Campaigns: Recruitment - Going that extra mile for apprentices

City & Guilds wanted to launch Million Extra to help ensure a million new apprenticeships are started by September 2014. Hill & Knowlton was called in to support the initiative.

Campaigns: Recruitment - Going that extra mile for apprentices
Campaigns: Recruitment - Going that extra mile for apprentices

Campaign: Million Extra launch
Client: City & Guilds
PR team: Hill & Knowlton
Timescale: 7-11 February 2011
Budget: £70,000

Objectives

To engage employers in debate to understand the issues in hiring apprentices

To promote City & Guilds as debate leaders and increase recognition of the organisation.

Strategy and plan

Hill & Knowlton commissioned research to find the barriers facing employers when recruiting apprentices, which was targeted at national and HR trade media. An Apprenticeships Summit was held and a panel of experts including West Ham Football Club vice-chair Karren Brady, who has featured on the The Apprentice TV series, debated the research.

Measurement and evaluation

The campaign received 92 items of coverage, with four national broadcasts with Brady, including BBC Breakfast and Sky News, and 12 national print articles, including The Independent, The Guardian and The Sun. Research findings were included in Parliamentary Brief, read by MPs and Lords.

Results

Visits to Million Extra's website rose from 500 before the launch, to 5,928 during February's National Apprenticeship Week.

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