Several hundred thousand apprentices have barely started their training this autumn and the application phase for the next generation has already started. The IHKs and the DIHK are accompanying this important point in time for their member companies with a large-scale nationwide advertising campaign. The focus of the current campaign, which can also be seen in Saarland from September 9th, is a combination of traditional outdoor advertising and digital formats. Large posters are supplemented by digital screens in train stations or shopping centers. This outdoor advertising is accompanied by a digital flight on social media channels relevant to young people: young people who use apps such as TikTok, YouTube Shorts, Instagram or Snapchat on their smartphones near schools, bus stops or shisha bars are shown geo-targeted clips from the IHK training campaign. “We are bringing the ‘attitude of training’ directly into the lives of young people and reaching our potential apprentices where they are – namely on their smartphones,” explains IHK General Manager Dr. Frank Thomé about the concept.
Arouse enthusiasm for dual training
“We demonstrate our strengths every day,” “What are we really good at? In always getting better.” and “Our career goal: more being than appearance.” are slogans of the campaign that make it clear how a dual training program can convey a feeling of self-efficacy and socially valuable activity. “The messages aim to inspire young people and their families to start a professional future through the dual system,” says Thomé. “With the campaign ‘Training makes more of us’, we not only want to create a new awareness of the importance of training, but also actively contribute to bringing young people and companies together.” Since the launch in March 2023, 20 “real” trainees have inspired thousands of followers as the faces of the campaign. Their clips on the TikTok channel “die.Azubis” have already collected several hundred million views. In addition to outdoor advertising and social media activities, the Saarland Chamber of Industry and Commerce continues to focus on individual advice and placement offers and trainee fairs.
