How to Make Apprenticeships Attractive to Gen Z

What motivates this generation, and how can employers create apprenticeship programmes that truly appeal to them?

According to the latest figures from the Department for Education, 83% of young people now consider apprenticeships as a viable alternative to university, with 62% even viewing them as a better choice for career development. 

Research from Barclays found that fewer than 20% of Gen Z understand the full range of apprenticeship opportunities, and only 6% consider manufacturing as a career option. This reveals a clear opportunity for manufacturers to promote the modern realities of their sector.

What Gen Z Values Most in Apprenticeships

Financial Security - With tuition fees often exceeding £9,000 per year and student debt concerns widespread, apprenticeships offer a debt-free route into a career. A recent survey found that 77% of UK Gen Z prioritise financial planning and earning early.

Purpose and Sustainability - UK Gen Z are highly motivated by environmental and social responsibility. Studies show that over three-quarters prefer to work for companies that demonstrate strong sustainability credentials. Apprenticeships tied to green technologies and circular economy projects can therefore be very attractive.

Career Progression and Learning -  Barclays reports that 40% of UK Gen Z seek continuous skills development, yet many do not consider sectors like manufacturing where this is possible. 

Transparent progression pathways can change this perception.

How to Design Apprenticeships That Engage Gen Z

Highlight the Earn-and-Learn Advantage - Make it clear that apprenticeships provide paid training with no student debt, alongside nationally recognised qualifications and fast-tracked career paths.

Offer Clear Career Progression - Gen Z appreciates structure. Develop tiered apprenticeship levels with clear milestones, feedback mechanisms, and mentorship to help apprentices visualise their future growth.

Build in Flexibility and Social Support - Though digital natives, research shows 72% of young people still want face-to-face interaction. Hybrid learning models, social events, and mental health support should be integrated into apprenticeships.

Final Thoughts… 

Gen Z is not rejecting apprenticeships, they want programmes that reflect their priorities: financial stability, meaningful work, personal growth, and inclusivity. Employers who adapt to these expectations and communicate effectively will gain access to a motivated, skilled talent pool ready to drive the future of manufacturing and engineering.