Skills shortage – How borntocreate solves the problem for itself

According to figures, the widely lamented shortage of skilled workers also affects the marketing sector. In a study conducted by New Work SE in 2023, 57% of HR managers surveyed in Germany stated that there were vacancies in their company’s marketing department, with 76% believing that the situation will get worse.

borntocreate has been countering this trend for years and is therefore only marginally affected by this crisis. To achieve this, borntocreate – as in all other areas – first took a look at the data.

According to a study conducted by Randstad Germany in 2023, employees up to the age of 35, i.e. millennials and GenZ, are now very selective in their job choices. They attach great importance to flexibility and want to decide for themselves when and where they work. They want a good work-life balance without having to be constantly available. They also want to identify with their work and grow in their job.

A study by Deloitte in 2021 also found that these generations value empathetic and understanding colleagues and managers and want to work for companies that are innovative and develop new ideas.

Finally, a study conducted by the Boston Consulting Group in 2022 shows that millennials and GenZ compare themselves more often than previous generations in terms of salary, career opportunities and working conditions.

These developments are no coincidence. Millennials and GenZ are the first generations to grow up with the internet and social media. They are used to receiving content, products and services quickly and easily from anywhere and being presented with an infinite number of life plans every day via social media – whether realistic or not. As a result, their expectations of their own lives are rising, and demographic change is playing into their hands: companies are having to compete for fewer and fewer, yet increasingly demanding employees.

Without any evaluation of these developments, the result is that employees are increasingly taking on the role of customers, for whom companies must create a corresponding offer – which is then advertised accordingly.

As with any other product, the first step is a well-founded positioning. What does the company offer and who is it aimed at? In the case of borntocreate, the offer was geared towards the needs of millennials and GenZ. Flexible working hours, a 35-hour week, remote work with voluntary presence in the office, free choice of technology, team events, 30 vacation days plus a day off on birthdays, an office with a living room atmosphere and many other benefits are more than impressive compared to other companies. With target group-oriented employer branding, borntocreate is logically present where the target group is: on social media.

But borntocreate also solves the qualification problem itself. For example, the doors are also open to high school graduates without training or studies who want to realize their potential in the creative or development sector and have talent. They receive a one-year paid traineeship in which they acquire the necessary skills with the support of senior art directors and developers and are involved in client projects from the outset. At the end of the year, the trainees usually have a level of knowledge and practical experience that is far superior to that of a graduate in the relevant field. This is followed by a permanent employment contract with appropriate pay. This creates a win-win situation in which school leavers save themselves years of study and earn money immediately, while borntocreate cultivates exactly the right talent for its own needs.

But what effect does the strategy of a liberal working culture and in-house training have on output? Thanks to tightly defined processes and well-structured project and quality management, borntocreate’s experience has been consistently positive. The relaxed working atmosphere increases team spirit, motivation and the willingness to contribute to the big picture. This can also be felt by the customers: in the form of communication and in the quality of the output.

Over time, this long-standing strategy has become a sure-fire success. Because satisfied employees and customers also ensure greater reach and conversions in employer branding.