Marketing your scheme

Marketing your apprenticeship programme and engaging under-represented groups in green space careers.

Photo by Capel Manor College

Promoting green space careers to under-represented groups

To achieve greater diversity in the green space workforce as a whole, it is vital that employers and learning providers work together to change perceptions of the green space sector and promote the rich variety of career opportunities that it offers.

Many green space employers are particularly keen to attract 16-24 year olds, women and people from minority ethnic backgrounds into their apprenticeship programmes. A 2009 CABE survey found that of 31 new local authority horticultural apprentices, 90 per cent were of white British ethnic origin, with the remainder comprising two black and one Asian background. Women are in very short supply, making up only seven per cent of new apprentices.

See preparing for apprenticeships for information on how to ensure your workplace provides a welcoming environment for employees from under-represented groups.

Changing perceptions

To achieve greater inclusion of under-represented groups, it’s important to think about the underlying reasons why people from these groups are not currently applying and how you can address these issues.

If you are a horticulturalist, remember why you entered the industry and what gave you satisfaction. Some of the reasons why people enjoy and take pride in horticultural work include:

1. because they have a passion for plants, parks or nature
2. wanting to make a difference to the local area
3. a desire to work outdoors
4. doing work that keeps them fit.

Some of the perceptions that are common amongst different groups are discussed below.

“Working in parks is a dead-end job”

Horticultural work is challenging, interesting and fulfilling, and requires an extensive base of knowledge and training – but young people, their parents and careers advisors may not share this view. Apprentices enjoy being ‘experts’, able to answer technical questions from members of the public. You need to demonstrate that working in parks isn’t just about ‘getting your hands dirty’ but that apprenticeships can lead to management positions and a wide range of career specialisms, either within your organisation or elsewhere in the sector. Many senior posts in green space management are held by former apprentices. Parents may be particularly keen to know that the apprentice will have access to a good career network after completing their training.

“Horticulture is a low status career”

Young people from minority ethnic communities may face added cultural pressure to pursue a career that is perceived as having a higher status and to reject horticulture for being ‘manual’ rather than ‘managerial’ work.

“Working in parks is a job for men”

In some local authorities, working in parks has traditionally been seen as a male-dominated career. To engage women in green space apprenticeships, you need to demonstrate the interest and variety of the job, the opportunities for career progression and the importance of equal opportunities to your organisation. Women tend to be better represented in the ranger or planning sections of green space management. They sometimes prefer work involving more interaction with the public.

Ideas for marketing your programme

A 2009 survey of local authorities by CABE showed that the local press, in-house advertising and the organisation’s own website and noticeboards are the most popular methods for recruitment marketing. Other popular methods include advertising in schools, job centres, community centres and training establishments.

Here are some ideas for marketing your programme, including suggestions for reaching particular sections of the community such as young people, women and minority ethnic communities.

General marketing ideas

Internal marketing opportunities

Make use of editorial and advertising space in internal bulletins, magazines, noticeboards and intranets. Ask your employees to help spread the word.

Website

Your organisation’s website is an excellent place to promote your apprenticeship programme. Video content can be effective in bringing the programme to life for potential applicants. If you don’t have your own video content, you can use our video on horticulture apprenticeships on your own website.

In-park promotions

Use your parks as a showcase for your apprenticeship programme, with lively and up-to-date information displays plus opportunities to meet past and current apprentices. You can also include information in newsletters and on noticeboards for your friends of park groups. Potential recruits can be invited to a park open day.

Role models

Use current and former apprentices, as well as other employees, in your marketing literature and promotional activities.

Open days and taster sessions

Hold open days and taster sessions for people to find out more about green space apprenticeships. Look for ways to tailor the content to the needs and interests of particular sections of the community. Use materials such as our video on horticulture apprenticeships to engage and inspire those who come along.

Media advertising

Make sure you choose the right magazines, newspapers or websites for your target audience. The local press is a good way to reach potential recruits or their relatives. Relatives are often very helpful in spotting job adverts. Where appropriate, consider using online channels such as Facebook and other social networks.

Young people

Relevance

Use language that young people will relate to and make use of people in your organisation who are skilled in working with young people.

Local schools

Find ways to engage with local primary and secondary schools, such as helping with horticulture projects, encouraging gardening clubs, taking apprentices into schools and providing support for schools teaching the 14-19 diploma in land-based studies. Parks can be effective outdoor classrooms, and children enjoy helping in activities such as bulb planting, developing an appreciation of the fulfilment of working in green space.

Teachers and careers advisors

Provide tailored information about your apprenticeship programme and the rich variety of opportunities that the sector can offer young people - including girls. Some useful careers resources are:

1. Royal Horticultural Society - careers
2. LANTRA – young people and parents
3. Grow Careers
4. Landscape Institute - I want to be a landscape architect
5. Horticulture Week

Youth organisations

Make contact with local organisations that involve young people, such as Connexions, youth clubs and organisations that work with young offenders such as the YMCA Offender Services Unit. This will assist where there is a social agenda to recruit local, disadvantaged or unemployed young people. The local authority may run a ‘people into jobs’ scheme, providing and helping suitable applicants.

Women

Gardening and the environment

Run promotions with local horticulture shows, allotment associations, Green Gyms and other projects connected to gardening and the environment, to show how green space apprenticeships relate to these areas. People who are changing careers often make high-quality employees.

Family-friendly careers

Promote the ways in which you support flexible working for working parents and any help that you can offer with childcare and transport. Advertise in places where you know mums will be, such as Sure Start centres.

Minority ethnic communities

Influencers

Engage local groups and individuals to raise awareness of green space careers, with a focus on changing perceptions amongst young people and their families.

Places of worship and their youth groups

Work with local faith organisations to promote green space apprenticeships, for example through talking to groups or arranging visits to parks.

Community events and activities

Promote apprenticeships at community sports events, gardening projects, allotment associations, gardening clubs and other activities that link to green spaces. While those attending may not be aspiring apprentices, they will be alert to opportunities for friends and relatives.

Growing your own food

There has been an upsurge in interest in growing food in public green space. A marketing campaign that focuses on growing your own food – particularly ethnic foods – could help to raise awareness and interest in horticulture.

Learning from good practice

Engaging young people in horticulture

The Parks Trust in Milton Keynes is creating interest in horticultural careers by talking to students in schools, offering work placements and working with a local college to develop horticulture courses.