Marketingstrategien zur Gewinnung von Lehrlingen

: Eine Erhebung relevanter Faktoren unter Lehrbetrieben in Niederösterreich

Abstract

Demographic developments and changing educational objectives have led to a significant decline in the number of apprentices in Austria. Companies are increasingly unable to find suitable candidates for their apprenticeship positions. The aim of this thesis is to identify and analyse key factors in marketing strategies within the context of apprenticeship recruitment. Based on a model with seven influencing factors, a quantitative survey was conducted among training-active companies in Lower Austria, complemented by qualitative questions. The findings reveal that both financial resources and company size have a significant impact on applicant numbers. For the subgroup of parents, no significant correlation with applicant numbers was found, although related studies in Lower Austria identified parents as a particularly relevant group. Digital channels such as social media are frequently used, while analogue channels such as trial days, school visits, or job fairs are perceived as more targeted and popular. The choice of channel is partly dependent on company size; this is particularly evident for job fairs, which are primarily attended by companies with more than 50 employees. The amount of personnel and financial resources invested strongly correlates with company size, with large companies investing several times more. This leads to a concentration of applicant flows, while small and medium-sized enterprises are less likely to fill their apprenticeship positions. At the same time, due to economies of scale, the resources invested per successful apprentice are approximately equal across company sizes. As every company has limited resources and marketing activities must be economically viable, a resource matrix was developed. This supports the creation of a resource-oriented marketing strategy by identifying channels that can be used sustainably and effectively. Furthermore, it is recommended to engage with young people early on by applying talent management approaches and taking the candidate journey into account. This can sustainably enlarge the applicant pool, foster the decision-making processes of young people, and build a strong employer brand.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Johann Höller (Supervisor)