Job offers are attractively presented through employment advertisements - Strategies for enticing potential employees:
In response to the growing skilled labor shortages, employers are increasingly offering attractive benefit packages to attract top talent. According to a report by the Bertelsmann Foundation, the number of benefits offered per job ad has significantly increased over the years, almost tripling from an average of 3.6 in 2019 to 9.6 in 2024 [1].
The city of Gütersloh, associated with the Bertelsmann Foundation, was the context for this analysis. The report indicates a significant increase in the number of benefits offered per job ad for higher qualifications sought, with specialists promised an average of ten benefits and professionals an average of eight [1]. For positions at the level of assistants (without a vocational qualification), there are currently eight benefits in the job description [1].
The competition for skilled workers is intense, and companies are trying to differentiate themselves in their attractiveness from their competitors. Flexible working arrangements, such as remote work, adjustable hours, or hybrid schedules, are increasingly valued by skilled workers and are becoming part of the standard repertoire of employers [1].
Comprehensive health and wellbeing support, including group health insurance, mental health resources, and wellness programs, is another key benefit frequently highlighted in job ads. Providing more than the average paid time off (PTO), such as 24 or more days annually, helps candidates plan their time off effectively and contributes to retention [1][3].
Retirement and financial planning support, like pension plans or financial advisory services, can enhance long-term employee security and appeal [1]. Career development opportunities, such as investing in learning and development, upskilling, and apprenticeship programs, attract candidates by supporting their professional growth and adaptability to changing skill demands [1][2].
Some employers use flexible employment types, like contract, contingent, and gig opportunities, to attract workers who prefer non-traditional or temporary arrangements, particularly in cyclical or project-based businesses [2]. Visa sponsorship, especially in critical fields like healthcare, is offered by employers to attract skilled immigrants and fill persistent labor gaps [4].
The analysis by the Bertelsmann Foundation shows that "hard" factors (such as sports offers or meal allowance) come before "soft" extras in job ads, like 'good working atmosphere' or 'informal culture' [1]. However, almost every second job ad also advertises training and further education opportunities [1].
In recent years, 'soft' extras like 'good working atmosphere' or 'informal culture' have been pushed into the background in job ads, while benefits offering concrete advantages, such as financial security and career progression, have taken center stage [1]. Two-thirds of job ads offer 'hard' factors such as special payments, company pension schemes, or employee discounts [1].
The increase in benefits offered is a response to the skilled labor shortages in the job market. The report also shows a decrease in the mention of 'soft' extras like 'good working atmosphere' or 'informal culture' in job ads over the years [1]. This shift from solely salary-based recruitment toward holistic packages that address work-life balance, health, financial security, and career progression makes employers more competitive in tight labor markets [1][3][2][4].
The evaluation was based on around 34 million online job ads from the beginning of 2019 to the end of 2024. The report by the Bertelsmann Foundation provides valuable insights into the changing landscape of job recruitment and the strategies employers are employing to attract and retain skilled workers in today's competitive job market.
In the face of escalating skilled labor shortages, employers are not only focusing on financial advantages but also incorporating aspects such as vocational training into their benefit packages to attract top talent [1]. For instance, in the city of Gütersloh, job descriptions for specialists promise an average of ten benefits, professionals eight, and assistants eight [1].
As technology advances and sports evolve, the weather remains a constant factor in many vocational training programs. Employers offering such training opportunities adapt to changing skill demands and support their employees' professional growth [1][2]. This holistic approach to recruitment, addressing work-life balance, health, financial security, and career progression, makes companies more competitive in today's tight labor markets [1][3][2][4].
