{Study} Companies have to invest in employer branding: Are we running out of managers?

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More and more students want to work in public service, less and less in the private sector. Go that Company gradually the executives off?


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Stefan Lake Best of HR – Berufebilder.de®Stefan Lake was 2011 Country Manager Germany for the employer branding consulting firm Universum from February 2017 until March.


One third rejects private sector

In the Universum Student Survey 2014 among more than 30.000 students in Germany, 15 percent of respondents said they preferred their first job in the public sector - compared to 7 percent in the previous year.

According to other surveys, such as the EY student study 2014, two in three students see public service as a particularly promising industry. Nearly a third of respondents reject the private sector as a whole for their future career path.

Refuge at fatherland?

Does this generation seek refuge in “Father State”? And what does this mean for them Company? Do you have to worry about the executives going out?

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It is clear that the labor market is changing fundamentally. In many areas, it is now the case that employees do not apply to employers, but vice versa.

Work-life balance as the first goal?

In addition, the compatibility of private life and work is by far the most important career goal for “Generation Y”. This generation approaches future employers much more confidently and with greater sophistication than previous generations. With good wages and status, young people can no longer be fobbed off.

However, a closer look at the results of our surveys shows that around a third of those surveyed are aiming for the career goal of becoming a senior executive. Generation Y is not just looking for a work-life balance. She is also ready to take responsibility.

From hunters and idealists

In order to be able to better understand the wishes and expectations of the students, Universum has assigned a total of seven career profiles to the survey participants: Leaders, Careerists, Entrepreneurs, Hunter, Harmonies Seekers, Idealists and Internationalists.

The assignment is based on the answers students give when asked about the criteria that are particularly important to them when assessing the attractiveness of an employer.

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What makes Leader?

If we should actually run out of executives, we should be able to demonstrate this using the survey data for the survey participants categorized as “leaders”.

Leaders are ready to take on responsibility and are looking for positions where they can develop and ultimately demonstrate their leadership skills. The proportion of “leaders” in the surveys should therefore be relatively low if the thesis of rare managers is correct.

Differences depending on the degree

The opposite is the case: in Germany around one in four students from business-related departments today has the profile of a “leader”. It is the most common career profile. However, the proportion of leaders is not the same in every subject:

While 31 percent of the economists are counted among the leaders, this is only 23 percent of the engineers to be approached, and only 20 percent of the young IT experts. Leadership among the natural scientists is particularly rare: only 19 percent of them can be assigned to this profile.

Wishes and ideas of the target group

So the managers do not go out of our way. However, it is becoming more and more important for employers to get to know the aspirations and wishes of their target groups, and specifically to address those who have exactly the personality profiles that best fit the tasks in the company.

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  1. Anton

    also depends on the company ...

    • Simone Janson

      Of course, it always depends on the individual case - some just do better employer branding than others.

  2. Marcus K. Reif

    RT @MHM_HR: More and more want to go to public service. Are the executives us? @SimoneJanson

  3. MHM HR

    More and more want to go to public service. Are the executives us? @SimoneJanson

  4. Arwed Röhrdanz

    Thank you dear Simone Janson for this ball template. Collective leave with the employer and colleagues could surely satisfy this longing for an all-important feature in the private sector, but do the leaders of tomorrow want that at all? In leisure time, regular working hours and planning of leisure time are becoming increasingly important. The public service celebrates exactly this, so to speak, as the highest good. And yes, creative minds will always exist and this species is seldom found in the public service. Should we seriously ask ourselves the question: Where is the ship of the managers heading?

    • Simone Janson

      In short, I interviewed an executive at Google last year, a company where employees live, so to speak. And she says she deliberately does not spend her free time with colleagues.

      • Harriet Lemcke

        I can understand that well. Otherwise, Google employees would probably have the impression that they were living in a 24-hour flat-share. The workplaces are quite comfortable - open culture, lava lamps, self-service fridges, etc. It has a communal feel to it and the tone is also friendly. Leisure time spent together would be too much of a good thing.

        • Simone Janson

          Well, many do it. But this lady also did not specifically spend the lunch break with colleagues, went out to make sports out instead of the company swimming pool and around 4 or 5 home.

  5. Harriet Lemcke

    Above all, however, companies must first of all develop the awareness that a strong employer brand with a corresponding approach ensures that not just the bottom line but the right candidates are applied. Those who fit into the company culture transported via employer branding. In addition to consciousness, it also presupposes a new structural thinking. HR is rarely able to use or evaluate this (company) communication on employer branding.

    • Harriet Lemcke

      Hello Ms. Janson - well, then I'll follow your suggestion and publish my comment on the blog. I have also read Mr. Ohlmeier's contribution and I agree with him when he writes: "In addition, the job advertisement also represents a general communication tool for external corporate communication that has an impact on the corporate brand and image."

      Exactly this awareness is often not structurally existent, since the personnel department has always had the task of placing job advertisements in consultation with the specialist departments. If there is no corporate communications officer due to the size of the company (not a mere press office), then companies are well advised to seek external support.

      Several factors are relevant for a job advertisement that fits in several respects: it is relevant, the corporate culture, the “brand core”, the tone, the knowledge of how and where the preferred candidates (target group) inform and communicate and how it succeeds in attracting attention without endangering your own image.

      Ultimately, employer branding is a craft - branding and PR for a specific employer brand.

      Appropriate to the topic: the new study by Prof. Rolke from the University of Applied Sciences Mainz “Excellence in Corporate Communication 2014” - his conclusion: a close cooperation between PR and HR (plus other “step siblings”) is for the good of the company, but unfortunately not yet established practice. Integrated communication instead of divisional thinking and departmental selfishness. Here is the article about it: http://www.pressessprecher.com/nachrichten/fuer-die-pr-elite-zaehlt-das-interne-netzwerk

      • Simone Janson

        Thanks for the very interesting hints and the study, which unfortunately I had to raussuchen again. Can be good, that I enter in a later post again.

  6. Karriereexperten.com

    RT @LVQ_Education: Will Generation Y not lead? @SimoneJanson sees a need for action in the employer's branding http: //t.co...

  7. Astrid Overbeck

    Fewer and fewer young people in the company?

  8. HR Manager

    RT @eva_zils: RT @SimoneJanson: Companies have to invest in employer branding: Are we running out of managers? - - Exciting contributionEmiS0 ...

  9. LVQ.de

    Will Generation Y not lead? @SimoneJanson sees the need for action in employer branding

  10. Eva Zil

    RT @SimoneJanson: Companies need to invest in employer branding: are we running out of managers? -

  11. Frederic Jordan

    RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...

  12. Frederic Jordan

    RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...

  13. Dr. Nico Rose

    RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...

  14. Competencepartner

    Companies have to invest in employer branding: Are we running out of managers ?: Always… #profession #education

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