Communicating apprenticeship programs effectively: From concept to successful media work

Apprentices are the skilled workers of tomorrow and therefore essential to the competitiveness of the German economy. Many companies therefore invest in in-house apprenticeship programs. However, as the number of vacant apprenticeship positions has exceeded the number of applicants for years, tens of thousands of positions remain unfilled every year. As communicators, we can help companies stand out in a competitive market and be perceived as attractive places to start a career through effective public relations work. This is especially true for apprenticeships in industries where many young people are not yet familiar with the available training opportunities.

The path to successful apprenticeship communication

At HeadlineAffairs, we rely on a holistic, multi-channel approach that addresses target groups directly and thus also attracts potential applicants, for example. With these decisive steps, we have been able to generate positive coverage for our clients:

1. Analysis of company needs
   Only those who understand the market and the company can communicate credibly. It is therefore important to build strong relationships with apprenticeship managers and active apprentices in order to outline their needs.
2. Derivation of specific communication goals
   In consultation with internal stakeholders—from the apprenticeship team, production site, and communications department—existing problems must be identified so that communication goals can be defined.
3. Identification of innovative initiatives
   Successful training communication thrives on unique stories. It is therefore important to identify unique projects, major investments, or special apprenticeship formats that set the company apart from its competitors.
4. Target group-oriented preparation
   Generation Z consumes media differently than its predecessors. Modern apprenticeship communication must therefore be multimedia-based and use the right channels – from traditional press to social media.
5. Publication of measures
   Timing is crucial. The story must be strategically placed and reinforced by suitable communication events such as openings, anniversaries, or awards. Involving relevant stakeholders such as local politicians or education partners increases the reach and credibility of the message.

Results-oriented communication

A glance to the far north shows how it works. At the end of April, our client Amazon opened a modern apprenticeship workshop for aspiring mechatronics engineers at one of its fulfillment centers in Lower Saxony. Their goal was to professionalize their own apprenticeship program and attract more applicants. Thanks to our strong relationship with the apprenticehship team, PR was involved from the outset. Working closely together, we developed a compelling storyline with a unique selling point. We used the opening of the apprenticeship workshop as a communication opportunity and invited local media representatives and politicians. We presented the initiative together and brought the guests into direct conversation with the apprenticeship team, the site management, and the apprentices. The result: numerous positive press reports with impressive images and strong headlines.

Would you like to find out more? Then contact us for tailor-made communication solutions!

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