Germany: rebranding apprenticeships in skilled craft trades to combat labour shortage

Despite 350 000 apprentices in the craft sector in 2024, the German Confederation of Skilled Crafts (ZDH) reports over 20 000 unfilled positions. This shortage is concerning, as many of the 130 recognised skilled crafts apprenticeships are crucial for driving technological change.

To give young people a modern image of skilled craft professions, the German Confederation of Skilled Crafts is supporting the 53 chambers of skilled crafts in Germany with an image campaign.  The campaign runs on popular social media platforms, podcasts, through hands-on activities like several skilled craft competitions for young people, and events, such as the Day of Crafts, which was celebrated on 21 September 2024. Under the slogan 'Time to make', the social commitment of skilled craftspeople took centre stage.

Supporting craft businesses with marketing, digitalisation and recruitment

Particularly  small craft businesses often lack the resources and expertise for public relations and marketing, as well as modern recruitment techniques. The 'Next level trade' project shows how companies can attract apprentices via social media. The 'modern craft campaign' offers concrete support for public relations and image cultivation. Companies can access a range of resources, such as a toolbox of advertising measures, templates for youth recruitment, social media posts, a picture and film database on skilled craft trades and a modular event system to support their events.

Approaching young people: analogue and digital

The earlier, the better: the aim of the modern craft campaign and hands-on activities for nurseries and general education schools is to familiarise children and young people with the world of crafts. Under the slogan 'Small hands, big future' (Kleine Hände, grosse Zukunft), in the skilled craft competition children aged three to six in nurseries can really lend a hand during a visit to a craft business. At the annual school competition for skilled crafts 'Make something!' (Mach was!), pupils in general education schools can submit their project ideas until mid-October 2024. They will be supported by local craft businesses during the realisation process. 

To approach young people, many initiatives rely on both personal contact and digital platforms. For example, many chambers of skilled crafts now offer digital consultation hours. The 'MasterPOWER' (MeisterPOWER) competition (2024-25) for pupils in Baden-Württemberg also takes place online. Here, the learners can slip into the role of a boss of a virtual craft business with the help of a learning software. The 'Crafts mobile' (Handwerksmobil) organised by the Düsseldorf Chamber of Crafts, on the other hand, is a face-to-face format and can be booked by schools. The skilled craft trades of dental technology, baking, hairdressing, metal construction and tiling can be tried out at practical stations right in the school.

The 'Crafts go to school' (Handwerk macht Schule) initiative of the Association of German Chambers of Crafts offers teaching materials in line with the curricula and education plans of general education schools. Here, the topics of the skilled crafts sector are brought into an understandable context with the subjects taught. For example, the topic of 'Changes in the world of work' is taught in English classes at upper secondary level using the example of developments in the skilled crafts. In the subject of hybrid engines, they learn physical concepts with a factual connection to the automotive trade. Representational geometry is practised in maths lessons using a scaffold for the facade of a house.

Role models and diversity

Young influencers from skilled craft professions should act as role models and show perspectives that young people can identify with. This is the approach taken by the 'Power people in skilled craft' (Power People im Handwerk) initiative, which aims to show the diversity of people working in the skilled crafts sector to inspire young people to pursue a career in the sector. At 'Skilled craft makers' (Handwerks Macher:innen) influencers provide insights into various skilled craft trades and challenge stereotypes about skilled craft professions, such as chimney sweeps, in short videos or podcasts. Every year at the 'Skilled crafts Miss&Mister' (Handwerks Miss&Mister) casting event, passionate people from the skilled craft trades, whether apprentices, journeymen or master craftsmen, can put themselves forward for election by presenting their commitment and performance. The title winners will officially represent the skilled crafts sector at master craftsmen's ceremonies, trade fairs and in the media for a whole year.  

The annual 'Design talents in crafts North Rhine-Westphalia' (DesignTalente Handwerk Nordrhein-Westfalen) competition shows the artistic and creative side of skilled craft trades. In September, the winners for 2024 were chosen in six different trades ranging from furniture, textiles and clothing to media and show the creative possibilities in the skilled craft trades.