% secured a job or went on to further learning, with 88% in sustained employment
  • Employers also report benefits with 78 % stating improved productivity, improved product or service. 74% said apprentices brought new ideas to their organisation. 83% would also recommend apprentices to other business.


How to get involved!

This campaign aims to make people aware of the changes to apprenticeships and the benefits to individuals and businesses.

If you want to get involved in the Fire It Up campaign, employers share your successes publicly and showcase your experiences through media relations, industry body magazines and websites or on social media, throughout the year. Apprentices, specifically, those from BAME backgrounds, career changers, those returning to work, as well as those on a degree apprenticeship. If you would like to be part of this activity, please get in touch with the GOV communications team on: Please include ’PR’ in the email subject line.

Are you on Twitter? Apprentices and Employers, tweet your support of the campaign and ask your apprentices to tweet the two hashtags #apprenticeships and #Fire it up and copy @Apprenticeships or @FireItUp_Apps, and who will then retweet.

If you are on Facebook tell people if you’ve had a positive experience of Apprenticeships – what did you find out and what impact has it had, and post your comments on Facebook. Let us know about your post by emailing or our Facebook page


Click here for more information on the GOV website.


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