Joe E. Ross, President, CEO and co-founder of Reach University and the National Center for the Apprenticeship Degree, discusses Reach University's "apprenticeship degree" model that turns jobs into degrees rather than the traditional approach of obtaining a job post-graduation. The conversation explores Reach's approach to addressing the "hiding in plain sight" talent crisis by serving the 40-50 million Americans in the workforce without degrees who wish they had them. Ross outlines Reach's three ABCs framework: Affordability, Based in the workplace from day one to graduation, and Credit for learning at work. He shares compelling outcomes from Reach's growth from 67 candidates to over 3,000 across eight states, with 70% graduation rates for Pell-eligible students compared to the typical 40-50%. Ross also discusses the National Center for the Apprenticeship Degree's work with 50 institutions across a dozen states, and offers practical steps for listeners interested in getting involved with apprenticeship degrees. Transcript Julian Alssid: Welcome to the Work Forces Podcast. I'm Julian Alssid. Kaitlin LeMoine: And I'm Kaitlin LeMoine, and we speak with innovators who are shaping the future of work and learning. Julian Alssid: Together, we unpack the complex elements of workforce and career preparation and offer practical solutions that can be scaled and sustained. Kaitlin LeMoine: This podcast is an outgrowth of our Work Forces consulting practice. Through weekly discussions, we seek to share the trends and themes we see in our work and amplify impactful efforts happening in higher education, industry and workforce development all across the country. We are grateful to Lumina Foundation for its past support during the initial development and launch of this podcast, and invite future sponsors of this effort. Please check out our Work Forces podcast website to learn more. And so with that, let's dive in. Kaitlin LeMoine: Hello all, hope you are doing well and enjoying the lead-up to the holiday season. As we prepare for our next podcast season, we're closing out the month with a couple of Work Forces "Rewinds", featuring two insightful conversations from this past year. Today, we're revisiting our conversation with Joe E. Ross, President of Reach University. In this conversation, we dive deep into Reach's pioneering "apprenticeship degree" model, which turns jobs into degrees rather than the traditional approach of obtaining a job post-graduation. We hope you enjoy the discussion with Joe as much as we did. While we'll be back with new episodes in the new year, we want to pause to express our appreciation for you, our listeners. Julian and I are so grateful for your feedback, your likes and shares, and your overall engagement with the Work Forces podcast. Your encouragement and perspectives continue to shape the conversations we hold and inform our consulting work every day. We'll be back to kick off our next season soon..in the meantime, we hope you enjoy this episode! Julian Alssid: Welcome back today. We're diving deep into a topic that's central to our work, the evolution of higher education to better serve the modern workforce. Kaitlin LeMoine: Yes, we are Julian. We've talked a lot about the need for new models, especially those that bridge the gap between learning and earning. So many of our conversations have pointed to the power of apprenticeships and skills based pathways, including our past podcast discussions with Bob Lehrman and John Colborn on the evolution of apprenticeships and the opportunities they afford learners and employers alike. Julian Alssid: That's right. Kaitlan and as we discussed with Bob and John, the apprenticeship movement has been gaining momentum in recent years. Just in August 2025 the Trump administration issued a talent strategy report that calls for the expansion of Federal Registered Apprenticeships, including promoting stronger connections to universities and colleges. Our guest today is at the forefront of this movement, pioneering a groundbreaking model that's reshaping what a degree can look like, the apprenticeship degree. In fact, the apprenticeship degree was called out in the Feds report as a key part of the new apprenticeship initiative. And so today, we'll be discussing this and more with Joe E Ross, President, CEO and co founder of Reach University and the National Center for the apprenticeship degree. Kaitlin LeMoine: Before building Reach, Joe served as president of the statewide association for county school boards in California, and served for 10 years as a locally elected school board member. He previously served as general counsel to a venture studio in several technology startups, and as a deputy district attorney, he acted as sole counsel in numerous hearings and jury trials. Earlier in his career, he served eight years on active duty in the US Navy. The son of a US Postal Service labor custodian, Joe went on to earn degrees from Yale and Stanford Law School. And Joe, we're excited to welcome you to the podcast with us today. Thanks so much for joining us here. Joe E. Ross: Kaitlin, Julian, it's such a pleasure to be here. Thanks for having me. Julian Alssid: Yes, indeed, it is a pleasure to have you, and if you will, you know, we've said a little bit about your background, but we'd love to hear you tell us a little bit more, and the story of what led you to co found Reach. Joe E. Ross: Yeah, sure. So first off, I must offer the disclaimer, I never imagined that I would be a college president growing up. That's not the thing that was on my bucket list, among many things, but I do think I, very early on, acquired a conviction that education is the way you build your own future, I think of it as the pen that you need to have in your hand to write your own future. As you mentioned, my biological father worked for the post office as a labor custodian (that means janitor), and my mom died kind of young, and he was injured in an accident. And I was raised starting at age four by my aunt and uncle, and I think in moving into that new household, in my little head, I must have noticed that these adults had careers and they had degrees and they had power over their lives. And I think in my little head, I thought, I want all three of those things, and I got it into my head that education was my way to those things. That's the only thing I can point to as an explanation for why I was such a nerd in school and so motivated in school, and also why later, after trying all sorts of other things with that pen to my hand, I was a Navy officer, I was a prosecutor, I was an ed tech entrepreneur, I always tacked back to education as where my passion was, and so about 15 years ago, I started running an after school program that sought to turn after school staff into teachers, and that was essentially a job embedded, apprenticeship based program, the first of its kind. And I saw this, this potential of combining work with higher ed. And so fast forward to the fall of 2020, Reach University launched as it's in its current form as an accredited nonprofit institution with a very simple mission, which is to turn jobs into degrees, as you said in the intro, as opposed the other way around. And that model is called the apprenticeship degree. Now. Kaitlin LeMoine: So you know. Reach University has a unique B2B2C model, right where you partner directly with employers, but you have this dual customer approach of working with employers but also serving the needs of your learners. Can we dive in a little bit there? I mean, this is a complex model to build. How have you gone about it? Joe E. Ross: Yeah, so it's, it's interesting, it's complex, but it also creates some simplicity as well. If you're running an apprenticeship degree, by definition, you are running a model that's based in the workplace from day one to the day of graduation. In fact, I'll back up. I probably should share for everybody what we mean by apprenticeship degree, and then that will lead lead to the answer. So an apprenticeship degree is defined by elements associated with apprenticeship going back centuries. This is not something that the Department of Labor defined 50 years ago or 10 years ago or this summer. It's something that goes back to a tradition that is very long standing, and apprenticeships had three defining elements that I think of as the ABCs that apply to an apprenticeship degree, a stands for Affordability for the learner, and in this day and age, that means without student debt, apprentices have been asked for their sweat, not for their debt, right? So at Reach University, we made this commitment the beginning, that no one would be would pay out of pocket. No learner would pay out of pocket more than $75 a month for full time enrollment in a full time work embedded degree program that's a for affordability. B stands for Based in the workplace from day one to the day of graduation or the day of completion. An apprenticeship degree starts with a paid job. It ends, or is designed to end, with a better paid job. And C stands for Credit for work, Credit for learning at work. Kind of has a double meaning. Learning at work means literally learning at work, but it also means learning put to work, theory, meaning practice. C also stands for Credential of value. This is not a compromise. It is still a Bachelor of Arts or a Master of Arts or an Associate of Arts. AA does not stand for Apprenticeship Arts Degree. It stands for Associate of Arts degree. So with that definition in mind, let me go back to B based in the workplace. The reason we think of this as a B2B2C model, as opposed to a, B2C model is because you can't run an apprenticeship or an apprenticeship degree without close engagement with employers and for the university. What that means, among many things, is that instead of coming to the university looking for graduates, the employer comes to the university