Harnessing the power of sales apprenticeships to create better outcomes-Harnessing-the-power-of-sales-apprenticeships-to-create-better-outcomes-

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Video Summary

The speaker described Capita’s apprenticeship strategy and how it has evolved since the UK apprenticeship levy began in 2017. Apprenticeships are now open to all ages, existing employees, and can lead up to Level 7 qualifications. Capita shifted from a reactive, “scattergun” use of levy funds to a centralised, strategic approach, creating governance, communications, and better learner support. As a result, apprentice numbers grew from 200 to 1,050 in 18 months.<br /><br />A key focus is the Level 4 Sales Executive apprenticeship, delivered with BMS Performance. The 14-month programme combines workshops, e-learning, work-based projects, tutor support, and end-point assessment. It aims to professionalise sales skills, behaviours, and customer experience, while ensuring learning is applied back in the workplace.<br /><br />The speaker highlighted benefits for learners, managers, and the business, including improved confidence, productivity, engagement, and retention. She also noted how COVID pushed delivery online while providers added wellbeing and mental health support. Capita is now using most of its levy spend to upskill current employees, while also supporting career starters, high-potential staff, and charity partners through levy gifting. The overall message was that apprenticeships can build homegrown talent and create stronger long-term business outcomes.

Keywords

Capita apprenticeships

UK apprenticeship levy

Level 4 Sales Executive

BMS Performance

employee upskilling

apprenticeship strategy

levy gifting