The labor market has changed significantly in many sectors and occupational fields within just a few years. There are many reasons for this: demographic change, the ongoing academization of the world of work, unclear career ideas among young people, prejudices and reticence toward traditional professions and, in some cases, qualification deficits among applicants. Today, we are no longer dealing with a supplier market, i.e., a larger number of applicants competing for training and jobs. Rather, it is the employers who face the challenge of attracting suitable trainees, committed specialists and qualified managers to their companies.
In order to counter the shortage of personnel at an early stage, companies need to step up their efforts to recruit young talent. The fundamental question here is which applicants fit the company. The answer requires criteria that make it possible to identify suitable applicant groups. Currently, socio-demographic criteria (age, gender, level of education etc.) are the main criteria used in practice. These are undoubtedly important aspects, but they are not sufficient to reflect the sociocultural diversity of potential employees. Additional criteria are needed which, in addition to social situation, also take into account lifestyle and basic normative orientation.
The Sinus-Milieus social model meets these requirements and is therefore used for target-group-optimized personnel marketing.