Apprenticeship training is strongly developed in Switzerland: at the country level, two thirds of the students follow this educational path at the upper secondary school. That proportion is however substantially smaller in the canton of Geneva, where apprenticeship is only chosen by around one third of the students. During the Covid-19 crisis, training firms moreover faced severe difficulties and a number of them decided not to (or were unable to) hire apprentices or even to terminate their apprenticeship contract(s). To avoid dramatic consequences, authorities from the canton of Geneva introduced a series of measures to support apprenticeship in 2020, among which the following three key measures: (1) reimbursement of the first three months of an apprentice’s salary, (2) bonus of CHF 3,000 for firms who hire a new apprentice, (3) bonus of CHF 10,000 for firms who build a network to jointly hire an apprentice. Using a discrete choice experiment, answered by almost 800 firms, we investigate the firms’ preferences regarding the support measures. Our findings show that the most successful measure is the reimbursement of the apprentices’ wage, regardless of firm’s size.