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The German-speaking DACH Region (Austria, Germany & Switzerland) is one of the biggest recruitment markets in the world – and it’s set to grow further (especially in Germany) over the next 3/5 years. All three countries have suffered major skill shortages – and this scarcity of talent is only set to get worse due to a variety of influencing factors, including socio-demographic trends, ‘the brain drain’ – and a continued focus on innovation and skills.
Recently, we asked some our associates from the Recruiting, HR and Media sectors to share their key data points – and what came back, loud and clear, is that the DACH market is structured very differently from others in Europe. And this is driven by a ‘different’ Candidate Behaviour:
- DACH Candidates have both real as well as perceived concerns over Data Protection and Privacy. The NSA scandal has made Germans even more paranoid about data privacy – to the extent that any and all American IT companies are seen as conspirators of “Big Brother”, and Cloud Computing is perceived as being unsafe.
- Once in employment, continuing to update a public profile can be seen as career suicide. In many professions, especially in the legal field for example, paper applications and photos on CVs are still the norm.
- Glassdoor and the German equivalent of Kununu (now integrated into Xing) aren’t widely used – because such ‘transparency’ and open use of social media isn’t common practice. DACH jobseekers want a lot of information from the job advertisement before even applying to a role (which is why print is still strong in those countries).
- Giving up the benefits of “secure” employment will be weighed vs. potential increase in salary and/or job grade with a new position (hence a relatively low mobility of labour).
- Overall mobility is relatively low – candidates will often not want to move even for a better career opportunity.
Key Figures for Germany:
- Approximately 1.2 million job ads published per month, with more than 1 million open positions at any time in Germany at the moment (where employment is at a record high).
- €1.8 billion revenue by Search Firms in 2014 (source BDU: German association of consultants).
- € 850 million job board advertising revenue (€1.6 billion in gross billing in 2015 (source: Index Research/anzeigendaten.de).
- € 500 million print advertising (ibid).
- More than 50% of print revenue managed by media buying agencies.
- With € 26 billion (and that being a relatively low percentage vs. other European markets as a total of the workforce), temp agency revenues still continue to grow (source: Lünendonk)
- 2000+ Job Boards in Germany alone (source: crosswater job guide)
- 48% of jobs posted on Job Boards are filled (source: Index Research)
- The average German position is posted 3.2 times.
- In Q3 2015, 55% of all German jobs posted were Mittelstand companies (SME’s up to 10,000 employees) vs. 45% of German job postings being published by the 250 largest corporations. (source jobfeed/textkernel)
- Top 5 Job Categories are – IT & Communication (10.8%), Customer Service, Support (9.7%), Wholesale and Retail Trade (9.5%), Installation, Service, Maintenance and Repair (8.9%), Manufacturing (8.8%) (source: jobfeed/textkernel)
- Top 5 Job Boards are: : Stepstone (19.6%), Monster (7.1%), Hotelcareer.de (4.2%), careerbuilder.de (4.2%) and Meinestadt.de (4.2%) (source: jobfeed/textkernel)
Key Figures for Austria:
- Austria’s War for Talent is more significant than in D or CH
- 50% of recruiters do not find the right candidate!
- Remuneration and Employer Brand are big issues.
- Job offers are mainly posted on Job Boards and Company Website.
- Austria is more like ‘Paris and France’ with a large volume of jobs being posted in and around Vienna.
Key Figures for Switzerland:
- 80% of employers now prefer email applications.
- 39% of employers are adapting their websites to mobile-friendly responsive design.
- 95% of jobs are posted on a Job Board. 86% on the company career site but print media still gets 53%.
Key DACH Figures:
- In DACH, 80% of job seekers have a smart phone.
- 35% of job seekers use their smart phones for job search.
- 62% of companies have “slight” recruitment problems, 30% even “significant” ones. Main reasons are:
– Lack of qualified people (80%)
– Remuneration (42%)
– Attractiveness of location (39%)
– Employer Brand (32%)
The information above offers some fascinating insights that we hope you find useful when recruiting in this powerhouse region. We’d like to thank everyone involved in providing this valuable data, with particular thanks to Kai Deininger at Eurosearch (https://de.linkedin.com/in/kdeininger) Eva Zils at OnlineRecruiting.net (https://fr.linkedin.com/in/evazils)Textkernel/Jobfeed and Index/AnzeigenDaten (http://www.hr-anzeigen.de).
Resource Central is a unique people engagement and resourcing solutions service firm. Created from the focus and desire of its founders. We are all experts from the Job Board, HR Communications and Recruiting industry, bringing a wealth of expertise and knowledge of specialist and large corporate campaign hiring projects across the recruiting markets of Europe.
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