This report analyzes survey responses from host employers and apprentices of East Coast Apprenticeship to understand their expectations. The key findings are: - Host employers value mentoring apprentices and want individuals who are motivated to learn, have a good attitude, and the necessary skills for the job. However, hosts face challenges like keeping apprentices motivated and providing constant training. - Survey responses found that hosts are motivated to hire apprentices for flexibility, to screen future employees, and to address skill shortages. They are satisfied with the quality of apprentices and services from East Coast Apprenticeship. - In selecting apprentices to send to hosts, East Coast Apprenticeship should

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RESEARCH!REPORT!
Host!Expectations!Survey!
Report,!2016.!
Anisha!Mandhana!
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EXECUTIVE SUMMARY
The report aims to understand the expectations of Host Employers before hiring
an Apprentice/Trainee. Host Employers make a substantial contribution to the
successful completion of apprenticeships and traineeship. Understanding their
expectations would provide a baseline for strategy formulation at East Coast
Apprenticeship. To better understand the flow of the report, it has been divided
in three parts. First, data analysis of the 6000+ Host details in the ECOPS
Database is illustrated. Next, characteristics of good employers and their
motivation to become a Host Employer is discussed and finally, screening and
selection procedures for the bringing new Employers on board are discussed.
To provide a base to the above, two online surveys were conducted for both
Apprentices and Host Employers to get an understanding of needs and
expectations of both sides. The methodology of the survey and the sample size
are discussed early on in the report. The response rate is also included in the
report. Finally, limitation of the report is also discussed.

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TABLE OF CONTENTS
Table&of&Contents&
1.! INTRODUCTION!....................................................................................................!4!
1.1. METHOD!...........................................................................................................................!4!
2.! DATABASE ANALYSIS!..........................................................................................!5!
3.! CHARACTERISTICS OF A SUCCESSFUL HOST EMPLOYER!........................!6!
HOST VIEW!..................................................................................................................................!7!
APPRENTICE VIEW!.....................................................................................................................!8!
3.1.! What motivates Host Employers to train apprentices and trainees?!..............................!8!
3.2.! What best explains why Employers work with East Coast Apprenticeship?!.................!9!
3.3.! What a host seeks in an Apprentice/trainee?!..................................................................!9!
3.4.! According to Host’s a successful apprentice/trainee should have the following
characteristics!..........................................................................................................................!10!
3.5.! The Host’s also face challenges in Hiring Apprentice/trainees illustrated in the graph
below.!11!
3.6.! Issues faced by Hosts Employers!..................................................................................!11!
4.! SCREENING AND SELECTION PROCESS!...................................................!13!
5.! MARKETING STRATEGIES!............................................................................!15!
6.! CONCLUSION!....................................................................................................!16!
7.! REFERENCES!.......................................................................................................!17!
8.! APPENDIX!..........................................................................................................!18!
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1.! INTRODUCTION
The nature of work is changing. Group training Organizations’ (GTO’s) have been
instrumental in changing the way trade apprentices are trained. East Coast Apprenticeships
has strived to manage apprentices effectively. This has been done in a variety of ways. For
instance, preserving apprentices through pastoral care, rotating apprentices between
employers to broaden their range of skills and guaranteeing apprenticeships with a placement
if placements with current hosts unexpectedly end. What is required now is to understand
what employers expect from East Coast Apprenticeship. Having a variety of trades, East
Coast has a database of 6137 Host employers. The aim of the project was to understand the
expectations of Host Employers because they not only they play an important role in
completion of the apprenticeships but also it will help in strategy formulation.
Why is that required? The defining feature of a group training organization is their
employment relationship. Rather than acting just as training intermediaries Group training
organizations are actively involved in the labor market as employers. In order to have a
successful business model it is imperative for GTO’s to offer a variety of services to Trade
persons to bring them on board as Host Employers. The Project would help to understand
what the current hosts at East Coast Apprenticeship like and would like to improve. The
analysis of the nature of current Host Employers would provide a baseline to develop
marketing and engagement strategies of new Host Employers.
Moreover, many Tradesperson do not use GTO’s. There are many reasons for it. Many do not
see GTO’s as support that would increase their propensity to employ apprentices and trainees
(1). Their decisions are also affected by economic conditions and their capacity to provide
supervision (1). The report will also include Literature and Government reports that would
assist in understanding what Host Employers expect from Group Training Organizations.
Two different surveys were made for Existing Host Employers and Apprentices/trainees.
Random Sampling was used to select a list of Host employers and Apprentices/trainees that
included current apprentices and apprentices who have cancelled as well as the one’s who
have completed. Surveys were made on Google forms to ensure better response and gain
comprehensive results at the end. A total of 2004 emails were sent of which 1639 people

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were Host Employers and 365 people were apprentices and trainees. 251 emails bounced
because either the ID’s were wrong or not in use. Seven respondents got back and asked to be
removed from the mailing list. The summarized response for different categories are given in
the table below.
CATEGORY RESPONSE
Host-Construction 7
Host-Electrical 2
Host-Engineering 1
Host-others 6
Apprentices-Current 2
Apprentices- Cancelled Zero
Apprentices-Completed 5
Table 1.
As we can see the response was very low. Thus, for the purpose of the report, responses have
been clubbed together for the purpose of this report.
2.! DATABASE ANALYSIS
As mentioned before East Coast Apprenticeships has a data base of 6137 Host Employers.
Out of the total employers 2777 employers are usable. The remaining cannot be used because
either they do not want to work with East Coast Apprenticeships or have outstanding
payment due to East Coast Apprenticeships. More than 1100 Host Employers’ contract has
not been renewed in the past decade for the same reason as mentioned above. Currently, 284
Host Employers employ 451 apprentices and trainees. 1658 Host Employer’s credit has been
stopped and that includes 23 Hosts currently employing apprentices and trainees. Out the
Employers whose credit has been stopped 476 Hosts Employers are “active”.

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STRENGTHS WEAKNESSES
Huge Database 400+ Hosts are unusable due to overdraw
Variety of different fields Many contracts with Hosts not been updated
for more than 10 years. Makes these Hosts
inactive.
Database even covers details of Hosts that do
not have any active apprentices
Emails have not been updated. Wrong/old
emails resulted in bounce of surveys
Contact person for some companies have
changed. Details about the same have not
been updated.
Figure 2.
3.! CHARACTERISTICS OF A SUCCESSFUL HOST EMPLOYER
The supervisor plays a key role in keeping the apprentices motivated and complete the
apprenticeship. With new generations entering the workforce it is important to understand the
leadership expectation of different generations. Currently, generation Y and Z are working as
apprentices and trainees. They do not prefer an authoritarian or task-oriented leader (2).
Research proves that apprentices intention to quit is strongly determined their relations with
supervisor (3).
An effective Employee would provide a safe and supportive workplace. They would integrate
learning tasks into workplace activities. They would specifically act as a role model and
mentor to the apprentice. When Employers don’t have the mentoring attitude there will be no
mutual trust, liking, care and support. In such situations Apprentices do not effectively
communicate with supervisors because they fear they could be considered or categorized
negatively (4). An Employer should also motivate the apprentice. They would help the
apprentices to develop general employability skills along with ongoing opportunities and
incentives to learn, develop and grow, both establishing new job-specific skills.
They should promote independence and self-direction in learning to an extent. A good
employer maintains good communication and gives feedback. Feedback from superiors is
instrumental in skill development. They would make people feel part of the team. They are

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strong leaders and inspire leadership in others. They should have a strong Sense of
Accountability. Good Employers must shift the focus from trying to get more out of people to
investing more in them, by providing support during training. This will inspire them to bring
the best of themselves to work everyday.
As per the survey responses a good employer should have the following traits:
HOST VIEW
Someone who wants an apprentice to go through to tradesman and not just looking for labor hire
Honest, good organization skills, good host of skills
Spending time with trainee regularly, knowing what they are studying and giving work that
relates, patience
One willing to mentor and brings understanding to each situation. One that gently encourages the
apprentice and checks in regularly to ensure study and work is being done. An organization
willing to take the time to train and improve skills
To take the time to train apprentices
Someone who wants to help educate apprentices
Teach them the right way to do the job once and do it properly, mutual respect
Attitude
Patience
Patience and clear communication
Willing to take to ensure apprentice gains skills
Someone who treats the apprentice with respect and an equal on the site, train them with passion
for the industry and make sure they are fully understanding your instructions. Give them tasks
that make them feel part of the team and not just a lacky. Don’t be afraid to clean up yourself if
the apprentice is doing a task and doing it well, this will give them inspiration to be involved in
the projects and a sense of achievement, basically be as positive as possible and give credit where
credit is due and don’t dwell on the mistakes
Wanting to give back to the industry. Helping kids get a start.
Figure 3.

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APPRENTICE VIEW
Compassion, firm bur reasonable and
willing to teach
Patience, flexibility and considerate
Supportive, Encouraging and
Knowledgeable
Considerate of feeling, appreciates work
well done, competent in their job
Sense of Humor, On time, have the skills
Consistent work
Table 4.
3.1. What motivates Host Employers to train apprentices and trainees?
The graph below summarizes the responses by Host Employers in the survey.
Graph 1.
The responses in the ‘Other’ section where- Need during injuries, can send them back if not
good and wanting to give the “younger guys of the future the best possible go”. Research
shows that Employers use Group Training because they want to meet their needs in the
0 1 2 3 4 5 6 7 8 9 10
Flexibility
Speed!of!availability
Helps!to!screen!employees!for!future!permanent!…
Extra!staff!needed
Face!difficulties!in!hiring!apprentices!on!my!own
Wanted!to!become!a!mentor/coach
Cover!absent!staff!
Utilize!individuals!with!specialized!skills
Avoid!cost!of!underXutilization!of!permanent!employees
Needed!to!outsource!burden!o!f!ad!hoc!tasks!and!work!…
Cover!skill!shortages!in!the!team
Administrative!support
Compliance!support
Reduce!risks
Other
What!Motivates!Host!Employers!to!become!
Host!Employers

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simplest, most flexible and cost effective manner. Simplicity and flexibility are the major
attractions of Group Training and cost is a major concern (1).
Graph 2.
3.2. What best explains why Employers work with East Coast Apprenticeship?
Hosts use East Coast Service because of the below reason. Their satisfaction with various
other dimensions is attached in the Appendix 1-6.
Graph 3.
3.3.What a host seeks in an Apprentice/trainee?
Following are the level of Experience/qualification that Hosts Expect before using an
apprentice/trainee
9
3
1
8
3
4
INCREASES!
CAPACITY
RAISES!MY!AND!
ORGANISATION'S!
PROFILE
ABILITY!TO!
ENHANCE!MY!
OWN!WORK!
SKILLS
GIVE!BACK!TO!
THE!
COMMUNITY
SHARE!PHYSICAL!
LOADS
OTHER
Perceived!benefits
0
1
2
3
4
5
6
7
8
Quality1of1
Apprentices
Overall1easy1
system,1
more1
practical1for1
the1business
Quality1of1
service
Reputation Integrity Because1I1
was1
approached
OtherGField1
officers1are1
good

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Graph 4.
3.4. According to Hosts, a successful apprentice/trainee should have the following
characteristics
Motivation, Interest and integrity
Positive attitude, physically willing to work hard, keenness to learn
Well presented, keen and motivated and respect for them selves and others
Wanting to work, basic manners and good Family support
Listening, forward thinking and responsible
Punctuality, working on their own and “having 2 ears and one mouth i.e. listen twice as much
as they talk
Loyalty to Host Employer, willingness to learn, a ‘want’ to be a tradesman, no just doing it as
they had no other options
Positive attitude, lover doing what they do, pride in their work
Willingness to do the study, organizing themselves asking for help when they need it
Enthusiasm, basic hand skills, dedication
6
8
4
2
5
1 0
Experience/Qualification!Expectations

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Willingness to learn, turn up on time every time, always looking to improve themselves
Table 5.
3.5.The Hosts also face challenges in Hiring Apprentice/trainees illustrated in the
graph below.
Graph 5.
The responses in the other section were: “drugs,!alcohol,!women!because!they!are!made!to!
do!grade!12”!and!“Overall!costs,!as!a!3rd!and!4th!year!costs!more!than!a!qualified!trade!
subcontractor!!!!”!
3.6. Issues faced by Hosts Employers
Graph 6.
3 3 3
10
2
Generating!a!variety!
of!work!in!order!to!
cover!everything!that!
the!
apprentice/trainee!
expects!to!learn
They!require!moer!
assitance!which!be!
timeXconsuimg!at!
times
Providing!constant!
training!and!
supervision!is!idfficult!
to!organize
keeping!
apprentices/trainees!
motivated!in!midst!of!
other!distractions
Other
Challenges
5 3
8
6
2
12
5 2
Issues

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The issues and Challenges faced explains why many Hosts would not want to hire
apprentices, increased cost for 3rd
and 4th
apprentice (not included in the survey response list)
being one of the major concerns. This could also be a reason why employers prefer
employing apprentices who do not have prior experience or they really want to train
apprentices who are raw and have lots to learn.
Many Hosts also felt that finding apprentices is easy. But finding a good apprentice is very
difficult as depicted in the figure below. This keeps them away from hiring more often
(Appendix 7) as not all of them hire because they enjoy mentoring as depicted in the graph 1
above
Graph 7.
Employers have some suggestions before sending an apprentice for East Coast to adopt given
below.
Should be interested and motivated
Look for someone who is very keen to work
Apprentice who have real interest in the trade they choose, more family support and are not
lazy!
They don’t need to do grade 12 at 17. They know everything
Better screening. Don’t send a physically unfit person for a role that is physically demanding
87%
13%0%
Yes
No
May!be

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Get them straight out of schools
Table 6.
4.! SCREENING AND SELECTION PROCESS
It is vital to select the companies well. Small and medium enterprises are an important market
but can be expensive to serve because they have very little HR infrastructure, employ
relatively small numbers apprentices and could also have poor health and safety practices.
However, partnering with them could prove effective they do not have capabilities and
finances to hire on their own. Large companies hold more opportunities as they hire more
apprentices (5). Employers do not want to work with Group Training Organizations because
it facilitates better identification of skills required for their concerned business and also helps
to build a strong team that would become loyal to the company/firm.
Further, research shows that Employers do not think Group Training Organizations do not
increase their propensity to employ (1). For those who hired more said they did that because
they received good service from the Group Training organization (1). East Coast enjoys, a
strong reputation and client base along with high quality of services. This has to be used for
bringing new Hosts on Board. East Coast Apprenticeships should aim to build a Brand,
defined as process of creating value to customers. A service brand is built on knowledge,
culture and experience that one has with the service delivery.
More Government Host Employers should be included. They are more open to hiring
apprentices as they regard it as a medium of skill development and vehicle of policy
implementation. East Coast doesn’t have many Government Host Employers. Although
working with Government does not provide as much revenue, working with Government is
vital because the Governments has the power to stimulate substitutes for services like the
Australian Apprenticeship Centers’ (AAC’s). Some initiatives than be take for attracting new
Host Employers are given below.
1.! Communicate the value proposition of the business, most important being the
ability to develop relationships with Employers and Apprentices, in it. Companies
often become obsessed with what they do rather than the services the provide. The

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service should be given more emphasis then trying to bring out the name of the
business. An effective is to portray the business as a partner to the industry that helps
to solve the skill shortage and provide administrative support.
2.! Use existing customers to attract new customers: Existing loyal customers are a
golden asset and a tremendous source of new customers. A concerted effort to
identify loyal customers and offering them high level of service would result in
word-of mouth Marketing of the business. Instead of cash prizes, vouchers or loyal
customers could also be given game matches tickets which would be more
memorable
3.! Create a referral program: the method works effectively with service companies.
Such a program rewards customers for bringing others into the the customer base.
The gifts can range from discounts coupons, gifts, invitations to events etc.
4.! Remove unusable customer details from the database: Almost 54% of the
database cannot be used. The “80-20” rule states that 80 percent of a company’s
business comes from 20 percent of its customers. These customers should be treated
particularly well as they form the core of the customer base and they can bring
customers who would be equally loyal.
5.! Improve selection of apprentices: Testimonies of Employers of past successful
apprentices should be posted on Facebook and the Website to attract Employers. In
short attract them with the quality of apprentices.
6.! Focus on customers already in the database: Alternatively, unusable Employers
can be converted into usable.
7.! Extend the TOP program to other trades: Currently it is only for carpenters and
Chefs. Without any added cost. It gives new Host Employer a chance to experience
what hosting apprentices is all about before committing entirely by signing the
agreement. It can be offered to employers who are reluctant to become a Host.
Among apprentices the cancellation rate is higher than completion rates. Such
apprentices can also be offered TOP.
8.! Make a checklist for field officers before they approach a new Hosts: All field
officers at ECA have their own ways of approaching hosts. An approach by one field
officer may or may not work with a particular Hosts. Field officer’s approaches can
be consolidated and different ways can be used if one approach doesn’t work.

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9.! Approach large firms that hire more than 50 employees at a time because they are
more likely to employ apprentice as cost would not be very high for them. They
would have Human Resource Department that would better understand the
requirements of apprentices. Research shows that working with big companies with
Human Resource Departments have more completion rates than small firms (5).
10.!A more effective Background research is required before establishing relations
with new Employers.
5.! MARKETING STRATEGIES
The Hosts use a variety of different mediums they use to advertise their service (Appendix 8)
and use different channels to keep themselves up to date with industry trends, news, law
amendments and current affairs. East Coast could increase its presence in these areas to
remain in touch with Hosts Employers. Some marketing strategies are discussed below.
•! The website needs to be improved considerably. The competitors have much better
websites that are more user-friendly, attractive and include lot of services. Free links
could be exchanged with other websites related to business to bring visitors from
other websites to yours.
•! Include on the website “the benefits of becoming a Host employer”. Currently it only
mentions why they should choose ECA. For a new host this may look as “blowing
their own trumpet”. By telling them the advantages of working as Host employers
they may be motivated to becoming a Host and since they got the information from
East Coast they may consider working with East Coast. Any Host Employer usually
works with GTO’s for their simplicity and flexibility as well as Risk share and OHS
support. Along with the benefits, responsibilities of the Host should also be included.
•! Direct mail: New list of prospective clients should be made and pamphlets, catalogues
or service details should be sent directly.
•! Include the recruitment process of apprentices on the website to give employers an
idea about how effectively quality apprentices are selected.
•! Include surveys on a regular basis for improvement in the marketing and engagement
activities or take regular feedbacks from Hosts for improvement in service. Agreed
field officers do that but an annual review should be helpful in updating strategies.

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The field officers can also be surveyed regularly to know about their experiences. If
there are some peculiar situations that they have faced it can prove to be a baseline to
develop the checklist. The market is changing so are the people in it. Moreover, one
cannot play safe when doing surveys. Lot many other GTO’s also conduct annual
surveys and include variety of questions with the expectations to get honest answers
for improvement. Customer base can also be increased by asking for opinions using
surveys on the website. Before a web visitor leaves your website, a request for short
survey about what they think of the business and website could be included.
•! The Facebook page need to become more interactive. Hosts Employers’ websites and
Facebook pages could also be included when posting about different apprentices.
Simply mentioning is not enough. Most of the Hosts have Facebook pages. They
could be tagged in the posts. That would also increase the likes and increase the
Facebook audience base.
•! Research about industry trends and movements should be posted on Facebook page
and included when contacting new employers.
•! Increase presence on trade magazines, TV and Newspaper as they are used by
Employers to keep up do date with industry trends (Appendix 9)
6.! CONCLUSION
The report points out the characteristics of successful Host employers and traits that
apprentices seek in their supervisors. It points out the motivation factors of Hosts to become
Employers with Group Training organizations along with the benefits they seek from
employing apprentices. Further, screening and selection processes for bringing new Hosts
employers on board are discussed. Marketing strategies that can be used to attract Hosts
Employers are also included in the report.
The project though completed has one major limitation. As the response rate was the
conclusions lack generalizability, which is also a major drawback of working with surveys as
they know present part of the overall target market. Thus, the data was not comprehensive
enough to draw conclusions.

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7.! REFERENCES
(1) National Institute of Economic and Industry Research. Looking Ahead- The future for
Group Training an Economic and Industry Analysis. 2010.
(2) Bennett J, Pitt M, Price S. Understanding the impact of generational issues in the
workplace. Facilities 2012;30(7/8):278-288.
(3) Gow K, Hinschen C, Anthony D, Warren C. Work expectations and other factors
influencing male apprentices' intentions to quit their trade. ASIA PACIFIC JOURNAL OF
HUMAN RESOURCES 2008;46(1):99-121.
(4) Milliken FJ, Morrison EW, Hewlin PF. An exploratory study of employee silence: Issues
that employees don't communicate upward and why. Journal of Management Studies
2003;40(6):1453-1476.
(5) Bednarz A. Undersatnding the non-completion of apprentices. 2014; Available at:
http://www.ncver.edu.au/wps/portal/vetdataportal/restricted/publicationContent/!ut/p/a1/lZD
BbsIwEES_pQeOkTexY5tjCmodBEKCViW-IMd2glEwgbion1-
DeqW0extpduftIIk2SHp1ca0K7uhVd9WSbss0mwhBYLYUgkLJXt5Wa_GOIaXoA0kktQ99
2KHK64s9b4edOlszgv6z7py-XRpGkDGgV2-
vWmvs4Fp_U9oZVGGT6zonNklZahKCFU3GdaMTrg1mSlNuGhNRqogCd6aAP5FGy-
S1EITN4w7hGZTTZzFl4wVE84_hl4gqMrC7ISJH638-NXtEHb92-
9NJFrHlow_2K6DNw5r7w4HvmzldccB51z59A5deiJw!/dl5/d5/L2dBISEvZ0FBIS9nQSEh/.

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8.! APPENDIX
Appendix 1
Appendix 2
50%
44%
6%
Courtesy!and!Professionalism
Exceeds!Expectations
Meets!Expectations
Below!Expectations
13%
81%
6%
Expertise!in!legal!matters
Exceeds!Expectations
Meets!Expectations
Below!Expectations

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Appendix 3
Appendix 4
19%
81%
Providing!clear,!complete!and!
accurate!information
Exceeds!Expectations
Meets!Expectations
Below!Expectations
19%
75%
6%
Fairness!and!Pricing
Exceeds!Expectations
Meets!Expectations
Below!Expectations

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Appendix 5
Appendix 6
87%
13%
Recommend!ECA!to!other!
business
Yes
No
56%
6%
6%
19%
13%
Comparison!with!other!GTO's
I!only!work!with!ECA
Best!among!all
Not!as!good
Better
About!the!same

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Appendix 7.
Appendix 8.
6%
19%
31%
44%
Frequency!of!Hiring
Every!6!months
7X12!months!
1X2!years
On!demand
0
2
4
6
8
10
12
Mediums!used

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Appendix 9.
3 3 3 3 3
4
9
1
Channels!used!to!stay!up!to!date