Developing a Young Apprenticeship Ambassador Network Research report for the Education & Skills Funding Agency John Higton, Dr Guy Birkin, Sophie Spong, Mary Winter, Andrew Corley and Arifa Choudhoury CFE Research For more information about this report please contact: John Higton Research Director CFE Research Phoenix Yard Upper Brown Street Leicester LE1 5TE 0116 229 3300 [email protected] www.cfe.org.uk © CFE 2017 Established since 1997, CFE is an independent not-for-profit company specialising in the provision of research and evaluation services across a broad field of education, employment and skills. Contents 01. Executive summary, key points and recommendations ................ 4 The landscape in which networks operate ........................................... 4 The perceived role of YAANs and ambassadors ................................. 5 The perceived role of a national YAAN ................................................ 7 Summary of recommendations ............................................................ 7 02. Research purpose and method ........................................................ 9 Context ................................................................................................ 9 Aims and objectives ............................................................................. 9 Methodological overview ................................................................... 10 Profile of survey respondents ............................................................ 11 Profile of qualitative interviewees ...................................................... 14 03. Current landscape and structure of existing networks ................ 16 Governance structures ...................................................................... 17 Mapping the existing network structure ............................................. 20 Members’ and stakeholders’ views on the network landscape .......... 24 04. The role of YAANs compared to other bodies .............................. 30 The role of young apprentice ambassadors and YAANs ................... 30 The importance and role of other organisations ................................ 45 Working with other organisations ....................................................... 46 05. Views on the function of a National YAAN .................................... 49 Key benefits of a national YAAN ........................................................ 49 A national YAANs development priorities .......................................... 53 How a national YAAN works with local YAANs .................................. 56 A national YAAN’s key organisational relationships .......................... 58 Challenges facing a national YAAN ................................................... 59 06. Conclusions and recommendations .............................................. 64 Conclusions ....................................................................................... 64 Recommendations ............................................................................. 66 North East YAAN ............................................................................... 73 01. Executive summary, key points and recommendations The landscape in which networks operate Local or Employer Apprenticeship Ambassador Networks (referred to as LAANs for the purpose of this study) find employers working together to support the work of apprentice ambassadors. The role of the ambassador is to promote apprenticeships and advocate them through describing their direct experiences to their peers. Networks exist to support ambassadors in this work. Young Apprenticeship Ambassador Networks (YAANs) fulfil broadly the same function but are often administered and managed by young people (who are current or past apprentices) themselves. LAANs and YAANs have grown organically over the past decade, often in response to the needs of the regional and local economy. Growth has also been driven by individuals or groups that are enthusiastic about the impact such networks can have in encouraging take-up of apprenticeships. For members and stakeholders taking part in the research, the network structure for LAANs and YAANs is characterised by the following: A fragmented national structure with variation in regional quality. Some regions possess well-established and strong networks whereas others are more isolated and lack cohesion. Variance in awareness amongst target audiences. Audiences such as employers, schools1 and colleges are sometimes unaware about apprenticeships or networks. Lacking in coordination or direction of communication. Cooperation between local networks with those of existing organisations to promote apprenticeships sometimes falls short and which is perceived to result in inefficiencies in delivery. Nine in ten members agree that Young Apprenticeship Ambassador Networks [should] operate across the same geographical area as Local Apprenticeship Ambassador Networks.2 Respondents feel that there is no reason why a YAAN should operate on a different geographic scale to a LAAN or other network structure, because they occupy different aspects of the same promotional and geographical space. Members were asked about the importance of a number of national government organisations in providing support and guidance services to young people who are thinking 1 School representatives taking part in this research were primarily from those with sixth-forms; see Table 1, p.13. 2 Throughout this report: italics are used to denote survey/interview questions; survey answer options are reported in quotation marks. In this particular instance, the question wording was Employer Apprenticeship Ambassador Network 4 | Executive summary, key points and recommendations | Developing a Young Apprenticeship Ambassador Network about undertaking an apprenticeship.3 Four in five members class The National Apprenticeship Service (NAS) as “very important”, whilst three in four state the same for STEM organisations and The National Careers Service. There is a comparative lack of awareness of the Careers and Enterprise Company (CEC), which otherwise has significant potential to assist local networks in reaching schools. Two in five members classed CEC as “very important” in relation to promoting apprenticeships. CEC is building its recognition nationally and locally and its name was recognised by five-in-six members. Furthermore, three quarters of members said the CEC had at least a “fairly important” role to play in providing support and guidance services to young people thinking about undertaking an apprenticeship. When the same question was asked of non-governmental organisations, more than nine in ten said schools were “very important”, with four in five saying the same for training providers / colleges and employers. Schools, training providers and employers were said to be well placed to collaborate with their network to support apprentices in the future alongside NAS. The perceived role of YAANs and ambassadors THE MAIN ROLE OF YAANS Existing network members, employers and stakeholders all agreed that the primary purpose of YAANs is to promote apprenticeships to schools, young people and parents. Nine in ten members surveyed felt YAANs are, or could be, “very beneficial” in promoting apprenticeships in schools and colleges; four in five felt the same about stimulating the demand for apprenticeships amongst young people. Furthermore, over nine in ten members said that YAANs served a “very important” role in promoting apprenticeships to young people and in schools. Members also said that ambassadors should spent most of their time with students over 16 who are still in education and not undertaking apprenticeships; students between the ages of 14 and 15; and staff in schools. Employers and stakeholders held broadly the same views as members. Teachers and careers advisors in schools (called ‘School Advisors’ as shorthand) were asked a similar range of questions about young apprentice ambassadors. The 79 School Advisors taking part were asked how important ambassadors would be in supporting a series of activities. Nine in ten (72) School Advisors said ambassadors would be “very important” in promoting apprenticeships to pupils in schools, 62 gave the same response to explaining that apprenticeships can be studied at degree level and 60 said promoting apprenticeships to parents was a “very important” ambassadorial role. Most (around three in four) School Advisors also thought that ambassadors would be “very beneficial” in developing links between employers and schools, supplementing the careers support and 3 ‘How important are the following non-government organisations or initiatives in providing support and guidance services to young people thinking about undertaking an apprenticeship?’ Developing a Young Apprenticeship Ambassador Network | Executive summary, key points and recommendations | 5 guidance activity offered by your school and stimulating demand for apprenticeships from pupils generally. School Advisors were slightly less effusive regarding stimulating demand for apprenticeships from BAME pupils or those with learning difficulties / disabilities; however around half still said ambassadors would be “very beneficial” in this role. Members, employers and stakeholders were also asked whether YAANs or other organisations were best placed to deliver a range of activities and two stood out as being the main preserve of YAANs. Four in five members said providing information to young people about the