Apprenticeships still don’t receive the recognition they deserve in the UK. Many young people are treated as a secondary option rather than a credible first step into work. Despite clear evidence that apprenticeships deliver strong early-career outcomes, the default advice from schools, families, and broader society still points towards university. That mindset takes hold early. By the time students are choosing GCSEs, university is often framed as the “safe” or “successful” route, while apprenticeships are introduced later, briefly, or not at all. This isn’t a reflection of ambition; it’s a reflection of access to information.
Some of the myths surrounding apprenticeships have barely shifted in years. There is still a belief that they are mainly for students who struggled academically, that they offer limited progression, or that they are confined to traditional trades. These assumptions are outdated and increasingly disconnected from today’s workforce reality. Modern apprenticeships span technology, digital roles, engineering, healthcare, finance, construction, sustainability and more. Many lead directly into highly skilled, well-paid careers without the burden of student debt. Yet awareness of these opportunities often comes too late, long after students have made decisions that narrow their options.This gap matters even more for small and medium-sized businesses. SMEs make up many UK employers, yet they often struggle to attract young talent. Unlike large organisations, SMEs rarely have the brand recognition, recruitment budgets or dedicated HR teams needed to promote apprenticeship opportunities at scale.
We hear repeatedly from SME employers who want to take on apprentices but don’t know how to reach young people, navigate the system, or compete with large employers who dominate awareness. At the same time, young people tell us they would love to work for smaller businesses but don’t know those opportunities exist. The result is a missed connection on both sides: young people seeking meaningful, hands-on work, and SMEs desperate for skills, energy and long-term talent.
Schools are often caught in the middle. Careers guidance is squeezed by limited time, stretched staff and accountability measures that prioritise academic outcomes and university progression. Apprenticeships can end up confined to one-off assemblies or themed weeks, which isn’t enough to explain how they work or why they matter. This disproportionately affects SMEs. Without regular employer engagement in schools, students are far more likely to hear about large, well-known organisations than smaller local businesses offering equally valuable opportunities. From the employer side, the message is consistent: skills shortages are growing. Many SMEs tell us they struggle to recruit people with the right mix of practical experience and transferable skills.
Apprenticeships are one of the most effective ways to address this, allowing businesses to train people to meet their specific needs while building loyalty and retention. SMEs that invest in apprentices often gain more than an employee. They gain fresh perspectives, digital confidence, and new ways of thinking about productivity and problem-solving. For young people, apprenticeships offer real responsibility, paid experience and a clearer line of sight into long-term employment.
If apprenticeships are going to reach their potential, particularly for SMEs, several shifts are essential:
- Earlier exposure: Apprenticeships need to be discussed before GCSE choices are made, not after.
- Consistent careers advice: Young people need regular, informed guidance that treats apprenticeships as a mainstream option.
- Better SME visibility: Smaller employers need support to engage with schools and young people more directly.
- Stronger employer-school links: Ongoing interaction with real businesses helps students understand what work actually looks like.
- Expanded higher and degree apprenticeships: These routes remove the false divide between vocational and academic success.
Undervaluing apprenticeships doesn’t just limit individual choices; it restricts business growth, widens skills gaps and slows productivity. If the UK wants a workforce that reflects how modern industries operate, apprenticeships must sit alongside university as an equal, respected route. For SMEs in particular, apprenticeships are not a “nice to have”. They are a practical, sustainable way to build talent pipelines and secure their businesses' futures. Taking apprenticeships seriously means giving young people a fairer start and giving employers the skilled workforce they are asking for.
Written by
Conor Cotton, MD, Not Going To Uni
Not Going To Uni is the UK’s leading platform dedicated to promoting alternative career and education pathways. Through employer partnerships, success stories and real-world advice, NGTU champions the message that university is just one of many routes to success.
www.notgoingtouni.co.uk