In a nationwide survey conducted by the market research institute Appinio on behalf of the German Chamber of Commerce and Industry (IHK), 90 percent of the 1,000 respondents said that training is a strong foundation for entering the profession. At the same time, however, 60 percent expressed the thesis that graduates of vocational training earn less than university graduates.

Dispelling prejudices

The many prejudices highlighted by the study regarding vocational training are countered by the IHKs' campaign "Training makes more of us – Now #LearnSkills".

Someone who does vocational training... won’t make it to the top? ... has to conform? ... won’t achieve big things? ... will never be in the spotlight?

“Who says that?” ask Phoebe, Friedi, Yasin, and the other apprentices from the campaign, countering these skewed perceptions with clear and positive facts from real life.

With short social media formats and audio spots, as well as content on the TikTok channel @die.azubis, the campaign chapter is tailored to the core target group but also addresses society as a whole, conveying the message: vocational training is everything, but certainly not second-class.

www.training-makes-more-of-us.de

You can find the latest videos and more information about the IHKs' training campaign "Now #LearnSkills" at www.training-makes-more-of-us.de.