A guide to finding trainees for companies: Trend Report Gen Z 2025

The German apprenticeship market in 2025 faces significant challenges that cannot be ignored. The shortage of skilled workers continues to worsen, while the expectations and demands of younger generations have changed noticeably. Generation Z and Alpha no longer seek just a secure job but rather a meaningful profession that fits their lifestyle and is shaped by a modern work environment. Companies that understand this transformation and adapt their strategies will be able to attract and retain young talent in the long term.

Our 2025 Apprenticeship Report clearly outlines how companies can overcome the challenges of today’s apprenticeship market. It provides valuable insights into the needs of young people, the biggest issues in the training sector, and practical solutions for the future. Let’s take a look at the key findings.

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The State of the Apprenticeship Market – A Historic Turning Point

The numbers are alarming: While many companies are desperately searching for apprentices, numerous training positions remained unfilled in 2024. At the same time, around 121,000 young people could not secure an apprenticeship or alternative option, highlighting the mismatch between supply and demand. The industries most affected include craftsmanship, healthcare, and hospitality, which struggle with image problems and lower attractiveness among young people.

One reason for this development is the shift in values among younger generations. While previous generations often prioritized job security and stable income, Generation Z and Alpha focus on entirely new aspects. Young people seek professions that not only develop their individual talents but also contribute positively to society. A modern work environment that offers flexibility and work-life balance has become essential for many.

What Do Tomorrow’s Skilled Workers Want?

Generation Z, born between the mid-1990s and 2010, is the first generation to grow up entirely with smartphones, social media, and digital platforms. Instant communication, digital processes, and constant connectivity are part of their daily lives. Generation Alpha, born after 2010, exhibits even stronger technological competencies and expects companies to actively integrate innovations into the work environment.

A key finding from the apprenticeship report is that young people today primarily seek meaning in their work. For 72.3% of respondents, it is crucial to find a profession that brings joy and fulfillment. They do not just want a job that pays the bills but one that has a clear societal value.

At the same time, there is a strong desire for balance: Over 60% of respondents indicated that they want working conditions that allow for a fulfilling personal life. Rigid working hours and purely hierarchical structures deter many. Companies that offer flexible models and a positive work environment have a much better chance of attracting and retaining young talent.

Challenges for Companies – What’s Going Wrong?

Simply offering apprenticeships is no longer enough. Young people actively seek companies that represent their values and present themselves as attractive employers. A crucial aspect is how companies communicate with potential applicants. Lengthy application processes, complex requirements, and a lack of transparency in selection procedures cause young people to lose interest.

Additionally, traditional apprenticeship professions such as craftsmanship and healthcare often suffer from a negative image. Many young people are unaware of the exciting career opportunities and diverse tasks these professions offer. This calls for new approaches in apprenticeship marketing: Companies need to communicate clearly and authentically about what they offer and provide insights into real working environments.

Practical Strategies for Recruiting Young Talent

To reach Generation Z and Alpha, companies must adopt new strategies. Digitalization is a key tool: Young people primarily research careers and apprenticeships online. Platforms like Instagram, TikTok, and specialized apps such as scoolio have become essential sources of guidance. Companies that establish a strong presence on these platforms and tailor content for younger audiences can effectively engage potential apprentices.

The application process also plays a critical role. A simple, user-friendly application system, ideally mobile-friendly, is essential for tech-savvy youth. Long waiting times and complicated procedures lead to frustration and drop-offs.

Another crucial factor is onboarding. The apprenticeship report highlights that young people need support to integrate into a company and stay motivated in the long run. A structured onboarding process with mentors and regular feedback fosters trust and strengthens young talent retention.

Looking Ahead: Rethinking Apprenticeship

The 2025 Apprenticeship Report shows that the training market is evolving. Companies that take proactive steps today and adjust their strategies to meet the needs of young generations will be more successful in the long run. The use of Artificial Intelligence (AI) and digital learning platforms holds immense potential. AI can personalize the learning process and help companies make training more efficient.

At the same time, authenticity is crucial. Young people can quickly recognize when companies are merely trying to appear attractive on the surface. Authenticity, transparency, and clear communication of corporate values are key to winning over the younger demographic.

The 2025 Apprenticeship Report as Your Guide

The 2025 Apprenticeship Report provides key data, insights, and strategies to address the skills shortage and effectively engage Generation Z and Alpha. Download the full 2025 Apprenticeship Report now and learn how to future-proof your company and attract top young talent.

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Here’s what you’ll find inside:

• Apprenticeship crisis among Generation Z and Alpha! A guide for you
• Orientation & research: Digital focus
• Special section: The evolution of social media
• Application process: Communicative and authentic
• Tips and strategies
• Graphic trends 2025
• And much more

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