This article presents the results of a qualitative study that examined the views and experiences of 12 large city employers of modern apprenticeships (MAs). Given the governments target that by 2004 at least 28 per cent of young people should enter an apprenticeship before the age of 22, it is imperative that large employers are fully involved in taking on young people as apprentices. However, this study found that many such employers are either not aware of these qualifications or do not see them as relevant to their businesses. The paper concludes by providing suggestions, based on the findings of this study, for different ways of raising the status of MAs and getting more large employers to take up the award.