Let’s Talk Off-the-Job Training (OTJ)
Off-the-job (OTJ) training is one of the most important parts of a marketing apprenticeship. It’s also one of the most misunderstood.
So, here’s an updated article that’ll fill you in on everything you really need to know.
What is Off-the-Job Training?
OTJ is dedicated time during working hours where an apprentice develops skills relevant to their role. Not after work. Not “if there’s time.” It’s built into the job.
For a marketing apprentice, this is the time when they actually learn how to do the job properly, not just muddle through tasks.
How much time is required?
OTJ is based on 20% of contracted hours across the programme, not a flat weekly rule.
So:
- 30 hours/week = ~6 hours OTJ
- 37.5 hours/week = ~7.5 hours OTJ
There’s no universal “6-hour rule”. That’s a common misunderstanding.
In reality, OTJ is averaged out over the full apprenticeship. Some weeks will be heavier (training days), others lighter. That’s normal.
If someone works fewer hours, the programme is extended to make sure they still hit the total OTJ requirement.
What does OTJ look like in marketing?
This is where it actually gets interesting. OTJ isn’t just sitting in a classroom. For marketing apprentices, it’s often the most practical part of the job.
Typical examples:
- Learning how to use tools like CRM systems, email platforms, or analytics dashboards
- Planning and building social media campaigns
- Writing content (blogs, emails, ads) and getting feedback
- Analysing campaign performance and reporting on results
- Shadowing senior marketers or sales teams
- Attending workshops, coaching sessions, or webinars
- Completing structured learning through your provider
- Working on real campaign projects that stretch their ability
If it’s new learning that builds capability or develops on existing skills, it counts. If it’s just doing the same task on repeat, it doesn’t.
Why it matters (for employers)
This is where most businesses get it wrong. OTJ isn’t lost time where you’re paying for your apprentice to “do nothing”. It’s how your apprentice becomes useful quickly.
Done properly, it means:
- They pick up tools, channels, and processes faster
- They make fewer mistakes
- They start contributing meaningful work sooner
- You build long-term capability, not just short-term output
In marketing specifically, this is the difference between someone posting randomly… and someone actually understanding what works and why.
Why it matters (for apprentices)
You won’t get this level of structured development again unless you continue on other apprenticeships.
Most jobs expect you to just “figure it out.” or do your CPD after work. Apprenticeships don’t.
You get:
- Protected time to learn
- Support from a coach
- Exposure to areas you wouldn’t usually touch early on
- A clear path from doing tasks → understanding strategy
Use it properly, and you’ll be miles ahead of most junior marketers.
Tracking OTJ (and why it trips people up)
All OTJ must be logged and evidenced. If it’s not logged, it didn’t happen as far as funding is concerned.
And here’s the kicker: If the hours aren’t there, the apprentice cannot go through Gateway and complete their apprenticeship.
That’s where quite a few people get caught out.
The best approach is to log it weekly. Keep it simple. Don’t let it build up.
A valid OTJ log should tell your training provider what you did, when you did it, for how long, and what you learned. It’s that simple!
Wrapping up
OTJ isn’t an admin roadblock. It’s not a box-ticking exercise. It’s one of the main mechanisms that turns someone from a junior pair of hands into a capable marketer. Treat it like that, and you’ll get serious value from it. Ignore it, and you’ll feel like apprenticeships “don’t work.”
If you’re an employer or apprentice looking for some general advice on OTJ for marketers, get in touch and we’d be more than happy to help.
Additionally, if you’re a marketing apprentice struggling with things to do during your OTJ time, check out our quick Marketing OTJ Random Generator.
