In the elderly care sector, too, more and more employers are using social media, especially to attract trainees – and younger people in general. However, they often use the wrong channels, such as Facebook. They ignore other, increasingly popular channels such as Snapchat. This was discovered by the Bertelsmann Foundation together with the German Economic Institute (IW) through a survey of HR managers and 14 to 25-year-olds.
Even though it has long been known that younger people hardly Facebook companies remain remarkably loyal to the channel: While 71 percent of companies use Facebook to inform about their apprenticeships, only a quarter of young people search for apprenticeship opportunities there. However, even more than Facebook, companies use Instagram (76%) – and that is not wrong: This channel, which is now also established among older people, is still the most popular social media platform among young people with a user share of 58 percent.
Most companies ignore Tiktok and Snapchat
In addition to the Facebook discrepancy, it is also striking that only 4 percent of companies Tiktok are present, but almost a third (a good 30%) of the 14- to 25-year-olds surveyed use this channel. You Tube Only 18 percent of companies are active, although it is the second most popular social media channel among younger people with 47 percent of usage. The potential of Snapchat is also still unrecognized: only about 3 percent of employers use it, although the platform is becoming increasingly popular; currently, a good 19 percent of the young people surveyed are using it.
Don’t forget analogue communication, even among young people!
However, there are some approximations in Whatsapp and Linkedin as well as Xing: 21 percent of companies and 38 percent of 14- to 25-year-olds use Whatsapp, while 41 percent of companies and even 35 percent of young people use the two career platforms.
The authors of the study also note that it is worth taking a closer look at analogue communication: young people with a low level of education in particular use job advertisements in newspapers or notices on school bulletin boards more often than companies.
For your Investigation The Bertelsmann Foundation and the German Economic Institute (IW) surveyed 340 human resources managers and around 1,700 14- to 25-year-olds.
Kirsten Gaede
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