Employer branding and HR marketing of tomorrow: a look into the future


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If the job market changes, so must the Company change. Stagnation will not solve the problem. Especially not when the skills shortage is advanced only as a reason, without animate to action.

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Dirk Ohlmeier photo - Dirk OhlmeierDirk Ohlmeier is Headhunter, Personalberater and Managing Director of Ethos Human Recruitment GmbH.

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Companies must change their requirements

This starts with the onboarding process. Is the company struggling to ensure that the employee finds a good start after a change, regardless of whether it is a business or a location?

Another important subject area is the position requirements:

  • Does the agent position still have to be the pure agent position or can interfaces be formed in the area of ​​responsibility?
  • Can positions and thus areas of responsibility be combined with shrinking applicant numbers in order to allow development perspectives if necessary?

Different perspectives and realities

Different visions and realities will collide.

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  • On the one hand, there are companies that do not have employees or the employees qualified according to their wishes.
  • On the other hand, there are young employees who want to enter the professional life with confidence. About their studies one says that it is more practical but also more severe and therefore not as good as what was.

Apparently a “lack” does not make the qualified employees more valuable. The specialists, who are supposed to counteract the shortage of skilled workers, are happy about practitioners and temporary contracts.

Generation Y - Able or unable?

Excitingly, Generation Y is considered to be the most capable, at least in the IT world. This generation is not only explained as having all the possibilities, but also because the working world desperately needs the young, skilled employees.

And yet, these still motivated job applicants write endless applications without positive or often any feedback. And if a position is found, the great astonishment comes, since the basic conditions do not correspond to the economic theory that has been learned.

Generation 50 + - no longer attractive for the job market?

Added to this is, of course, the 50 + generation, which is often called, and is said that the economy is strongly affected when these generations, with all their knowledge and experience, leave the professional world.

And yet it seems that this generation is not attractive for the job market. As if an employee who "only" worked eight years is no longer relevant.

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What does not stand in job advertisements

These two generations come together at one point, the point of job advertisements. We are looking for, of course, never officially named so clearly, young, qualified and dynamic employees, who are to have a position for the next few years with few or no development perspectives, but have the most diverse professional experiences and language skills.

Requirements that practically only the 50 + generation can meet. Now the question remains whether no applications are sent at this point, because the deficit is so pronounced, or whether reality and desire do not coincide?

The technology is changing faster than the art market

In addition, the reality bounces with full strength on the specialist defenses. In reality, technology is rapidly developing in comparison to demographic change.

Many positions, and in particular many positions, of skilled workers are already being replaced by technologies and are likely to become even stronger in the future. Whether this development is called good, I would not put at this point for debate.

If you are concerned as a business, act!

I would just like to draw attention to the fact that technological development will also greatly change the labor market and the number of jobs required.

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In einem Article on Best of HR – Berufebilder.de® I have already said this, It does not matter if there is a skilled labor force or not. The question is all alone, are you or is your company affected. And if so, when do you start to act. And please do not short-term emergencies.


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  1. Norbert Wiechmann

    The fairy tale of a shortage of skilled workers - 2 / 2: A look into the future via berufebilder_en

  2. Henryk Lüderitz

    RT @SimoneJanson: The Tale of Skills Shortage - 2 / 2: Looking Ahead -

  3. Martin Gaedt YOUNECT

    RT @SimoneJanson: The fairy tale of a shortage of skilled workers - 2 / 2: A look into the future

  4. Martin Gaedt YOUNECT

    RT @HR_EracBer: The fairy tale of # skills shortage via @Berufebilder #HR #Recruiting #Talent management

  5. Simone Janson

    Dear Personaler, Commentary Clara compares the applicant selection with waste separation - how do you see this?

    • Henrik Zaborowski

      Well, the comparison is tough, but corresponds entirely to the subjectively experienced reality of some “applicant groups”. However, the question must be asked "where" the applicants are sorted out so hard. For companies that get a lot of applications? Or also for companies that should be happy about every application? In the latter case, it would be particularly bitter humanly. In the first case, the automated application "sorting out" process takes effect. But that's no wonder.

      • Simone Janson

        Thanks for the answer. In that case, it is an engineer who eventually emigrated and blogged about her experiences abroad. All I had to do was think of one or the other personal contribution to the Candidate Experience that I had read lately ...

        • Christoph Athanas

          Hi, the commentator of the post writes rather casually “The Germans understand sorting out excellent. No wonder they invented waste separation ”. I find something awkward. In all other countries, applicants who are not suitable are also sorted out (avoidably). I find it quite legitimate to understand the company's perspective here. Nobody would want to hire all the candidates. That is not possible and it makes no sense. As an entrepreneur, I would also like to be able to decide, for example, who represents me or my company. The AGG - well meant, but not always well done - means that such legitimate claims ("sorting out") can only be communicated much less clearly. As a result, we also have a lot more disappointment with - in some cases already - completely unsuitable applicants ... That then increases in the perception of frustration.
          On a completely different page in my opinion but the frequent inability of many companies for in principle good candidates groups corresponding offers to create (eg 50 +, women after motherhood, etc.). Unfortunately there is a lot of potential lost. On the other hand, I am happy for the companies, which access here and offer perspective to these persons. Many companies (represented by HR and leadership) are often just too scared of mMn, so they keep relying on the standard requirements and the standard candidates. However, these companies are also often underdeveloped and poor in character. Unfortunately, the customers do not always notice ...
          Another thing is "sorting out" in terms of the way (keyword candidate experience). Sure, I have to filter and also say no. However, the question of how and when can be designed. As a company, you can do a lot against excessive frustration (by the way, this is one of the top findings from my Cand Ex study in collaboration with Stellenangebote.de).

          • Simone Janson

            Such a “clumsy” comparison is of course found for a journalist - I don't find it clumsy at all, it shows how the selection process is perceived from the outside and is primarily an image problem for a company - especially since the commentator is successful emigrated, so you can't say "nobody wants such people anyway." And apparently it is perceived differently abroad.

            The commentator also writes very beautifully in her own blog:

            “There are many reasons why you can't do something here, but without problems there. This can be related to the mentality, the profession learned, the willingness to learn, the attitude of the employer and much more. Maybe you have a job that is an acute shortage in the target country and not in your own country? Possibly completely different options open up in the desired country than in Germany. Things you haven't thought about before. In short, you don't know and you shouldn't let other people's stupid say that. ”

            Back to the German Staff Selection:

            The fact that the AGG is responsible for the fact that one can not describe requirements more clearly, I hear more often. In the course of the ARD broadcast, however, there were also several comments which indicated that companies also find a flood of applicants at the same time, even if it is actually meaningless. Unfortunately, such frustration comments are too often happy times, motto, which does not want anyway. What can / should companies do to reduce the frustration?

  6. Berufebilder

    Schön: Commentator compares the applicant selection with waste separation

  7. QUARTERA Congress

    RT @HR_EracBer: The fairy tale of # skills shortage via @Berufebilder #HR #Recruiting #Talent management

  8. Berufebilder

    RT @HR_EracBer: The fairy tale of # skills shortage via @Berufebilder #HR #Recruiting #Talent management

  9. Clara

    “These two generations come together at one point, the point of job advertisements. We are looking for, of course, never officially named so clearly, young, qualified and dynamic employees who should hold an administrative position with few or no development prospects for the next few years, but who should have a wide range of professional experience and language skills.

    Requirements that practically only the 50+ generation can meet. ”

    I always wonder where such fairy tales come from. Why is the 50plus, by definition, only interested in jobs without prospects? Would you like to know, like the cheapest, happy to be grateful for the siding? In a previous posting I mentioned the job offer for a “happy older” professional civil engineer who would love to work full time for 1700 euros gross, in the east of the republic.

    The Germans understand sorting out very well. No wonder they invented waste separation. Now the 50plus come out of their “too old” box very tentatively and walk into the hopeless box. What a success.

    The author (and others also like) should deal with the brain research, eg with the research results of Manfred Spitzer, which says that the learning speeds of boys and parents are not different. In young people, the synapses develop more quickly, but older people build on their experience. The paths are different, the result is equivalent.

    I'm 50plus, for example. I have learned a good job, am multilingual and have successfully accompanied children into adult life who are currently completing their desired studies and are also multilingual. As a result, however, I was able to work "only" part-time for many years, so I was sitting on those "prospectless" jobs and sometimes had to be happy to have one at all. My pension account also looks similar. Why should I now have an interest in continuing to pursue positions that are not subject to persecution? For the first time I really have the so-called "back free". By the way: I have never attended as many advanced training courses in my whole life as I do now. Outside of Germany you have a completely different view of many things and even a complete restart, reorientation or even studying for professional purposes are not uncommon here.

    We should stop inventing new crates and categories into which we are stuck. It is not just wrong, but counterproductive. However, Prof Spitzer has also carried out the fact that companies with a significant share of older workers in their workforce are significantly less likely to make mistakes. The experience treasure leads to more deliberate actions and also, if necessary, before to hunt into the boxhorn and to endanger the operation. (Source: Learning, Manfred Spitzer)

    In my opinion Generation Y is doing a great injustice and not only because our children belong to it. :) Rather, it's because we have too many diehards in crucial functions - regardless of age, by the way. Once people start complaining about today's youth, they start managing the past. The future is no longer theirs. Astonishingly, I have experienced such attitudes even in people in the thirties. Perhaps these are also simple signs of a childless society in which everyone is focussed on themselves.

    Sincerely

    Clara

    • Simone Janson

      Hello Clara, thanks for the detailed note. I think it's nice to compare the contest selection with waste separation - I'll write something about that again.
      As far as the topic of the elderly is concerned, our author Katharina Daniels has made a lot of comment on the topic you have raised.
      It probably belongs to general topos that age applicants are no longer so hungry. A topic that we will take up.
      Thank you

      • Clara

        Hello Mrs. Janson,

        this has less to do with “hungry”, but rather with waste of life and the question of WHO defines the real interests of so-called older people. It is less often the older ones themselves, but rather younger ones who think they know what older people want. Just like in the article by the way. Interesting in this context is the observation that more and more women beyond the age of forty are only starting to plan their families. Consequence: In the middle of forty straight mother, at the beginning 50 so-called “older”. Siegmar Gabriel, with his handsome 50plus, was recently dubbed "young father" in a newspaper. Would that also happen to a woman, or is it more of a hymn of praise for his father status regarding parental leave and Co.?

        At least fashion is no longer so shabby today. This is after all already an advance :), but when I see how many studied, smart people beyond the 50 in some jobs in front of itself, then I can only call that as a resource waste en large.

        • Simone Janson

          Hello Clara,
          that may be with the definition, on the other hand, however, I just noticed in the generation 50 + - including the comments here in the blog - a certain amount of excessive demands with the changes in the world of work. For example, in the unwillingness to deal with digital changes, just yesterday I read an article about a conference of the state of North Rhine-Westphalia on the digital world of work - but the participants should please turn off the phones and not tweet. In journalism - see mirror - there are bizarre hostilities Prinz vs.. On-line. But also at work itself: Recently, someone told me in the middle of 40, they just did not learn to rethink and do something else - once trained and then the job is kept.
          Of course, there are counterexamples like you or Mrs. Daniels, of course, there are younger ones who think little innovatively, but my most common experience looks like this.
          We are also discussing the subject of the selection of candidates on Facebook.

  10. Cathleen Roeder

    The fairy tale of # shortage of skilled workers via @Berufebilder #HR #Recruiting #Talent management

  11. Competencepartner

    The fairy tale of a shortage of skilled workers - 2 / 2: A Look into the Future: When the Applicant Market Changes ... # Profession #Education

  12. Simone Janson

    The fairy tale of professional defenses - 2 / 2: A look into the future -

  13. Berufebilder

    The fairy tale of professional defenses - 2 / 2: A look into the future -

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