Attitude program starts a Trend towards apprenticeships

Human Resource Management International Digest

ISSN: 0967-0734

Publication date: 21 March 2008



The paper aims to explain how strong branding is helping Trend Control Systems to solve the shortage of trained building‐service engineers in the UK building‐services industry by recruiting more apprentices.


The paper describes the background to the “Attitude” apprenticeship scheme, and how it operates in practice.


The case study reveals that the program, so called to emphasize the need for candidates with the right approach to work, attracted 550 applicants in 2007, of whom 50 were offered apprenticeships in building‐services engineering. Seven are employed directly by Trend, the remainder by 26 partner companies – independent building‐system integrators who install Trend products.

Practical implications

The paper reveals that Trend is working closely with colleges to ensure that the training they provide closely matches what employers require.


The paper shows that strong branding and a marketing campaign can help to attract young people to industries that have experienced a shortage of trained employees.



(2008), "Attitude program starts a Trend towards apprenticeships", Human Resource Management International Digest, Vol. 16 No. 2, pp. 23-25.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.