Apprenticeship Branding Conference

Apprenticeship Branding Conference
Powered by Pathway Group | Founded by Safaraz Ali

A Movement with a Mission

In a time of shifting workforce dynamics, growing skills gaps, and changing learner aspirations, apprenticeships are no longer a side story—they are a central pillar in building the future of work. Yet, despite their undeniable value, apprenticeships have often been misrepresented, misunderstood, and underutilised.

This is the gap that Safaraz and his team set out to close.

The Apprenticeship Branding Conference was born from a simple, yet powerful belief: that apprenticeships deserve a stronger brand, a louder voice, and a community that champions them. We created this conference to do what no other event was doing—amplifying the voice of apprenticeships by bringing together the key players that shape them: employers, training providers, awarding bodies, policymakers, and the apprentices themselves.

Why We Started

Too often, apprenticeships have been treated as a “Plan B” for those who didn’t take the university route. This outdated narrative undermines the depth, potential, and prestige that modern apprenticeships offer. We knew this needed to change—not in whispers, but boldly, loudly, and collaboratively.

And so, the Apprenticeship Branding Conference was launched to address exactly that:

To elevate the apprenticeship brand
To showcase success stories and spotlight diverse talent
To connect thought leaders, decision makers, and employers
And to inspire collective action in shaping the future of skills, employment, and lifelong learning.

Safaraz’s Philosophy

At the heart of his mission is a core principle: “Apprenticeships are a rite of passage throughout a career, not just the start.” “We believe in building career pathways, not just placements. That’s why we say: Apprenticeships work best when they work for everyone.” Our aim is to not just run an event. But to build and nurture a community. A growing collective of people who are committed to challenging assumptions, improving quality, and shaping apprenticeships to better reflect the real-world economy we serve As Safaraz is often quoted: “We’ve done much together, yet we have much more to do.”

Q&A: Behind the Brand – Safaraz Ali on Building a Movement for Apprenticeships

Founder of the Apprenticeship Branding Conference and CEO of Pathway Group – Interviewer: Chris Walker, MD of Expressive Design

Chris W: Safaraz, let’s start at the beginning. Why did you launch the Apprenticeship Branding Conference?

Safaraz Ali: It came from a deep desire and a real sense of responsibility. For too long, apprenticeships were undervalued—treated as second-class to academic routes. I’ve worked across the skills, employability, and education space for over two decades. And time and time again, I saw the same pattern: amazing apprenticeship programmes however fragmented messaging, and a lack of joined-up thinking across stakeholders. So, I decided to do something about it. This wasn’t just about events—it was about creating a movement, a community, and a conversation with purpose.

Chris W:So what makes this different from other sector events?

Safaraz Ali: We don’t just talk policy -we talk perception. We get to the root of how apprenticeships are seen, communicated, and experienced by young people, by employers, and by society at large, its about sharing best practice and supporting each other. We focus on engagement, branding, and storytelling alongside creating an environment for stakeholders to be open and supportive with each other. We believed we could create a space that was different from anyone one else – so we like to think we claimed it. It’s also deliberately inclusive. We want to make apprenticeships visible, valuable, and vital to underrepresented communities. That means we highlight social mobility, diversity, equity. Because at Pathway Group, we believe apprenticeships are about a rite of passage throughout a career -not just the start. And crucially, we put apprentices front and centre. Their voices aren’t an afterthought; they’re a driving force in the programme.

Chris W: What was the response to the first conference?

Safaraz Ali: Overwhelmingly positive. We launched the first Apprenticeship Branding Conference – Amplify in 2024. Our ambition was to make an impact—and we did. • 280+ attendees • 30 sector speakers • 19 exhibitors • Representation from top employers, providers, and apprenticeship leaders We had British Airways and Compass Group UK & Ireland as sponsors, and we partnered with the Multicultural Apprenticeship & Skills Alliance and ThinkFest to amplify the reach. The real difference was the quality of engagement. From senior policy influencers to front-line practitioners, and most importantly, apprentices themselves—the energy was electric.

Chris W: In 2025 you came back with slightly bigger numbers and the theme: ENGAGE. Why that word?

Safaraz Ali:

Because engagement is where the brand begins.
You can’t build a brand people believe in unless you engage them—emotionally, culturally, and practically.

In 2025 our focus was on how we attract and retain talent in a highly competitive landscape. We covered:

Employer brand positioning

Talent attraction strategies

Retention and progression frameworks

And linking branding with equity, inclusion, and social mobility

And all of that leads back to one belief:

Apprenticeships work best when they work for everyone.

We want people to have a deeper understanding that branding isn’t just an employer’s responsibility—it’s a shared mission for the whole ecosystem.

Chris W: Is there a long-term vision?

Safaraz Ali:

Absolutely. We’re not stopping here.

In 2026 we will do “INCLUDE” and then carry on – We’re building what I call an apprenticeship-first movement. The conference is just one part of it. We’re planning:

Sector-specific events and roadshows
Digital campaigns to reshape public narratives
A platform for apprenticeship stories and ambassador voices
Stronger data-driven insights to guide employer engagement

We also want to give organisations the tools to build inclusive brands that connect with real people. Branding isn’t just about recruitment—it’s about retention, culture, and progression.

We’ve done much together. But we have much more to do.

Chris W: Final thoughts?

Safaraz Ali:

Yes. This isn’t just my project—it’s a collective mission.

We are seeking to establish a community with our endeavours.

Every employer, every provider, every apprentice who contributes—they’re building the brand with us. Their support, encouragement, and belief matter.

Our goal is to remain open, collaborative, and committed to making a bigger, more meaningful difference.

Everything starts with a conversation—and this is one I intend to keep leading.