It's time to shake up the way organizations search for potential apprentices, as they're currently misspending their efforts on the wrong online channels. A study revealed that companies aren't aligning with the digital habits of prospective apprentices and are utilizing the incorrect platforms. As a result, one in four German youth aged 14-25 complained about the limited availability of apprenticeship opportunities.
The disconnect between companies and potential apprentices may stem from the insufficient online advertising of job vacancies on relevant social media platforms, such as TikTok and Snapchat. According to the joint youth-business survey by the Bertelsmann Foundation and the Institute of the German Economy (IW), both young individuals and corporations primarily rely on online job postings and placements through the Federal Employment Agency.
The study points out that companies largely ignore TikTok, despite its popularity among younger generations. While 70% of companies advertise their job openings on Facebook, only 30% of young people regularly use TikTok, which is barely utilized by less than 4% of companies.
In this digital age, companies should revise their communication strategies to cater to the digital habits of younger generations. Traditional methods of advertising in newspapers or on bulletin boards are still relevant, especially for those with lower education levels.
Soft skills are becoming increasingly crucial, according to three-quarters of the companies surveyed. Yet, only slightly more than half of young people feel that their personal skills are important. Young people should not be discouraged by lower grades and should instead believe in their strengths, advises Clemens Wieland, an expert on vocational training at the Bertelsmann Foundation.
The study also emphasizes the importance of training as a valuable foundation for a career. Over 80% of companies and young people view it as an excellent stepping stone. While 6 out of 10 respondents believe it is possible to lead a comfortable life later with an apprenticeship, more than half of the companies and over 60% of young people feel that dual training is not valued enough in society.
To attract more potential applicants, companies should consider implementing social media strategies, such as:
- Choosing the right platforms, like TikTok and Instagram.
- Crafting a personalized and interactive content strategy.
- Collaborating with social media influencers.
- Ensuring brand authenticity and transparency.
- Integrating SEO into social media content.
- Engaging with the audience through comments and messages.
- Utilizing targeted advertising on platforms like Facebook and Instagram.
In a nutshell, companies should focus on advertising apprenticeship opportunities effectively on social media platforms and prioritize soft skills and personal attributes during the application process. This approach could potentially help transform the landscape of available apprentice opportunities in an increasingly digital world.
