Service: Workshop & One-to-One Mentoring
Sector: Public Sector / Education & Skills
Overview
At Just Williams, much of our work is built on trusted relationships and referrals. Our partnership with Gateshead Council is a great example of this, having been introduced through Thorn & Derrick following a series of successful workshops delivered over the past six years.
Working within the Learning and Skills department, the focus was clear: support a team responsible for connecting education with employment and ultimately help create more opportunities for local people.
The Challenge
Gateshead Council’s post-16 education team plays a vital role in bridging the gap between education providers and employers. With a team of eight, all at varying levels of experience, they were responsible for engaging external businesses and encouraging them to take on apprentices.
However, there was an opportunity to:
- Strengthen how they articulated their value to employers
- Build confidence and consistency in outbound conversations
- Improve conversion rates when engaging with businesses
- Better position their offering as purpose-led, not process-led
The Approach
Our work with the team combined a full-day workshop with ongoing one-to-one mentoring, creating space for both shared learning and individual development.
The value proposition workshop focused on helping the team clearly communicate the wider impact of their work, not just filling apprenticeship roles, but supporting local economic growth and investing in people.
Alongside this, we explored:
- Storytelling and the art of communication
- How to position conversations around long-term value and relationships
- The importance of client lifetime value and repeat engagement
The one-to-one mentoring sessions then brought this to life on a practical level, supporting individuals in refining their approach to employer conversations, building confidence, and improving outcomes in real time.
The Results & Impact
The impact of the programme has been both immediate and ongoing.
- Increased confidence across the team when engaging with employers
- Improved conversion rates from initial conversations to meaningful partnerships
- A clearer, more consistent articulation of their value and purpose
- Stronger alignment between education provision and employer needs
More broadly, the work has supported Gateshead Council in continuing its mission to connect the public and private sectors, creating real opportunities for local people through apprenticeships and skills development.
This partnership reflects the power of combining structured learning with personalised support. By focusing not just on what the team does, but how they communicate it, Gateshead Council is now better equipped to build lasting relationships with employers and drive meaningful impact within the community.