The Impact of Trainee Programs on Employer Branding

Key Takeaways

• Employer branding is the reputation you have with people who might work for you. Trainee programs affect it, for better or worse.
• Trainees tell friends, family and classmates what the workplace is really like.
• A good program shows that you train people, supervise them and give them real work.
• Poor supervision or boring tasks hurt your reputation faster than having no program.
• Simple, honest measures such as feedback and whether trainees want to stay are enough to judge how the program is going.

Introduction

Employer branding is how your business is seen by people thinking about working for you. Trainee programs affect employer branding because every trainee sees the workplace up close and then tells others what it was like. A business with a good reputation for training finds it easier to attract applicants, and one with a poor reputation tends to hear about it.

This post looks at how trainee programs shape that reputation, the risks and how to run a program that you would be happy to have talked about. For how a program affects staff already in the business, see the impact of trainee programs on employee engagement.

What We Mean by Trainee Programs

Trainee programs come in several forms. Each gives people a start in a workplace.

• Traineeships and apprenticeships combine paid work with structured training towards a qualification.
• Internships are usually shorter and project-based.
• Graduate programs are aimed at people who have finished tertiary study.

In Victoria, Future1st recruits, employs and places apprentices and trainees with host businesses. This post focuses on that kind of arrangement, but most of the points apply to any structured entry program.

How Trainees Shape Your Reputation

A trainee is a witness. They see how managers speak to staff, whether safety is taken seriously and whether anyone has time to teach. When they talk about it, they influence how others see you.

• Friends and family hear about the workplace and consider whether they would apply.
• Classmates at the training provider compare experiences.
• Schools and careers advisers form a view of which businesses are worth recommending.

A business that visibly develops its people becomes known for it. This effect builds slowly and can be lost quickly.

What a Good Program Signals

A trainee program says something about your values, provided the program is real.

• You develop people. Offering a structured way into the business shows that you invest in people who are starting out.
• You have a pathway. If former trainees have gone on to ongoing roles, say so, and only if it is true.
• You value different perspectives. Trainees from a range of backgrounds bring new ideas and make it clear that you hire on potential.
• You treat people well. A supervisor who explains things and gives feedback is the best advertisement you can have.

You can also support your reputation with plain, truthful content on your website and social channels. Describe the work, the training and what a trainee would do in their first month.

What Can Go Wrong

A trainee program with poor design can damage your brand.

• Using trainees only for the jobs nobody else wants.
• Giving no mentor or regular check-ins.
• Ignoring study commitments or training dates.
• Promising a future role you cannot offer.
• Paying less than the rate that applies. Check the Fair Work apprentice and trainee pay page, because rates change.

If a placement is not working, address it early and fairly. A trainee who is treated well during a difficult placement may still speak well of you.

Building a Program You Can Be Proud Of

A few habits make most of the difference.

Plan the Start

Prepare for the first day. Have a desk or workstation ready, introduce the team and explain who to ask for help.

Set Clear Learning Goals

Agree on what the trainee will learn and how they will practise it. Link tasks to the training plan.

Give Them a Mentor

Name a person who is responsible for answering questions and checking the trainee's work. Trainees can also contribute when the business is changing, as covered in the role of trainees in implementing change management initiatives.

Give Feedback Often

Short, regular feedback keeps trainees on track and shows that you pay attention. Ask for feedback in return and act on it.

Look After the Basics

Safe conditions, correct pay and reasonable hours matter more than perks.

Checking Whether It Is Working

You do not need complex measures. Look at what you can observe and what trainees tell you.

• Ask trainees what they would tell a friend about working here.
• Track whether trainees complete their qualification and whether they want to stay.
• Note whether applicants mention the program or word of mouth when they apply.
• Ask supervisors whether the program is helping or burdening them.

For a longer discussion, read how to measure the success of trainee programs. To see how programs connect to keeping staff, see the impact of trainee programs on employee retention. If you want to understand how trainees can support business growth, read the role of trainees in supporting organisational growth and expansion.

Related Resources

• The Impact of Trainee Programs on Employee Engagement
• How to Measure the Success of Trainee Programs
• The Role of Trainees in Implementing Change Management Initiatives
• The Impact of Trainee Programs on Employee Retention
• The Role of Trainees in Supporting Organisational Growth and Expansion
• Hire an apprentice with Future1st

Frequently Asked Questions

What is employer branding?

It is how your business is perceived by people who might work for you, including current staff, past staff and potential applicants.

How can a trainee program improve employer branding?

It shows that you invest in people and gives trainees a real experience to talk about. This only helps if the program is well run.

Do I need a formal program to take on a trainee?

You need a clear plan for the work, supervision and training. The formality can be modest, but the basics must be in place.

Who employs the trainee if I use Future1st?

Future1st is the employer and handles payroll and training administration. The host business provides the day-to-day work and supervision.

How do I find out more?

Call Future1st on (03) 9656 9797 or email info@future1st.com.au.

Build a Reputation as a Business That Trains People

The people you train will talk about you for years, so give them something good to say. To discuss hosting an apprentice or trainee, hire an apprentice with Future1st or call (03) 9656 9797.