Connect2Care recruitment service: your questions answered

Recruitment has changed. Or at least, it should have.

In a world where AI can write polished CVs in seconds and candidates are reduced to keywords on a page, it’s becoming harder than ever to understand who someone really is. But as every people manager knows, personality, compassion and values still matter – especially in people-focused sectors like Early Years, Adult Care and Funeral Services.

That’s why Connect2Care has launched a completely different kind of apprenticeship recruitment service, in partnership with Urfuture. There really is nothing else like it in the recruitment landscape, which makes this an incredibly exciting time for apprenticeships. 

Available through Connect2EarlyYears, Connect2AdultCare and Connect2FuneralServices, the new service combines behavioural science, AI-driven insights and human expertise to match apprentices to careers where they are more likely to properly thrive. Here’s everything you need to know…

What is Connect2Care’s new apprenticeship recruitment service?

It’s a science-led, behaviour-based approach to apprenticeship recruitment designed to move beyond CVs and qualifications.

Built in partnership with Urfuture, the service uses behavioural science, psychometrics, AI and machine learning to understand what truly drives a person at work – from their personality and motivations to the environments where they perform best.

Rather than simply matching people to vacancies, the service focuses on creating stronger long-term career matches that benefit both employers and apprentices.

The goal is simple: help employers build stronger teams while helping young people access meaningful careers that align with who they are.

Why is this different from traditional recruitment?

Traditional recruitment often focuses heavily on experience, qualifications and CV keywords. But that approach only tells part of the story. AI-generated CVs are becoming increasingly common, so this service looks deeper to help match candidates and careers based on personality, motivation and culture. 

Using over 100 behavioural and motivational data points, the platform assesses things like personality traits, workplace preferences, intrinsic motivators and long-term career drivers. It then compares those insights against behavioural patterns from people already succeeding within specific sectors and roles.

The result is a recruitment process built around potential, compatibility and long-term fit, not just who can write the best CV. This is not about filling vacancies quickly. It’s about building sustainable careers and stronger teams. This isn’t just recruitment; it’s long-term commercial and social impact. 

How does the recruitment process work?

Once you submit your vacancy, the Urfuture team reviews it to ensure it aligns with apprenticeship standards and funding requirements. Your opportunity is then promoted through targeted channels designed to reach suitable candidates.

Applicants complete a behavioural assessment powered by Urfuture’s technology, which captures insights across four key areas:

• Personality
• Hygiene factors
• Intrinsic motivators
• Extrinsic motivators.

AI and machine learning then analyse this data to identify candidates whose behaviours, motivations and workplace preferences closely align with the role and sector. Instead of receiving a pile of CVs to sort through, employers receive a curated shortlist of candidates already assessed for suitability, behavioural fit and long-term potential.

What are hygiene factors and motivators?

One of the biggest reasons people leave jobs is because the role simply doesn’t fit what they need from work. Urfuture’s behavioural framework helps identify this early by understanding the factors that influence someone’s long-term satisfaction and engagement. It’s all about understanding not just what people do, but why people behave the way they do. 

Hygiene factors are the baseline workplace conditions someone needs to feel comfortable and secure, such as structure and stability; flexibility; management style; and working environment. If these needs aren’t met, retention becomes much less likely.

Similarly, intrinsic and extrinsic motivators play a key role. Intrinsic motivators are the ‘deeper’ reasons people enjoy their work, and may include helping others; making a difference; creativity; social interaction; or problem solving. Extrinsic motivators are drivers such as salary; opportunities for progression; recognition; and achievement.

Understanding these drivers helps create stronger matches between people and careers, particularly in compassionate sectors where purpose and fulfilment matter so much.

How does this help reduce staff turnover?

High turnover is often caused by poor job fit rather than lack of capability. By focusing on behavioural compatibility, workplace preferences and long-term motivators, Connect2Care helps employers recruit apprentices who are more likely to feel engaged, supported and fulfilled in their role.

When people feel aligned with their work and workplace culture, they are significantly more likely to stay, develop and progress. That means better retention, stronger team culture and a more stable workforce.

Why is this especially valuable for Early Years, Adult Care and Funeral Services?

In care-focused sectors, technical ability alone is not enough. These industries rely on empathy, resilience, emotional intelligence and strong interpersonal skills – qualities that are difficult to assess from a CV alone.

Through Connect2EarlyYears, Connect2AdultCare and Connect2FuneralServices, candidates are assessed against the behavioural traits and motivators associated with success in these sectors.

This helps employers identify individuals who are not only capable of doing the job, but who are genuinely likely to thrive within it.

Is this service only about recruitment?

No. That’s what makes it different.

This new service is all about creating pathways into meaningful careers and helping young people build confidence, develop employability skills, and better understand their own strengths and potential.

Many young people struggle to access opportunities because they lack experience, confidence, or a traditional career pathway. By focusing on behaviours and potential rather than just CVs, the service opens doors for individuals who might otherwise have been overlooked.

At the same time, employers gain access to motivated candidates who are aligned with their organisation and more likely to stay for the long-term. This is recruitment with social impact built in.

How does the service support inclusion and social mobility?

Traditional recruitment processes can unintentionally favour candidates who already know how to navigate the system. Behaviour-based recruitment helps shift the focus away from polished CVs, confidence in interviews or previous experience, and towards potential, strengths and workplace compatibility.

This creates fairer access to opportunities and helps more young people discover careers they may never have considered otherwise. For employers, it also supports wider ESG, inclusion and social value goals by helping create more sustainable workforce pathways.

How long does screening take?

Screening typically takes between three and five working days. Because much of the assessment process is built into the platform, employers receive high-quality shortlists quickly, without compromising on quality or fit.

What happens if no suitable candidates apply?

If the initial search does not identify the right match, the vacancy can be re-promoted and the wider talent network searched again. The aim is always to find candidates who are genuinely suited to the role, not simply to fill positions for the sake of it.

Do I have to hire someone who is put forward?

No.

The service is designed to support better decision-making, not replace it. Employers remain fully in control of the final hiring decision.

Is there a cost to employers?

No. 

The recruitment service is provided at no cost to employers. That means businesses can access a more advanced, insight-led recruitment process without increasing recruitment spend.

What happens after the apprentice is hired?

As an established apprenticeship training provider, Connect2Care also delivers the apprentice training itself.

This creates a seamless experience from recruitment through to qualification, ensuring apprentices continue developing the knowledge, skills and behaviours needed to succeed long term.

Which sectors does the service cover?

Recruitment support is currently available across Early Years, Adult Care, and Funeral Services through Connect2Care’s specialist brands (Connect2EarlyYears; Connect2AdultCare; Connect2FuneralServices), alongside hospitality and retail recruitment support through the wider HIT Training network.

Will hiring an apprentice benefit my business?

Yes.

Apprentices bring fresh perspectives, energy and long-term potential to organisations. When paired with a recruitment process designed around behavioural fit and career alignment, they can become highly engaged and valuable long-term team members.

For employers in people-focused sectors, this can lead to:

• Improved service quality
• Stronger workplace culture
• Better staff retention
• Sustainable workforce development
• Stronger talent pipelines.

Are there financial incentives for hiring an apprentice in the UK?

Yes.

Many UK employers can access government funding and financial support when hiring apprentices, depending on eligibility and apprenticeship levy rules.

These incentives can help reduce training costs while supporting long-term workforce development.

Where can I learn more?

If you would like to explore apprenticeship recruitment in more detail or start the process, contact the team directly at recruit.apprentice@top.training.

Whether you’re looking to hire an apprentice, improve retention or build a stronger future workforce, the team can help you rethink recruitment in a completely different way.