High-potential recruiting with location disadvantage: How to attract employers to the province

When big corporations and hip big cities lure

Overview

What motivates highly skilled applicants to hire small, medium-sized businesses not far from big cities? What do companies have to come up with and what does successful employer branding have to look like from the point of view of the target group?

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The fact is, many applicants only look for what they already know and hear about again and again. And these are large corporations, where they want to build cars - for many a childhood dream.

Unattractive sites

Overview

Or the big cities, especially Berlin, attract visitors. Working in the Black Forest, Franconia or Emsland? D rather not.

The shortage in the race for the best brains have smaller, medium-sized companies - because their location seems less attractive and the employees in spe often do not even know the names of the companies, let alone know what they have to offer.

The boss has to do everything himself

Overview

I am only thinking of a hotel manager in Hohenstein in Saxony, who is at the reception every day from 6 clock. Reason: Qualified skilled workers are scarce in Saxony - not just in the catering trade. According to the training initiative "Future in Saxony", small and medium-sized enterprises in particular have problems filling vacancies.

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2011 was still advertised for 75 days, 2013 86 days. Reasons the initiative sees above all in the exodus of qualified workers. And so Silke Geike will probably still have to stand at the reception.

Funding for professionals

Overview

Even in South Tyrol companies complain about under-qualified applicants. With targeted funding, the region therefore wants to boost innovation and the economy. Companies hiring highly skilled employees can even reimburse half of their personnel costs through the region - for two years. This refers to graduates in technical-scientific disciplines with at least five years of professional experience.

But what attracts High Potenials to the province? With 29, Daniel Furth belongs to Generation Y and thus to the target group of many HR marketing measures. For him, as he explained in the interview, job security and pay were the deciding factors for his move from Berlin to Würzburg. He is very much in the trend: For a recent study, the consulting firm Universum has interviewed more than 5.000 young professionals, which makes them a good employer. Answer: The salary, diversity of tasks and safety are most important for the respondents.

Security as success

Overview

Companies only need to communicate these factors. But this is exactly where the problem seems to lie. In the past year, Martin Gaedt, Managing Director of YOUNNECT, caused a sensation with his book "Myth Skilled Shortage". His thesis: There is no nationwide shortage of skilled workers, many companies have never learned to present themselves and their jobs as an attractive brand. This is also confirmed by Dirk Ohlmeier, Managing Director of Ethos Human Recruitment in Berlin:

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"Take a company in a very rural region, which is rather unknown to applicants who only pay a 'normal' salary without special incentives and employees with little development prospects. No wonder she receives hardly any applications, "explains the headhunter. There are also companies that scare off interested applicants. "One of my clients was looking for a new executive in vain for six months. When we presented the first candidates, the feedback took weeks, and the interview was delayed, "reports Ohlmeier. The candidates were otherwise oriented.

Companies are looking for the perfect candidate

Overview

The hesitation of the companies has reasons, as Axel Stadtelmeyer, managing director of the recruitment agency Young IT Professionals explains in Heidelberg: "Many are looking for the perfect candidate. But headhunters often only postpone the problem, because the laboriously found people are often quickly gone. Companies should invest in the education of their employees and actively pursue talent management, so they do not even have to search. "

Optimal working conditions can make smaller companies with a location disadvantage quite attractive - as Steffen Schoch, Managing Director of Wirtschaftsförderung Nordschwarzwald, has recognized. "The tradtion-rich, owner-managed medium-sized companies are increasingly finding it difficult to compete with the best brains against the competition in the big cities," he says. Therefore, the companies themselves must take action: "In our experience, family-friendliness and the flexible design of working hours and place of work can be decisive criteria for applicants to choose a job."

Employers can score with family-friendliness

Overview

As with the fischerwerke in Waldachtal: It supports the construction of a children's home and offers flexible working time models with flextime and part-time work - if operational concerns make this possible. In addition, there are teleworking and home office solutions - but only with restrictions: "The latter are used for specific tasks depending on the situation. Basically, we value the presence of employees, so that the exchange within the company is ensured.

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The permanent teleworking positions are to be regarded as exceptions, which are created due to certain personal circumstances, "says Helge Renz, Head of HR. So you are still a long way from the total flexibility many applicants desire. Steffen Schoch asked the companies in his region about home office regulations. "The topic has not arrived yet, many companies could not comment on it. Especially in rural areas, there are many exciting companies that offer highly qualified jobs, "he notes.

A conclusion to which GenY representative Furth agrees: "Companies should provide attractive conditions and make this public. Then the qualified employees will come by themselves. "

Questions to Generation Y: From Berlin to Würzburg?

Overview

Daniel Furth, 29, traded his job as marketing manager of a Berlin start-up against a job at Vogel Business Media in Würzburg.

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Mr Furth, you have switched from a Berlin start-up to Vogel Bussiness Media in Würzburg. Why?

Overview

Because of the working conditions: unlike many startups, 30 offers a holiday of a year, a secure job and a well-defined hourly record. The higher salary, holiday pay and profit sharing are also factors.

Is not that a completely different corporate culture?

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Already: In Berlin, there was hardly an employee on 30, here I work with younger and older people, from whom I can learn. That's positive.

In addition, Vogel has been a family business since 1891, with strong regional roots and loyalty to its employees. Nevertheless, the company is innovative and my ideas are heard.

How has your way of working changed?

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Above all, job security has improved: Vogel is not, like many StartUps, designed to be bought. And employees are not simply fired, but deployed elsewhere if possible.

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The change from the capital to the province is not a problem?

Overview

No, I think Würzburg as a city even more beautiful. People know each other, life is more relaxed, there is a great cultural and leisure offer and a lively media scene.

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Overview