Empowering Tomorrow's Workforce with Registered Apprenticeship
Case Study: BASF’s North American Apprenticeship Development Program (NAADP)
In response to a growing need for skilled talent and a more diverse workforce, BASF created the North American Apprenticeship Development Program (NAADP) in 2020. The program was born from discussions in 2018, led by the Manufacturing Community Steering Committee’s Women in Manufacturing workstream. With a mission to bridge the manufacturing talent gap by tapping into underrepresented groups, particularly women, NAADP was designed as an innovative and flexible apprenticeship model to meet the diverse needs of BASF’s production sites across North America. "We developed everything from start to finish, asking ourselves what the requirements should be to access the full talent pool,” says Dr. Susan Emmerich, Manufacturing Talent Programs Implementation Manager with BASF.
Program Mission and Aspirations
The primary objective of NAADP is to meet BASF’s manufacturing talent gap by tapping into the full talent pool which includes females and other underrepresented groups. BASF’s aspiration is to elevate this figure to 30% by 2030.
Customizable 'Earn and Learn' Model
The NAADP is a registered apprenticeship program, certified by the U.S. Department of Labor (DOL), that offers classroom instruction, on-the-job training, and full-time employment with benefits. "Designing the entire program took about a year, as we carefully assessed the needs of interested sites. We realized that a one-size-fits-all approach wouldn’t work, so we opted to fully customize the program to fit each location. Its success lies in this customization, tailored to each site’s workforce development plan—or, in the absence of one, based on the site’s immediate and long-term needs,” says Emmerich. Twelve different apprentice technician roles are available, and candidates can apply externally or internally, as a form of professional development, and as existing contractors to transition to another technical role. The program offers a transferable credential upon completion, ensuring apprentices are fully equipped for success in manufacturing roles.
Program Implementation and Growth
The NAADP has partnered with over 24 BASF sites and 26 colleges across 12 states as of 2024. From its modest beginnings in 2021, when it placed 28 apprentices at five participating sites, the program has grown significantly. By 2023, the number of apprentices had expanded to 91. The program's retention rate has remained strong at 85-95%, highlighting its success in nurturing long-term careers for participants.
Accomplishments and Milestones
Since its inception, the NAADP has consistently outpaced organic hiring rates for women and ethnic minorities at BASF. “The BASF apprenticeship program provides fully trained, upskilled technicians at about the same time and cost as hiring entry-level workers, but with a distinct advantage. By the time apprentices complete the program, they are not only skilled and ready to contribute immediately, but they also embody BASF's critical environmental health and safety (EHS) values. With hands-on experience at our plants, these apprentices are adept at managing themselves in high-risk environments. Additionally, the program contributes to a more diverse and inclusive technician workforce, enriching our talent pipeline,” says Emmerich.
Best Practices
The NAADP’s success stems from several key practices:
- Customization: Each BASF site tailors the apprenticeship program to meet its unique workforce needs and local conditions, ensuring that apprentices are fully integrated into the plant environment.
- Recruitment Approach: A push-pull recruitment strategy, utilizing social media and targeted communications, has been instrumental in reaching underrepresented talent.
- Full-Service Assistance: The program provides a comprehensive journey map, checklists, and guidance to help sites successfully implement the NAADP, with regular face-to-face check-ins between site coordinators and apprentices.
Apprentice Experience and Outcomes
A 2023 apprentice exit survey revealed high levels of satisfaction with NAADP. Notably, respondents stated they could see themselves in a production role or higher after completing the program. Additionally, 93% indicated they understood how to achieve their career goals, and all surveyed apprentices expressed a desire to continue working at BASF if offered another role.
Future Outlook
The NAADP is projected to expand across North America. With a strong track record of retention, customized program design, and a commitment to diversity, NAADP is well-positioned to achieve its aspiration by 2030. By providing fully trained, up-skilled technicians who embody BASF’s safety and environmental values, the program ensures that the company’s workforce remains robust, diverse, and ready to meet the challenges of the future.
Empowering Tomorrow’s Workforce
BASF’s North American Apprenticeship Development Program stands as a model of how apprenticeship programs can address talent shortages while promoting diversity and inclusion. With a focus on customization, targeted recruitment, and full-service support, the NAADP has successfully increased the representation of women and ethnic minorities in technician roles, transforming the future of BASF’s manufacturing workforce.
Current Production Operator Apprentice, Alyss Gilbeau, from BASF's North Geismar site, Louisiana