Without suitable solutions, the already acute shortage of skilled workers in many sectors could become even more drastic. So what strategies are needed to finally get young people interested in training again?
In 2021 alone, twice as many students as trainees started their professional careers – a trend that did not level off in the following years. Apart from that, young people’s interest in traditional professions is also shockingly low: It is not uncommon for them to simply have no connection to potential apprenticeships and hardly know what to expect, especially in commercial jobs or unusual apprenticeships without a family or known professional background. Affected companies are certainly trying to get this situation under control and finally get potential young talent excited about them again – but so far with limited success. “Not only are their school visits often too short to arouse real interest. Above all, most young people prefer to form their own opinions rather than having something presented to them head-on. This is also due to the gap between what young people already know about the profession and what information they actually need to decide on this profession, because this cannot be explained in 60 to 90 minutes and is therefore often very demotivating for both sides,” explains Julian Mannott. “If more targeted approaches do not prevail, the shortage of staff in many sectors is likely to become much worse than it already is.”
“The most effective solution is to be present where young people are and in most cases form an opinion or deepen their knowledge on interesting topics – on platforms such as Instagram, TikTok and YouTube,” adds the recruiting expert. “If they implement this correctly, companies can specifically target the urgently needed young talent and attract trainees who are motivated in the long term.” For more than five years, the industrial engineer has been helping medium-sized companies throughout the German-speaking region to recruit and retain suitable specialists. With his extensive expertise, which he acquired in well-known companies such as EWE, VW and Enercon, Julian Mannott has already been able to successfully support over 200 customers in filling their vacancies in the long term. Here he reveals which approaches were particularly important and how companies should implement them.
1. Compelling visual content
Well-made videos on platforms such as YouTube can sometimes reach a wide audience and answer specific questions about different professions. For example, a video showing the everyday work of a machining mechanic can arouse the interest of young people in the long term. Essentially, such digital content functions as a permanent, virtual exhibition stand that is available around the clock. Companies should therefore integrate the creation and maintenance of high-quality visual content into their strategy. This enables a constant presence and makes it easier to attract young people for internships and apprenticeships. Videos that offer exciting and relevant content thus proactively attract interested applicants and sustainably increase the visibility of the company.
2. Further development opportunities after training
The long-term career prospects after training are also a decisive factor in the attractiveness of an apprenticeship: In many commercial professions, there is the possibility of reaching higher positions through further training and specialization and being better off financially than in many academic jobs. An example of practical content on filling apprenticeships for craft businesses is the future prospects in this industry. Due to the constant demand for craft services and the declining number of skilled workers, craftsmen can earn a much higher income in the future. Only a few young people are aware of these market situations and advantages. Companies could therefore offer their apprentices an attractive perspective by offering further training measures and clear career paths, thereby permanently strengthening their position in the competition for the best talent.
3. Successful and well thought-out appearance at trade fairs
In addition, a professional and well-thought-out appearance at trade fairs is also crucial for attracting trainees. The problem for many companies is that their exhibition stands focus too much on distributing promotional items, which often go unused. Instead, the trade fair experience should be optimized by offering exciting and interactive elements that attract young people and encourage them to leave their contact details, thus winning them over in the long term. Free snacks or coffee also create a relaxed atmosphere and facilitate dialogue. Visual representations in the form of videos can also help to arouse interest and leave a lasting impression.
4. Use competitions to generate interest
Finally, competitions are also an effective method of stimulating young people’s interest and getting them excited about an apprenticeship. The prizes should be subject-related to ensure that the participants are genuinely interested in the field. One example is a competition run by a metalworking company, where the winners have the opportunity to spend a day building something exciting like a grill. Such practical experiences give young people an insight into the profession and arouse genuine interest. At the same time, companies collect valuable contact details of potential apprentices. Competitions can not only increase interest, but also actively contribute to attracting motivated applicants.
If companies take all of these aspects into account and put them into practice, they will get people who are genuinely interested in the activities presented. What is particularly important is that these people sign up for an internship voluntarily and are intrinsically motivated. “It is then child’s play for the companies we work with to recruit the trainees they so desperately need, who can work eight hours a day, are punctual and are keen on the training on offer,” stresses Julian Mannott. This means that companies do not only receive two or three applications a year and then have to hire two people who give up after eight weeks and do not get back in touch.
Do you want to inspire young people to work in your company and thus fill your vacant training positions in a planned manner? Then contact Julian Mannott now (https://julianmannott.de/) and arrange a non-binding potential analysis!
