Parents and their children in the East Midlands are divided over whether university or an apprenticeship is the best next step towards a successful career ahead of the release of A-Level and GCSE results, research commissioned by Amazon has revealed.

The study found 81% of parents in the East Midlands believe an apprenticeship would provide their child with a good chance of getting a permanent job, compared with 54% for university – the lowest number in the UK. The YouGov survey also revealed 76% of parents in the East Midlands thought an apprenticeship provided good earnings potential, compared with 68% for university education.

However, students from the East Midlands disagree with parents, with 82% believing university provides good earning potential compared with 65% for apprenticeships. A degree came out on top for providing a good opportunity to get a permanent job (79%), compared with an apprenticeship (73%).

For those who do choose an apprenticeship as their next career step, Amazon provides opportunities for upskilling and retraining for people of all ages, at all stages of their careers, offering schemes in a wide variety of areas including engineering, cyber security, broadcast production, and operations management.

One person who has taken the next step in his career with an apprenticeship is Richard Wilkins, an apprentice from the Amazon fulfilment centre in Sutton.

Richard, of Mansfield, is completing an apprenticeship at the fulfilment centre while working as an IT support technician. He joined Amazon in 2021 and will finish the Information Communication Technician Apprenticeship at the start of 2024.

“On a typical day, I spend most of my time resolving technical issues, ensuring the technology we use to fulfil and process orders is working as it should. Every day is different, and I am really enjoying developing my skills in an area I am genuinely passionate about,” he said.

Richard was studying art and design at university before he had to leave to support his family. He wanted to train in IT but instead took the opportunity to work for a retail business in its infancy.

“Before I worked at Amazon, I spent nine years managing a small family retail company, where we worked closely with Amazon,” he added. “The owner, my brother, sadly had to make the decision to close the company for personal reasons despite its success. We had no choice but to turn down some opportunities from Amazon because of this, but it feels like a real full circle moment to get the opportunity to work with Amazon now. I have been afforded so many fantastic opportunities to learn and grow. I feel like I am picking up where I left off.

“I couldn’t single out one thing I have learned, because I have learned so much. From the technical side to the networking side to the nitty gritty of how things work – it is fascinating to me. I have gained a whole new digital language.”

Richard has some advice for those considering an apprenticeship with Amazon.

“Just go for it! Pick a subject you are passionate about, find a programme, and give it your all. If you study the Amazon leadership principles, you will see that you were probably demonstrating these principles in previous roles without realising,” he said.

The Amazon apprenticeship scheme launched in 2013 and, to celebrate the 10^th anniversary, Amazon is partnering with Apprentice Nation, a career development and entertainment platform, to produce an event featuring Cat Burns, the BRIT-nominated, double-platinum-selling South London artist. The mentoring event will support students as they decide the next step on their career path. More than 200 people will be invited to the event in September where Cat will play an exclusive, one-off gig.

Cat Burns is a BRIT-nominated, double-platinum-selling South London artist, Cat said: “I think it’s really important for people to be proud of themselves, whatever their situation or background. There’s a space for everyone in this life – you just need to be able to carve out your own path. Through my music, I want to keep on inspiring others to create their own journey in life and to shape their future. Everyone has gifts.”

She added: “Apprentice Nation offers youth the opportunity to do this and I’m excited to be performing with them and also to celebrate ten years of Amazon Apprenticeships.”

Minister for Skills, Apprenticeships and Higher Education Robert Halfon said: “It is brilliant to see that apprenticeships are now widely recognised as offering great career prospects, particularly amongst parents. Amazon’s decade-long commitment to apprenticeships has been instrumental in this progress, putting apprenticeships at the heart of the business and giving over 5,500 people the opportunity to earn while they learn the skills they need to succeed.

“Demand for apprenticeships is rising, but these findings show that we must continue our work to ensure that apprenticeships and traditional degrees are on an equal footing. To help more young people make informed decisions about their future, we are working with UCAS to expand their service so students can search and apply for apprenticeships alongside degrees and continuing to promote them through our Get the Jump campaign.”

Amazon’s UK country manager, John Boumphrey, said: “Young people and their families are having to navigate really complex decisions at this time of year. That’s why we’re providing information, guidance, and support throughout the year, as well as our special career mentoring event with Cat Burns. It’s all designed to help them decide on the best path for them and their future.

“I am excited that we are celebrating the 10^th anniversary of apprenticeships at Amazon, and also offer many opportunities for people to join us in their first job outside of university. We offer all kinds of jobs for all kinds of people reflecting the range of skills and abilities in communities across the UK and look forward to supporting young people to build successful careers.”

Explore more about Amazon apprenticeships here.

Explore more About Amazon’s student programmes here.