Labor market – recruitment of qualified employees in English – economics

Munich (dpa) – consultants say goodbye – “evangelist” is wanted. To give themselves a cosmopolitan look, many companies in German-speaking countries choose the terms in English in their job advertisements.

This is often for understandable reasons. However, if a job description is too flowery or mysterious, experts say, it reduces the chances of success in your talent search.

The spectrum ranges from sober everyday life to the enigmatic. Some examples: “Evangelist and Project Manager”, “Venture Architect”, “Field Sales Activator” or “Product Owner”.

The labor market is becoming more and more global

The use of English is associated with a growing international business as well as a growing international workforce in Germany, says Maike Andresen, professor of business administration at the University of Bamberg.

Communication is often only in writing in English. However, in some departments of large corporations, English is now also spoken. “So the job titles and job descriptions are now also in English,” says Andresen.

“The labor market is becoming increasingly global, not least because of the prevailing unemployment,” says Tobias Zimmermann, labor market specialist at the international job portal Stepstone, in view of the labor shortage. “For this reason, it may make sense for companies to work with English-language job titles as they can be combined worldwide.”

The “Evangelist” has nothing to do with religion

The “facility manager” has gained more fame by replacing the “caretaker” that was common in the past. The example also illustrates how a foreign language is used for embellished job titles. Because many of the “managerial” positions offered are not managerial positions, whether they be a site manager, sales, research, or knowledge manager. A hotel in Cologne is looking for a “cleaner” on Stepstone instead of a cleaner. Until now, however, this term was not widely used.

Giving a good-sounding English title to a perfectly normal position could make perfect sense for the company. “We are in the candidate market and a slightly more blunt title can help,” says Philipp Kolo, an expert in the world of work at the international consulting firm Boston Consulting Group.

Among the pioneers of floral career titles are IT companies looking for “evangelists” or “architects” who have nothing to do with spreading Christianity or building construction. The term “architect” should emphasize a creative aspect, analogous to the work of a real architect, says Professor Andresen from Bamberg. IT companies originally referred to people as “evangelists” who would bring the blessing of digitization closer to society and customers.

Understanding versus descriptions of positions in the economy

Conversely, traditional German-language job titles often have a reputation for being hopelessly conservative. – If you are looking for young, digitally experienced talent and you advertise an official, hardly anyone will read the advertisement – says Koło, a BCG consultant. In the end, however, an unusual title must also match the company and position. – If you write “Better Life” and ultimately it’s the old office, it doesn’t work – says Koło.

According to Kolos, global companies are trying to harmonize their roles globally. “If a company has strategic personnel planning and the positions have different names in each country, there is no comparability.”

But how are English-language job titles perceived by interested persons? Research on the subject is rare, but in 2008 the Federal Institute for Vocational Training (BIBB) asked young professionals about their preferences. “Then it turned out that young people want intelligibility above all, and job descriptions in business are not necessarily the best,” says Monika Hackel, head of the BIBB department.

Custom compositions for job advertisements

“It should be clear what the job is about and it should sound exciting. There are signs young people accept, but Anglicisms are not one of them. Many job advertisements are pre-formulated by the relevant specialist departments. “In-house markings are often used without thinking about how they will be perceived by the public.”

Using your own compositions in job advertisements can be both an opportunity and a risk, says Hackel. “On the one hand, the company opens up a space of search for career changers, for example. It might make sense – especially if the company knows there aren’t enough skilled workers in the job anyway. ‘ But if you chose convoluted names, “you may not find the ad at all.”

A completely different factor plays a more important role than a nicely worded job advertisement: payment. “A salary range should never be missing from a job advertisement,” says Stepstone specialist Tobias Zimmermann.

According to Stepstone data, 80 percent of applicants say they are trying to apply for a job with specific salary information. Language also plays a role in a completely different way: According to Zimmermann, companies should ensure that the target audience is not only men.

© dpa-infocom, dpa: 220803-99-257242 / 3

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