How to Get on an Employer's PSL - Expert Advice

Getting on the PSL is Like Dating – Here's How to Get Employers to Swipe Right

Want to Get on an Employer’s Preferred Supplier List (PSL)? Think 'Married at First Sight'

Let’s be real: getting on an employer’s PSL isn’t just about showcasing your training offer, it’s about finding the one. And just like dating, it takes more than a good-looking profile and a generic message to make it past the first coffee (or virtual) date.

This is your no-fluff, fun-but-serious guide to winning over employers and building long-term partnerships, not just one-off flings

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PSLs Are a Match-Making Game

Approaching employers to join their Preferred Supplier List (PSL) isn’t easy, for you or them. It’s like navigating a sea of profiles: both sides are searching for the right fit.

Once employers find a provider that delivers quality, consistency, and flexibility, they tend to stay loyal.

Why?

Because switching providers is a hassle.

Think of it like moving in with someone new halfway through a series, everything gets disrupted. From re-tendering and onboarding to rebuilding stakeholder trust and ensuring learners stay on track, the effort is huge. And for most employers, the learner comes first.

Any bumps, whether it's a change in delivery model or a drop in coaching quality, can diarupt the learner experience. To avoid that risk, employers stick with what works.

Generic emails won’t cut it. Employers receive blanket outreach daily, and they know when you haven’t done your homework. If you want to stand out, you’ve got to show them you understand their business, values, and goals. And don’t send  a list of your offering and tell them you Can help them with apprenticeships if they already have a program ..do your research!

It’s like reading someone’s dating profile, if you want to make a real connection, you reference something meaningful. It proves you're genuinely interested, not just copying and pasting the same line to everyone.

And a word of caution, don’t overwhelm or repeatedly contact employers or their employees. Overcommunication can quickly create a negative impression, and in this industry, employers talk.

Employers aren’t looking for a service, they’re looking for a partner. Someone who gets them. Someone reliable. Someone who can flex and grow with them.

So, if you want to get on the PSL, show up as the whole package: relevant, consistent, honest, and invested in their success, not just your own

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Where employers are looking...

Every employer is different, but most follow the same steps when scoping out new training providers. Think of it like checking out someone online before agreeing to a date, they’ll Google you, read the reviews, ask around, and stalk your socials.

If you want to land a spot on their PSL, you need to show up looking sharp and credible in the places they’re already searching.

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1. Government Platforms

Employers often begin by reviewing publicly available data on the Find Apprenticeship Training service or other government platforms. They pay close attention to:

• Feedback and reviews
• Completion and achievement rates
• Delivery models offered
• Ofsted inspection outcomes

Make sure your profile is up to date, accurate, and presents a clear picture of the standards you deliver and your track record.

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2. Employer Networks and Word of Mouth

• One of the most trusted sources for employers is their peer network. They’ll ask colleagues in their sector about their experiences with specific providers, especially when looking for niche or high-priority standards.
• Being visible at industry events, roundtables, and employer forums boosts your credibility and positions you as a recognised provider. If you're not part of these networks, consider attending or sponsoring key events to build connections.

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3. LinkedIn and Online Presence

• Your LinkedIn activity can strongly influence perception. Employers often look at:
• The kind of content you share
• Who you’re collaborating with
• Your presence in sector-specific discussions

This isn’t just about marketing, it’s about demonstrating thought leadership, relevance, and engagement.

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4. Delivery Model and Learner Engagement

Employers also look closely at your delivery model, especially whether you offer hybrid, in-person, or virtual learning, and where geographically you can support learners.

Even when virtual delivery is the only viable model (e.g., due to cohort size or dispersed locations), what really matters is how you engage learners. Be prepared to highlight:

• How you maintain motivation and momentum
• Ongoing touchpoints with coaches or tutors
• Enrichment activities or peer learning opportunities

Always emphasise your learner engagement strategy, regardless of format. A purely online model can still feel high-touch and supportive, if done right. Don’t just talk logistics; talk about the learner experience.

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What are employers looking for?

Over the years, conversations with employers have revealed a consistent set of expectations, simple in concept, but powerful in practice. Just like dating, the good ones aren’t after flash, they’re after substance. Here’s how to stand out and stay if you’re aiming to get on a PSL and build long-term partnerships, here’s what matters most: Large employers will have multiple locations and look for consistency in delivery, experience and content.

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1. Honesty Over Hype

Employers want transparency, think married at first sight, think about what you can deliver, what you can’t, and when something isn’t going to plan. Don’t overpromise.

Be upfront about what you can deliver. You’ll earn way more respect saying “that’s not something we offer” than scrambling to make it work and failing.

Honesty = long-term trust. Overpromising damages trust. Under-promising and over-delivering builds it. Be willing to flex where possible, apprenticeships impact employers’ reputation and can hinder growth if the experience is not what was promised or expected.

You get more respect as a provider when an ask can’t be delivered.

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2. Consistency

Quality and communication should not vary depending on the coach, cohort, or contract. Employers want to know their learners, no matter the site, region, or tutor, are getting a consistent, high-quality experience. Not all employers have teams in place to manage the experience. Apprentices and their line managers become disengaged with changes to coaches and varying expectations and advice. 

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3. Engagement Over Delivery

Not just delivering content, but actively engaging learners. Employers want providers who can motivate, support, and retain learners - especially those at risk of dropping out or disengaging. Every 12 weeks is too long and if a learner isn’t engaged at least every month by the provider in addition to the line manager can send them backwards and suddenly we have a learner who is at risk of going out of funding and or not performing as required by provider and employer. Knowing the flags before the employer can support with intervention. If the learner isn’t engaging with the provider have processes to flag to the employer so they can action in a timely manner -we all want the learner to be successful.

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4. Curriculum Meets Culture

Employers are aware that the standard is a national qualification and that the same title roles in each business will have different exposure/ responsibilities, employers value providers who align curriculum to the employer needs, not just deliver a spec. This might mean embedding employer projects, involving managers, or tailoring sessions to live business goals such as employer master classes. The more the standard and employer environment is aligned the more fruitful the apprentice experience as they can understand the translation into the workplace and vice versa of their learning. 

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5. Listen First, Sell Never

Employers want to be listened to, not sold to. Providers who actively gather feedback and show that it's being actioned will always stand out. Use data to suggest pathways or alternative standards. Employers will have different experiences with apprenticeships and may not be as knowledge as yourself.

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6. No Plot Twists

Nothing erodes confidence faster than last-minute changes, missed deadlines, or compliance issues out of the blue. Employers expect proactive communication - even when the news isn’t great, employers will want a joint action plan and clear responsibilities and deadlines.

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7. A Plan

Whether it’s onboarding, delivery, or troubleshooting - employers expect to see a clear, thought-through plan. This shows you’re in control and reduces their burden. This includes workshops so the business can plan time off task and the line manager can plan workload around their commitments and assignments / project work.

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8. Insight, not just Data

Employers don’t just want data - they want actionable insights. What are the patterns across cohorts? Where are learners excelling or falling behind? What’s driving learner behaviour?

Every 12 weeks is to long a simple monthly report using a RAG status per learner is helpful structures employer and provider touch points and makes sure the learner gets back on track or support can be provided. They also appreciate external changes to funding and government priorities. 

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9. Data They Can Trust

Compliance data, learner progress, feedback scores, achievement rates, employers want confidence that you’re tracking, reporting, and improving based on evidence.

In short, employers want a training partner, not just a provider. Be proactive, flexible, and learner-focused, and you’ll stand out in a crowded market.

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Before you pitch, take the time to really understand the employer’s goals, capacity, and readiness. Use the checklist in the link below to shape your approach:

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The PSL Pitch Checklist

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Getting on a PSL isn’t about a quick win. It’s about showing you’re a partner, someone in it for the long haul. Be consistent. Be credible. Be collaborative.

If you want employers to swipe right, show them you’re not just here to tick a box. You’re here to build something that lasts.

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If you need any more support get in touch with our Advisory Panel for a FREE consultation.