Great demand for qualified specialists, digitalization and AI
As part of a comprehensive needs analysis, Hof University of Applied Sciences has examined the needs and willingness to cooperate of regional companies. The study was initiated by the Gesellschaft der Freunde und Förderer der Hochschule Hof e.V. and its chairman Andreas Pöhlmann and presented at the Einstein1 digital start-up center. According to the study, the main challenges facing local companies are the lack of qualified specialists, the digital transformation and bureaucratic hurdles.
In his welcoming address, University President Prof. Dr. Dr. h.c. Jürgen Lehmann:
Since its foundation, Hof University of Applied Sciences has stood for providing impetus and contributing its services to the region – this is especially true now in these times of economic challenges. We must combine performance elements to create something new and jointly drive innovation in our economy.”
Prof. Dr. Dr. h.c. Jürgen Lehmann, President of the University
The study was carried out by the Institute for Economic and Organizational Research at Hof University of Applied Sciences (iwo) under the direction of Prof. Dr. Jens Kirchner, Dean of the Faculty of Business Administration and Economics, and research assistants Valentina Mönch and Lisa-Marie Mosebach. It is based on a combination of eleven qualitative interviews with company representatives from the automotive supply, textile, IT/software, retail and logistics sectors, as well as a subsequent broad-based online survey of 619 companies from a wide range of industries.
Identifying specific needs
“The aim of our work was to find out what needs companies of different sizes and from different sectors have. We were particularly interested in the areas of personnel requirements, research activities and willingness to cooperate with the university,” says Prof. Dr. Jens Kirchner. And further:
“It became clear early on that technical know-how, IT application knowledge and project management skills are increasingly in demand in business – especially among medium-sized and larger companies.”
Prof. Dr. Jens Kirchner
Challenges hardly differ according to company size
The personal interviews with company representatives revealed a fairly uniform picture across all company sizes: “The burdens on companies result from high bureaucracy, high energy prices and generally increased costs. The reluctance to consume in Germany and high staffing requirements are also causing problems for entrepreneurs,” says the head of the study.
However, there is one big plus: the majority of the companies surveyed consider the region’s geographical location to be advantageous, particularly due to its easy accessibility via the A9 and A93 highways. This facilitates logistics processes and supports connections to national and international markets. Around 50% of companies rate their infrastructural connections as positive overall.
Public transport and recruitment difficult
In contrast, the assessment of local public transport is significantly worse: Only around 4.4 out of a possible 10 points were awarded on average for public transport connections. This is particularly problematic for trainees, students and skilled workers without their own vehicle – which makes recruiting staff noticeably more difficult. The topic was repeatedly raised in the qualitative interviews, especially by companies in rural peripheral locations or with shift work. “Commuting is also perceived as an obstacle, and there is a need to catch up in terms of infrastructure, especially in an east-west direction,” says Prof. Kirchner. The search for qualified personnel is also a massive problem. Technical and commercial qualifications are particularly in demand: “The region cannot meet this demand on its own,” says Kirchner. According to the group of respondents, investments will soon be made primarily in the areas of digitalization and process optimization.
Majority of large companies still interested in collaboration
The findings from the personal interviews were subsequently confirmed by the online surveys. In addition, political risks and the upcoming changes in the field of artificial intelligence were mentioned more frequently as challenges. And:
“There is naturally a significant correlation between the need for academic staff and the interest in working with universities or research institutes. In large companies, digital processes and AI are seen as a greater challenge than is the case for small companies. And here it can be said: the more interest in digitalization, the more interest in working with Hof University of Applied Sciences.”
Prof. Dr. Jens Kirchner
Although these results are not representative in the scientific sense, they provide an enormously valuable insight into the situation of the companies that cooperated in the study.
Satisfaction with Hof University of Applied Sciences well above average
40% of the companies surveyed have already collaborated with universities or research institutes. It is particularly pleasing to note that 66% of the companies involved in cooperation consider Hof University of Applied Sciences to be a partner with an above-average level of satisfaction – a result well above the average. Almost all of the large companies surveyed had already worked with Hof University of Applied Sciences, most of them in the area of working students. Many companies have also already had positive experiences in the supervision of final theses or in joint research projects. Satisfaction here is also very high with an average of 7.9 out of 10 points.
Cooperation primarily desired in practical formats
In the area of research and development, the focus is clearly on digital transformation: companies are increasingly investing in artificial intelligence, data-driven processes and automation. The spectrum of topics ranges from AI-supported quality control and route planning to customer interaction via chatbots. Sustainability and material innovations are also becoming increasingly relevant. For example, environmentally friendly production processes, alternative materials and CO₂-reduced processes are being specifically promoted.
When asked about their current wishes for collaboration with Hof University of Applied Sciences, the following picture emerged: “Product and materials research are of particular interest here, as well as market and customer research. This is followed by support for digitalization and AI. Small further education formats are particularly in demand, e.g. seminars in the areas of communication skills, conflict management or digitalization,” said Prof. Kirchner, who then went on to point out many opportunities for collaboration:
Hof University of Applied Sciences offers opportunities for companies of all sizes
“With its 4 faculties, 6 research institutes and the Einstein1 digital start-up center, among others, Hof University of Applied Sciences has a wide range of opportunities for collaboration in research, teaching, further education and start-up support. We see clear potential to further strengthen networking between the university and business – particularly through low-threshold formats such as subject-specific seminars or innovation workshops,” says Prof. Kirchner.
Andreas Pöhlmann, Chairman of the Hof University of Applied Sciences Development Association, also emphasized the importance of dialogue between the university and business:
‘The results show impressively how important it is to dovetail science and business more closely in our region. The Fördergesellschaft sees itself as a bridge builder and initiator. In future, we must also consolidate the interfaces between the university and smaller companies – because many of them are not yet fully aware of the opportunities that our university offers them.”
Andreas Pöhlmann, Chairman of the Society of Friends and Sponsors of Hof University of Applied Sciences e.V.
Thanks to the support society
University President Prof. Dr. Dr. h.c. Lehmann concluded by thanking the Society of Friends and Sponsors of Hof University of Applied Sciences in particular: “Our sponsoring society, which has an astonishingly broad base for the size of our institution, supports the university in many ways. Its commitment to this study shows that it not only contributes financially, but also strategically.”
