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Low-cost ways to advertise your business

A training brochure – or a shorter version, a training flyer – is an excellent advertising tool which companies can have on hand all the time for a wide range of situations and purposes to raise its profile as a company that provides training and as a way of offering a first look at training-related information.

Here’s how it works:

  • Determine which content you want to convey in the brochure or the flyer. Depending on the industry, corporate culture or audience, this may vary quite considerably. In any case it is important to focus on the essential information.

What is contained in a training brochure?

An extensive training brochure can be designed as follows:

  1. It begins with an introduction or a foreword, written by the management, for example.
  2. It provides key information about the company.
  3. It gives an overview of the traineeships you offer.
  4. It conveys the most important information about course content, duration of training, services and opportunities, as well as prospects after training.
  5. It provides an impression of trainers.
  6. It gives an overview of good reasons to take up training at your company.
  7. It includes brief, first-hand reports and reporting from trainees (e.g. Jmy typical day as a trainee”).
  8. It includes interviews with and quotes from trainees or former trainees who have gone on to a career in the company.
  9. It gives advice on applying to the company – from trainers, for instance.
  10. It includes short talent-assessment tests (e.g. find your strengths).
  11. It calls for applications and provides information on ways to apply and necessary qualifications.
  12. It provides details on contact people and links to the company homepage and/or social media channels for additional information.
  • Consider where and how the advertising brochure can be distributed. After all, a brochure that does not reach the target group does not help anybody. The company itself – its offices, production halls, or branch offices – can serve as a suitable distribution channel. Brochures should be found wherever there is an interface with customers. Other places well-suited to brochure distribution are trading fairs, schools and career counseling facilities. Distribute the brochures online on your website or through social media. Ask your staff and trainees to distribute the brochure in their own circles of friends and acquaintances.
  • Update the brochure periodically.

Other promotional materials

In addition to training brochures and flyers, a number of other promotional materials can be used in the acquisition of trainees. These can often be less flexible and may be more expensive, but nonetheless more effective. Among such materials are posters, banners or other notices. These can be used in support of all kinds of recruiting events, such as presentations at training fairs, in classrooms, or at open door events. In addition they can also be used for advertising anywhere where they might be seen by the target group, places like branch offices, factory entry gates, in schools, on school buses, on the subway, etc.


Project “StartApp – Starting with Apprenticeship” supports small and medium sized businesses (SME) in intensifying their commitment to in-company training. To that end, this project provides solutions for the recruitment of young people interested in on the job training. Here the focus is on methods of acquisition, selection and integration of trainees during the first phase of their staff membership in the company.

The handbook “Finding and retaining trainees” is a guide for companies that want to make their trainee recruitment capable of addressing the current challenges in the training market. It guides the reader step by step through the individual phases of recruitment. Numerous tips and instructions ensure successful implemen tation of the recruitment measures in a practical business environment. It reveals new ways to inspire young people for a career and win them over as trainees.


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