A guide to finding trainees for companies: Trend Report Gen Z 2023

The 2020s are truly shaking things up, disrupting the old order—in business, politics, and especially within our society. But how does this impact those who will shape our future? We have examined recent studies from 2022 and surveyed young people across Germany via social media and the scoolio community on this topic.

Click here for the full report.

With the scoolio app and the FuturePlan student planner, we are directly connected to the target audience, supporting young people in their school life and striving to help students succeed. We act as a bridge between Generation Z and businesses.

Our 2023 report focuses on how young people perceive the world, the job market, and social media. We explore how human resource management has evolved, what we can learn from Gen Z, and how to engage young people in future career opportunities.

Student Marketing 2023 – The Job Market Status Quo & Future Skilled Workers

Apprenticeship marketing & student marketing are not just buzzwords—they are key to success when companies aim to fill their training positions with suitable skilled workers. Finding good employees and, above all, trainees is becoming increasingly difficult for businesses. Why is that, and what trends should companies be aware of to run successful apprentice recruiting in 2023? Our report provides insights.

The younger generation is often accused of lacking direction. Yes, Gen Z is experiencing an identity crisis. They know exactly what they don't want. However, answering the question of what they do want is more challenging. They seek to break free from old patterns but are still looking for the right path. It is a quest and a striving for a new balance— for themselves, for communities, and for our planet. And within this, there lies a great opportunity for companies.

Job Market & Apprentice Marketing 2023

A Handelsblatt report from August 2022 states: “According to a DIHK survey of around 15,000 training companies nationwide, more than four out of ten businesses were unable to fill all their vacancies in 2021, setting a negative record. 36 percent of companies did not receive a single application.”

In 2022, around 450,000 training positions were available in Germany. However, by July, 46% of all training positions were still unfilled, as reported by the Federal Employment Agency. From October 2021 to July 2022, 12,200 fewer young people applied for an apprenticeship than in the previous year, despite 22,300 more positions being offered.

How can companies specifically attract apprentices? Together, FuturePlan and scoolio have created the Gen Z Trend Report 2023 to analyze key facts, trends, and future prospects and provide businesses with a useful guide. With this blog post, we offer a sneak peek at student marketing for open apprenticeship positions. The full report can be requested by clicking "Request Report" at the end of this blog.

Gen Z and the Era of "Age of Peak"

Gen Z refers to young people born between 1997 and 2012. They are currently entering the workforce or will be doing so in the coming years. This makes Gen Z the most important target group for companies facing a skilled labor shortage. Gen Z differs from previous generations in essential ways. To reach them, companies need to take new and more creative approaches, staying open to innovation. The Bank of America coined the term "Age of Peak" in the context of the current global situation, which has been ongoing since the COVID-19 crisis in 2020. We are at a societal peak, which is also affecting young people, particularly Gen Z.

Advertisements, ad campaigns, media campaigns, and job postings for apprenticeships work best when they are precisely tailored to the target audience and effectively reach them. In marketing, this approach is called targeting—defining, aiming at, and reaching the right audience while generating traffic.

Student marketing and apprentice recruiting are highly effective through the scoolio app because we focus on career and study orientation. Unlike TikTok, for example, young people using our app expect to engage with topics related to training and education, leading to higher acceptance and stronger interest.

A Generation That Expects More

What topics interest Gen Z? Content and advertisements only make sense if they answer the audience's questions and provide solutions. The detailed Gen Z Trend Report 2023 outlines which topics will be relevant in 2023 and what employers should prioritize when marketing apprenticeship positions.

The most important future topics for this generation are:

Read More for Free!

Read the full Gen Z Trend Report 2023 now and be fully prepared for your next apprentice search. Here's what you'll find:

• How the young generation influences society and the economy
• Human resource management in Gen Z + helpful to-do’s
• What we can learn from current apprentices
• The evolution of social media + TikTok tips
• Graphic trends and message communication
• Direct engagement with young people, and much more…

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