Approaches to marketing T Levels

• Introduction
• Who is it for?
• How to use this resource
• Checklists
• AoC podcast episodes
• Downloadable table

Introduction

T Levels are new qualifications, which means that students, employers, staff and other stakeholders may not know much about them or be aware of their benefits. This resource contains guidance on marketing T Levels and industry placements to: 

• schools, teachers and careers professionals 
  
• students 
• parents, guardians and carers 
• employers. 

It consists of: 

• an introduction to the general principles of marketing T Levels and industry placements 
• checklists of key messages to the four groups listed above 
• a table of marketing methods with links to videos and other resources and a list of benefits. 

Who is it for? 

Marketing leads, IAG Leads, employer engagement leads. 

How to use this resource 

Read the introduction which describes broad principles for marketing T Levels and industry placements.  

Use the checklists to define messages for different groups.  

The checklists should help you: 

• check whether your current approach to marketing T Levels is comprehensive  
• identify alternative approaches  
• gain new ideas and inspiration.  

Look at the methods listed in the table. Choose the ones that interest you and follow the links to resources to find out more. 

General principles for marketing T Levels and Industry Placements

T Levels are still relatively new, so you may need to explain the basics in your marketing activities and materials: 

• T levels are a new, high-quality type of learning for 16- to 19-year olds which focus on technical skills and can help students into skilled employment, further study at universities, or higher level apprenticeships. 
• Industry placements are part of all T Levels. They give students opportunities to develop practical and technical skills and gain experience of the working environment in their chosen area. They give employers the chance to meet young people and to help them develop the skills and experience that employers need. 
• There are significant differences between T Levels and the other options for 16- to 19-year olds, such as A Levels, BTECs, other vocational courses, and apprenticeships. You may need to explain how T Levels work in your marketing. You may also need to explain the main differences between T Levels and other options. This will help your target audiences understand how T Levels fit in and whether they could be the right option for them. 

Messages about T Levels and industry placements should be consistent with messages about the other options your organisation offers. Align your T Level and industry placement marketing plans with your organisation’s wider marketing strategy. This helps audiences to make up their minds about which is the best option for them. 

Staff in your organisation are an important source of information about T Levels and industry placements. Devise an internal communications plan so staff understand them and know how to communicate their benefits. 

Real examples add life to your marketing messages. Use testimonials, case studies and examples from the first and second waves of T Levels to show the benefits and features of T Levels and industry placements. 

High-quality industry placements are a unique selling point for T Levels. Emphasise their benefits in your marketing activities and materials. Give real examples of how industry placements have worked for students and how employers have benefited from them. 

Relationships with target audiences can be built and maintained in many ways. Using a wide range of marketing channels and activities gives you the best chance of communicating with a broad and diverse audience. Examples include personal recommendations, referrals, social media, events, meetings, emails, newsletters, press releases etc.   

Plans for marketing T Levels and industry placements should include activities aimed at each target group. Where marketing activities and materials are aimed at a specific group, tailor your messages to the audience. 

Checklists

Key Marketing Messages

Teachers and Careers Professionals 

• outline the difference between T Levels, A levels and apprenticeships 
• provide guidance and presentations, to help teachers and careers professionals talk knowledgeably and accurately about T Levels and industry placements alongside other options  
• emphasise the value of high-quality industry placements, which enable students to gain an understanding and practical experience of the skills, knowledge and behaviours required to thrive in their chosen industry 
• explain that T Levels attract UCAS points which means they can be used for university entrance 
• explain that T Levels and industry placements also increase student’s chances of getting a good job in their chosen industry, and are a stepping stone to higher-level apprenticeships 
• provide case studies and testimonials locally to show how students and employers have benefited from T Levels and industry placements 
• next steps and ways to find out more. 

Students

Explain that: 

• T Levels are a level 3 programme equivalent to A Levels design in collaboration with leading employers, which provide the technical and practical knowledge and skills valued by employers 
• there are several different T Level pathways available  
• high-quality industry placements with local employers are part of all T Levels, providing 45 days of experience which enable students to gain valuable experience of the skills, knowledge and behaviours required to thrive in this type of work 
• industry placements also develop essential employability skills which will boost students’ CVs and help them to gain a reference from their placement employer 
• contacts made with local employers through T Levels and industry placements will help them to get a good job afterwards 
• T Levels attract UCAS points which means they can be used for university entrance 
• T Levels are also a stepping stone to higher-level apprenticeships. 

Parents, Guardians and Carers.  

Explain that: 

• T Levels are a new, 2-year qualification for 16- to 19-year olds 
• they are equivalent to 3 A levels or advanced apprenticeships 
• they include a 45-day industry placement which mean that students can put what they are learning into practice 
• industry placements give students the chance to build valuable links with employers, and should help them to get a good job afterwards  
• staff in your organisation support students while they are on their industry placement, to make sure they are working in a safe environment 
• staff also make sure that industry placements offer students the right level of skills and experience 
• T Levels generate UCAS points which means they can be used for university entrance. 

Employers  

• explain how T Levels fit in with other options such as A levels and apprenticeships 
• describe the benefits of T Level industry placements to employers: 
• develop the ‘pipeline’ of talented young people into their business 
• give young people an extended introduction to the organisation 
• recruit young people in a cost-effective way 
• develop knowledge and skills that are highly relevant to the business 
• boost the level of skills within the industry as a whole 
• gain additional resource to work on specific projects  
• introduce a fresh perspective and new ideas 
• fit their placements in with peaks and troughs in work 
• support corporate social responsibility  
• raise the profile and image of the business in the local community.
• explain the different ways to get involved: 
• provide industry placements enabling students to gain high-quality experience 
• share the placement with another employer if they prefer 
• teach specialist classes 
• provide access to specialist facilities and equipment 
• take part in events or groups with other employers to provide expertise and insight about the
• industry 
• provide industry insights for students and tutors 
• provide support and advise on what should be included in the T Level curriculum  
• mentor students  
• help students prepare for jobs through mock interviews, employability talks, etc. 

T Level and Industry Placement Marketing Methods

AoC podcast episodes

Marketing strategies to support the communication and recruitment of T Level & T Level Foundation Year students

In this episode Mark Hughes talks to Christine Kenyon, Deputy Principal for FE, The Manchester College and Phil McPherson, Assistant Principal, City of Stoke-On-Trent Sixth Form College.

They talk about how their organisational approach to raising the profile of T Levels and T Level Foundation Year and strategies they’ve used to recruit students onto these courses. 

This episode can be found here.

Information and Advice to support T Level and T Level Foundation Year students' progress to positive destinations

Mark Hughes in this episode talks to Roz Hicks, Head of Media, Business and Digital Industries at City College Norwich and Mark Taylor , Head of School and Construction, Engineering, Science and Automotive & Advanced Manufacturing at Preston College.

He discusses with them the progression strategies and approaches they have used to support students to successfully progress from T Level Foundation Year to T Level Pathways, and from T Levels to higher education, apprenticeships and employment.   

This episode can be found here.

Attracting Tomorrow's Talent: T Level Student Recruitment Explored - Schools

Host Mark Hughes delves into how schools and providers have effectively raised awareness of T Level qualifications to boost recruitment. This episode features insights from Rachel Mann and Ruth Coyle. We explore initial marketing strategies, the evolution of recruitment approaches, and the involvement of employers, universities, and students in promoting T Levels. Tune in to hear valuable advice on attracting future talent and adapting marketing efforts to ensure successful enrolment and programme growth.

This episode can be found here.

Attracting Tomorrow's Talent: T Level Student Recruitment Explored - General Further Education

Join us for the latest episode of the T Level and T Level Foundation Year Podcast, where host Mark Hughes explores how York College has effectively raised awareness and supported recruitment onto T Level pathways with Ken Merry. Discover the initial marketing strategies used, how these approaches have evolved, and new ideas for future campaigns. Learn about the role of employers, universities, and current students in promoting T Levels, and gain insights into the impact of these strategies on recruitment and programme growth. Finally, hear invaluable advice for new providers embarking on their T Level journey. Tune in for a comprehensive guide to successful T Level recruitment and marketing.

This episode can be found here.

Downloadable table