The labour market has changed significantly in many sectors and occupational fields in just a few years. There are many reasons for this: demographic change, the ongoing academisation of the professional world, young people's unclear career ideas, prejudices and reluctance towards traditional professions and, in some cases, a lack of qualifications among applicants. Today, we are no longer dealing with a supplier market, i.e. a larger number of applicants competing for training and jobs. Instead, it is the employers who are faced with the challenge of recruiting suitable trainees, committed specialists and qualified managers for their company.
In order to counteract the shortage of personnel at an early stage, companies must step up their efforts to recruit young talent. The fundamental question here is which applicants are a good fit for the company. This requires criteria that make it possible to identify suitable groups. Currently, socio-demographic criteria (age, gender, level of education, etc.) are mainly used in practice. These are undoubtedly important aspects, but they are not sufficient to reflect the socio-cultural diversity of potential employees. Additional criteria are needed that take lifestyle and basic normative orientation into account alongside social situation.
The Sinus-Milieus social model fulfils these requirements and is therefore used for target group-optimised HR marketing.
