Designing an External Recruitment Strategy for Micro, Small, and Medium-Sized Craft Businesses in Germany Considering Digital Tools

Abstract

The ongoing shortage of skilled workers poses major challenges, especially for micro, small, and medium-sized craft businesses. The building electrical, plumbing, heating, and air conditioning (HVAC) crafts are particularly affected in Germany, as they are additionally burdened by demographic change, the energy transition, and internal operational factors. The aim of this article is to develop a practical strategy for external recruitment for crafts businesses. Based on existing recommendations for action and expert interviews, a concept was developed that focuses in particular on digital channels, reverse recruiting, and personal contact points such as trade fairs. Empirical validation was carried out using 23 qualitative interviews with employers and employees in the aforementioned crafts sectors in Germany 2024 and 2025, whose expectations and experiences were incorporated into the design of the strategy. The concept is being optimized based on their opinions and experiences. The results show that a combination of clearly defined target groups, targeted communication of the employer brand, and direct contact with potential applicants offers the greatest chance of success. At the same time, it is clear that traditional and proven tools remain effective, but need to be adapted to the needs and expectations of the new target groups and to current trends. The article thus provides concrete recommendations for action to reduce the shortage of skilled workers in craft businesses.