JTL launches new campaign celebrating the people behind successful apprenticeships

JTL has launched a new advertising campaign that puts real people at the heart of apprenticeships – showcasing apprentices, employers and JTL Training Officers working together to build successful careers in the electrical, plumbing and heating industries.

The campaign highlights JTL’s unique model, which provides every apprentice with a dedicated Training Officer who supports and assesses them in the workplace. Visually, the campaign reflects the vital link Training Officers create between apprentices and employers, ensuring both receive the guidance and support they need throughout the apprenticeship journey.

To deliver the campaign, JTL appointed leading construction marketing agency Harris Creative as its brand and creative partner following a competitive pitch process. Leeds-based Harris Creative was selected for its strong understanding of the construction employer market and its ability to engage both employers looking to recruit apprentices and individuals considering a career in the industry.

The campaign features authentic employers, JTL delivery team staff and apprentices, highlighting how JTL works closely with employers to understand their individual business needs, while ensuring apprentices receive high-quality training and tailored support throughout their programme.

The first phase of this long-running campaign launches at the start of National Apprenticeship Week and will run for two weeks. Activity will run across paid digital social media on Facebook and Instagram for employers and learners, with additional learner-focused activity on TikTok to reach a younger audience.

Chris Claydon, JTL Chief Executive, said:

“This campaign is about showing what really makes a JTL apprenticeship successful – the people. By featuring real apprentices, employers and our Training Officers, we’re highlighting the support, expertise and strong relationships that sit at the heart of everything we do. It’s a powerful way to demonstrate how we work with employers to develop the skilled workforce the industry needs.”

JTL was delighted to work with Steve Kelly, Mechanical Production Manager, and four JTL apprentices – Kie Spicer, Keiran York, Dzons Krisjuks and Joshua Barnes – from Briggs and Forrester as part of the campaign photography. Briggs and Forrester is one of the UK’s leading building services engineering companies, and has entrusted JTL to deliver its apprenticeship training for many years.

Steve Kelly, Mechanical Production Manager at Briggs and Forrester, said:

“Apprenticeships allow you to earn whist you learn, but more importantly they are an avenue to gain valuable experience in your chosen career path. We strongly believe that apprenticeships are the backbone of our business and allow you to work alongside qualified, experienced mentors, providing an all-round education programme in partnership with any educational facility involved.

“When it comes to running a successful apprenticeship programme it is important to have a strong and reliable relationship with a training provider. Briggs & Forrester Living have worked with JTL for over 20 years, predominantly in the London region and expanding to a national level. We believe that having a robust apprenticeship scheme has been a major factor in the continued success of our business and has allowed us to remain strong in our industry. JTL has been, and continues to be, a major factor in the training of our apprentices, allowing us to grow and develop them into a reliable strong workforce.

“We have a very high apprentice retention rate, with apprentices building a successful career pathway into management. This has only been possible with the apprenticeship pathway and their introduction to our company via our apprenticeship scheme.”

The campaign also features JTL Training Officers Ryan Woolridge and Marvin Shaw, Birmingham Centre PMES tutor Steve Clarke, and apprentice plumbing and heating engineers Ben Harrison (Sandwell Council), Alfie Finlayson (Premium Plumbing and Heating) and Pierce Bennett-Boyle (Starrant Ltd).

jtltraining.com