Apprenticeships - new financial incentives

Apprenticeships offer fantastic opportunities for agencies to recruit and develop talent, particularly from underrepresented groups. And with new financial incentives and flexible options, they’re a more attractive option than ever before. Here’s everything you need to know about the latest apprenticeship opportunities, funding details, and why now’s the time to get involved.

Apprenticeships: A national insurance-free zone for young talent

One of the most compelling reasons to hire an apprentice is the National Insurance (NI) exemption available for young apprentices. This makes apprenticeships even more cost-effective for businesses. Here’s how it works:

Agencies pay no National Insurance (NI) on apprentices if:

• They’re under 25 years old.
• They’re on an approved UK government apprenticeship standard (standards may differ across the UK).
• They earn less than £967 a week (that’s £50,270 annually).

This is a huge benefit for agencies and allows you to hire apprentices without the added cost of NI contributions—something that’s especially helpful considering recent NI increases for existing and new staff.

Moreover, apprenticeships are largely funded by the government in England, making them even more accessible:

• If you’re a levy payer, training costs are covered in full.
• For non-levy payers, the government covers at least 95% of the training costs.
• Salaried apprentices make it easier for people from economically disadvantaged backgrounds to join our industry, further supporting diversity and inclusion efforts.

As Forbes highlighted recently, DEI (Diversity, Equity, and Inclusion) policies and programmes are proven to help organisations thrive by attracting top talent and increasing business competitiveness. Apprenticeships are an effective way to put these DEI principles into practice and create a more inclusive workforce.

But here's a key issue: According to the IPA Agency Census 2024, 78% of our apprenticeship levy—nearly £5.6M—is sent back to the Treasury each year. This is money that could be used to bring in new talent and support workforce development across our industry.

Flexible Apprenticeship Programmes with Bauer Academy

Bauer Academy is offering flexible, open programmes for agencies, so you don’t need to have a large cohort to get started. This is a huge benefit, as you can hire just one apprentice and still access high-quality training. They’re offering a variety of apprenticeship standards, including:

• Advertising and Media Executive – Now awaiting approval for increased funding.
• Junior Advertising Creative – With higher funding for 2025.
• Content Creator – Updated from Junior Content Producer.
• Multi-Channel Marketer.
• Data Insights Practitioner.

Bauer Academy works with a wide range of agencies, from IPG Mediabrands to Ogilvy, Havas, and Radioworks, plus media owners like the BBC, ITV, TikTok, and global brands like Amazon and L’Oréal. Their reputation and experience make them a top choice for apprenticeship training.

Why agencies should consider Bauer Academy

So, why is Bauer Academy the right choice for your apprenticeship needs? Here are a few reasons why the IPA highly recommends them:

• Proven track record: Bauer works with agencies of all sizes and types, including household names and media owners.
• Part of a media owner: Bauer Media adds extra credibility and industry insight to their programmes.
• Award-winning: Bauer was named Creative and Design Apprenticeship Provider of the Year.
• Government-Approved: They’ve been rated Excellent on Gov.uk.
• Investors in People Gold: They hold this prestigious award, demonstrating a commitment to high standards and development.
• Improved funding: Bauer worked alongside the IPA and employers to secure higher funding bands for key standards like Advertising and Media Executive and Junior Advertising Creative.

Next steps and resources

If you're interested in hiring apprentices through Bauer Academy or have any questions about apprenticeship standards, get in touch with Gillian Shaw, Bauer’s Head of Partnerships, at [email protected]. Or visit Bauer Academy for more information about their open programmes.

For those looking to recruit underrepresented groups or explore career options, visit the IPA Career’s Hub or contact Gwyn March at [email protected]. If you’re interested in more recruitment ideas, don’t forget to check out the 60 suggestions we’ve put together to help agencies attract diverse talent.

 The opinions expressed here are those of the author and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.