Glasermeister's video hit the mark. "Something like this can't be replicated, but you can learn a lot from it," says HR marketing expert Hubert Hundt. (Photo: © Bartolomiej Pietrzyk/123RF.com)
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The battle for talent is in full swing. Never before have so many companies wanted to hire staff. But how and where do they find them?
Master glazier Sven Sterz no longer has to worry about applicants for his two apprenticeships. He now has plenty of them. The 48-year-old became a YouTube star practically overnight: with his self-made video in which he drops a large pane of glass, greets viewers with a warm "Moin," and then explains all the financial and other incentives he offers young people if they complete their apprenticeship with him and achieve good exam grades. If you haven't seen it yet, you can find the video under the keyword "Glaserei Sterz." "Whether intuitive or planned – Sven Sterz did everything right," says HR marketing professional Hubert Hundt, Managing Director of the Castenow agency in Düsseldorf.
This is a topic that is currently more pressing for the skilled trades than almost any other. The number of job vacancies in Germany is at a new record high of 1,2 million, according to the latest figures from the Institute for Employment Research. The skilled trades sector is particularly affected. "Never before have so many skilled trades businesses wanted to hire additional staff as this spring," reports Volker Ulbricht, CEO of Creditreform. The credit agency publishes the current skilled trades economic situation every year at the International Skilled Trades Fair in Munich.
The boom in labor demand is not only due to the exceptionally strong order situation, but also to the fact that employees from the baby boom generation are approaching retirement. The manufacturing and construction sectors are desperately looking for skilled workers and apprentices. Hairdressers and bakers can also almost count themselves lucky if they have committed apprentices in sight for the new training year.
While the many vacancies may be good for applicants, they pose a real challenge for companies that urgently need to recruit and retain good staff, especially given the current order situation. "The video from master glazier Sterz was like winning the lottery," he laughs. HR marketing expert Hubert Hundt"Something like this can't be repeated, but you can learn a lot from it," emphasizes the employer branding expert.
The entrepreneur addressed precisely the issues that concern young people today: What can I achieve and what financial incentives does the employer offer. "Young people want to see a clear and secure path to success." So, employers who offer them clear guidance and financial incentives can score points. They also want to know who they're dealing with. Sven Sterz did this perfectly, too, by holding his face to the camera. "Authenticity is a key word in employer branding," Hundt emphasizes, because "people attract people."
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Operations management
And last but not least, the glazier's online video was so successful because he coolly threw a giant pane of glass onto the floor. "With such moments of surprise, you can penetrate the students and stand up to cat videos," says the expert, whose clients include the German Armed Forces, McDonald's, and Rewe. But before a trades business considers measures like Facebook, YouTube, or Google Adwords, it should clearly define what it actually wants to say. "What arguments do I have for applicants? What are the strengths and weaknesses of the company and the industry?"
Take advantage of the campaign: Craft businesses can join the current image campaign using special advertising materials. All businesses can use and customize the advertising materials – such as posters and ad designs. werbemittel.handwerk.de One often reads keywords like "We are innovative, have tradition, and put the customer first" on company websites. Hundt finds this irrelevant and self-evident.
It would be better to highlight a special feature that makes the company distinctive and attractive to customers and applicants alike. "This can sometimes be bold and unusual. Like the glazier who throws his own product on the floor and destroys it."
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