Companies and applicants talk past each other
According to the current vocational training report, 2016 places were again unoccupied by 43.500, while 20.600 young people were unable to find a training place. One of the main reasons is that companies and applicants can be pre-arranged.
90 percent of all adolescents go online with their smartphone almost every day. This must be used by companies in their search for young talent and to appeal to young people on the subject of education and career choice via mobile channels and in social networks. In social media, the so-called "influencers" have gained massive importance in recent years.
Youtube stars as professional advice?
Bloggers, Youtube stars and instagramers are very popular and reach in their loyal fanbase partially several million people, especially in the younger target group. They deal with the most different topics from fashion and makeup tips to gaming to knitting instructions, are important opinion-makers and almost a kind of life advice for their subscribers and followers. How can companies use the role model and the radiance of the internet stars to place their messages authentically?
TalentHero, the trainee app from meinestadt.de, allows for an orientation check for the career choice as the first app in the training market as well as the possibility of an uncomplicated and professional Casting via smartphone. We have thus made it our task to bring together companies and trainees and to make the issue of company training attractive again in the minds of young people. To make this happen, we launched a thematically wide Influencer campaign and brought us well-known Youtube stars on board.
Why YouTuber and Instagrammer?
Why YouTube? For TalentHero, YouTube is a very good channel. Apart from the fact that YouTube has a comparatively high conversion rate, we know that our target group of 14- to 21-young people in social media prefer to consume content in the form of videos. In addition, videos are particularly suitable for the introduction of new products and apps such as TalentHero because of the much greater explanatory and presentation possibilities.
The influencers perform through the functions and show their users the possibilities of the app. They tell about their own experiences with professional choice and training search, because quite a few are of the same age and have already been affected. This makes them an authentic guidebook.
Influencers have to fit into the company
In the first step, it was particularly important to select which of the cooperating partners were the most suitable for the TalentHero brand. At first we focused on those whose fan base is mainly in Germany and between 14 and 20 years old and then looked at countless different videos. Basically, there are few restrictions for us. With an offer of 300 trainings in Germany, there is something for every interest group.
In addition, the topic of career choice is relevant for everyone, whether gaming or makeup fan. In cooperation with the influencer marketing platform ReachHero, we were able to identify several Youtube stars with different reach and win them for TalentHero as a cooperation partner. One of them is for example Aaron Troschke (youtube channel "Hey Aaron !!!"). Aaron is next to his Youtube channel with half a million followers also known from TV formats such as "Who Wants to be a Millionaire" and "Celebrity Big Brother". "As a Youtuber I have a close relationship of trust with my users. In order to remain authentic, I can only cooperate with products that really convince me, "says Aaron. "It was like that at TalentHero. Had I even had this app years ago, I would not have found the training search so difficult. "
Educationalists trust Youtube stars
The numbers speak for themselves: Since launching the 2016 campaign at the end of September, we have been able to reach millions of young people on the subject of company training with the help of influencers via 2,7. More than 200.000 videos were shared, commented on and liked. For TalentHero, new users could be gained via 80.000.
The success of the campaign shows how important the adolescents are to the recommendations of peers and like-minded people, and how important the influence of Youtube stars is on their users. Especially the young target group is very active on Youtube and therefore, as the campaign proves, there very easily accessible and also susceptible to topics such as education and career choice. Although such a campaign certainly does not suit every company and every product, influencers have a not inconsiderable role model that companies can benefit from sustainably.
TalentHero arrives with teenagers
The app is the right channel for youngsters who are interested in an apprenticeship: more than 175.000 training prospects have already downloaded TalentHero from the App Stores and already sent 13.000 applications via the app. Companies that have training places can benefit from this range.
In order to better reach the next generation, they can use the app as a mobile career site and present themselves alongside job advertisements with a company profile as a modern and innovative employer of the target group. The young people are primarily on the road and must also be addressed on topics such as training and professional choice. Personnel need to understand this and use these channels wisely.
Learn more about TalentHero at http://www.talenthero.de
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