How much do marketing apprentices cost? (And what founders actually mean by that)

When assessing apprenticeships as a recruitment vehicle, any responsible founder or manager will likely be wondering a few things. One of them will ultimately be cost or savings. And when most hiring managers ask “how much do apprentices cost?”, they’re not always just asking about salary or training costs.

They’re asking:
“Is this going to cost me time, additional money, and headaches… or actually move the business forward?”

Because on paper, it looks simple. Lower salary. Government funding. Job done.

In reality, there are four costs you need to think about:

1. Salary (the obvious one)

From our experience, most marketing apprentices sit somewhere between £16k–£22k, depending on age, experience, and location. Compared to a £27k–£32k junior exec, that’s already a saving.

The minimum hourly rate for an apprentice is now £8, and a full-time apprentice has to work 30+ hours per week. We wouldn’t recommend taking on a part-time apprentice for logistical reasons.

2. Time and training (the hidden one)

This is where most hiring managers get caught out.

An apprentice isn’t a finished product. You’ll need to:

• Give direction
• Review work
• Spend time upfront getting them aligned with your business

If you’re already maxed out with zero breathing room, this is where it can feel like a bad decision.

There are a number of variables to consider, but realistically you’ll approach this how you’d expect: introduce tools and systems, educate them about your business, products, processes, and customers, and then gradually introduce tasks.

Depending on their ability, you might start them off at the ground level or get them involved in more meaningful work earlier on.

The point is simple: you will need to dedicate some time to training and development.

Your training provider will support this, yes. But you are their employer, and you still carry responsibility for their development. The good news is, it’s likely less than you think.

The best thing to do is have a conversation with your provider or coach to understand what’s actually expected from you.

3. Output (the one that actually matters)

This is the part most people ignore.

A good marketing apprentice, with the right structure, should start contributing within 1–3 months max, not 6–12 months.

Typical duties could include:

• Research tasks
• Creating marketing assets
• Keeping social content going out consistently
• Building and scheduling emails
• Supporting events
• Handling basic reporting

No, they won’t replace a senior marketer. But they will take things off your plate.

Think of apprentices as the “doers” in your team. The people who free up time and add capacity, not detract from it.

4. Off-the-Job Training (another one that actually matters)

This is an important consideration that a lot of employers overlook.

Apprentices have to record examples of their learning and development during working hours via something called Off-the-Job Training (OTJ).

Apprenticeships include a training plan which outlines OTJ requirements. A typical plan accounts for the equivalent of 6+ hours of learning and development per week.

Now, don’t panic. This can be a mix of proactive and naturally occurring learning. Your training provider will guide you through it.

But it does mean you need to allow time each week or month for things like e-learning, projects, and portfolio work.

If your reaction is “I’m paying them for hours they’re not working”, you’re missing the point.

OTJ is about giving structured time to build skills and knowledge. Skills that feed directly back into your business.

Yes, you’re paying for a few hours of lower output in the short term. But like any decent investment, it pays off.

So… how much do apprentices actually cost?

If you’re expecting instant expertise for £18k, you’ll be disappointed. Or your provider has told you what you wanted to hear.

But if you look at it as:

• Lower upfront cost
• Structured development
• Gradual increase in output
• Long-term capability building

Then it starts to make a lot more sense.

The simple rule

If you’ve got some time to invest now, you’ll get capacity back later.

If you don’t have that time at all, you’re probably better off using a freelancer in the short term.

No point pretending otherwise.