Levy-paying businesses don’t want the hard sell

The apprenticeship reforms present an opportunity for colleges, but overzealous marketing can be turn-off, says Darren Hankey, who urges a softer approach

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The recent apprenticeship reforms have brought huge challenges to the education sector and will continue to do so as they are rolled out across the country. It’s not something we’re happy with at Hartlepool College of Further Education, but it is something that we have no choice but to embrace.

It appears the industry as a whole has used the uncertainty of the reforms to market their brands, from one-man training providers to entire companies setting up overnight to cold-call levy-paying employers.

But instead of using this as a marketing opportunity, too, we chose to work directly with ...

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