#Güterslove: Gütersloh starts strong campaign against a shortage of skilled workers!

#Güterslove: Gütersloh starts strong campaign against a shortage of skilled workers!

The district of Gütersloh launched the employer brand #güterslove to cope with the challenges of the shortage of skilled workers and to present itself as an attractive employer. This initiative was presented on April 2, 2025 after one and a half years of intensive preparations in the district committee. The background to this measure is the upcoming retirement of around 600 employees by 2030, which is around a third of the district's current workforce. This illustrates the growing need for qualified specialists and the need to assert themselves in the competition with other administrations and the private sector, such as radioguetersloh.de reported.

In order to be able to communicate the new image of the employer brand, numerous measures were taken. Around 900 employees have brought their experiences, which were then fundamentally integrated into the campaign. In addition to an appealing image film, there is also a newly designed career website with current job advertisements. These materials are intended to convey both internally and externally that the work in the Gütersloh district is valued. District Administrator Sven-Georg Adenauer, Christian Slotta (head of the HR department), Yvonne Hantke (project manager) and Andreas Poppenborg (Head of Human Resources, Finance and Central Services) officially presented the brand.

Central messages of the employer brand

The Claim #Güterslove and the associated slogan "From love for the circle" reflect the connection of the employees with their region. This emotional approach is intended to help win new talents and to show the attractiveness of the district as an employer more clearly. The core values ​​of the brand include appreciation, collegiality, reliability as well as the diversity of the tasks and development opportunities. The new elements were prepared in a picture and video language that shows twelve employees from various areas of activity in everyday work.

In order to actively counteract the acute shortage of skilled workers, targeted measures are planned in the coming months. This includes a trainee campaign and specific actions for recruiting specialists in particularly requested areas such as medicine and technical professions. This strategic orientation is particularly relevant, since the shortage of skilled workers in Germany, according to the BMA's skilled workers' monitoring, will increase significantly by 2028.

outlook for the challenges

The analysis of the labor market shows forecast bottlenecks and overhangs in various professional groups. In response to demographic change and digitization, extensive strategies are necessary to better exploit the workforce potential. In the next five years, up to 618,000 people are expected to rely on the labor market without a degree, while only 396,000 helper positions are available. The challenges that arise from digitization, climate change and geopolitical changes make it necessary to find new approaches to securing skilled workers, as well as

With the strong employer brand #güterslove , the district of Gütersloh not only positions itself as a stable employer, but also as a livable place that attracts and holds young talents. It remains to be seen how the planned measures will specifically affect recruitment and maintaining specialists.