Training marketing 2.0 takes place primarily on the interactive Internet. Social media plays a particularly important role here - the place where trainees are also active in their free time and absorb content and information.
The video format provides an authentic insight into the company and: it addresses the young target group specifically on their favorite channels and ensures greater reach. The good thing is that video content on social media does not have to be complicated or expensive to produce.
So the golden formula for successful trainee recruiting is pretty simple: Authentic videos on social media. No more and no less.
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A study by the University of Bamberg in collaboration with the job portal monster.de shows: While schoolchildren and trainees mainly use social network platforms, students also like to use company websites for their job search.
89 percent of 16- to 24-year-olds are on social networks, with the four most popular social media channels being
It should not be forgotten that active job seekers are also increasingly on explicit job portals such as LinkedIn - where, according to LinkedIn, the young target group is the fastest-growing user group and recorded the highest interaction rate to date in 2021, and the trend is rising.
In most cases, this is not recommended. Two channels means that you have to put more capacity and resources into your social media channels and get less output (especially in terms of reach). Content that showcases your products, for example, is just as likely to interest prospective employees as your clientele is to be interested in job openings at your company. Both topics benefit from each other and in both cases you create an authentic presence on social media. This is much more important than maintaining an extra channel just for your training marketing.
For more information on why apprentices are perfect for your employer branding videos, check out our blog article.
Producing videos externally is expensive. It is therefore worth looking into in-house production. This can reduce the cost of videos from a 4-digit amount to 60€ or 20€ per video.
Here is a calculation example with the software Mozaik:
One hour of internal staff time (20€/h) is calculated for one video. The pro rata software costs for a Mozaik Entry package with team functions (€139 per month), if 4 videos are created per month, amount to €34.75 per video. This means that the cost of a self-created training marketing video is less than €60. If videos are created more regularly and more often internally, fewer resources are required per video, which is why the internal costs per video can fall to up to €20.