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 in favor of the option "I'm glad if I even get an apprenticeship", a large majority on the much more self-confident variants like "I get upfront 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 I go "(5%).
Those responsible for training in the companies value the attitude of their applicants quite realistically: Only 13% of them agree with the statement "Applicants are happy if they even get an apprenticeship".
Authenzität still lackware
Training companies must therefore convince self-confident customers of their own training offer. The often raised demand for "authenticity" in communication is not yet fully fulfilled.
For "credible" or "more credible" only 62,8% of trainees consider the external appearance of training companies. In addition, not all aspects that put the companies in the foreground are the priorities of the trainees.
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 "training occupations and work content" for trainee communication. Information on "training occupations and work content" reaches a high to very high value among 93 trainees - in the training companies it is only 67%.
Careers on the advance
Of the trainees, 72% use company career sites "very intensively" or "intensively" to find out about training companies; they are the most important medium for applicants. The training companies also rely mainly on career sites on the Internet.
Compared to the study of the previous year, they are still on the rise: 81% of the surveyed training companies now have career pages on the net (2012 was 68%). 78% of those who have career pages on the web have a separate "training" heading. The average quality of career pages, however, is rather mediocre in the apprentices' view: only 43% rate them as "good" or "rather good".
Many consider social media to be the best way to approach potential apprentices. But this is still a dream of the future: Currently, they are still performing relatively poorly in the favor of the target group. With 19% "very intensive" or "intensive" use, they are even 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 are very well received by the target group of applicants: they find 67,8% "very good" or "rather good" for an apprentice selection process. 63% of trainees rate on-line testing for paper tests as "better" or "equal." Only 37% clearly give preference to paper tests.
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