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Companies need to invest in employer branding: Are we running out of managers? {Trend! Study}
By Stefan Lake (More) • Last updated on October 29.07.2014, XNUMX • First published on 29.07.2014/XNUMX/XNUMX • So far 4823 readers, 2256 social media shares Likes & Reviews (5 / 5) • Read & write comments
More and more students want to work in public service, less and less in the private sector. Go that Companys gradually the Executives out?
Contents
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- One third rejects private sector
- Refuge at fatherland?
- Work-life balance as the first goal?
- From hunters and idealists
- What makes Leader?
- Differences depending on the degree
- Wishes and ideas of the target group
- Top books on the subject
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One third rejects private sector
In the Universum Student Survey 2014 among more than 30.000 students in Germany, 15 percent of respondents said they preferred their first job in the public sector - compared to 7 percent in the previous year.
According to other surveys, such as the EY student study 2014, two in three students see public service as a particularly promising industry. Nearly a third of respondents reject the private sector as a whole for their future career path.
Refuge at fatherland?
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Is this generation seeking refuge in “Father State”? And what does this mean for companies? Do you have to worry about running out of executives?
It is clear that the labor market is changing fundamentally. In many areas it is now the case that employees are not employed by employers applybut vice versa.
Work-life balance as the first goal?
In addition, for “Generation Y” the compatibility from privacy and Job is by far the most important career goal. This generation approaches future employers with much more self-confidence and demands than previous generations. With a good salary and Status the young people can no longer be put off.
A closer look at the results of our surveys shows, however, that around a third of those surveyed are striving for the career goal of becoming a manager with a managerial function. Generation Y is not just looking for them Work-Life-Balance. She is also quite ready to take on responsibility.
From hunters and idealists
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In order to be able to better analyze the wishes and expectations of the students, Universum assigned the survey participants to a total of seven career profiles: leaders, careerists, entrepreneurs, hunters, seekers of harmony, idealists and internationalists.
The assignment is based on the answers students give when asked about the criteria that are particularly important to them when assessing the attractiveness of an employer.
What makes Leader?
If we should actually run out of executives, we should be able to demonstrate this using the survey data for the survey participants categorized as “leaders”.
Leaders are ready to take on responsibility and are looking for positions where they can develop and ultimately demonstrate their leadership skills. The proportion of “leaders” in the surveys should therefore be relatively low if the thesis of rare managers is correct.
Differences depending on the degree
The opposite is the case: in Germany around one in four students from business-related departments today has the profile of a “leader”. It is the most common career profile. However, the proportion of leaders is not the same in every subject:
While 31 percent of budding economists are among the leaders, this applies to only 23 percent of budding engineers and only 20 percent of young people IT-Experts. Leaders are particularly rare among the budding scientists: only 19 percent of them can be assigned to this profile.
Wishes and ideas of the target group
So we are by no means running out of executives. However, it is becoming increasingly important for employers to know the ideas and wishes of their target groups and to specifically address those who have exactly the personality profiles that belong to the Tasks best fit in the company.
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Here writes for you
From February 2011 to March 2017, Stefan Lake was Country Manager Germany of the employer branding consultancy Universum. Stefan Lake studied business administration with a focus on marketing at the University of Bremen. He has particular expertise in the development of authentic and sustainable employer positioning as well as in quantitative and qualitative market research, brand consulting, brand development and communication consulting. All texts by Stefan Lake.
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20 responses to “Companies need to invest in employer branding: Are we running out of leaders? {Trend! study}”
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also depends on the company ...
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Of course, it always depends on the individual case - some just do better employer branding than others.
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RT @MHM_HR: More and more want to go to public service. Are the executives us? @SimoneJanson
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More and more want to go to public service. Are the executives us? @SimoneJanson
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Thank you dear Simone Janson for this ball template. Collective leave with the employer and colleagues could surely satisfy this longing for an all-important feature in the private sector, but do the leaders of tomorrow want that at all? In leisure time, regular working hours and planning of leisure time are becoming increasingly important. The public service celebrates exactly this, so to speak, as the highest good. And yes, creative minds will always exist and this species is seldom found in the public service. Should we seriously ask ourselves the question: Where is the ship of the managers heading?
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In short, I interviewed an executive at Google last year, a company where employees live, so to speak. And she says she deliberately does not spend her free time with colleagues.
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I can understand that well. Otherwise, Google employees would probably have the impression that they were living in a 24-hour flat-share. The workplaces are quite comfortable - open culture, lava lamps, self-service fridges, etc. It has a communal feel to it and the tone is also friendly. Leisure time spent together would be too much of a good thing.
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Well, many do it. But this lady also did not specifically spend the lunch break with colleagues, went out to make sports out instead of the company swimming pool and around 4 or 5 home.
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Above all, however, companies must first of all develop the awareness that a strong employer brand with a corresponding approach ensures that not just the bottom line but the right candidates are applied. Those who fit into the company culture transported via employer branding. In addition to consciousness, it also presupposes a new structural thinking. HR is rarely able to use or evaluate this (company) communication on employer branding.
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Hello Ms. Janson - well, then I'll follow your suggestion and publish my comment on the blog. I have also read Mr. Ohlmeier's contribution and I agree with him when he writes: "In addition, the job advertisement also represents a general communication tool for external corporate communication that has an impact on the corporate brand and image."
Exactly this awareness is often not structurally existent, since the personnel department has always had the task of placing job advertisements in consultation with the specialist departments. If there is no corporate communications officer due to the size of the company (not a mere press office), then companies are well advised to seek external support.
Several factors are relevant for a job advertisement that fits in several respects: it is relevant, the corporate culture, the “brand core”, the tone, the knowledge of how and where the preferred candidates (target group) inform and communicate and how it succeeds in attracting attention without endangering your own image.
Ultimately, employer branding is a craft - branding and PR for a specific employer brand.
Appropriate to the topic: the new study by Prof. Rolke from the University of Applied Sciences Mainz “Excellence in Corporate Communication 2014” - his conclusion: a close cooperation between PR and HR (plus other “step siblings”) is for the good of the company, but unfortunately not yet established practice. Integrated communication instead of divisional thinking and departmental selfishness. Here is the article about it: http://www.pressessprecher.com/nachrichten/fuer-die-pr-elite-zaehlt-das-interne-netzwerk
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Thanks for the very interesting hints and the study, which unfortunately I had to raussuchen again. Can be good, that I enter in a later post again.
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RT @LVQ_Education: Will Generation Y not lead? @SimoneJanson sees a need for action in the employer's branding http: //t.co...
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Fewer and fewer young people in the company?
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RT @eva_zils: RT @SimoneJanson: Companies have to invest in employer branding: Are we running out of managers? - - Exciting contributionEmiS0 ...
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Will Generation Y not lead? @SimoneJanson sees the need for action in employer branding
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RT @SimoneJanson: Companies need to invest in employer branding: are we running out of managers? -
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RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...
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RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...
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RT @jobcollege: Companies have to invest in employer branding: Are we running out of managers ?: Always ... # B ...
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Companies have to invest in employer branding: Are we running out of managers ?: Always… #profession #education
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