A new study by the Competence Center for Skilled Worker Security (Kofa) reveals that nearly a quarter of German companies are searching for apprentices on the wrong online platforms. The study, reported by the “Rheinische Post” found that more than 80% of companies are missing out on opportunities, with almost half of interested young people reaching companies through YouTube.
The Kofa analyzed surveys from the German Institute for Economic Affairs and the Bertelsmann Foundation, conducted in the spring of 2024, among around 1,700 young people and nearly 900 companies. According to the study, 87% of young people are searching for apprenticeships on online job boards, while 65% are informed about job offers through the Federal Employment Agency. Social media platforms come in third, with 62% of respondents using them for job searches.
Instagram is the most popular platform, with around 58% of young people using it to search for an apprenticeship, followed by YouTube (47%) and WhatsApp (38%).
Companies, on the other hand, focus on Instagram, Facebook, LinkedIn, and Xing, with 75%, 71%, 41%, and 41% of respondents, respectively, using these platforms for hiring. However, these platforms play a smaller role among young people.
Notably, the study found that over half of the young people are still inquiring about apprenticeships through traditional means, such as newspapers or blackboards. The study’s findings suggest that a significant gap exists between the online habits of companies and young people, highlighting the need for companies to adapt their recruitment strategies to reach the younger generation.