18/04/2019

Getting Career Ready

Written by
Paul Drew 
18/04/2019

Paul Drew photo

Digital Marketing Apprenticeships

Our research of our digital marketing apprenticeships in Manchester 6 months ago identified that employers and apprentices felt that they were not getting career ready when they graduated from their apprenticeship.  Although every apprenticeship has been developed by employers it is hard to categorise a broad subject or area like digital marketing.

 

What is digital marketing?

Digital marketing is a vast area where roles fit into many silos.  These areas are not just a linear programme of subjects.  Digital marketing is the art the covers all that centres around a companies website/s or digital channels like social media and email marketing.  It also covers the sometimes forgot art of analytics.  The beauty of digital marketing is that it is a multi layered solution but the return on investment can be tracked and identified.

Online marketing

So what are Apprentify doing?

Well after speaking to lots of digital marketing apprentices across Manchester and Leeds we found that there were four distict areas that needed employers and apprentices ended up in.  So at Apprentify we designed our programme to offer 4 routes or paths which are over and above the current digital marketer standard.  These paths are designed to get our apprentices career ready in key areas that work for their employers and bring the best results for them.

Engagement - These are the superstars that manage campaigns on social media or the wordsworth of this world dealing with engaging content.  Attention in this world is the most valuable commodity. If you can get someones attention in a world where we are exposed to millions of messages a week.

Search Marketing - Another valuable role for companies are those lead generators.  Businesses are moving away from commodity selling and to SaaS models.  Digital is also the future today the first step on the sales ladder is research through Google or Social Media.  Advertising on these platforms is a science and to get this right means business survival in most cases.

Web Design - Once people get to a website or receive an email it is the look and design that appeals.  It is no good getting the engagement / attention and directing to something that does not look amazing.  Web design is an art and a skill that companies really need

Web Development - Other side to the web coin is how a site or app functions.  Usability and function is what makes the whole cog turn.

We have had a few employers ask for a 5th strand which is a analytics and data.  So we are looking into this as a further option.

So our digital marketer level 3 standard that was designed by employers has been enhanced for what employers and apprentices really need.  This is going down a fantastically with our clients and apprentices.

Learner Journey


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