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MyKindaFuture supporting diversity through partnership

The Government is committed to making apprenticeships accessible to people of all backgrounds, recognising not only the need to increase apprenticeship opportunities across England, but also the benefit of widening accessibility to help businesses draw on diverse skills and talents.


Further to the launch of the Apprenticeship Levy in April 2017, the Government has announced that as part of its “2020 Vision” it is committed to increasing the proportion of apprentices from Black, Asian and Minority Ethnic (BAME) backgrounds by 20% by 2020. This commitment encourages employers to champion and align their apprenticeship and diversity strategies so that they are brought to the top of their priority list.


The business case for a more ethnically diverse workforce is incredibly strong. Why Diversity Matters – a detailed study by McKinsey in 2015 – found that of the 366 public companies analysed, those in the top quartile for racial and ethnic diversity are 35% more likely to have financial returns above national industry medians. In fact, full representation of BAME individuals in the labour market would be worth an extra £24bn a year to the UK economy.


Will Akerman, founder and MD of MyKindaFuture, said, “In order to effect change in the boardroom, employers need to start at the bottom with their emerging talent to create the boardroom talent of the future.


“We firmly believe that to effect change across all sectors, recruitment practices need to be more socially inclusive to remove barriers faced by diverse candidates and allow them to succeed.


“Employers need to expand the pools they fish in – we know that BAME graduates are 2.5x more likely, and BAME school leavers are 3.2x more likely, to be unemployed compared to their white counterparts. Meaning there are untapped talent pools for employers to explore.”


MyKindaFuture says it is proud to work with brave, progressive and like-minded employers across the country to effect positive change in recruitment and create opportunities for young people in the workplace across the UK, such as Coca-Cola European Partners Great Britain (CCEP) for whom it attracted and recruited higher proportions of BAME and female apprentices for their September 2017 intake.


How MyKindaFuture advised and helped CCEP to hire top talent in an overcrowded and competitive school leavers market.


The issues faced by CCEP:

·         Develop a more diverse sales team that better reflects the communities CCEP operate within

·         Strategically pipeline talent into the business at an early stage

·         Recruit for ongoing sales vacancies across GB

·         Create a brand loyal pool of employees


MyKindaFuture worked with CCEP to attract schools, colleges and school leavers and educate them on the fantastic apprenticeship opportunities available at CCEP and give a better idea of what it’s like to work within a sales environment.



End-to-end support – MyKindaFuture helped CCEP choose their training provider to help reinvent their entire recruitment process for their sales team. They created an innovative online challenge asking school leavers to 'sell their town’.


Supported by teacher lead lesson packs and workshops, an incredible impact was made in 13 key schools. The challenge got the school leavers really involved and interested, and the teachers loved it. Their hard work culminated in four Youth Events in CCEP’s offices where 42 of the strongest students were invited to share their ideas and to benefit from upskilling, as well as receiving inspirational guidance from CCEP employees.



17 job offers made

Four extra jobs created due to the outstanding quality of candidates 97% of the candidates who attended events felt more confident about their future careers


Sharon Blyfield, head of apprenticeships at CCEP, said,  “Here at Coca-Cola European Partners we understand the importance of providing vocational training and experiences to help educate and inspire the school leavers. We are strong believers in apprenticeships as a valuable route into the business world and have many talented apprentices working across our business, and it is been very rewarding to see them develop into top professionals."


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