In print media, it uses women's magazines, publications targeted at ethnic minorities such as The Muslim Weekly as well as other careers directories for the same reason. Other channels include radio, newspapers, British Gas website (www.britishgasacademy.co.uk) and a DVD for schools.
Recruiting gas engineers of the right level is important. Candidates for a British Gas apprenticeship must be at least 16 years old, and have a minimum of four GCSEs at grade C or above or equivalent (e.g. NVQs). However, they need more than academic qualifications, they must be able to show some aptitude for customer service, such as being able to listen to customers and understand their requirements.