The seal is intended to increase the visibility of women in the skilled trades. It was awarded for the first time on January 18th: to the carpentry shop Zimmerei Lotze-Franke in Hannoversch-Münden. (Photo: © UFH Bundesverband)
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Women in Crafts - Special Features
January 2022
Girls and women are welcome in the skilled trades. They should choose their profession free from stereotypes. To spread this message, the Federal Association of Women Entrepreneurs in the Skilled Trades is awarding the new seal "Skills are also a women's business here."
The Women Entrepreneurs in Crafts want to encourage girls and young women not to be discouraged if they are interested in a traditionally male-dominated craft profession. To this end, the Women Entrepreneurs want to set an example with their new seal, "Craftsmanship is also for women here . "
The Lotze-Franke carpentry workshop in Hannoversch-Münden was the first company to receive the award on January 18, 2022. "The prejudice that skilled trades are a man's world unfortunately still exists," says Tatjana Lanvermann, Federal Chairwoman of the UFH (Association of Women Entrepreneurs in the Trades) . "It is important to us that girls and young women choose their profession free from clichés, purely based on their interests and abilities."
The association awards this seal to member companies that explicitly support girls and women on their path to a career in skilled trades.
"With this seal, we ensure that women in the skilled trades receive greater recognition," emphasizes Lanvermann. "Businesses can use it to demonstrate that girls and women are welcome and lower barriers to entry."
Operations management
The Chambers of Skilled Crafts in Germany - HWK Münster
The Chambers of Skilled Crafts in Germany - HWK Koblenz
Since October 2021, craft businesses have been able to apply for the UFH seal. Elke Büdenbender and ZDH President Hans Peter Wollseifer were invited to the project launch. Since then, UFH member businesses have been able to apply for the seal.
For this purpose, a questionnaire had to be completed, which included, among other things, statements on the topic of promoting women in the skilled trades.
Information flyer: More information can be found in a flyer about the new seal.
Only those who agree with statements such as "Women and men work well together in our company" or "Equal opportunities are part of our corporate culture" and who make a voluntary commitment will receive the award. A total of over 30 companies have successfully applied so far.
Interview with Tatjana Lanvermann: You can find a lengthy interview with the new UFH Federal Chairwoman, Tatjana Lanvermann, here.
The carpentry firm Lotze-Franke was the first company to apply for the seal and has now been personally awarded the prize by Tatjana Lanvermann. "I applied because I want to strengthen the role of women in the trades, especially in the construction sector," says Meike Lotze-Franke, who runs the business together with her husband.
Carolin Fette has been training as a carpenter at Lotze-Franke for a year and a half . And they would welcome more female trainees. The company plans to use the seal of approval in job postings and at career fairs to specifically target girls.
Source: UFH Federal Association
The organic seal on bread or egg cartons, the Fairtrade logo on coffee beans, all give customers a sense of security. And who hasn't found themselves choosing a product because of a sticker with a positive rating from Stiftung Warentest? There are also a variety of seals, trademarks, and certificates for craft businesses that they can use for their marketing—both across industries and within specific industries. The "Master Craftsman" seal is an important quality indicator for consumers anyway.
The "Generations-Friendly Business" seal of approval from the German Confederation of Skilled Crafts (ZDH) is open to all tradespeople who want to stand out in the competition for affluent and discerning older customers. Participation requires minimal effort from the business. The owner or one of their employees must complete a training course or provide proof of prior qualifications. These courses are offered by the Chambers of Skilled Crafts. The business can then advertise its expertise in areas such as comfort, safety, and accessibility through stickers, posters, the online platform generationenfreundlicher-betrieb.de, and in the local press.
Craft businesses need to do a lot to cultivate their image as attractive employers. Certificates in areas like family-friendliness or corporate culture are particularly popular. There are nationwide certificates, such as "berufundfamilie" ( work and family) or the "Family-Friendly Employer" seal , but these are less common in the craft sector and more often used by large companies like banks, insurance groups, or public institutions. The Chambers of Skilled Crafts can help businesses find the right seal at the regional level.
Consumers are becoming increasingly conscious of their diets and are paying more attention to organic certifications, regional products, environmental protection, and Fairtrade when shopping. This is also evident in the food industry. Bakers in particular, but also butchers and ice cream makers, are increasingly offering organic products or converting their product ranges entirely to organic. Businesses can then choose between various certifications, ranging from the hexagonal organic seal to the Demeter, Naturland, and Bioland seals.
Brandenburg craft businesses that consistently pursue environmentally conscious practices and reduce operating costs through lower material consumption or more efficient energy use are eligible to display the Brandenburg Environmental Seal. Further information is available from the Chambers of Crafts.
DHB is now also available digitally! Simply click here and register for the digital DHB!
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