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 Companys to sponsor. The word university marketing is experiencing a completely new meaning Significance.

study-professional

University marketing in twilight

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.

Good education is not just for the labor market

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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.

Alternatives to government funds?

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?

Companies complain of a lack of transparency ...

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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. ”

... or too little influence?

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. ”

“Students are cheaper!”

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!

Broad educational support instead of short-term needs coverage

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!

Shortage of skilled workers in the media: A comfortable topic!

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.

Entrepreneur-friendly media: And they continue happily!

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!

Example 1: Manager Magazine

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.

Example 2: Business Week and Associates

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.

A very bad all-round argument

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...."

Everything a question of calculation?

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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