Companies have to make themselves interesting

Today, companies advertise to candidates, say labor market experts. How do companies get trainees and skilled workers? How can they score points in the competition for talent? Around 30 entrepreneurs and experts discussed this at the RP forum "Attractive Employers".

Together with the Rheinische Post, the Düsseldorf and Surrounding Area Entrepreneurs' Association invited people to discuss the key question, which Michael Grütering, General Manager of the Düsseldorf and Surrounding Area Entrepreneurs' Association, formulated as follows: "How can companies position themselves on a job market so that they are perceived as attractive employers?" There are many interesting companies that people don't know about. Grütering uses an example to show how this can be done using modern tools. Trainees had advertised apprenticeships in their company in a video posted on YouTube - an action that caught the attention of the jurors of the Rhineland Innovation Prize. The entrepreneurs' association awards the prize every year. Neuss municipal utilities are well known in the region. "We have no problem finding candidates," says Stephan Lommetz. "However, people are not aware of the wide range of apprenticeships we offer." This company is also now relying on trainees to present their work and thereby inspire applicants. "We have had a lot of positive feedback," says Lommetz, summing up his initial experiences. Dr. Matthia Quellmelz-Gries (DKV Euro Service). Companies can also score points with trainees with things that are important to modern employees: flexible working hours, a good working atmosphere with company parties, sports activities, health campaigns or even a small gift at Christmas and Easter. Involving trainees - that's what Imerys Administrative Germany is counting on. There, the junior staff are involved in the recruitment process for new trainees, explains Daniel Mayer. Lars Schittko (Clemens Kleine Dienstleistungen) notes: "That all sounds great. But it also has to be paid for." Many companies, especially in the service sector, cannot afford expensive campaigns. But fundamental issues are also important, answers Dr. Matthia Quellmelz-Gries: "You can also advertise yourself with a corporate culture and management that is characterized by appreciation, fairness and mutual respect."

Even modernizations can be attractive for new employees. At the security company Securitas, modern technology has supplemented or replaced some of the tasks previously carried out by people. Video and radar technology now opens up challenging, attractive and well-paid areas of work, explains Daniel Schleimer. The company has also enabled 90 employees to complete further training to become certified protection and security guards. After passing the exam, their salary also increases.

At Baues Architekten, trainees quickly take on responsibility and manage their own projects, says Anna Nölle. Opportunities like this also help to be perceived as an attractive employer. "Companies have to be aware of their strengths," says Dirk Mandel (SKP Personnel and Management Consulting). Your own characteristics and value system - including the rough edges of an employer brand - can be marketed as strengths, which also applies to applicants. "You have to be authentic and should only communicate what is lived out in the operational reality." Tata Steel Germany has been successful with such a strategy. "We advertise with tradition," says Thorsten Eickhaus. This also includes values such as punctuality - there are obviously still people who appreciate this. In the steel industry, however, there is generally a problem with drawing attention to yourself. "But when candidates are sitting at the table, it is easier to interest them." The Neuss municipal utilities are also making a virtue out of necessity. Many applicants lack knowledge that was previously assumed. The company now offers support in obtaining driving licenses or language skills, explains Lommetz. Thyssenkrupp Aufzüge starts very early. The company invites students from the 9th grade to the training workshop. There they can learn activities that will be required in later training, says Alexandra Kühne. "We have to get young people excited about our professions through practical experience," says Alexander Burstedde from the German Economic Institute. The labor market researcher gives the example of a student with poor grades who only discovered her love of metal cutting during an internship – and later became the best trainee in her class. "Present yourself, make it tangible, show opportunities for advancement" – these are also measures that Birgitta Kubsch-von Harten from the Düsseldorf Employment Agency recommends. And fish in other ponds: the labor market expert cites university dropouts as an example. That is a large clientele. The agency advises and supports companies in this area. 43 percent of university dropouts begin an apprenticeship, confirms Burstedde. "In addition to highly qualified and educated employees, companies in the manufacturing industry like us also need employees who simply want to work and are not primarily looking for a career," notes Linda Bühler (Wachtel GmbH). Employees who want a career with little work are not popular, adds Schittko, who would welcome an increase in competition on the job market through controlled immigration, for example. Companies also need support, says Bernhard Schmitz-von der Lohe from the Neuss municipal utilities. Even with simple qualifications and school requirements, there are sometimes major problems. "This is also a social challenge. Companies cannot do this alone." On the other hand, companies can also contribute something, Christoph Sochart from the Düsseldorf and Surrounding Area Entrepreneurs' Association is convinced. "We offer many contact opportunities for companies and students. For example, the Düsseldorf Career Orientation Days (berufsorientierungstage.de) and the internship exchange (deinschulpraktikum.de). Companies can use these opportunities free of charge. Companies find many opportunities to get involved here.” Robert Köpke from the Düsseldorf employment agency points to offers in the area of further training and qualification for employees. There is a lot to do here. The agency is therefore holding events in the autumn to provide information about the opportunities offered by the Qualification Opportunities Act. “We are looking to contact companies here, also in order to develop positive examples.” Companies can also contribute in other ways to drawing positive attention to themselves - by communicating better. Yurda Burghardt (Kerkhoff Experts) knows of cases in which candidates do not hear anything for weeks after an interview. “A good application process is characterized by the fact that it is simple, transparent and quick. Companies should think and act from the candidate's point of view,” advises the HR expert. “Because: company attractiveness is primarily determined by a feeling. And that develops right from the first point of contact.” Jasmin Schürgers (German Red Cross, Düsseldorf district association) sees a completely different problem in the area of care, education and emergency services: “Temporary employment agencies are emerging as new competitors.” They poach skilled workers who may take on other jobs and be lost to the industry as a whole. “We all have to make an effort to find trainees and skilled workers,” Michael Grütering sums up the discussion. Some things are already happening, for example in career guidance. But the pressure remains high, warns Grütering: “We have an employee market. We can’t change that.”

Training, further education – everyone must get involved

Qualification plays an important role when it comes to securing skilled workers. This is where companies and employees are in demand, especially since digitalization is constantly changing the world of work.

LABOR MARKET DATA SHOW WHERE THE TREND IS GOING: Young talent and skilled workers are a scarce commodity. In Düsseldorf, companies are fighting for trainee candidates, even statistically speaking. The ratio is one to 1.2. There are 1.2 positions for every applicant. This year, for once, a higher number of school leavers are coming onto the market. "But that is atypical and will change again," said Birgitta Kubsch-von Harten, Chair of the Management Board of the Düsseldorf Employment Agency, at the RP Forum "Attractive Employers". Against the background of these figures, the labor market expert can encourage companies to make every possible effort to attract young people: "Today's trainees are your skilled workers of tomorrow." The current figures also show that the labor market is generally tight. In July, the unemployment rate was 6.6 percent, as in the previous year, but more vacancies were reported. Among young people, only 4.9 percent are reported unemployed. Economic expectations are currently somewhat dampening. "It is still too early to speak of a trend reversal, but the momentum is currently noticeably slowing down," says Birgitta Kubsch-von Harten. Companies therefore have to do a lot to attract and retain skilled workers. The employment agency offers its support, for example in recruiting trainees. The labor market experts also help when it comes to getting unemployed people into employment. In view of demographic developments, companies must also exploit this potential, says the agency head. At the same time, she notes that companies are increasingly opening up to this. "In addition, the qualification of employees is becoming more and more important," emphasizes Birgitta Kubsch-von Harten. There is a continuous need for further training. The legislature has also recognized this - since January, the Qualification Opportunities Act has enabled new funding for further training. For example, there is a subsidy for wages and training costs. The experts at the employment agency advise on this as well as on the numerous further training offers and opportunities. The need is also high because digitalization is constantly changing the world of work, explains Birgitta Kubsch-von Harten. The expert is convinced that structural change in the economy, demographic developments and the need for lifelong education will keep the need for corresponding measures high in the future.

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