How Dudley Council turned National Apprenticeship Week into lasting workforce impact

Putting apprenticeships at the centre of workforce strategy

Apprenticeships are a strategic priority for Dudley Council, whose team is committed to growing talent and developing a future-ready workforce. But communicating the value of these apprenticeships calls for structure and consistency – two things that are hard to achieve without a purpose-built learning platform to support them.

National Apprenticeship Week presented a new opportunity for Dudley Council: The spotlighting of development pathways and success stories across the whole organisation. The challenge was to move beyond a single announcement that would get lost in the shuffle, and instead deliver sustained, daily campaigns that connected personal development with the Council’s wider goals. 

Turning National Apprenticeship Week into organisation-wide action

‍National Apprenticeship Week became a focused, high-energy campaign delivered through Thrive. Dudley Council built anticipation with pre-launch, and kept the momentum going with five themed days – all with the overarching campaign of “Skills for Life.” Every single banner, spotlight, and update introduced something new for colleagues to engage with, making the value of apprenticeships easy to see and impossible to ignore.

Each day had a clear purpose. From showcasing levy transfers to sharing apprentice stories and leadership pathways, the content connected opportunity with action. Underpinning everything was real-world impact: T Level placements and celebration events helped bring the campaign to life. 

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Delivering measurable skills impact‍

The numbers tell a powerful story. 

In 2025, 79 apprentices completed their programmes, with 25 Level 3 achievers recognised at a dedicated celebration event. Success was visible across the organisation, and progression felt tangible with apprenticeships taking centre stage. 

The momentum reached far beyond the Council’s own teams. £461,232 of levy funding backed 49 local businesses, while 18 T Level placements opened direct routes into meaningful work. Skills funding moved quickly from policy into practice, supporting real people across the borough. This was workforce investment with visible, lasting impact.

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