The 'you don't to be a pilot' tagline has been in use for years, the posters with all the trades in the 'shape' of a Tornado, behind the pilot and suitable line, was around years and years ago.
However we are not talking about the RAF we are talking about the youth organisation they are keen to hang on to that pushes flying as a major and unique activity. Cadets rarely join today with a thought of joining the RAF or Armed Forces in general as a primary johb option, but they will join the ATC with an expectation to fly, over and above the other things, which they can do elsewhere. We used to get a number of cadets join from the Scouts, but now they seem to keep a foot in both camps and don't leave the Scouts.
I am still at a loss as to why people don't feel that cadets should use the 'skills' they have acquired to the benefit of the squadron? DofE is pushed as a personal achievement and serious CV tick, but we will still use those getting through the levels to use their knowledge to benefit others on the squadron.
At work people rarely go on courses just for their own benefit / jolly anymore and where I work there is an expectation that what is learned is used for the benefit of and passed to others. Do we not prepare youngsters for life after school? So the idea of there is nothing such as a free lunch should be pushed, IMO. Over the years I and others have come back from a course and been expected to deliver a presentation on it as how we feel it might benefit the dept / section and then regarded as the SME. We used to send 2 or even 3 on the same course ... not anymore.
If a member of staff does a course in the ATC would they not be expected to use it for cadets? Back in the day I did courses for PofF and Air Nav and have instructed on them ever since.