1. Engaged with the employer and wedded to the student? Strategies for the sustainable recruitment of work-based learners.

2. Anglia Ruskin University: Higher Skills @ Work - development of new programmes - recruitment to those new programmes - focus on full-time work based learners - begun in March 2009 - SDF-support to end of 2011-12 - sustainable beyond 2012

3. Recruiting Work Based Learners Key decision-makers: Employer Potential Student A two-stage process?

4. Motivations, aspirations, fears & expectations? Employer Potential Student Line Manager HR SMTFinance

5. Potential dangers to: - recruited numbers - relationships with employers - retention of students - course viability - credibility

6. Key Activities: - Developing marketing & sales messages - Managing the recruitment process

7. Developing marketing & sales messages: - motivations, aspirations, fears and expectations - the value of the product - realistic - understandable at every stage - consistent but tailored - direct communication with all decision-makers - the first step of induction

8. Managing the process Employer Potential Student University

9. Sustainable recruitment of work-based learners - linking outreach and delivery - understanding the multiple customers - induction begins before application - value beyond the course

10. Tom Taylor Higher Skills @ Work Anglia Ruskin University tom.taylor@anglia.ac.uk