Employer Branding im Blue-Collar-Bereich

: Erwartungen angehender Lehrlinge und Ansatzpunkte für eine zielgruppengerechte Ansprache

Abstract

This master’s thesis explores the expectations of Generation Z – specifically prospective
apprentices – and their perception of current employer branding measures in the blue-collar
sector. The aim is to identify ways to improve employer communication in order to effectively
address this target group.
The focus is on blue-collar companies, which are increasingly affected by demographic
change and a shortage of skilled workers, making it more difficult to attract young people to
vocational training. The theoretical framework is based on the Social Identity Theory,
Vroom’s Expectancy Theory, and the identity-based brand management approach, which
integrates both perspectives.
As part of the qualitative study, ten guided interviews were conducted with apprentices from
three polytechnic schools in Upper Austria. The analysis focused on four core areas:
perception of employer branding, expectations regarding education and work, decisionmaking factors in career choice, and general values and criteria.
The findings reveal significant discrepancies between employer branding strategies
recommended in the literature (especially along the Candidate Journey) and the actual
expectations and experiences of the interviewees. Based on these results, concrete
suggestions for improvement are formulated. In particular, companies should design and
communicate employer branding strategies that authentically and specifically address the
target group of apprentices – to remain attractive and to ensure alignment between
employer promises and employee expectations.

Date of Award	2025
Original language	German (Austria)
Supervisor	Julia Zuber (Supervisor)