What Should You Pay a Marketing Apprentice in 2025?

Hiring a marketing apprentice is a smart investment—but one of the first questions employers ask is, “What should we pay them?”

While there’s no strict rulebook, there are some clear benchmarks and strategies that can help you attract the right talent.

I know this because I do a lot of the recruitment for our clients and have tried and tested these figures with a number of our existing clients. So, here’s my breakdown.

Suggested salary ranges

The statutory minimum you can pay an apprentice aged 18+ is currently £7.55 per hour (April 2025), but sticking to this rate severely limits your talent pool.

Instead, we suggest the following as general guidelines:

A-Level leavers (Aged 18–20)

📍 £16,000–£18,000
These candidates often bring raw enthusiasm and potential. Pay on the higher end to show commitment and build loyalty from day one.

Graduates (Aged 21–24)

📍 £20,000+
Graduates are often ready to hit the ground running. Offering a decent starting salary helps you compete with entry-level roles in wider marketing.

Career Changers (Often 21+)

📍 £18,000+
These individuals may bring transferable skills and maturity from other industries. A competitive salary reflects the value they add—even if they’re new to marketing.

Annual salary to hourly rate (Based on 37.5 hrs/week)

To calculate:
Annual salary ÷ (37.5 hours × 52 weeks)

These hourly rates are still cost-effective for employers, especially when you consider the return on investment from a well-supported, high-potential apprentice.

Employer NIC exemption for under-25s

If your apprentice is under 25, you’re also exempt from paying Employer National Insurance contributions on their salary (up to the Upper Earnings Limit), as long as they’re on an approved apprenticeship programme.

🔹 Saving: This typically shaves off 15% in employer costs above the secondary threshold—so the real cost to you is even lower.

Why this matters

When weighing up whether to offer £18K vs. £16K, keep this in mind:

• The difference is just £1.02/hour

• You’ll benefit from lower NI costs

• You’ll likely attract better, more committed candidates

In other words, small increases in salary can make a big difference to both the quality of applicants and long-term retention, without dramatically increasing your overall employment costs.

Adjusting for geography

We use a simple uplift model to account for regional living costs and job market competitiveness:

• London – Add 10% to the above figures

• Midlands – Add 5% where possible

• North – Stick with the base rates or add up to 5% for top-tier candidates

Why pay more than the minimum?

While £7.55/hour may tick the legal box, it rarely attracts high-quality applicants. Here’s why paying more is a smart business decision:

• Better buy-in – Candidates who feel valued from the outset are more engaged and motivated.

• Faster performance – Higher-calibre hires tend to reach productivity sooner.

• Reduced turnover – Apprentices paid fairly are more likely to stay the course and progress within your company.

• Market perception – Offering a strong package improves your employer brand in a competitive talent market.

CIM qualifications – A built-in bonus

When working with us, your apprentice gains access to Chartered Institute of Marketing (CIM) qualifications, which hold real-world value of £1,000+. This professional development element is a strong selling point—and one that enhances your value proposition without requiring additional investment from you.

Final thoughts

While there’s flexibility in apprentice salaries, remember: you get out what you put in. Offering more than the minimum isn’t just generous—it’s strategic. In a crowded hiring market, paying fairly helps you stand out and attract the kind of marketing talent that can genuinely move your business forward.