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Published in:
2023 | OriginalPaper | Chapter
“We Know What We Are Doing”: Campaign Toolbox against the Shortage of Young People in Skilled Crafts Professions
Author : Answin Vilmar
Published in: Social Marketing and Sustainable Development Goals (SDGs)
Publisher: Springer International Publishing
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Abstract
Education plays a key role in providing individuals with the knowledge, skills, and competencies needed to participate effectively in society and the economy. Good schooling and vocational training significantly increase the likelihood of young people finding a job and earning enough money. In this context, the German vocational education and training (VET) enjoys an excellent international reputation.
However, due to demographic developments and the increasing level of academization in society, there are hardly enough qualified young people in Germany, especially in skilled crafts professions. In order to counteract the impending future shortage of skilled workers, chambers as public corporations as well as professional associations have taken the initiative with the aim of filling vacancies with suitable applicants.
Therefore, one aim of the following nationwide social marketing campaign, launched by the German Chambers of Crafts, is to bring the skilled crafts more into the focus of public attention and to convey the skilled crafts as what they are: future-oriented, modern, and internationally recognized. Part of the campaign is aimed at young women to attract and empower them for “typical” male professions (e.g., electrician, carpenter, roofer). In this way, it underlines gender equality in working life as well.