Employer Branding to the Generation Z: vocational training instead of university studies?


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The starting signal for the competition for the "Generation Z" has long since fallen. This refers to those born between 1996 and 2000. How does this generation Z, which is already in the starting blocks for the job market, tick?

Aligning employer branding with Generation Z: Vocational training instead of university studies? Generation Z

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Here writes for you: Stefan Lake was 2011 Country Manager Germany for the employer branding consulting firm Universum from February 2017 until March. Profile

It does not necessarily have to be the university: three quarters are open to vocational training

Overview

At the moment they still go to school, have begun to study or have already learned a profession. The employer branding consultancy Universum surveyed students and young people in this age group worldwide. The evaluation of 2.140 representatives of the Gen Z from Germany surprises with some peculiarities.

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Surprisingly, there is a great deal of openness to taking a vocational training instead of a university degree. For 25 percent of the young people surveyed, it is an option, and for 51 percent, an option to enter the workforce instead of formal higher education education.

That is, a total of three quarters are generally open to vocational training. Only a quarter can not imagine vocational training. This leaves a great deal of potential for alternative training opportunities Company suspect. The data of the Generation Z survey provide a lot of clues to develop these offers exactly for the generation Z exactly.

Interest more important than money

Overview

An example is career decisions. So in the choice of career direction, the salary is not the primary motivation. Overall, 85 percent indicate that the subject choice is mainly determined by the interest in the subject. This is true for girls and boys, whether they are open to vocational training or not.

"Making a lot of money", on the other hand, is clearly second with 46 percent. The criterion is somewhat less important to those open to vocational training than to those who can not imagine vocational training. There are also differences between girls and boys: the latter is much more important than girls, for whom "I can help other people" plays an equal role.

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Safety and stability are the most important career goals

Overview

The future job should be safe and stable, which is generally the most important thing - for boys (54 percent) and girls (57 percent). However, for the latter, "having a balanced work-life balance" ranks second (44 percent), while for boys this is "senior executive" (47 percent). Internationally, this does not necessarily have to be for boys - unlike girls. 31 names "an international career" as a career goal and only 18 percent of boys. For them, on the other hand, the desire to be a "technical or subject matter expert" is much more important than for girls.

The following overview shows the various career goals related to the openness to vocational training. One of the highlights is the differences between the groups with regard to the challenge of intellectual challenge as well as an activity which serves the common good. Are less interested in education? It is also conceivable that they cover this area outside of the job with honorary work.

Aligning employer branding with Generation Z: Vocational training instead of university studies? Career goals

Family, friends and hobbies are important

Overview

This is generally true for this generation. Thus the parents have by far the greatest influence on career decisions (57 percent) and are clearly ahead of friends (26 percent). The parents' opinion is therefore important, but they do not seem to serve as role models in this area. Tradition also plays a minor role: the workplace of the parents has little influence on the choice of the professional direction. The company representatives at schools and universities also have little influence on career decisions. On the other hand, professional advice on these institutions is one of the top 3 influencing variables.

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Even when it comes to priorities in life, the family is clearly in first place for Generation Z: "Spending time with the family" is one of 58's total of three possible priorities in life. This priority applies to both sexes, regardless of their openness to vocational training. "Having a lot of good friends" is in third place overall with 41 percent "having a long and healthy life" (48 percent). One in four respondents definitely wants to have enough time for their hobbies.

Exciting are the differences in the priorities - for example, between girls and boys: the latter with 45 percent the friends slightly more important than the girls (37 percent). On the other hand, they are obviously more interested in learning: "Developing myself and learning new things" is what 39% of girls, in contrast to 28% of boys, call a focus. It is also interesting to note that "making successful careers" is equally important for boys and girls, but monetary issues have different priorities: "Wealthy" is a possible focus in life for 36 percent of boys, but only for 24 percent of girls.

Address generation Z with suitable offers

Overview

The results of the survey show that looking at the details is worthwhile. Apart from some basic tendencies, there are some interesting differences, for example between girls and boys, but also between those who can imagine vocational training and those who are not.

The challenge for companies is to work out the relevant facts and take them into account when developing suitable offers.

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You can find out more about the studies of Universum at http://www.universumglobal.com and http://www.employerbrandingtoday.com/de/


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    I talked to an 19 year. She wanted to earn 100.000 € as soon as possible. But be an official.

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