The survey of modern apprenticeships, carried out for the Executive by Segal Quince Wick-stead research consultants, found that on the whole, marketing of modern apprenticeships had been poor. The report says, 'It would clearly help to stimulate interest and uptake among businesses if there was better marketing material and a more aggressive approach to raising the profile of what is essentially a very good programme.' Despite the problems with marketing, the consultants found that take-up of modern apprenticeships generally had more than doubled since 1996. There are currently just over 17,000 modern apprentices in Scotland, representing nine per cent of all young people aged 16 to 24. Take-up is particularly good in industries such as engineering, where apprenticeship is a familiar concept, but less good in early years care and education.
The report recommends 'evangelising the experience of others in similar service-based industries', and suggests that the growth of regulation in early years may well make modern apprenticeships more appealing to employers who will have to meet SVQ-based standards for various levels of staff.
Scottish Enterprise will seek to raise the scheme's profile with a publicity campaign aimed at employers, potential trainees and parents in March. The new approach will seek to sell modern apprenticeships as a high-level qualification.
Enterprise minister Wendy Alexander said, 'The report shows that modern apprenticeships have a positive knock-on effect by generating an appetite for learning among apprentices. Today, over half of MA graduates go on to pursue a higher level of training.'
