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By Simone Janson (More) • Last updated on October 31.01.2012, XNUMX • First published on 31.01.2012/XNUMX/XNUMX • So far 5182 readers, 1233 social media shares Likes & Reviews (5 / 5) • Read & write comments
Sometimes you accidentally stumble upon topics that make me shudder spontaneously. By the way, one learns from a press release of the Association Quality employer branding, short Queb eV, as is currently common in universities, courses through Companies to sponsor. The word university marketing is experiencing a completely new meaning Significance.
University marketing has traditionally attempted to convince students of the qualities of their own University to convince.
Now the word gets a whole new meaning: to convince sponsors that Costs for individual courses.
A practice I see with mixed feelings. For example, because certain business-related subjects are more likely to benefit from funding, while others fall behind. In addition, good Education not primarily geared to the requirements of the labor market:
Too much is subject to these economic fluctuations. Especially with regard to the violent discussions on the subject of professional deficit, such links are to be enjoyed with caution.
On the other hand, the state is withdrawing more and more from its educational mandate, so it is no wonder that the universities are looking for new sources of financing - for example private ones Economy.
They, in turn, also benefit from this cooperation: they achieve theirs Employees in spe directly at the university. And the students could also benefit from the company contacts through internships or at the Job Search benefit. So a win-win situation for everyone?
Somehow not. Because the paying companies are now complaining about an alleged lack of transparency, bad ones Organization and too much bureaucracy. The Queb business association, to which 44 companies such as Allianz, BASF and Deutsche Bahn belong, has now even issued a press release on the matter.
In this, the association points misleadingly euphemistically to the pricing of the universities by companies (meaning the sponsoring!). So it is said:
“In general, Queb supports the pricing of such events and considers them to be legitimate to a reasonable extent. However, it should be a prerequisite that the funds received are then used transparently for independent, dedicated initiatives of the universities or the respective departments. If this is not the case, Queb firmly rejects such pricing. ”
In plain language, this means that companies want to have a say more in the thematic design of theCourses. And also the high bureaucratic effort, the fact that everyone from the professorship to the career center to facility management wants to have a say, bothers the company badly.
How contradictory, on the one hand, to demand more transparency, but at the same time to complain about democratic decision-making processes! Where the journey should go, however clearif you read what Susanne Hüsemann, managing director of Queb, has to say:
“In addition, many of Queb's member companies complain about the inadequate organization of the events on site - the prices are difficult to understand. It is also striking that the events, when booked through student organizations, are often much cheaper than when they are organized directly at the universities. ”
Say: The companies are the prices too high. And since it is cheaper for student organizations, it should also make the universities cheaper. Especially with the students, the organizational effort is indeed less. Can only I find that this is a bit like comparing apples to pears?
In the end, the universities are openly threatened with switching to student organizations altogether! Education, the most important resource of our economy Future, is not a sale item at an oriental bazaar that you should haggle cheaply for!
If companies were serious with their statement that they would promote education, they would promote a broad educational offer and not just use constrained funding for projects that only serve short-term corporate purposes.
Transparency is certainly useful – but then please also transparency about the Set of the companies and their influence on the teaching content! Otherwise there is a risk that teaching content will be completely lost fast become void!
Incidentally, this is very similar to the long-running issue of the shortage of skilled workers. One would think, for example, that various studies would contribute to a more differentiated view of the shortage of skilled workers in Germany. But the argument is as tough as it is easy – and the business press happily continues to try it.
We remember: only had last week Spiegel Online published the results of a study by labor market researcher Karl Brenke (German Institute for Economic Research), according to which there is no shortage of skilled workers in Germany. The corresponding reports, which have been haunting the press for months, are therefore incorrect or at least not entirely correct.
But what is now irritating: Despite obvious numerical evidence, this is haunted Story of the shortage of skilled workers continued this week through the press - mind you through the reputable business press! A more differentiated discussion of the topic would be urgently needed!
Manager Magazin, for example, continues to serve the usual clichés: in one Article about the tax disadvantage of additional earners Women Labor market researcher Eric Thode from the Bertelsmann Foundation criticizes the planned childcare allowance because it would lose important potential for the labor market in view of the shortage of skilled workers.
And as important and correct as I think the tenor of this article also, the argument with the shortage of skilled workers is used here again uncritically and not questioned to stumble a thesis - just because it knows just and because it is so convenient.
Wirtschaftswoche is certainly not the only one, but it is one of the media that is always happy to represent the topic of a shortage of skilled workers. 354 search results alone spits out the internal search on wiwo.de on the subject of shortage of skilled workers - including this text, which fears workers as a deficiency factor:
It is therefore no wonder that the various journalists have got used to quoting the shortage of skilled workers at every suitable opportunity when it comes to employer branding - and mentioning the lack of skilled workers as one of the arguments for this.
Sure, it's good and right that companies have to prepare and position themselves in the War for Talents - but the subject of skills shortages must not, at least after the study submitted last week, serve as a panic argument to convince companies of the need for employer branding ,
Conversely, an immediate stop to all personnelMarketing-Activities according to the motto "We have enough people, we don't have to make an effort!" just as wrong. What is necessary is a differentiated view! Also Recruiting-Expert Eva Zils thinks so in a comment on my Facebook-Page for dubious:
“The hype is often also enjoyed by service providers from the HR-Industry driven. Even though I belong to this industry myself, I don't like using the skills shortage as a sales argument. In the meantime it's just sucked out...."
But who knows, maybe Karl Brenke is completely wrong with his thesis? The Institute of German Economics (IW) in Cologne reacted promptly to Brenke's statement: "And yet he exists" - they headlined defiantly on November 18, 2010.
Only to accuse the author of the DIW study of a faulty analysis - Brenke himself had criticized the methodology of the IW. So everyone can look for the results they need for their argument? It almost seems...
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
I sometimes find it problematic how companies can influence education ...
Hello Sandro, thanks for your comment, I fully agree with you.
Regards
More and more university events are sponsored
More and more university events are sponsored
[…] I had already reported on the Quality Employer Branding Association, Queb for short, and its activities to make universities more economical. Queb eV is a business association to which 44 [...]
[...] That such large-scale projects need a private sponsor who can help the graduates, who are also needed for their work, even after they graduate - that is a win-win situation for everyone involved. And as such not reprehensible either. Although you have to be critical of the influence that companies then have or would like to have on universities. [...]
- Sponsoring at the university. Actually good, but the independence is being lost.
- Sponsoring at the university. Actually good, but the independence is being lost.
I think her contribution is very good. To demand transparency but do not offer one yourself is unfortunately so typical.
The problem of the tedious bureaucracy at the university I know unfortunately only too well. While my university is already partially reducing some hurdles for projects with companies (as opposed to projects that we students themselves are fighting), these are still very high.
The problem is, unfortunately, that today's economy and politics thinks only very short term and no longer in the long term. The money has to be earned today, tomorrow you could already register insolvency.
Thank you, I am pleased about a feedback just in this article. Because I would have a few questions:
Do the students find these cooperations with companies rather good or rather bad? And does it somehow make itself felt in the quality of teaching and learning?
This with the short-term thinking I see exactly the same: often, as you describe correctly, an anxiety behind it. And that will come out!
When companies sponsor courses at universities: Education - but with a discount, please !: Sometimes you stumble ...
If companies sponsor educational events at universities: Education - but please with a discount! #Business
#Blogpost When companies sponsor educational events at universities: Education - but please discount!
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