Choosing a career is often a family project: parents research, question, and advise their children. For training companies, they are therefore important co-decision-makers - and often open doors for the younger generation. "Parents are important career advisors and multipliers for dual training programmes," says Gabriele Starke, who is responsible for training marketing at the German Chamber of Commerce and Industry in Hannover. Parents are typically the closest confidants and play a crucial role in determining the career path young people take after finishing school.

The DIHK (German Chamber of Commerce and Industry) also sees this trend, which poses a certain challenge for many companies: "Some parents have reservations about dual vocational training and prefer their children to pursue an academic path," says Jana Heiberger, DIHK's Head of Division for Career Orientation. "We want to break down these mental barriers." The career prospects of vocational training rival those of higher education – and remuneration and advancement opportunities are often comparable. Additionally, today's apprentices can participate in international programmes like Erasmus+.

Specific Insights for Parents

200 apprentices and dual students, 14 professions, seven locations: Melissa Gonsior, who herself joined the MADSACK media group through a dual study programme, is now responsible for the strategic orientation of the company’s training at the Hannover headquarters. The company hosts a digital information event specifically for parents to present its training professions – from media sales and design roles to technical and logistics positions. Gonsior notes that parents primarily desire one thing for their children: security. Hence, this online format addresses questions on career prospects within the company, chances of being retained after training, and further training opportunities.

Once new apprentices receive their acceptance, MADSACK invites them for a "Bring Your Loved Ones" event as part of the preboarding (preparation for the first day). Parents and other family members are welcome to see the workplace. Curious about the newsroom? Gonsior happily provides tours: "Parents are highly interested in seeing where their child will spend most of their time." For the first time, a festive ceremony is also planned to mark the occasion of apprentices passing their final exams, allowing families to celebrate together.

Parents Take a Decisive Role

Bastian Schilling from the Baden-Württemberg automotive supplier Mahle also focuses on parents: "We want them to understand how forward-thinking our company is," says the training manager. "At the same time, we aim to build an initial level of trust." Under Schilling’s management, 122 new apprentices or dual students recently started their programmes across Germany, totalling about 400. Around two-thirds of them joined through direct contacts, such as parents or parents' friends – as an internal survey revealed.

Schilling’s training team decided to engage this key group further. "Parents are crucial multipliers for us," says Schilling. This approach started with a pilot internal event involving 100 participants and was expanded to a public event at Mahle's Stuttgart headquarters this year. A Family Day provided insights into the production processes as well as training programmes and school internships. Activities included assembling miniature race cars made of metal, incorporating 3D printing, CNC milling, and name engraving. Apprentices were also involved in the event alongside training staff, creating a multi-faceted interaction that appealed to parents and young people alike. Next year, the event will expand over two days, featuring the M+E Info Truck from Gesamtmetall to educate on careers in the metal and electronics industry.

Support from IHKs

Germany’s Chambers of Commerce and Industry (IHKs) are also assisting businesses in targeting parents. A nationwide IHK map guides parents to events and information. The Hannover Chamber adopts a diversified approach by participating in parents’ evenings at schools and jointly hosting events with employment agencies and handicraft chambers. Additional initiatives include parent lounges at trade fairs and the "Meet & Eat" apprenticeship talk, where parents can meet various training companies over an informal lunch. But that’s not all.

"The best way to reach parents is where they already are," notes Gabriele Starke from the Hannover Chamber. This is why the Chamber also engages with parents at sports and leisure venues, such as tent camps, handball matches, or equestrian tournaments. During an apprenticeship-themed sports day, the Chamber had an information stand and a roulette game at a handball arena. "Parents are often more receptive to new ideas during leisure time," explains Starke. "They don’t have to go out of their way; we approach them in their natural settings." Moreover, workplaces offer another channel: many employees are parents who can act as valuable ambassadors for their children’s career choices. Internal family days and internship programmes are thus excellent ways to spark interest, simultaneously demonstrating the company’s family-oriented culture.

Managing Over-Involved Parents

Strategic parental engagement can be a major advantage for training companies if roles are clearly defined. Over-involvement can, however, become problematic. "We encounter parents who are deeply active and not just staying in the background," says Maike Schumacher, Assistant Head of Vocational Training at the IHK Stuttgart Region. "If parents are convinced of the apprentice’s chosen profession and training company, they can support when challenges arise. This is an invaluable advantage for everyone."

While parents can do immense good, they may hinder growth when they take on responsibilities meant for the apprentices. When parents prepare applications or interfere in daily training matters, young people miss crucial opportunities to honestly assess their strengths and interests. Over-reliance on parental advice may lead to a mismatched career choice. Apprenticeship dropouts, in this scenario, are burdensome for both the individual and the business, causing a loss in time and resources.

To resolve this, companies need a professional strategy for handling overly engaged parents, prioritising clear communication and setting proper roles. Ultimately, career decisions should rest with the apprentices. Balanced engagement turns parental support into an asset, fostering ties with young workers and ensuring a successful training journey.