How to Make Apprenticeships Attractive to Gen Z

Apprenticeships have become an increasingly popular alternative to university for young people in the UK, especially among Generation Z (those born between the mid-1990s and early 2010s). As manufacturing and engineering industries face a growing skills shortage, attracting Gen Z to apprenticeships is more important than ever.

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.