"A lot is happening in winning over apprentices", said Martin Wansleben, Managing Director of the Association of German Chambers of Industry and Commerce (DIHK). "Speed dating is increasingly popular; social media steadily become more and more important. Internet research and digital apprenticeship exchanges such as the Chamber of Industry and Commerce exchange are 'in line with the trend'", said the DIHK Managing Director.
Moreover, the shortage of suitable applicants takes its toll: Wansleben said that more and more frequently, the businesses offer high-performing apprentices so-called "goodies"; this could be a smartphone or a local public transport ticket. Also, there is an "increasing range of apprenticeships with integrated study course" on offer.
An overview over the latest trends in the apprenticeship market:
Communication with potential apprentices:
- By now, 60 per cent of businesses recruit their young talent via the internet. In addition to job offers on their own websites, the businesses increasingly use social media for winning over apprentices. For most entrepreneurs, the placing of apprenticeship placement offers on online platforms is a well-established practice. A good half of businesses that are active in the internet use the Chamber of Industry and Commerce apprenticeship placement exchange (as of August available also as an app!). A good quarter of businesses is active in social media – a significant increase by nine percentage points compared to 2011. Even though an individual Facebook career page presumably will not become the sole channel of recruitment, more and more young people expect businesses to be represented on this website.
- Employers seek contact to school graduates at ever earlier stages. Also, the measures for establishing contact become more and more diversified. Many businesses, especially larger ones, organise open house days. One third of businesses place their targeted bet on co-operation with schools. Particularly noteworthy in 2013 is the significantly increased willingness to offer to pupils occupational orientation internships. The number of businesses engaging in this measure has significantly risen from 28 per cent in 2011 to 38 per cent. The aim is to give insights into the world of work and to motivate the young people to join the business. In addition, so-called apprentice speed dating becomes more and more popular.
Extra benefits for apprentices:
The competition for high-performing apprentices has become significantly tougher. In individual cases, the businesses therefore now offer extra benefits. This can be remuneration above tariff, grants in aid of a train ticket or even a smartphone. These days, apprenticeship positions in more remote locations can be filled in part only, if the businesses contribute corresponding means of support, for instance, a small company car.
Education system:
The freedom to choose between vocational and academic education has increased. For high-performing young people, businesses increasingly offer dual study course programmes, that is, an apprenticeship and a study course in one go. Yet these days it is also much easier to go on to university without a university entrance qualification, but with a completed apprenticeship and the required professional experience instead.