Observed Signal · Sep 12, 2024 · Market Research / Study · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Young Applicants and Firms Talk Past Each Other in Apprenticeships
A German study by the Bertelsmann Stiftung and the Institute of the German Economy (IW) finds a widening gap between young apprenticeship seekers and employers. In 2023/24, about 73,000 apprenticeship positions were unfilled while more than 63,000 youths did not obtain an apprenticeship. The mismatch stems from regional and occupational differences as well as communication gaps in the application process. Both sides agree that online job ads are central, but there are large channel mismatches: 71% of companies advertise on Facebook, yet only about 25% of applicants search there; youths increasingly favor YouTube (47%), WhatsApp (38%), and TikTok (30%), while only 18% of companies advertise on YouTube. The study also notes the Candidate Experience and that 45% of young applicants end the process without a connection, with over half of HR admitting to ghosting candidates. Influencers are discussed as potential brand ambassadors to improve employer branding and reach via social platforms.
Highlights recruitment channel misalignment in German apprenticeship market; potential implications for HR/Marketing.
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Key Takeaways & Evidence Grounding
- 73,000 apprenticeship positions were unfilled in 2023/24 in Germany, while over 63,000 young people did not secure an apprenticeship.
- Approximately 44% of apprenticeship openings could not be filled in 2023/24.
- 71% of companies use Facebook to inform about apprenticeships, but only about 25% of young applicants search on Facebook.
- Youth prefer YouTube (47%), WhatsApp (38%), and TikTok (30%); companies advertise on YouTube at only 18%.
- 45% of young applicants abandon the process due to lack of engagement; more than half of HR admit ghosting candidates at least once; influencers are highlighted as a potential branding lever.
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