Creation

How to create a trainee blog with added value and visibility

To fill their apprenticeship positions, companies are increasingly vying for the favor of young people. A trainee blog is an excellent way to attract attention. Find out what you need to consider to inspire your target group in the following article.

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The fight for young talent

German companies are having more and more problems finding apprentices. A 2017 study by the Association of German Chambers of Industry and Commerce (DIHK) found that one-third of the companies surveyed had vacant apprenticeships at the time.

The main reason for the shortage of young people is the academization of society. In 2017, 53 percent of 20- to 24-year-olds in Germany had a higher education entrance qualification. Most high school graduates opt for university studies, while dual training is increasingly considered unattractive.

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Trainee blog informs and provides new impulses

Having trainees tell stories from their own perspective makes sense for several reasons. For one thing, young readers can identify better with people their own age. Secondly, young people set different priorities when they report on their everyday life at the company or at vocational school.

Running a successful trainee blog TUI. In it, the young talents of the tourism group report weekly on their tasks at work, team events and private hobbies. The tone is relaxed, but not casual. High-quality pictures round off the articles. Ikea, Sparkasse and ThyssenKrupp also let their apprentices have their say.

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Target group Understanding and gaining trust

German teenagers spend an average of seven hours a day online. They get their information primarily from social networks, YouTube videos and online media. To reach them, it's important to know what topics move them.

According to the Shell study 2019 71 percent of young people care about the environment. So if your company is committed to sustainability, you should write about it. According to a survey by the Bosch Foundation, Generation Z is also concerned about mental health.

A good example of articles tailored to the target group is provided by Otto's trainee blog. A trainee tells in a Postinghow she and her colleagues took part in a Fridays for Future demonstration as a team. Otto thereby collects sympathy points as an employer.

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Taking potential applicants by the hand

School leavers often do not know which path they should take. They also usually don't know the advantages of an apprenticeship over a course of study. A trainee blog offers the perfect platform to educate them in this regard.

Many young people are also inexperienced when it comes to job applications. They are not aware of what belongs in the resume and what the cover letter should look like. Clearly structured instructions improve the Google ranking and create confidence.

One in this regard helpful posting has been written by a trainee at the media company Mohn Media. The text guides the reader step by step through the application process and provides valuable tips for designing the resume.

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How to design your trainee blog

Posts without added value and monotonous language won't reach any readers. But even the most exciting posts are of little use if they are only noticed by colleagues and friends of the authors.

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Content mix brings success

Most trainee blogs use the same structure for their articles over and over again. However, creating high-quality content for a blog means having a mix of different types of posts. The most important of these are:

  • Informative reports and statistics - a factual, but not too dry article with tables and figures is ideal to introduce your industry. Some ideas: How many employees work in our sector? What are the future prospects?
  • Video entries - a company outing, a day in the workshop or a trade fair appearance are suitable topics for a video diary.
  • Step-by-step instructions - How do I write a job application? What are the characteristics of a good resume? These types of postings with lists and bullets are preferred by search engines.
  • Opinions - here the trainees, but also the boss or experienced employees can give their personal view on current topics. In particular, opinions on industry-specific developments strengthen the company's reputation as an expert. Some ideas: Is the German mechanical engineering industry really in crisis? Do classic media still have a future?
  • Personal anecdotes - so that the trainee blog doesn't become too factual, stories from the first-person perspective and insights into everyday life beyond the specialist topics are called for. Some ideas: "This is how I keep fit during my apprenticeship", "This is how I use my free time away from my apprenticeship".

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SEO optimization crucial

83 percent of young people use Google to search for an apprenticeship. So ranking as high as possible should be one of the top priorities for your apprentice blog.

To accomplish this, you should consider the following aspects:

  • Sensible keywords - a well-founded keyword research is the be-all and end-all. Depending on the search volume, you can plan which keywords to focus on.
  • Structured headlines - long continuous texts without subheadings discourage readers and rank poorly. The headlines should contain main and secondary keywords.
  • Meaningful URLs - Search engines do not like addresses that consist only of numbers. Ideally, the URLs should contain the relevant keywords. On the other hand, avoid superfluous words.
  • Optimized mobile version - most young people go online with their smartphone. An easy-to-read mobile page is also an important ranking factor.
  • Organic backlinks - the more websites link to you, the more your ranking increases. If a site from the same field with a good reputation refers to you, this increases your positioning.

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Do not forget Call-To-Action

Once you've increased your traffic, you can now take the final step: Internal links direct readers to a landing page and invite them to apply for training.

This is such a CTA! If you want to learn step by step how to build a successful trainee blog, we recommend our Content Marketing Academy. Click here for more information

The content of the landing page should be concise. The layout is important, but too many design elements will distract your potential applicants. A link to the email address of the HR department or a form should not be missing.

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Even a trainee blog must first grow

If you our tips you'll be well on your way to more readers. But it will take time for your trainee blog to reach a decent reach. Regular posts that you share in the right channels will be the key to success here.

Even if your trainees are digital natives, they can't handle everything on their own. SEO optimization in particular should be carried out by employees with experience in this field. It can also be worthwhile to invest in SEO tools.

You want to attract the best young talents to your company and profit from them for many years? Then leave your comfort zone and become attractive for your target group with an interesting trainee blog!

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