Align employer branding with Generation Z: Vocational training instead of university studies? {Trend! study}

The starting signal for the “Generation Z” competition has long been given. This refers to those born between 1996 and 2000. What makes this generation Z tick, which is already in the starting blocks for the job market?

It does not necessarily have to be the university: three quarters are open to vocational training

At the moment they are still going to school and have started to studieren or already one Job he learns. The employer branding consultancy Universum surveyed schoolchildren and young people in this age group around the world. The evaluation of 2.140 representatives of Gen Z from Germany surprises with some peculiarities.

A surprise is for sure the great openness to completing vocational training instead of university studies: for 25 percent of the young people surveyed it is definitely an option, and for 51 percent it is perhaps an option, instead of formal university education work life to enter if the employer would train them in this area.

That is, a total of three quarters are generally open to vocational training. Only a quarter can not imagine vocational training. This leaves a great deal of potential for alternative training opportunities Companys suspect. The data of the Generation Z survey provide a lot of clues to develop these offers exactly for the generation Z exactly.

Interest more important than money

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One example is career decisions. That's how it is with her Choice the professional direction that salary not the primary at all Motivation. A total of 85 percent state that the choice of subject is mainly determined by interest in the topic. This applies to girls and boys, regardless of whether they are open to vocational training or not.

"Much Money to earn” stands on the other hand with a total of 46 percent clear behind in second place. The criterion is somewhat less important to those who are open to vocational training than to those who cannot imagine vocational training. There are also differences between girls and boys: the latter is much more important than the girls for whom “I will others People can help” plays an equal role.

Safety and stability are the most important career goals

The future job should be safe and stable, that is generally the most important point - for boys (54 percent) and girls (57 percent). However, for the latter there is “a balanced one Work-Life-Balance have" comes in second (44 percent), while "being a manager with a managerial function" (47 percent) is in this place for boys. This does not necessarily have to be internationally oriented for boys – in contrast to girls. “An international career” was named as a career goal by 31 percent of the girls and only 18 percent of the boys. For them, on the other hand, the desire to “be a technical or subject matter expert” is much higher Significance than for girls.

The following overview shows the various career goals in relation to the openness to vocational training. Among other things, the differences between the groups with regard to the demand for intellectual challenge and an activity that serves the common good are exciting. Are those interested in training less the Society obligated? It is also conceivable that they tend to cover this area outside of the job with voluntary work.

Family, friends and hobbies are important

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This is generally true for this generation. Parents have by far the greatest influence on career decisions (57 percent) and are well ahead of friends (26 percent). The Opinions parents is important, but they do not seem to serve as role models in this area. Tradition also plays a rather minor role: the work area of ​​the parents has hardly any influence on the choice of professional direction. Company representatives at schools and universities also have little influence on career decisions. In contrast, career counseling at these institutions is one of the top 3 influencing factors.

Even when it comes to the priorities in life stands the Family Clearly in first place for Generation Z: “Spending time with the family” is one of three possible focal points in life for 58 percent. This priority applies to both genders and regardless of openness to vocational training. “Having many good friends” comes in third overall at 41 percent, behind “having a long and healthy life” (48 percent). A quarter of those surveyed would definitely like to have enough time for their hobbies.

The differences in priorities are interesting – for example between girls and boys: Friends seem to be somewhat more important to the latter at 45 percent than to the girls (37 percent). These, on the other hand, are obviously more am Things to Learn Interested: 39 percent of the girls, in contrast to 28 percent of the boys, name “developing myself further and learning new things” as a priority. It is also interesting that “successfully Career Doing” is equally important for boys and girls, but monetary aspects have different priorities: “Being wealthy” is a possible focus in life for 36 percent of boys but only for 24 percent of girls.

Address generation Z with suitable offers

The results of the survey show: It is worth taking a look at the details. In addition to some fundamental tendencies, there are quite interesting differences, for example between girls and boys, but also between those who can imagine vocational training and those for whom it is not an option.

The challenge for companies is to work out the relevant facts and take them into account when developing suitable offers.

You can find out more about the studies of Universum at http://www.universumglobal.com and http://www.employerbrandingtoday.com/de/

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