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The Good Toy Guide

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Taking on an apprentice through Milton Keynes College has delivered numerous benefits to the marketing team at The Good Toy Guide Limited.

The Good Toy Guide is a research consultancy, utilising child development knowledge and expertise around parenting and play to support children’s industries.  They also provide a trusted resource for parents and carers via with independent accreditation of children’s products.

Georgina Lilley, Head of Operations, hired their Digital Marketing apprentice Aisha in May 2021. The company had been looking for additional resource to bolster their marketing team, taking on new office space as the country began to come out of lockdowns and periods of uncertainty. 

“Our marketing team would not have functioned without our apprentice being part of it for the last 12 months. She’s so competent and has quickly become an asset to the business.”

Georgina Lilley- The Good Toy Guide Limited

Georgina continued, “The apprenticeship provides a good balance between being in college and applying what she’s learning to her role with us in a relevant way. For example, she was able to create digital signatures through the coding training she’s received.”

Reflecting on the recruitment process, Georgina said, “It was great. We were really impressed with the matching process and the calibre of students put forward.”

“Advisers from the college visited us in-person. They really built a relationship with us as a business – it wasn’t faceless and that goes a long way. They’re always quick to respond via email and happy to jump on a call to answer a query.”

She added, “The training the college provides is absolutely meeting expectations and directly benefiting our business.”

As a company, The Good Toy Guide are big believers in getting young people into good job roles and careers. In addition to taking on their apprentice, they’ve since been exploring further opportunities with MK College, including hosting work placements in Business Administration, Digital Marketing and Web Development.

Georgina’s experience has given her real confidence in the partnership.

She said, “I would absolutely recommend working with MK College. The calibre of students put forward is brilliant.

“HR recruitment processes can be a real headache, particularly sifting through CVs and applications, so the fact that these early stages of the process are undertaken by the College is such a benefit.”

She added, “The time the college took to understand our business and subsequently who best to put forward for the role has been invaluable.”

Georgina believes that the benefits an apprentice can bring to a business far outweigh any initial time spent inducting and supporting them.

She has the following advice for any employers interested in hiring an apprentice. “Be realistic about the role and time that you can put into supporting an apprentice, but also know that with the right placement and support from the College, the time required is more than outweighed by the positive impact on your business.

“Having someone in the business bringing in new knowledge, that is current, is key and can be a huge benefit to your staff in the teams working with them.”

For more information on working with MK College, contact the Employer team on