Organizations are mistakenly focusing their search efforts on the wrong locations for apprentices.
Online job promotions are expanding, yet a study revealeds that companies aren't aligning with the digital habits of prospective apprentices and are utilizing the incorrect platforms. The study also highlighted the decreasing significance of a high school diploma.
A survey involving 14-25 year-olds revealed that one in four complained about the limited availability of apprenticeship opportunities in Germany. The main reason for this disconnect between companies and potential apprentices might be the insufficient online advertising of job vacancies on relevant social media platforms. This conclusion was drawn from a joint youth-business survey conducted by the Bertelsmann Foundation and the Institute of the German Economy (IW).
Both young individuals and corporations agree that the hunt for apprenticeship openings is primarily conducted online. They both rely heavily on online job postings and placements through the Federal Employment Agency. For the study, Iconkids & Youth, on behalf of the Bertelsmann Foundation, surveyed over 1,700 young people aged 14-25 in February and March. The IW, in turn, surveyed the personnel managers of 895 companies between March and May.
Companies largely ignore TikTok
There are disparities in social media usage. Although younger generations are more active on platforms such as YouTube, TikTok, and Snapchat, 70% of companies advertise their job openings on Facebook - despite the fact that only a quarter of young people spend time there. In contrast, 30% of young people regularly use TikTok, which is barely utilized by less than 4% of companies. The only platform that garners agreement from both groups is Instagram.
The authors of the study suggest that companies should modify their communication strategies to align with the digital habits of younger generations in order to attract more potential applicants. Traditional methods of advertising job vacancies in newspapers or on bulletin boards should not be overlooked, particularly for younger individuals with lower levels of education.
Soft skills gain importance
According to three-quarters of the companies surveyed, the skills and attributes of candidates are growing increasingly essential, while formal qualifications are becoming less significant. This trend should be emphasized more effectively: Only slightly more than half of young people feel that their personal skills are important. One-third even expressly disagree. "Young people should not shy away from applying with lower grades, but instead, should have faith in their strengths," advises Clemens Wieland, expert on vocational training at the Bertelsmann Foundation.
Training is generally regarded positively: Over 80% of companies and young people see it as an excellent foundation for a career. 6 out of 10 respondents also believe that it is possible to lead a comfortable life later with an apprenticeship. Nevertheless, more than half of the companies and over 60% of young people believe that dual training is not valued enough in society.
Despite the study showing a disconnect between companies and potential apprentices in online job promotions, it also suggests that companies should adapt their communication strategies to align with younger generations' digital habits. This could involve utilizing platforms like TikTok, where young people spend more time than companies currently do.
In light of the study revealing the decreasing significance of a high school diploma, companies placing more emphasis on soft skills and personal attributes of applicants could potentially attract more interested candidates, as demonstrated by the findings that less than half of young people feel their skills are important.
