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Here writes for you:

Photo - Dirk OhlmeierDirk Ohlmeier is headhunter, personnel consultant and managing director of Ethos Human Recruitment GmbH. After studying business administration and completing an executive trainee program at Bertelsmann AG, he worked as a consultant and headhunter in both Germany and London for nine years In his role as a consultant at HBQ Partners in London, he looked after board members, shareholders and corporate investors. He then worked in Germany as a personnel consultant EMEA for companies in the real estate industry for Cobalt Consulting Ltd. responsible. By changing as a partner to Personnel Consulting Pentagon AG, he specialized in advising medium-sized and family-run companies across Europe. In 2013 he founded his own company, Ethos Human Recruitment GmbH. In addition, he works as a speaker on topics relating to human resources. More information at www.ethos-hr.de

Employer branding and HR marketing of tomorrow: a look into the future

As the market for applicants changes, companies must change as well. Stagnation will not solve the problem. Especially not when the skills shortage is advanced only as a reason, without animate to action.


Companies must change their requirements

This starts with the onboarding process. Is the company struggling to ensure that the employee finds a good start after a change, regardless of whether it is a business or a location?

Another important subject area is the position requirements:

  • Does the agent position still have to be the pure agent position or can interfaces be formed in the area of ​​responsibility?
  • Can positions and thus areas of responsibility be combined with shrinking applicant numbers in order to allow development perspectives if necessary?

Different perspectives and realities

Different visions and realities will collide.

  • On the one hand, there are companies that do not have employees or the employees qualified according to their wishes.
  • On the other hand, there are young employees who want to enter the professional life with confidence. About their studies one says that it is more practical but also more severe and therefore not as good as what was.

Apparently a “lack” does not make the qualified employees more valuable. The specialists, who are supposed to counteract the shortage of skilled workers, are happy about practitioners and temporary contracts.

Generation Y - Able or unable?

Excitingly, Generation Y is considered to be the most capable, at least in the IT world. This generation is not only explained as having all the possibilities, but also because the working world desperately needs the young, skilled employees.

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And yet, these still motivated job applicants write endless applications without positive or often any feedback. And if a position is found, the great astonishment comes, since the basic conditions do not correspond to the economic theory that has been learned.

Generation 50 + - no longer attractive for the job market?

Added to this is, of course, the 50 + generation, which is often called, and is said that the economy is strongly affected when these generations, with all their knowledge and experience, leave the professional world.

And yet it seems that this generation is not attractive for the job market. As if an employee who "only" worked eight years is no longer relevant.

What does not stand in job advertisements

These two generations come together at one point, the point of job advertisements. We are looking for, of course, never officially named so clearly, young, qualified and dynamic employees, who are to have a position for the next few years with few or no development perspectives, but have the most diverse professional experiences and language skills.

Requirements that practically only the 50 + generation can meet. Now the question remains whether no applications are sent at this point, because the deficit is so pronounced, or whether reality and desire do not coincide?

The technology is changing faster than the art market

In addition, the reality bounces with full strength on the specialist defenses. In reality, technology is rapidly developing in comparison to demographic change.

Many positions, and in particular many positions, of skilled workers are already being replaced by technologies and are likely to become even stronger in the future. Whether this development is called good, I would not put at this point for debate.

If you are concerned as a business, act!

I would just like to draw attention to the fact that technological development will also greatly change the labor market and the number of jobs required.

In einem Article on Best of HR – Berufebilder.de® I have already said this, It does not matter if there is a skilled labor force or not. The question is all alone, are you or is your company affected. And if so, when do you start to act. And please do not short-term emergencies.

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20 responses to “tomorrow's employer branding and personnel marketing: a look into the future”

  1. Norbert Wiechmann says:

    The fairy tale of a shortage of skilled workers - 2 / 2: A look into the future via berufebilder_en

  2. Henryk Lüderitz says:

    RT @SimoneJanson: The fairy tale of the shortage of skilled workers - 2/2: A look into the future -

  3. Martin Gaedt YOUNECT says:

    RT @SimoneJanson: The fairy tale of the shortage of skilled workers - 2/2: A look into the future

  4. Martin Gaedt YOUNECT says:

    RT @HR_EracBer: The fairy tale of the shortage of skilled workers via @Berufebilder #HR #Recruiting #Talentmanagement

  5. Simone Janson says:

    Dear HR, Commentator Clara compares applicant selection with waste separation - how do you see that?

    • Henrik Zaborowski says:

      Well, the comparison is tough, but it certainly corresponds to the subjectively experienced reality of some “groups of applicants”. However, the question that has to be asked is “where” the applicants are being sorted out so hard. With companies that get a lot of applications? Or also with companies that should be happy about every application? In the latter case, it would be particularly bitter on a human level. In the first case, the automated application “sorting out” process takes full effect. But that's no wonder either.

      • Simone Janson says:

        Thanks for the answer. In that case, it's an engineer who ultimately emigrated and blogs about her experiences abroad. I just had to think of one or two HR posts on the topic of candidate experience that I had read recently ...

        • Christoph Athanas says:

          Hi, the commentator of the article wrote rather casually “The Germans understand the sorting out excellent. No wonder they invented waste separation ”. I find a little awkward. In all other countries (presumably) unsuitable applicants are also sorted out. I think it's quite legitimate to understand the company's perspective here. Nobody would want to hire all candidates. That doesn't work and it doesn't make any sense. As an entrepreneur, I would also like to be able to decide, for example, who will represent me or my company. The AGG - well meant, but not always well done - means that such legitimate claims (“sorting out”) can only be communicated much less clearly. As a result, we also have a lot more disappointment with - in some cases already - completely unsuitable applicants ... That then rocks in the frustration perception.
          In my opinion, however, the frequent inability of many companies to create appropriate offers for basically good candidate groups (e.g. 50+, women after motherhood, etc.) is a completely different matter. Unfortunately, a lot of potential is being lost. On the other hand, I am happy for the companies that access this and offer these people perspective. Many companies (represented by HR and executives) are often simply too afraid and therefore always fall back on the standard requirements and the standard candidates. However, these companies are often so weak in innovation and character. Unfortunately, customers don't always notice ...
          Something else is “sorting out” with regard to the manner (keyword: candidate experience). Of course, I have to filter and also express rejections. The question of how and when can, however, be shaped. As a company you can do a lot against excessive frustration (by the way, this is one of the top findings from my Cand Ex study in collaboration with Stellenangebote.de).

          • Simone Janson says:

            Such an "awkward" comparison is of course a hit for a journalist - I don’t find it that awkward, it shows how the selection process is perceived from the outside and is primarily an image problem for a company - especially since the commentator is successful emigrated, so you can't say "nobody wants such people anyway." And obviously it is perceived differently abroad.

            The commentator also writes very beautifully in her own blog:

            “There are many reasons why you can't do something here, but you can do it there without any problems. This can be related to the mentality, the profession, the willingness to learn, the attitude of the employer and much more. Perhaps you have a job that is in acute shortage in the target country and not in your own country? Possibly completely different options open up in the desired country than in Germany. Things that you haven't thought about before. In short, you don't know and you shouldn't be deterred by stupid sayings from others. "

            Back to the German Staff Selection:

            The fact that the AGG is responsible for the fact that one can not describe requirements more clearly, I hear more often. In the course of the ARD broadcast, however, there were also several comments which indicated that companies also find a flood of applicants at the same time, even if it is actually meaningless. Unfortunately, such frustration comments are too often happy times, motto, which does not want anyway. What can / should companies do to reduce the frustration?

  6. Profession pictures says:

    Schön: Commentator compares the applicant selection with waste separation

  7. QUARTERA Congress says:

    RT @HR_EracBer: The fairy tale of the shortage of skilled workers via @Berufebilder #HR #Recruiting #Talentmanagement

  8. Profession pictures says:

    RT @HR_EracBer: The fairy tale of the shortage of skilled workers via @Berufebilder #HR #Recruiting #Talentmanagement

  9. Clara says:

    “These two generations come together at one point, the job posting point. We are looking for young, qualified and dynamic employees, of course never officially named so clearly, who should hold a clerk position with few or no development prospects for the next few years, but should have a wide range of professional experience and language skills.

    Requirements that in practice only the 50+ generation can meet. "

    I always wonder where such fairy tales come from. Why are you, as a 50 plus, by definition, only interested in jobs with no prospects? Like to know, like the cheapest, like to be grateful for the siding? In an earlier posting I already mentioned the job offer for a “older” professional civil engineer who would love to work full time for 1700 euros gross and that in the east of the republic.

    The Germans have an excellent understanding of sorting out. No wonder they invented waste separation. Now the 50plus come very timidly out of their “too old” box and wander into the no perspective box. What a success.

    The author (and others also like) should deal with the brain research, eg with the research results of Manfred Spitzer, which says that the learning speeds of boys and parents are not different. In young people, the synapses develop more quickly, but older people build on their experience. The paths are different, the result is equivalent.

    For example, I am 50+. I have learned a good job, am multilingual and have successfully accompanied children into adult life who are currently completing their desired degree and are also multilingual. As a result, however, I was able to “only” work part-time for many years, so I sat on those “hopeless” jobs and sometimes had to be happy to even have one. My retirement account also looks accordingly. Why should I now be interested in continuing to pursue positions with no perspective? For the first time I really have the so-called “back free”. By the way: I've never attended so many advanced training courses in my entire life as I currently do. Outside of Germany you have a completely different view of many things and even a complete new start, reorientation or even studying for professional purposes are not uncommon here.

    We should stop inventing new crates and categories into which we are stuck. It is not just wrong, but counterproductive. However, Prof Spitzer has also carried out the fact that companies with a significant share of older workers in their workforce are significantly less likely to make mistakes. The experience treasure leads to more deliberate actions and also, if necessary, before to hunt into the boxhorn and to endanger the operation. (Source: Learning, Manfred Spitzer)

    Generation Y is, in my opinion, being done a great injustice, and not just because our children belong to it. :) Rather, it is because we have too many yesterday in decisive functions - regardless of age, by the way. Once people start ranting about today's youth, they have started managing the past. The future no longer belongs to them. Amazingly, I've seen such attitudes in people in their thirties. Maybe these are simple signs of a childless society in which everyone is focused on themselves.



    • Simone Janson says:

      Hello Clara, thanks for the detailed information. I think it's nice to compare application selection with waste separation - I'll write something about that again.
      As far as the topic of the elderly is concerned, our author Katharina Daniels has made a lot of comment on the topic you have raised.
      It probably belongs to general topos that age applicants are no longer so hungry. A topic that we will take up.
      Thank you

      • Clara says:

        Hello Mrs. Janson,

        this has less to do with being “hungry” and more to do with wasting life and the question of WHO defines the actual interests of so-called elders. It is seldom the older ones themselves, but rather the younger ones who think they know what older ones want. Just like in the article, by the way. In this context, it is interesting to note that more and more women over the age of forty are only starting to plan their families. Result: In her mid-forties straight mother, in her early 50s so-called “older”. Siegmar Gabriel, with his handsome 50 plus, was recently dubbed a “young father” in a newspaper. Would that happen to a woman as well, or is it more a hymn of praise for his father's status with regard to parental leave and Co.?

        At least fashion is no longer so shabby today. This is after all already an advance :), but when I see how many studied, smart people beyond the 50 in some jobs in front of itself, then I can only call that as a resource waste en large.

        • Simone Janson says:

          Hello Clara,
          that may be with the definition, on the other hand, however, I noticed especially among the 50+ generation - including the comments here in the blog - that the changes in the world of work are somewhat overwhelmed. For example, in the reluctance to deal with digital changes, just yesterday I read an article about a conference of the state of North Rhine-Westphalia on the digital working world - but the participants should please turn off their cell phones and not tweet. In journalism - see Spiegel - are there strange animosities prince vs. On-line. But also at work itself: Recently someone in my 40s told me that she just hadn't learned to rethink and do something else - once did an apprenticeship and then you keep the job.
          Of course, there are counterexamples like you or Mrs. Daniels, of course, there are younger ones who think little innovatively, but my most common experience looks like this.
          Incidentally, we are discussing the topic of applicant selection at Facebook.

  10. Cathleen Roeder says:

    The fairy tale of the shortage of skilled workers via @Berufebilder #HR #Recruiting #Talentmanagement

  11. Competencepartner says:

    The fairy tale of the shortage of skilled workers - 2/2: A look into the future: When the job market changes ... #Profession #Education

  12. Simone Janson says:

    The fairy tale of the shortage of skilled workers - 2/2: A look into the future -

  13. Profession pictures says:

    The fairy tale of the shortage of skilled workers - 2/2: A look into the future -

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