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Dr. Renner: Ausbildungsmarketing vor dem Hintergrund des demografischen Wandels

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Dr. Renner: Ausbildungsmarketing vor dem Hintergrund des demografischen Wandels - Beispiel Evonik Degussa GmbH

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Dr. Renner: Ausbildungsmarketing vor dem Hintergrund des demografischen Wandels

  1. 1. Alle hier gezeigten Personen haben das Passende gefunden –sie sind bereits Auszubildende bei Evonik.Ausbildungsmarketingvor dem Hintergrund desdemografischen WandelsDr. Lars RennerRegionale Ausbildungstagung17. Februar 2011Rheinfelden
  2. 2. Demographic Risk Map www.demographic-risk-map.eu Seite 2
  3. 3. Demographic Risk MapDie Bevölkerung Deutschlands altert seit 1970 und ist mehrmalsgeschrumpft (zuletzt seit 2003)Die Bevölkerung Frankreichs altert seit 1965, wächst jedoch(mindestens) seit 1950 stetigDie Bevölkerung Belgiens altert seit 1967 und wächst kontinuierlichseit 1985Die Bevölkerung der Tschechischen Republik altert seit 1981,schrumpfte 1994-2002, aber wächst seitdem  Alterung ist bereits ein globales, Schrumpfung noch ein lokales Phänomen  Große Unterschiede auf regionaler Ebene, auch innerhalb des gleichen Landes Seite 3
  4. 4. RegionalesDurchschnittsalter 2004 Marl Essen unter 37 Jahre 37 – 40 Jahre 40,6 40 – 42 Jahre 42,4 41,9 über 42 Jahre 41,2 Hanau 41,7 41,0 Darmstadt Wesseling 43,0 Saarbrücken 40,8 Rheinfelden Seite 4
  5. 5. Regionale Alterung2004 - 2030 Marl Essen weniger als 3 Jahre 3 – 5 Jahre 5,4 5 – 7 Jahre 4,7 4,5 mehr als 7 Jahre 4,7 Hanau 5,1 5,6 Darmstadt Wesseling 5,0 Saarbrücken 5,5 Rheinfelden Seite 5
  6. 6. Regionales Bevölkerungs-wachstum 2004 - 2030 Marl Essen weniger als -10% -10% – 0% -1,0 0% – +10% -4,7 -6,0 mehr als +10% +6,2 Hanau +1,3 -0,2 Darmstadt Wesseling -7,2 Saarbrücken +7,1 Rheinfelden Seite 6
  7. 7. RDC Typ 2004 – 2030 Marl WT niedriger/negativ Essen schnellere Alterung WT niedriger/negativ langsamere Alterung höheres Wachstum langsamere Alterung höheres Wachstum Hanau schnellere Alterung Darmstadt Wesseling ... als EU27- Durchschnitt Saarbrücken Rheinfelden Seite 7
  8. 8. Bevölkerung vs. Bevölkerungim Erwerbsalter 2004 – 2030Bevölkerung DeutschlandBevölkerung im Erwerbsalter Alterung: 5,1 / 1,6 Jahre Wachstum: - 1% / - 12% Münster Alterung: 5,4 / 1,8 Jahre Wachstum: - 1% / - 10% Düsseldorf Arnsberg Alterung: 4,7 / 1,3 Jahre Alterung: 4,5 / 1,3 Jahre Wachstum: - 5% / - 14% Wachstum: - 6% / - 15% Köln Alterung: 4,7 / 1,5 Jahre Wachstum: + 6% / - 3% Darmstadt Alterung: 5,1 / 1,7 Jahre Wachstum: + 1% / - 10% Saarland Alterung: 5,0 / 1,3 Jahre Unterfranken Wachstum: - 7% / - 17% Alterung: 5,6 / 1,8 Jahre Wachstum: - 0% / - 10% Freiburg Alterung: 5,5 / 1,8 Jahre Wachstum: + 7% / - 2% Seite 8
  9. 9. Ausbildungsrelevante15- bis 19-Jährige Bevölkerungsanteil 1990 / 2004 / 2030 Wachstum Anzahl 2004-2015 / 2015-2030 Deutschland 5,8% / 5,7% / 4,6% - 12% / -10% Münster 6,4% / 6,0% / 4,9% - 3% / - 16% Düsseldorf Arnsberg 5,4% / 5,3% / 4,5% 5,8% / 5,6% / 4,9% - 6% / - 14% - 4% / - 15% Köln 5,6% / 5,4% / 4,7% + 1% / - 9% Darmstadt 5,4% / 4,9% / 4,5% Saarland + 2% / - 10% 5,3% / 5,4% / 4,4% Unterfranken - 11% / -16% 6,1% / 6,0% / 4,8% - 8% / - 13% Freiburg 6,1% / 5,9% / 4,8% - 3% / - 11% Seite 9
  10. 10. Ausbildungsrelevante15- bis 19-Jährige Seite 10
  11. 11. Ausbildungsmarketing Analyse des Ausbildungsinhalte Weitere Status Quo - Standorte, Berufe, Aktivitäten - Umsetzung Altersstrukturanalyse - Grundsätzliches - Berufsbildbeschreibungen - Standorte und Regionen C-HR - Messen - Aktionen, Tag der offenen Tür etc. - Datenbank für die Aktivitäten Sites AK Ausbildung Ausbildungskampagne Bewerberanalyse Auszubildende 844 - Kommunikationskanäle - 736 671 509 396 - Online & Mobile Medien - Print - Schulkontakte - Messen 2006 2007 2008 2009 2010 - Interne Kanäle Seite | 11
  12. 12. Ausbildungsmarketing- Inhalte - Analyse des Ausbildungsinhalte Weitere Status Quo - Standorte, Berufe, Aktivitäten - Umsetzung Altersstrukturanalyse - Grundsätzliches - Berufsbildbeschreibungen - Standorte und Regionen C-HR - Messen - Aktionen, Tag der offenen Tür etc. - Datenbank für die Aktivitäten Sites AK Ausbildung Ausbildungskampagne Bewerberanalyse Auszubildende 844 - Kommunikationskanäle - 736 671 509 396 - Online & Mobile Medien - Print - Schulkontakte - Messen 2006 2007 2008 2009 2010 - Interne Kanäle Seite | 12
  13. 13. Inhalte- Berufsbildbeschreibungen - und Seite | 13
  14. 14. Inhalte- Aktionen: Jahr der Chemie 2011 -Projektangebote im Jahr der Chemie (Auszug)  Ausbildung Rheinfelden (Bruno Rüttnauer) Vom Sand zur Solarzelle - alle Fotovoltaik ist Chemie  Ausbildung im Chemiepark Marl (Dr. Hans Jürgen Metternich) Aromastoffen – Erfahrung mit Synthese und Analyse Bei uns geht nichts verloren – energieeffiziente Produktion Lebensnaher Chemieunterricht (Lehrerfortbildung)  Bildungszentrum Rhein-Main (Klaus Lebherz und Theo Fecher) Moderne Energietechnik in einem Industrieunternehmen  Bildungscenter Rheinland (Dr. Hans Sachs) Grüne Reifen - nicht ohne Evonik Additive  … Seite | 14
  15. 15. Ausbildungsmarketing- Ausbildungskampagne - Analyse des Ausbildungsinhalte Weitere Status Quo - Standorte, Berufe, Aktivitäten - Umsetzung Altersstrukturanalyse - Grundsätzliches - Berufsbildbeschreibungen - Standorte und Regionen C-HR - Messen - Aktionen, Tag der offenen Tür etc. - Datenbank für die Aktivitäten Sites AK Ausbildung Ausbildungskampagne Bewerberanalyse Auszubildende - Kommunikationskanäle - - Online & Mobile Medien - Print - Schulkontakte - MessenRhein- Rheinland Essen & Marl Rheinfelden - Interne Kanäle Main Krefeld Seite | 15
  16. 16. Ausbildungskampagne- Kommunikationskanäle - Was machen Schüler in ihrer Freizeit? Nutzung von Informationsmöglichkeiten zur Arbeitsplatzsuche (Schüler, Studenten, Azubis) private oder berufliche Kontakte 92 Stellenanzeigen in Zeitungen 78 Initiativbewerbungen 78 Internetsuchmaschinen (z.B. Google) 77 Firmen-Homepages im Internet 77 Jobbörsen im Internet 76 die Agentur für Arbeit 66 Internetseiten von Zeitungen 55 Stellenanzeigen in Fachzeitschriften 52 regionale Anzeigenportale 51 Online-Netzwerke (z.B. Xing) 46 Stellenanzeigen in Anzeigenblättern 42 anderes 3Quelle: JIM 2009, Angaben in Prozent Quelle: Zeitungs Marketing Gesellschaft 2008, Angaben in Prozent- Das Handy wird von vier Fünftel der Jugendlichen täglich genutzt. Das Internet ist bei knapp dreiViertel der Schüler täglicher Begleiter.- Zur Jobsuche nutzen Schüler, Studenten und Auszubildende neben den persönlichen Kontakten dieMöglichkeiten rund ums Internet (Google, Firmen-Homepages, Jobbörsen, etc.) Seite | 16
  17. 17. Ausbildungskampagne- Kommunikationskanäle - Interne Kanäle Online & Mobile Medien Kampagne Messen Print Schulkontakte Seite | 17
  18. 18. Ausbildungskampagne- Kommunikationskanäle - Interne Kanäle Online & Mobile Medien Kampagne Messen Print Schulkontakte Seite | 18
  19. 19. Ausbildungskampagne- Online & Mobile Medien - Seite | 19
  20. 20. Ausbildungskampagne- Online & Mobile Medien - Seite | 20
  21. 21. Ausbildungskampagne- Online & Mobile Medien - Seite | 21
  22. 22. Vielen Dank für IhreAufmerksamkeit!

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