Every year I want to believe this will be the year the media stops stereotyping Apprenticeships.
Every year I am disappointed as the same old cliché stories about hairdressers, motor vehicle mechanics and construction workers get trotted out.
In fact, this year, with the General Election just two months away, it is even worse. All the main political parties are trying to persuade the electorate they will be the saviour of Apprenticeships – and that Apprenticeships will in turn be the salvation of the UK economy.
The Conservatives have gone for quantity, setting a target of three million new Apprenticeships if they get re-elected. Labour has gone for “quality”, suggesting Level 2 Apprenticeships will become a thing of the past and that all Apprenticeships will be Level 3 (A level equivalent) if they are elected.
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