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Training & trainee marketing for employers: creating & communicating authentic job security

In many Company suitable applicants for training are in short supply. But this is not just a marketing problem; the right values ​​are often simply missing.

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Why are trainees important for the company's success?

Recruiting trainees is an important process in companies. Companies need a sufficient number of new employees to keep operations going. And they would do well to train young people in good time to ensure the number of employees.

Apprentices in particular can have a positive impact on a company's bottom line by increasing its productivity and profits. In cooperation with their employers, apprentices can be an important part of a company's success. The advantage for the company is obvious: it can develop its own talents right from the start if the trainee is good enough.

The training of apprentices is not a one-way street

However, this presupposes that the trainees find ideal conditions in the company: When preparing for a certain profession or in their professional development, trainees should benefit from a wide range of company-specific and company-specific human resources in the form of information, advice, support and guidance.

Only if the apprentices can be instructed accordingly can they develop positively in the further course of their professional life and contribute positively to their company. The dual vocational training system is not a one-way street: Anyone who demands performance as an employer must also encourage young people.

Company looking for trainees: Those who do not change will be changed

In addition: The job market for trainees in Germany has changed increasingly in recent years. There are still industries in which job offers for young professionals and interns are rare and the number of applicants is high, but the industry is changing. In many companies, suitable applicants, i.e. those with a suitable school education, are in short supply.

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Employers are happy to complain about the education system. But the truth is: companies that are not ready to change how they approach their applicants have a problem: they are simply running out of tomorrow's skilled workers.

Modern trainees: from supplicant to customer

Prospective apprentices are becoming more and more self-confident, and many employers can tell you a thing or two about that. You are demanding from companies Communication at eye level and authenticity. For companies this means: Rethinking even further.

Because trainee applicants are no longer supplicants, but appear as self-confident customers. Only a few trainees and schoolchildren are happy to even get an apprenticeship position; a large majority informs themselves in advance and knows exactly what they want: Namely employers on an equal footing who are also in Spe with the trainee apply must.

Convince yourself of your own offer through authenticity

Training companies must therefore convince self-confident customers of their own training offer. The demand for “authenticity” in communication, which is often raised in this context, has not yet been fully met for many young people. This is an issue that all employers need to think about when they are in the recruiting process.

What does authenticity mean in the communication of trainees? Most of all, it means communication. Communication is one of the best ways to build trust between employees. It is at the heart of the collaboration between employees. It is also one of the most important instruments for promoting individual talents in the company. Some companies are very good at developing their own people, while other companies are not that good at developing apprentices. Accordingly, these companies find it difficult to recruit trainees.

Rely on the right values ​​when addressing young people

Finally, companies should also rethink the way they approach young people and ask themselves which values ​​are really in the foreground with them. For example, many employers think of social media and hip promotional videos with well-known influencers. Something much more obvious is often forgotten: Many young people prefer to listen to teachers and mom and dad rather than social media when choosing. Obviously, personal advice continues to play an important role for many trainees. These reference persons are therefore still of great importance as a secondary target group for trainee marketing.

In addition, not all of the aspects that companies focus on match the priorities of the trainees. For example, employers often overestimate the importance of the performance during training and the company's image for the apprentices' choice of a training company. On the other hand, they often underestimate the relevance of the factors job security as well as apprenticeships and work content for young people. These values ​​should play a more important role in trainee communication.

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