The Snapchat-head-hunters

Young qualified people are many, but fat less than needed and available in times when the baby boomers were young. More and more young people study at universities. Imagine the stress companies are in to find enough intelligent and motivated people for an apprenticeship. What do you think they do? What would you do in order to attract young people?

Social media is the answer. Young people travel from one network to the other. First Xing, then Facebook, then Pinterest, then Instagram, and the latest hype is Snapchat. How do companies “fish” these young talents then? Guess!

Yes, you already know the answer. They travel through the most “cool” social networks, post “cool” video clips and therewith try to attract young people for their company.

For instance, REWE. Vanessa is their “it-girl”. She looks fancy, as if she just left a Disco. Long lashes, nearly white blonde hair, very sexy and attractive. Perhaps not a typical apprentice, but for young people a role model. REWE desperately searches for young people for their company. Several times a week a REWE employee invents new little stories for video clips with Vanessa. You can also ask questions about the company and can stay anonymous

Every third company has free capacities for apprenticeships, not enough young people apply, and the situation gets worse and worse. Butchers, lorry drivers – only few young people are interested to learn these professions
It counts what runs on the mobile phone and on the tablet. Trends are changing quickly. Snapchat is only one sort of social media. Many companies also post on Instagram or offer a question-and-answer-program on What´s App.
Even official State agencies like “Arbeitsagentur” try it this way. They have a What´s App. Chatbot that offers a first counselling for pupils for orientation about the possibilities they have on the working market.
Brands and companies like “Nike” have a lot of followers in the social media. Why? Young people find special shoes f.e. “cool” or love a special matcha tea or bottled green smoothie. If young people are interested in a special brand, they are more likely to be fond of the company also as an entrepreneur, as their future boss.

Apple and Google are good examples. These companies try to make young people feel how it´s like to work for this company. By YouTube-videos, nice stories on snapchat, authentically answered questions on What´s App.

Young people are critical and sensitive. They know when these efforts are not well-made, true and authentic. When Pokemon was a hype, companies tried to ride this wave. They misnamed the Pokemons. Everybody knew: they didn´t play the game themselves. The whole thing ended in shitstorms. These efforts were in vain and counterproductive.
How might teenagers feel when they meet companies on their snapchat channel? Many of them are “refugees”. They flew to snapshot because they did not want to come across their parents on Facebook. Snapshot is meant as a private place where posts vanish automatically. Nobody really wants to meet his or her boss there! Isn´t this something like stalking? Companies can get on young people´s nerves by this policy.

Companies often see only the advantages. How else can they attract the age group between 15 to 25 efficiently?
This is expensive. For good posts you need to have the right equipment. Software, cameras, people who invest their time and energy and cannot do anything else during this work.

Anja Seng from FOM university in Essen found out that companies have a totally wrong picture about how university students want to get active on the working market. 98% thought, you can address this group easily via What´s App. Only 5% of the students were open to be addressed this way by their future bosses. More than 25% of the companies involved thought that snapshot was the right way, but only 2% of the students agreed. Only on Xing and Linedin the needs of these two groups matched.

Sometimes young people change roles. They address their future boss by a self-made video clip. Sometimes they succeed. They get jobs in the snapchat-channels in companies and post selfie-videos to attract potential trainees. They are not perfect. But perfect means – concerning snapshot – to be spontaneous, not flawless.

It´s your decision, it´s up to you! Is a company really young and cool? Or do they just pretend? Find it out yourself. You have the right means: your good instinct, your intuition. Don´t let yourself be deceived. If you feel stalked by companies: tell them your opinion. Be yourself, be courageous, be true. There is perhaps only one company that fits your true needs. If you stay true and authentic, you´ll find it. Or they will find you.

Peace and much Love,
Hipster Guru