«Young people want to feel good at work»

Mr Blättler, what characterises today's 13 to 14-year-olds who are in the middle of choosing a career?

They grew up at the transition point between generations Z and Alpha and with digital technology and social media. Many could swipe and scroll before they spoke. Their platform is Tiktok, while those just a few years older are still more likely to be on Instagram. And it's an exciting age in general, the search for identity is in full swing.

What can you say about the education choices of sixth form students?

You realise or have already noticed that you are in demand. Training companies are endeavouring to recruit young people. Many have parents who say: «All options are open to you. The main thing is that you're happy.» They also benefit from prosperity.

That sounds like a generation without worries. Is this impression true?

They also have problems. They have been affected by Covid and the pandemic measures. Many have suffered psychologically as a result. Mental health is a big issue for them. The wide range of options is overwhelming for some. They are afraid that they might make the wrong decision. At the same time, we need to be aware of this: Never before has a young generation been better informed and better connected than today's.

Are there values that unite the generation?

They have learnt what sustainability means. They scrutinise things and are not satisfied with everything. When it comes to themselves, they are impatient. On social media, they have become accustomed to everything being available immediately. That's why they want their needs to be satisfied quickly in the real world too, and they want to receive feedback on what they do quickly.

Young people want to do something meaningful, want to be able to develop quickly.

And how do they deal with having to wait?

If they have alternatives, they will not only choose the easiest, but also the quickest way - this is often the case when they first contact a company. Otherwise, they will also put up with more lengthy processes, but only if they have to.

What do those choosing a career want from their training centre?

They want to do something meaningful, want to be able to develop quickly. Not necessarily in the sense of a professional career. You want to develop and feel good.

You advise companies that want to attract young people as apprentices and employees. How do you attract them?

To be attractive, companies need a vision that they can simply explain to young people: «That's where we want to go and we want you in our team, you can be part of it.» They need to show their potential young colleagues what kind of team they will be working in. The team culture must be visible. They need to communicate this with concise, easy-to-understand statements.

How does an apprenticeship fit in with the preferences of generations Z and Alpha?

It actually fits very well. It offers many young people the opportunity to let off steam and develop at their own individual level. The dual apprenticeship programme is the best starting point for a career anywhere in the world.

Apprenticeships have an image problem. Many industry associations do a poor job of marketing vocational training in their sector.

You say «actually». So there is an objection.

Apprenticeships have an image problem. Many industry associations do a poor job of marketing vocational training in their sector. In construction, in catering, in the trades, in traditional family businesses, there is often still a harsh tone, an outdated culture. They can label the young people as wimps. But that doesn't help them. They simply leave and look for something else.

How well does the grammar school suit this generation?

For many, the Gymi also fits very well. I was first at secondary school and then at grammar school. That's where I opened the button. But even with a completed apprenticeship, all options are open. Some people need to mature before they can consider further education and training.

Many young people want to live as self-determined a life as possible. How well is this possible in apprenticeships and secondary schools?

Better than many people think. After all, young people have to learn how to organise themselves - when they have to study, when they have time for sport, how they can best complete their tasks in the training company. In order to teach this, the vocational trainers need to have a good rapport with the young people.

Training companies want motivated young people who are willing to learn. How successful are they in finding them and attracting them?

I have already mentioned the clear vision and the attractive team culture. It is also important to convey psychological safety. You have to show that it is permitted and desired for learners to express themselves, that they are allowed to criticise and that their opinion is sought. The message must be: «We are pleased that you have chosen us.» The opposite - «Be glad we chose you» - is not acceptable.

If a company is looking for apprentices, it has to present itself with apprentices.

How do training companies get this message across credibly?

Very important: If you are looking for apprentices, you have to speak with apprentices. If you are looking for high school trainees, you need to let them speak, and if you are looking for university graduates, they need to promote the programme. For all of them, this works best with videos featuring people who are only slightly older than the people the company wants to recruit. In the videos, the trainees have to convey the fascination of the profession and the culture of the training company, the way they interact as a team.

The videos must be optimised for social media, correct?

Absolutely. The format must match the platform: Tiktok, for example, in portrait format, Instagram videos too, but images in a maximum aspect ratio of 4:5. Gen Z is very sensitive here and notices these differences.

How well do parents cope with the situation in which their children have to decide on an education?

On the whole, they manage well. But they are also challenged and some are overwhelmed; I regularly see this at parents' evenings where I take part as an expert. Children's social media use is a difficult topic, as is discipline. How much support is useful when looking for an apprenticeship? Many parents are also overwhelmed by the wide range of options. And then they read the negative headlines about their children's generation and ask themselves: «Are ours that lazy too?»

How can parents best support their children?

Young people need to feel that their parents only want the best for them. The daughter or son must make the decision. The parents must stand behind the decision. Letting them make a choice and then saying afterwards that they don't like it is not a good idea. Children also need the support of their parents during their vocational training.

Parents must teach their children that it is worth fighting for something, that they can achieve something if they are committed.

You specialise in Generation Z and Alpha. What do you say to parents who are convinced that their child is not like that at all?

I always leave this judgement to the parents. It's better for them to be too little critical of their child than too harsh. When young people realise that their parents are not behind them, they have a problem. Parents themselves don't know whether they are doing a good job or not. That's where dialogue with other parents is valuable.

Some parents need to motivate their children, especially when it comes to choosing a career. What messages can be used to achieve this?

You have to teach them that it's worth fighting for something, that they can achieve something if they get involved. After all, young people are motivated! It's about giving them the framework in which they can follow their fascination. They all have something good in them, but they have to find it first. Many of them want to do something for society, for the planet. The message could be: «Do something for yourself, try to discover what you want to do!»