Imagekampagnen zur dualen Berufsausbildung aus Sicht von Berufsbildungsfachleuten

Abstract

In view of the growing number of apprenticeship places remaining vacant, political and economic decision-makers are increasingly relying on image campaigns to attract young people to the dual system of vocational education and training as well as to counter the impending lack of skilled workers in the intermediate-level qualification area. This article takes a closer look at how training-related image campaigns are assessed by experts involved in the conceptual development, design and execution of vocational education and training in a variety of contexts. The study is based on an online survey conducted by the Federal Institute for Vocational Education and Training (BIBB) amongst VET experts in autumn 2012. Analysis reveals that assessments of image campaigns to promote the dual system of vocational education and training vary greatly, and that these estimates are strongly associated with the type of institute for which the respondent works.