Building high performing teams in the events industry through apprenticeships

What do you know about apprenticeships?  You probably know it’s paid on-the-job training where employees gain valuable experiences while completing academic training, leading to nationally recognised qualifications. 

Did you know that for 2023-24 the total apprenticeship levy came to £3.9 billion but due to underspend because of lack of take up, £5 billion between 2017 -21 went unspent. Last year alone 2022-23, £96 million, or four per cent, of England’s ring-fenced apprenticeships budget went unused.

This blog seeks to address some of the misconceptions about apprenticeships and identifies the huge opportunity and potential for the meetings and events industry to take advantage of its potential to upskill staff and attract new talent into the sector by using the apprenticeship levy.

Dispelling common misconceptions of apprenticeships

In recent years, apprenticeships have become an increasingly valuable route for career development across various industries, including the events sector.

• In the 2022/23 academic year, there were 752,150 people participating in an apprenticeship in England (source: House of Commons Library) but each year some of the levy is unused.
• The number of starts fell in 2022/23 by 12,100, or 3%, from the number of starts in the previous academic year.
• Over 500 Event Assistant apprentices between 2017-2021 (IFATE, 2022)

Despite their growing relevance, many misconceptions persist, limiting apprentices’ potential to revolutionise learning and development. These myths often stem from outdated perceptions of them limited to entry-level, youth-focused training programmes. In reality, apprenticeships today are broad, dynamic, and applicable to professionals of all ages and stages of their careers.

We caught up with Lynn Manir-Jolley, CEO of Potential Realised to unravel the misconceptions of apprenticeships and why businesses should take full advantage of what’s available.

The myth of apprenticeships being just for school leavers

Prevalent misconceptions include them being solely for young people coming out of school or college. This is far from the truth. Apprenticeships are accessible to individuals at any stage in life. There are people on apprenticeships who are in their 20s, 30s, 40s, and even their 50s. There is no age barrier when it comes to furthering education and skills development, yet the belief that apprenticeships are only for the younger generation still lingers.

This partly stems from branding issues or outdated assumptions about apprenticeships. While the term may evoke images of school leavers or early-career trainees, modern apprenticeships cater to professionals across a wide range of industries and experience levels, offering opportunities for both young individuals starting their careers and seasoned professionals looking to upskill or transition into new roles.

One route into the events workforce has traditionally been through UK Higher Education providers of event-related undergraduate and postgraduate degrees. This route has seen a decline in applications and acceptances over the last 5 years (HESA, 2022). There are now approximately 2,000 graduates entering the workforce from event degrees each year.

Apprenticeships are not just for large companies

Another common misconception surrounds apprenticeships being primarily for large corporations with substantial payrolls. In reality, businesses of all sizes can benefit from these programmes.

For small companies, the primary requirement is having a line manager to support the apprentice throughout their training. This is important because training providers meet with both the learner and their line manager every quarter to ensure steady progress. Even if your company doesn’t pay into the apprenticeship levy – typically for organisations with a payroll under £3 million – you can still access apprenticeship training by covering just 5% of the course cost.

For example, if an apprenticeship costs £4,000, a small business will only need to pay £200, making it a cost-effective investment in long-term staff development.

For larger companies with payrolls over £3 million who automatically contribute 0.05% of their wage bill to the apprenticeship levy, the opportunities expand even further. Large organisations often have considerable unused levy funds, which can be redirected to support other areas of their business or even transfer to smaller companies within their supply chain.

This creates a strategic advantage, particularly in industries like events, where partnerships between agencies, hotels, AV companies, and other suppliers are critical to delivering successful events. Levy transfers enable larger businesses to support their smaller partners, ensuring employees receive the necessary training and skills development.

Collaboration and strategic use of the levy

For large businesses, levy underutilisation is a common issue. Even companies that are aware of the levy may not be fully tapping into the potential benefits. Organisations can allocate these funds to upskill staff in key areas, such as leadership, human resources, or industry-specific skills. For example, in other sectors such as construction they use the levy to develop their HR and leadership teams as well as technical experts, maximising the value across multiple departments.

Not well known is that the apprenticeship levy’s unused funds can be transferred to smaller businesses. This opens up significant opportunities for strategic partnerships within sectors like meetings and events, where collaboration is essential. Large agencies, for example, can support smaller partners by transferring their unused levy to fund apprenticeship training. This adds value to the entire supply chain, ensuring all partners are equipped with the skills necessary to succeed.

The lifelong learning mindset

There is still the challenge to address outdated beliefs that learning stops after formal education or at a certain age. Continuous development has become essential for everyone. Education is for everybody, forever. You don’t stop learning. This lifelong learning approach is essential for businesses that want to remain competitive and innovative.

In the events industry, for instance, apprenticeships are not limited to event management alone. They can encompass fields like marketing, finance, research and development, and even gastronomy! The breadth of opportunities available through apprenticeships makes them highly adaptable to a company’s specific needs, while also contributing to individual career growth.

It’s not just about entry-level roles. Apprenticeships can be designed to develop senior leadership, marketing, HR, finance, and many other functions critical to business success. However, the untapped potential of the Apprenticeship Levy suggests that there is still a knowledge gap within many organisations about how best to utilise these funds to develop their teams.

Strategic integration and continuous learning

There is a need for strategic planning when implementing apprenticeships. Successful programmes require a clear vision and partnership between employers, training providers, and learners. If you get that three-way relationship right, then it really does work.

Investing in employee development through apprenticeships can improve staff retention, employee satisfaction, and brand reputation.

It also helps businesses stay agile and competitive in industries requiring continuous learning and adaptation to new trends.

Supporting apprenticeships, especially in collaborative ways, can strengthen companies’ ESG (Environmental, Social, Governance) credentials, showing a commitment to workforce development and sustainability.

Long-term benefits for businesses and learners

Apprenticeships offer a clear advantage for both businesses and learners. For the meetings and events sector, investing in apprenticeships contributes to talent development, succession planning, and overall staff retention. Apprenticeships provide an opportunity for employees to gain practical, hands-on experience, apply their learning directly in the workplace, and advance through levels of certification that can align with their career goals—whether they’re pursuing level 3, level 5, or even level 7 qualifications.

For learners, apprenticeships provide a structured pathway to developing new skills and gaining qualifications without the burden of student debt. Many young people are opting for apprenticeships over traditional university routes, attracted by the opportunity to earn while they learn and gain valuable experience. This trend is growing, particularly as the cost of higher education rises and the desire for practical work experience increases.

How can you access events apprenticeships?

Events Apprenticeships (EA) is a not-for-profit, CIC (Community Interest Company) organisation helping to develop and provide recognised routes into events, to allow people from all backgrounds and ages to gain experience and relevant professional qualifications within the industry. It aims to break down barriers to entry and progression with the aim of attracting a broader pipeline of potential talent.

The Events Apprenticeship Framework (EAF) brings together those apprenticeships that are recognised as supporting the wider event ecosystem. It identifies gaps and aims to fill these, initially highlighting those whose core work is in events:

• Event Assistant
• Production Technician and Live Event Rigger.

It will aim to influence and sign-post related apprenticeships, such as:

• Print Technician
• Electrician
• Carpentry & Joinery
• Security First Line Manager
• Hospitality Supervisor
• Hospitality Manager

As within the events industry, they inspire the way apprenticeships are perceived and drive forward innovative and creative work in England to ensure more individuals and businesses can access the benefits of event apprenticeships.

The future of apprenticeships in the events industry

The meetings and events industry is rapidly evolving, and apprenticeships can play a crucial role in keeping pace with changes. As technology, such as AI, continues to influence event planning and execution, businesses need to stay on top of these advancements. Continuous training is essential, and apprenticeships offer a structured way to ensure staff remain agile and responsive to emerging trends.

Moreover, the government’s focus on skills development suggests that apprenticeships will continue to grow. Political changes may bring shifts to the levy system, potentially expanding how businesses can use levy funds. This could open the door to shorter, targeted training programmes or “skills boot camps” to address immediate needs in the workforce.

Final words from Lynn

“Apprenticeships present an excellent opportunity for businesses of all sizes in the meetings and events industry. From upskilling current employees to developing future leaders, the apprenticeship levy and its associated programs provide a pathway to growth and success. By collaborating with partners, making strategic use of levy transfers, and keeping an eye on future trends, companies can ensure they are well-positioned to thrive in this fast-paced and ever-evolving sector.

The key to success is education — both for businesses and learners. Understanding how apprenticeships work, the funding available, and the potential long-term benefits can unlock a world of opportunities for businesses looking to invest in their most important asset: their people.”

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