How companies improve their trainee marketing: More eye-level and authenticity


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According to a recent survey by the training specialist u-form test systems, aspiring trainees are becoming increasingly self-confident. They demand of Company Communication at eye level and authenticity. At the same time, many prefer to listen to mom and dad as well as social media. For companies, this means: even more rethinking. How companies improve their trainee marketing: More eye-level and authenticity How companies improve their trainee marketing: More eye-level and authenticity


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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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The of Professor Daniela Eisele (Heilbronn University) scientifically supervised study gives training companies hints on what they can improve in trainee marketing and recruiting. 441 trainees and 714 apprentices and students took part in the online survey from January to March. u-form test systems has carried out such a study for the fourth time.

With the help of the training portal azubister.net this year, the trainees and apprentices were interviewed for the first time in addition to those responsible for training. The study shows that commercial and technical courses as well as dual courses are particularly affected by the drop in applicants. On average, the participating companies received 2012 per apprenticeship in the commercial area 27 applications, in the commercial-technical area 14 and for the dual studies 21 applications.

Apprentice applicants as self-confident customers

According to this study, apprentice applicants are no longer petitioners, but appear as self-confident customers. The apprentices and students were asked to describe their position in the application process by selecting various statements.

Only 17% voted for the option "I am happy if I get an apprenticeship at all", a large majority, however, for the far more self-confident variants such as "I inform myself beforehand and know exactly what I want" (54%), "Company and applicants meet at eye level ”(24%) or“ In principle, the company applies to me and I can choose where to go ”(5%).

Training managers in companies assess the attitude of their applicants realistically: only 13% of them agree with the statement "Applicants are happy if they get a training place at all".

Authenzität still lackware

Training companies must definitely convince self-confident customers of their own training offer. The demand for “authenticity” in communication, which has been raised many times in this context, has not yet been fully met.

Only 62,8% of the trainees consider the external appearance of the training companies to be "credible" or "rather credible". In addition, not all aspects that put companies in the foreground fit the priorities of the trainees.

Changed priorities

Training companies, for example, are more aware of the importance of the achievements during the training as well as of the company images for the choice of an apprenticeship by the apprentices.

They underestimate the relevance of the factors “job security” and “apprenticeships and job content” for trainee communication. Information on “apprenticeship occupations and work content” is of high to very high value for 93% of trainees - only 67% for training companies.

Careers on the advance

Of the trainees, 72% use the career pages of the companies "very intensively" or "intensively" to inform themselves about training companies; they are the most important medium for applicants. The training companies also rely primarily on career websites on the Internet.

Compared to the study of the previous year, they are still on the advance: 81% of the training companies surveyed now have career pages online (in 2012 it was 68%). 78% of those who maintain career sites online have a separate “Training” section. However, the average quality of career pages is rather mediocre in the eyes of the trainees: only 43% rate them as “good” or “rather good”.

Mom and Dad instead of social media

Many consider social media to be the ideal way to address potential trainees. But that is still a dream of the future: Surprisingly, they are currently performing relatively poorly in the favor of the target group. With 19% “very intensive” or “intensive” use, they are actually somewhat less popular with trainees than with those responsible for training.

On the other hand, the personal advice of parents and teachers (59%), who as a secondary target group of trainee marketing continue to play a major role, continues to play a major role for trainees.

Selection: Tests accepted

In the selection of trainees, the curriculum vitae offers very few indications for the suitability of applicants. This is why tests are often used in this group.

They met with a high level of acceptance from the target group of applicants: 67,8% said they were “very good” or “rather good” for a trainee selection process. 63% of trainees rate online test procedures as "better" or "equal" compared to paper tests. Only 37% clearly prefer paper tests.


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