In Germany, despite many companies searching for apprentices, and young people seeking training positions, there seems to be a disconnect between the two. A new survey reveals that inadequate use of communication channels is a significant factor.
A survey of 14- to 25-year-olds shows that one in four young people believe there aren’t enough apprenticeship opportunities in Germany. One reason for the disconnect between companies and potential apprentices may be the lack of promotion for available positions on the appropriate social channels. This is according to a joint representative survey conducted by the Bertelsmann Foundation and the German Economic Institute (IW).
Online platforms dominate the search for apprenticeships
Both young people and companies agree that the search for apprenticeships mainly takes place online. The most used tools are online job advertisements, followed by placement services from the Federal Employment Agency. The study, conducted by iconkids & youth on behalf of the Bertelsmann Foundation, surveyed more than 1,700 young people between 14 and 25 years old in February and March. The IW surveyed HR managers from 895 companies between March and May.
Social media usage shows some discrepancies between the two groups. While younger generations are more active on platforms like YouTube, TikTok, or Snapchat, 70 percent of companies post their job ads on Facebook—even though only one in four young people spend time there. Thirty percent of young people report using TikTok “often,” but less than four percent of companies do the same. The two groups do find common ground on Instagram.
“Companies should adapt their communication more closely to the media habits of young people to reach more potential applicants,” recommend the study’s authors. They also emphasize that analog communication should not be neglected, as job ads in newspapers or on bulletin boards are used by younger people with lower education levels.
Skills more important than formal qualifications
Nearly three-quarters of companies consider the skills and qualities of applicants increasingly important, while formal qualifications are losing significance. This needs to be better communicated, as the study shows that only just over half of young people believe their personal abilities are important. A third even explicitly disagree with this assessment.
“Young people should not hesitate to apply even if their grades are weaker, but instead focus on their strengths,” emphasizes Clemens Wieland, an expert on vocational education at the Bertelsmann Foundation.
Despite challenges, apprenticeships are well-regarded: Over 80 percent of companies and young people view them as a solid foundation for a career. Six out of ten respondents also believe that an apprenticeship can lead to “a good life” later on. However, more than 45 percent of companies and about 55 percent of young people feel that dual training is not sufficiently valued in society.
