JTL launches new campaign showcasing the real people behind successful apprenticeships

  Posted by: electime      9th February 2026

As part of National Apprenticeship Week, JTL has launched a brand-new advertising campaign designed to showcase the real people at the heart of a successful JTL apprenticeship – the apprentice, the employer and the dedicated JTL Training Officer who supports and assesses apprentices in the workplace.

Built on JTL’s strong and trusted foundations having delivered high quality apprenticeships for 35 years, the campaign puts people front and centre, highlighting JTL’s unique offering of a dedicated Training Officer for every apprentice. Visually, the campaign reflects the seamless link JTL provides between apprentices and employers at local level, demonstrating how Training Officers play a vital role in supporting both throughout the apprenticeship journey.

To deliver the campaign, JTL appointed leading construction marketing agency Harris Creative as its brand and creative partner following a competitive pitch process. Leeds-based Harris Creative was selected for its deep understanding of the construction employer market and its ability to communicate effectively with both employers looking to recruit apprentices and individuals seeking to start their careers in the industry.

Harris Creative will support JTL in elevating its visual branding and growing its presence across digital channels, including social media, helping to reinforce JTL’s position as a leading training provider. The partnership will focus on communicating JTL’s employer-led approach, its commitment to high-quality training, and the personalised support provided to apprentices through its nationwide team of Training Officers.

The campaign features real-world employers, JTL’s operational staff and electrical and plumbing apprentices. It highlights how JTL works closely with employers to understand their individual business needs while ensuring apprentices receive the highest quality training and ongoing support throughout their programme.

The first phase of this long-running campaign will launch at the start of National Apprenticeship Week and will run for two weeks. Employer and learner-focused activity will be delivered through paid digital social media across Facebook and Instagram, with the learner campaign also running on TikTok to reach a younger target audience.

JTL worked with Steve Kelly, Mechanical Production Manager, and four JTL apprentices: Kie Spicer, Keiran York, Dzons Krisjuks and Joshua Barnes. from Briggs and Forrester as part of the campaign photography. Briggs and Forrester is one of the UK’s leading building services engineering companies and has entrusted JTL to deliver its apprenticeship training for many years.

The campaign also features JTL Plumbing and Heating Training Officers Ryan Woolridge and Marvin Shaw, alongside Birmingham Centre Plumbing tutor Steve Clarke. They are joined by apprentice plumbing and heating engineers Ben Harrison, who works for Sandwell Council; Alfie Finlayson, employed by Premium Plumbing and Heating; and Pierce Bennett-Boyle of Starrant Ltd.

Chris Claydon, Chief Executive at JTL said: “This campaign is about showing what really makes a JTL apprenticeship successful – the people. By featuring real apprentices, employers and our specialist delivery teams, we’re highlighting the support, expertise and strong relationships that sit at the heart of everything we do.

What makes JTL stand out from the crowd is the quality of our apprenticeships. Our training teams are fully qualified, site-experienced tradespeople themselves. They have been in the apprentices’ shoes and bring that experience to the workshop to ensure learners are gaining the skills employers actually need. It means we’re developing the skilled workforce the electrical and plumbing industries need now and in the future.”

Steve Kelly, Mechanical Production Manager at Briggs and Forrester said: “Apprenticeships allow you to earn whist you learn, but more importantly they are an avenue to gain valuable experience in your chosen career path. We strongly believe that apprenticeships are the backbone of our business and allow you to work alongside qualified, experienced mentors, providing an all-round education program in partnership with any educational facility involved.

When it comes to running a successful apprenticeship program it is important to have a strong and reliable relationship with a training provider. Briggs & Forrester Living have worked with JTL for over 20 years, predominantly in the London region and expanding to a national level. We believe that having a robust apprenticeship scheme has been a major factor in the continued success of our business and has allowed us to remain strong in our industry. JTL has been, and continues to be, a major factor in the training of our apprentices, allowing us to grow and develop them into a reliable strong workforce.

We have a very high apprentice retention rate, with apprentices building a successful career pathway into management. This has only been possible with the apprenticeship pathway and their introduction to our company via our apprenticeship scheme.”