Costco, the biggest of America’s big-box behemoths, is known for many things: giant tubs of pretzels, name-brand liquors that taste better than the top shelf variety, and inflation-proof $1.50 hot dogs. But perhaps more than anything, people know Costco for their free samples. This is not without good reason: as Joe Pinsker noted in his 2014 article for The Atlantic, the tactic is “great for making customers loyal to stores and brands over longer periods of time”. Frozen pizza is seemingly the biggest winner, with samples leading to an increase in sales by 600 percent. Who knew a sliver of food in a paper cup had such a big impact?
"
It stands to reason that those of us in the apprenticeship world can also benefit from enticing our customers using Costco's 'sample' approach.
For many employers, fully buying into apprenticeship can be a daunting prospect. Just like purchasing a plus-sized box of cereal without knowing if you’ll like it, going immediately all-in on launching Registered Apprenticeship Program requires a significant investment without the certainty of satisfaction. While studies have repeatedly shown that apprenticeships provide significant return on investment – with greater impacts accruing over time – taking the leap is no small feat.
Therefore, businesses can be understandably cautious when evaluating new talent development programs, often citing a wide array of reasons to dismiss Registered Apprenticeships including program development, mentorship, compliance, and more. Employers may lack a fundamental or up-to-date understanding of apprenticeship which inhibits buy-in, as highlighted in research from the Brookings Institute. The scale of a company may also present a hurdle: small and medium-sized businesses can struggle to launch new initiatives due to limited staffing or capacity. A study from the Urban Institute showed that a majority of apprenticeship sponsors fear competitors may poach their trained talent, leaving them with a major financial and personnel deficit.
With this seemingly endless list of excuses, convincing new employers or industries to adopt Registered Apprenticeship can feel like a futile effort. However, there are ways to entice potential sponsors by providing supports, benefits, and small tastes of what apprenticeship has to offer. Once a solid foundation is built, and success is achieved and highlighted, the pivot towards registering a program is possible.
Right now, many innovative organizations are facilitating employers in exploring apprenticeship in just such a way. Take for example the Apprenticeship Networks scattered throughout the country.
"
Business-led Apprenticeship Networks facilitate sharing best practices for implementing and improving apprenticeships, both registered and not.
This includes ongoing evaluation of recruitment strategies, occupational frameworks, and technical training, all with an eye towards expanding and advancing apprenticeships.
The Chicago Apprentice Network stands out for its stellar members — Google, Zurich Insurance, and founding member Aon among them — and its various resources that help guide organizations through the program development process. Notably, they include a chart in their “Apprenticeship Starter Guide” comparing the benefits of registered versus non-registered programs.
There are also alternative programmatic pathways that lead to similar results. Pre-apprenticeships are proven to kickstart careers across multiple industries, especially for students, new workers, or job seekers needing additional workplace preparation. They can help reduce the training & upskilling burden on employers, leading to faster competency growth and better retention. CareerWise is one of the nation’s leading pre-apprenticeship providers, lending both program participants and employers robust, wraparound services. They help companies with program design guidance, landscape analysis, candidate recruitment and more. To date, they have created more than 225 employer partners and filled over 1,000 apprenticeships.
"
States themselves are also taking a lead by assisting employers in establishing registered programs.
Funding has been made available by both state and federal agencies to help organizations develop capacity to launch Registered Apprenticeships, including technical infrastructure, staffing, and training curriculum. With sufficient financial resources, sponsors can create the structures and supports that unlock Registered Apprenticeship’s additional benefits and sustainability. The Massachusetts Executive Office of Labor and Workforce Development recently posted their GROW Planning Grant, part of which provides “start-up funding and technical assistance” for companies seeking to begin a Registered Apprenticeship.
Costco has built its empire in large part by giving out samples – not by pushing customers to buy in bulk before they have a chance to try a product. Similarly, offering employers a low-risk entry point into apprenticeship can turn hesitancy into investment. From there, establishing a Registered Apprenticeship Program becomes a much more approachable and achievable goal.