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Free continuing education: How do companies attract skilled workers today?

With further training measures launched at the beginning of October as part of the “Digital Recruiting high-N” project, the Institute for Water and Energy Management (iwe) at Hof University of Applied Sciences is enabling small and medium-sized companies to recruit skilled workers with the help of digital recruiting and marketing measures. The aim is to inspire these and existing employees to stay with the company in the long term.

A total of seven events are offered free of charge to small and medium-sized companies to improve their employer branding, among other things; Image: Hof University of Applied Sciences;

“In times of an acute shortage of skilled workers and baby boomers on the labor market, it is an immense challenge, especially for small and medium-sized enterprises, to attract competent employees and also to retain them in the long term. Employers must position themselves in a future-oriented way in employer branding, but also in digital marketing and sustainability,” says project manager Prof. Dr. Manuela Wimmer. With the free continuing education program, the iwe is directly addressing small and medium-sized enterprises. During a project period until the end of 2023, a total of 5 program runs will take place, each with 4 face-to-face and 3 online sessions for company representatives.

Individualized concepts for companies

During the teaching units on the topics of “Employer Branding,” “Sustainability” and “Operational Recruiting,” an interactive exchange is established with other participants: “We deal with social media marketing just as we do with other digital media. We show how job ads in job portals such as LinkedIn work and teach Google advertising. For example, a Google ad tailored to the respective companies is designed on site, which can be placed directly by the companies if they like it,” says project member Christian Wagner.

Skilled workers demand sustainability

A total of eleven company representatives have now already taken part in the first events and were very satisfied: “My expectations were absolutely met, and I particularly liked the very practical approach,” said one participant

Our aim is to enable companies to stand out in a positive way in a competitive market situation and thus attract young people. At the same time, we also want to sensitize them to the issue of sustainability, because the skilled workers of the future demand precisely this from their companies.”

Prof. Dr. Manuela Wimmer


The program is aimed at small and medium-sized companies from Bavaria with fewer than 250 employees and less than EUR 50 million in annual sales. Their participation is free of charge. To receive the certificate of participation, at least 80% of the events must be attended. Those companies wishing to register for the next workshops in March 2023 can do so now on the project’s platform.

The project is supported by funds from the REACT-EU 2021 program of the European Union.

Some impressions of the first events:

Rainer Krauß

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