The new brand makes it easier for consumers to identify enterprises that take their corporate social responsibility seriously by hiring apprentices.
Norway has developed branding for enterprises that offer apprenticeships (‘learning enterprises’) to encourage more employers to join the scheme and accept apprentices. If consumers make it clear that they prefer to buy goods and services from companies that offer apprenticeships, such firms will have a competitive advantage. To become approved as a ‘learning enterprise’ the company has to follow the stipulations of the Education Act.
In January 2015, The Ministry of Education and Research asked the Directorate for Education and Training (Directorate) to launch the initiative. The brand, with a logo created by a design agency, was registered for protection at the Norwegian Industrial Property Office. In August 2015, the Minister of Education and Research launched the brand in a hair salon that has offered apprenticeships since 1979. Local media and a national TV station covered the event.
In November 2015, the Directorate launched a PR campaign to encourage people to look for the brand whenever they are buying something. The campaign uses advertisements in a national newspaper and online marketplaces. The Facebook page for the brand has been very well received, collecting more than 6 500 likes up to January 2016.