Who advertises Amul

Where IT graduates want to work

"Tesla is storming the charts," says Robindroh Ullah, summarizing the whirlwind start of the US automobile company by Elon Musk. Ullah is managing director of the Berlin market research institute Trendence, which has been scrutinizing schoolchildren and students for 21 years and wants to know from them where they prefer to work and how much they would like to earn. "Even if the proportion of IT specialists that the giant will be recruiting for the new production facility in Grünheide, Brandenburg, is relatively low - Tesla goes straight to third place among students from this area," Ullah summarizes this result.

With the other automobile manufacturers, only Daimler and Audi manage to improve their attractiveness among IT graduates. According to the Berlin market researcher, everyone else is losing approval or stagnating. However, this is a nagging at the highest level, because BMW and Porsche only go down one place in the top ten ranking. Volkswagen received the receipt two years ago when it slipped to 19th place. The further deterioration of two places is therefore hardly significant. Ullah can also reassure HR managers from the automotive industry: "With other target groups such as engineers, trust in the major automotive manufacturers is unbroken."

Apple, Amazon and the public sector are growing

According to Trendence, the classic tech companies Apple and Amazon make the greatest profits when it comes to applying. "Even if the rankings are not improving, the percentage gain compared to the previous year is very clear," analyzes Ullah.

Authorities and public service institutions are a constant in the ranking of the most popular IT employers. "The trend of applying to public employers continues: the state is becoming an attractive employer for IT specialists too," observes the Trendence market researcher. On the one hand, public employers are increasingly presenting themselves to the market and are getting out of their niche existence.

On the other hand, many graduates would appreciate the great advantages in terms of job security and work-life balance, especially in times of crisis. "The demanding job in the fast-growing tech startup has lost its appeal for many," says Ullah, observing the market. On the other hand, large institutions such as the Federal Intelligence Service (BND), the Federal Office for Information Security (BSI), the Federal Criminal Police Office (BKA) or the IT subsidiary of the German Armed Forces (BWI), which for example attracted a lot of attention with interesting campaigns, benefit have.

Software AG, Oracle and Dell are falling behind

Exactly the opposite happens with some well-known and large IT companies. For example, Hewlett Packard - formerly world-famous for its corporate culture and coveted by every IT graduate - has now plummeted 38 places into insignificance to 103rd. Software AG is not doing much better. Once the big competition from SAP - by the way, the Walldorf-based group ranks seventh - the traditional German software house has also lost 38 places and slipped to 84th place. Two other global IT corporations are doing similarly poorly. Dell only ranks 74th and has lost 23 places compared to the previous year. Oracle ranks 55th (previous year 37th).

The management consultancies fare better. "Digitization is an issue in every company and the pandemic has accelerated this development at a rapid pace," says Ullah. As a result, these companies are increasingly relying on IT-savvy young people. The world's largest IT management consultancy Accenture improved by two places to 23rd and Capgemini maintained its position in the ranking with 36th place (previous year 37th). The German management consultancy msg, which made it from 75th to 49th place, made a spectacular leap forward.

User companies need to improve their branding

And what about large user companies - apart from the automotive industry? For years they have been pointing out interesting tasks and jobs, but complain that they are not the first choice for high-tech youngsters when it comes to applications. In the ranking, Bosch, Siemens and Airbus are only three large user companies between the tenth and 20th place, whereby Bosch and Siemens already see themselves as software houses due to their strong commitment to Industry 4.0 topics. In the 20 to 30th category, there are also only three user companies - namely the big ships: VW, Deutsche Bahn and Deutsche Telekom. Global corporations such as Allianz and Otto are 41st and 74th respectively, and Deutsche Post DHL even only 95th.

Even the retail sector, which is certainly not one of the losers of the crisis, has to come up with a lot in terms of IT recruiting. The sometimes intensive efforts of the large retail groups Edeka, Aldi, Metro or Lidl to become more attractive for IT specialists are not yet clearly reflected in the ranking results. Aldi Süd, Rewe and Lidl are represented, but still have to be content with places in the second half of the top employers.

"Here it will be exciting to see how the retail sector as a whole is adapting to the declining importance of brick-and-mortar sales and creating the change to digital business models for employees in the IT departments," says Ullah. The question that remains open is how sustainable the isolated solutions in the form of IT spin-offs or labs will be and whether they make a positive contribution to the positioning of the employer.

Employers should become more attractive to women

There is also mixed news for all those who have been campaigning for years that more women study the so-called MINT subjects (mathematics, computer science, natural sciences, technology) and then also work in corresponding jobs. Here progress can only be recorded at a snail's pace, if at all. Almost 80 percent of the graduates in the high-tech subjects are still men.

The Trendence boss recommends that there are clear differences in the preference for certain employers, which companies should take better advantage of. Research employers such as the Fraunhofer Society or the Max Planck Society have significantly higher approval rates among women. But others also have their undisputed advantages as employers - they just might not show it that way. According to Ullah, potential remains untapped here not only to do something for the topic of diversity in the IT area, but also to fill vacancies more quickly.

Newcomers become more demanding in terms of annual salary

The study also asked about the desired salary. Budding IT professionals want an average of around 52,200 annual salary when they start their careers this year. In the previous year it was 2000 euros less and in 2019 they wanted an annual salary of 48,700 euros - with a weekly working time of 41 hours. So it shows that the next generation of high-tech knows very well their market value and also the desires of employers. And of course these young IT experts benefit from the digitization trend, so that they can also expect strong growth in the future.

Almost traditionally, IT talents attach great importance to personal development and exciting work tasks. They find an international environment or the specific market position of an employer less important. The Berlin market researcher notes that IT career starters are rather unpretentious here compared to other graduates. To confirm this analysis, Ullah continues: "Compared to other graduates, IT students are less mobile when it comes to their first job. Two thirds of them either want to stay at their place of study or at least in their city or region."

Ullah's conclusion of this year's employer evaluation: "If we look at the profits and losses among the popular employers, it is noticeable that the digital players are becoming more attractive. Automobile manufacturers are making just as much gains as the strong digital employer brands.