Breathe HR builds people-management software for small businesses. By 2022 they were 80 staff and growing faster than their hiring pipeline could keep up — particularly in marketing and content. Hannah at Creative Process suggested they try the apprenticeship route. Three years later they've got three Creative Process apprentices on staff, all permanent, two now line-managing.
Why apprenticeships, not normal hires
Breathe HR's challenge was specific: they had work for people with 2–3 years of digital marketing experience, but the market for that kind of mid-junior talent in Brighton is thin and competitive. London salaries were pulling people away; the few candidates who did want to stay local were getting bid up.
Their CTO and Head of Marketing decided to try something different: invest in 18-year-olds who'd grow into the role. Apprenticeships were a way to do this with most of the training cost covered by the apprenticeship levy (they're a levy payer at £4m+ pay bill).
First apprentice — Ellie, 2023
Ellie joined Breathe HR's content team in September 2023 on the AI & Digital Marketing Level 3. By month nine she was writing two case studies a week, both published with light editing. By month twelve she was project-managing the content calendar.
Ellie passed her EPA with Distinction in December 2024 and was offered a permanent Content Marketing Executive role at £26,000. She's still there. Breathe HR were so happy they signed up for a second apprentice almost immediately.
Two more in 2024–2025
Marcus joined in March 2024 on the same standard, focused on growth marketing and analytics. Jade joined in September 2024 on the Multi-Channel Marketer Level 3, focused on paid and brand. Both are still in their apprenticeship as of May 2026 but tracking ahead of standard.
By 2025 the marketing team had restructured: Ellie was Content Lead and managing Jade; Marcus reported direct to the Head of Marketing. The model the leadership team described to us: "grow our own, keep them happy, watch them turn into seniors over time".
Levy economics
Breathe HR's three apprentices together drew approximately £54,000 from their levy account (3 × £18,000 funding band, full cost paid from levy). That money would otherwise have expired in their 24-month rolling window — meaning the net training cost was effectively £0.
Combined apprentice salaries over the same period: around £180,000. Their estimate of the equivalent recruitment cost for three external mid-junior marketers: £270,000 in salary plus £40,000 in agency fees, with worse retention. Their CFO's view: "the maths is so good we should be doing more of this".
We've hired through agencies, we've hired through referrals, we've tried the lot. Creative Process apprentices have the best retention rate of anyone we've brought in.