Apprenticeships have a 'big marketing problem' and it's 'getting worse'
Australia is experiencing a significant decline in apprenticeship numbers, raising concerns about future skills shortages.
Australia is currently facing a concerning decline in apprenticeship numbers, with statistics from the National Centre for Vocational Education Research indicating a drop of 7.3% in trade apprenticeships and 20.2% in non-trade apprenticeships between June 2024 and June 2025. This downward trend poses a serious risk to various industries across the nation, which are already grappling with staffing shortages and an increased demand for skilled workers. The decline in apprenticeships not only suggests a potential exacerbation of the skills crisis but also mirrors a broader societal narrative that undervalues vocational training compared to university education.
Industry leaders, including Gary Martin, CEO of the Australian Institute of Management Western Australia, attribute this decline to longstanding biases that favor higher education as the more respectable route for young Australians. He advocates for a cultural shift that positions apprenticeships as credible and respected career pathways, starting from school education. There is a pressing need for schools and policymakers to promote vocational education more effectively, highlighting the skills learned in trades which are essential for the delivery of crucial services across the Australian economy.
Moving forward, there are calls for enhanced marketing strategies and support for apprenticeships, aimed at elevating their status and practicality in the eyes of young people. Suggestions include better financial aid for sectors that struggle with recruitment and consistent messaging reinforcing the importance and benefits of pursuing a trade. By addressing the image and accessibility of apprenticeships, Australia hopes to encourage a new generation of skilled workers necessary for sustainable economic growth and service delivery.