A recent YouGov survey commissioned by employment specialists Reed in Partnership and qualifications body NCFE suggests apprenticeships have an ‘image problem’ among young people – with those aged 18-24 the least likely age group to see the merit of an apprenticeship.

The Government’s Apprenticeship Strategy states their “goal is for young people to see apprenticeships as a high quality and prestigious path to successful careers”.

However, an 18-24 year old is almost four times less likely than someone aged 55+ to view an apprenticeship as the best option for 18 year olds. Only seven per cent of people aged 18-24 considered

apprenticeships as the best way forward, while 68 per cent think high

education is the best option.

Only 20 per cent of people in the East of England view apprenticeships as the best option for 18 year olds, compared to 47 per cent who view higher education as the best option.

In a joint Reed in Partnership and NCFE report, ‘Delivering the apprenticeship ambition’, it has identified poor quality careers advice as a key reason for this image problem and future careers advice in schools must become less narrowly focused on the university route.

Martin Fallon, managing director of Reed in Partnership said: “We support the Government’s aim to increase the number of young people going down the apprenticeship route after school. The benefits of apprenticeships are clear, both for the individuals undertaking them and for the taxpayer.

“However, our new research highlights the scale of the challenge the government faces to realise this ambition and apprenticeships continue to suffer from an image problem compared to Higher Education.”