If the trainees do not come to the companies, the state of Hesse wants to pick them up where they are in future: in social networks.
Hesse's Economics Minister Tarek Al-Wazir (Greens) presented an initiative on Wednesday with the help of which the state wants to attract more young people in the state for dual training.
To this end, Hessen is launching an advertising offensive with influencers, i.e. with high-reach users of social media such as Tiktok, YouTube and Twitch.
They should use their own words to advertise the advantages of dual training in posts on these platforms.
Daniel Schleidt
Editor in the Rhein-Main-Zeitung.
Follow I follow
Some data show that the campaign is necessary. According to Al-Wazir, the number of new apprentices last year fell by 13.2 percent compared to the pre-crisis year. This puts Hessen above the national average of eleven percent, which Al-Wazir attributes to the state's economic structure. Hesse, for example, is disproportionately affected by the consequences of the corona restrictions through trade fair, logistics and mobility companies as well as a strong gastronomy and hotel industry.
Last month, 29,300 young people were registered as applicants for vocational training at the employment agencies in Hesse, and about the same number was still registered at open vocational training positions. "Applicant registrations picked up in spring 2021, but they are not yet where we would like them," said Al-Wazir. The minister attributes this to the uncertainty among young people due to the pandemic. In addition, many offers such as orientation fairs were canceled as a result.
Now apprentices are to be found via social networks - these are “today's digital sidewalks”, according to Al-Wazir. In the future, influencers will report on job profiles such as tailor, varnish or baker. Hessen is funding the program with a total of nine million euros. This is also intended to subsidize the salaries of trainees and support companies in their training opportunities.