Apprenticeships - Partnering for excellence
Cambridge Marketing College and PSMG is offering free training through a professional services-focused apprenticeships scheme. Centrum spoke to Clare Quinn-Waters of FRP and two of her team who joined the programme.
Q: An apprenticeship is also a partnership. How are you and the firm able to support this?
We had previously been looking into the Professional Services pathway Chartered Institute of Marketing (CIM) so the apprenticeship was completely new to us. The hardest part for us was the investment of time (in terms of study leave). We’re a lean team and we’re also redefining how FRP goes about BD so there’s a lot to do.
Ultimately, our CIM investment would have been financial - and our apprenticeship investment is time. Both are equally valuable, but this way seems fairer. That was a conversation my boss took to the management committee who thankfully were fully supportive. We also have a new learning and development manager who recently joined who is a huge advocate of apprenticeships and is helping us along the way.
Q: Why did you think this particular apprenticeship scheme was appropriate over other forms of study?
I like the fact it’s a partnership. Whilst FRP obviously benefit from any professional development Aisling and Melina undertake, the CIM is very independent. The apprenticeships allow us to work together to make sure Aisling and Melina can apply their learnings in real time. The 20% study leave investment emphasises the trust we have and, I think, encourages greater commitment, whereas independent study could fall by the wayside. There’s greater accountability with the apprenticeship.
Q: How important was being able to tailor apprenticeship learning to the business and how does it work in practice?
It’s vital. There was some initial reticence around the course being a marketing qualification when Aisling and Melina both have BD in their job titles, but it’s all part of a continuum and getting too granular too early is really career limiting. It’s important to have a deep understanding of the full spectrum to be effective as a specialist. It also means one can operate more empathetically within an organisation.
Q. Apprentices combine technical knowledge with practical experience to ensure they have the skills they need not just for their current job but also for their future career. What benefits have you seen so far?
It’s very early days so I’m yet to see specific benefits in relation to technical skills but I hope that Aisling and Melina feel supported, invested in, and valued. That has to have a positive impact on their approach to work.
Q: Presumably the firm seems this as key to advancement and retention?
Absolutely.
Q. Each apprenticeship standard covers core study units focused on the fundamental behaviour, skills, knowledge and responsibilities of marketing and PR within the organisation. How important was it choose a programme that concentrates on professional services learning?
It’s hugely important. Effective professional services BD is predicated on us finding ways to keep partners front of mind when they are busy on client work. It’s great while you have them but when they disappear on deals you need to be self-sufficient and think creatively about how to provide opportunities that make the very best use of their limited time. Obviously, all sectors have their challenges, but I feel this is particularly the case for professional services so I’m hoping the apprenticeship builds a platform for that kind of commercial thinking.
Q. What feedback have you had so far from Aisling and Melina on the scheme?
It’s more intense than they were expecting! They’re up for it though and tell me they’re finding the study really interesting.
“Becoming a member of the PSMG has not only provided me with a wealth of additional training resources but has also given me access to high level thinking by industry experts and the opportunity to build relationships with a community of other BD and marketing professionals.”
“Becoming a member of the PSMG and enrolling in the apprenticeship scheme has been beneficial to my work growth as I’ve become more conscious of looking into areas I could implement and put into practice what I’m learning.
“As a result of communicating to my director about my growing interest in further learning, she suggested the PSMG apprenticeship programme and took time to discuss how the learning could enhance my skills. I found having her support and that of the firm in doing this apprenticeship encouraged me to register onto the course, as I was a bit apprehensive about trying to balance work and studying.
“Now I’m three weeks in the learning and fully immersed in the studying, I feel more settled and have a routine that allows me to balance my work time and study time, which I was able to set up because of the programme offering 20% of study taking place during work hours, so I don’t have to wait until after work or the weekend to study.
“Overall, I’m enjoying the programme and time that I get to have with my tutor to discuss the course exercise and finding various ways I can adapt it to my role and everyday work-life.”
“Following my transition into business development three years ago, I am always looking for further training courses to support my ongoing development. Becoming a member of the PSMG has not only provided me with a wealth of additional training resources but has also given me access to high level thinking by industry experts and the opportunity to build relationships with a community of other BD and marketing professionals.
“The PSMG has also been brilliant at providing me with advice and recommendations on further training options and introduced me to the apprenticeship scheme which allows me to pursue further study that fits within my current work commitments.
“Embarking on a new training course can be a daunting experience, especially in a professional services firm where the pressure to succeed is heightened but having the PSMG on hand to guide me through has made this a straightforward and seamless process.
“I’m already in the fourth week of my training programme and feel completely supported with a dedicated tutor who provides personalised guidance, tailoring our one-on-one sessions to suit my specific training needs, and the opportunity to and apply my learning to relevant work-based situations.”
Cambridge Marketing College and PSMG Apprenticeship Scheme
This scheme is suitable for new recruits as well as current employees. You do not have to take on an apprentice and delegates don’t have to take time away from the office. The modules are designed specifically for the professional services sector and have attracted many very prestigious firms, including those in the Magic Circle.
www.marketingcollege.com/apprenticeships
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