Frank, 35
Living situation
- Age: 35
- Marital status: Married
- Political affiliation: Centre
- Type of innovation adaptation: Early majority
- Professional and financial situation
- Current (job) position: IT employee in a utility company
- Net household income: 36.000 to 50.400 euros
- Highest level of education: Vocational training (journeyman / master craftsman)
- Housing situation
- Residence: Berlin
- Region: Berlin
- Type of housing: Rental flat
- Job Industry
- Service-providing industries
- Job position
- Employees
- Remote work
- No remote work / Not working remotely
- Sick days (last year)
- 2-3 days
- Effects of economic circumstances
- My cost of living has risen noticeably
- I have tried to spend less money
Personal characteristics & attitudes
- Hobbies and interests
- Meet friends
- Outdoor activities
- Video games
- Doing sports and fitness
- A look at the personal future
- Rather optimistic
- Important aspects of life
- A happy relationship
- Lead an honest and respectable life
- Security
- Food attitudes
- I actively try to eat healthy
- I avoid artificial flavorings and preservatives
- I try to eat less meat
- Attitude towards innovation
- I like to stay technologically up to date
- I like to try out innovative products
- I only buy new technologies when they have been proven in practice
- Internet settings
- I could no longer imagine a life without the internet
- Attitudes towards digital media
- Digital services allow me to discover new and exciting content
- I want to access my music / movies on all devices (TV, tablet, smartphone, ...)
- I prefer digital content because it's easier to manage
- Attitudes towards personal finances
- I am well informed about my financial situation
- I could imagine handling all financial matters exclusively online
- I am worried about my financial future
- Attitudes towards services
- I like to organise my life with my smartphone
- Attitudes towards health care
- I actively do something to stay healthy
- Attitudes to travel
- When I travel, I use my smartphone as a travel guide
- I want to experience something unique when travelling
- When I travel, I book accommodations, rental cars and co. spontaneously with my smartphone
Facts for recruiting
Where are you looking for new jobs or open for job opportunities?
Job boards like StepStone and Co.
Websites
What is your favorite way to apply?
By email
About the career website
About a job board
What makes a good application process for you?
I would like to receive quick feedback (confirmation of receipt, announcement of how to proceed and when)
The texts must be attractively worded - and preferably in English
It must be fast (maximum 10-20 minutes)
Media for job advertisement should show authentic employees
What has ever stopped you from applying for a job?
I had to register to apply
The text was poorly worded.
The application process was too cumbersome.
What content are companies most likely to use to make you aware of new jobs?
Insights behind the scenes of the company (as video, photo, text)
Social media content
Short videos
Events on site (fairs,...)
Pain Points on the Job
Unclear requirements: Incomplete or ambiguous specifications lead to misunderstandings.
Constant changes: Frequent requirement changes cause delays and costs.
Time pressure: Unrealistic deadlines lead to mistakes and burnout.
Frank in detail
Frank, 35, is the son of a craftsman and a governess. He is an IT employee in a utility company in northern Germany. In his family, he is "the runt of the litter" - the youngest of three brothers. His older siblings left home before him, a rented apartment in Buxtehude. Even as a child, Frank liked to retreat into his own world to study technology. His goal: to understand how technical processes work and to penetrate them in depth.
He discovered his love of technology, computers and video games at an early age - first while playing Super Nintendo at home with his best friend and later when he got his first computer. Due to his affinity for technology, Frank quickly became the first point of contact for technical problems in his family and among his friends - a role in which he felt comfortable.nIn order to deepen his knowledge even further, he decided to train as an IT specialist for application development at a small company in Hamburg after graduating from secondary school, where he gained a solid grounding in computer science and practical knowledge of programming languages. Shy at first, after a while Frank built up a close relationship of trust with experienced contact persons in the company and really blossomed in this familiar, safe environment, where he could also show his louder, fun side. Driven by the desire to have an answer to more complex and specific technical questions and to be able to solve technical problems even faster, Frank also continued his education in his free time with the help of YouTube videos, for example on the subject of system integration and programming interfaces. Thanks to his good performance at vocational school, his ability to grasp things quickly and his calm and rational approach to technical problems, the company was happy to take him on at the end of his apprenticeship, which he completed with a grade of 2.1.
In the meantime, Frank has been employed by the same company for four years. Here he acts as an "all-rounder" and solves IT problems of all kinds. In principle, he feels comfortable in this small company - he maintains friendly relationships with most of his colleagues, is valued for his skills, but also for his easy-going team player manner and his ability to act calmly and level-headedly even in stressful situations. He feels "needed" here. He knows that he has skills that are essential to the company and that his job is secure here. In his daily work, he relies on routines and always works from 7 a.m. to 4 p.m. every day, true to the motto: "It's quiet in the morning - that's when I can work through things in peace, take a deep breath and be on my way home early.
A regular working day and the good feeling of having achieved something "honest" at the end of the day, the opportunity to satisfy his curiosity for technological innovations, to learn new things in order to stay up to date and to be able to have a say in his circles, is more important to him than the classic climbing of the career ladder. He gets stressed when he is asked to take on things that are outside his comfort zone - strategic work, knowledge transfer and designing workshops, for example to improve data security in the company, are not part of his remit in his opinion. He would rather solve concrete problems than think "big" and "abstractly". Putting himself at the center of training groups drains him and doesn't suit his nature. Although he has limited contact with other people due to the coronavirus pandemic, he has fixed "office days". He doesn't want to work completely from home - in the rented apartment he shares with his partner in Hamburg. Although he values personal contact with his colleagues and is happy to help them on site and talk to them in person, he also values the separation of professional and private life. So although he occasionally spends time with some of his close colleagues after work, he is also happy to come home again and spend free time with his regular circle of friends, consisting of old school friends.
He keeps in touch with them via private messages on Facebook and Instagram. He shares, likes and comments on their posts and arranges to meet up with them - for example, to play computer games online or to be active away from the PC and do something for his health on bike tours, hikes or jogs together to create a balance. He travels to the appointments from Hamburg to Buxtehude by car, which he does not want to do without.
His relationship with his long-term girlfriend, who has been his wife for three years, plays an important role in his life - she gives him peace and stability. He also stays in touch with her during working hours using his smartphone and messenger apps such as WhatsApp. Now that they are married, the next step is imminent: The two want to have a child. If his wife becomes pregnant, Frank would like to move back to his original home in Buxtehude to allow the child to grow up in the small town.nBeing online everywhere and at all times is a matter of course for Frank. He primarily uses social networks, googles both professionally and privately to find answers to specific questions and problems and stores online for shoes and clothes. He values a clean and relaxed style of clothing - he feels most comfortable in simple shirts, washed-out jeans and sneakers.
A big frustration for Frank: In his current company, he tends to have the feeling of being "the girl for everything. And although he enjoys helping colleagues as a problem solver, he would also like to specialize in new, innovative technological areas that are of interest to him in order to grow even more into an expert role - an opportunity he does not have at his current company. Important: He wants to be able to help decide in which area he specializes and wants to be able to help shape how the specialization takes place.
Due to this latent dissatisfaction, Frank can well imagine moving to a larger company. When scrolling through Facebook or Instagram, he therefore keeps coming across job advertisements; he rarely uses traditional job portals such as LinkedIn. He is particularly interested in job advertisements that offer the prospect of expanding his professional skills and specialization, working in a small, harmonious team of experts and benefits.
In terms of benefits, Frank is particularly attracted by the provision of a company cell phone that can also be used privately - he is free to choose Apple or Android and the model. He is also interested in health offers such as eye tests, courses on how to sit properly, subsidies for the gym or online fitness courses. As a car owner, he is also interested in the option of a company car, preferably an e-car instead of a gasoline-powered one. He enjoys goodies such as relaxed sweaters and likes to participate in team challenges that improve health while strengthening cohesion, such as step challenges.
As a young father, he needs to be able to take an uncomplicated home office day or work outside of core working hours. Frustration arises when he has to stand still, when he can't live out his curiosity, when he lacks the freedom to learn new things or engage with innovations. He also gets frustrated when he is passed over and has to immerse himself in roles in which he is not comfortable. For example, he likes to help organize things in the team and solve specific problems, but is very reluctant to take the lead. Gaining status away from job titles also plays a role. That's why Frank should have the opportunity to make a name for himself, for example in the form of publishing technical articles or working on innovative projects that strengthen the external perception of the company and, at the same time, the reputation of the employees.
At the same time, security plays a major role: scare tactics make Frank nervous and lead him to apply for a new position that he believes is more stable. Frank thrives under team leads who convey stability, exude calm and composure, and allow plenty of scope for co-designing the development of new expertise. The application process should be as uncomplicated as possible and function flawlessly from a technical standpoint. He would like to dispense with letters of motivation or the uploading of references and certificates as much as possible. One-click applications are ideal.
Media use & consumption
- Digital advertising touchpoints
- Search engines
- Video portals (e.g. YouTube)
- Online shops
- Social media websites and apps
- Non-digital advertising touchpoints
- On billboards, screens and other advertising spaces on the road (also on public transport)
- Direct mail / direct mail
- Use of publishing media
- ePaper / Online News Websites
- Books (Print)
- Consumption of magazines and weeklies by brand
- The Mirror
- star
- Focus
- Purchases of ePapers + Online News Website Subscriptions by Brand
- spiegel.de
- Social network usage by brand
- YouTube
- Use of social networks by frequency
- Daily
- Activities on social media
- Private messages sent
- Posts other users liked
- Commented on posts
- People followed
- Pictures / Videos posted
- Social media usage by platform type
- Messengers (like WhatsApp,...)
- Social Networks (like Facebook)
- Share media (such as on Snapchat, Instagram, YouTube, Pinterest,...)
- Internet usage by device
- Smartphone
- Smart TV
- Tablet
- Internet access by type
- Broadband (DSL, cable, ...)
- Media usage by channel
- (Mobile) Internet
- TV
- Radio
- Magazines / weekly newspapers
- The Mirror
- star
- Focus
- Picture on Sunday
- TV movie
- Podcast genres
- News & Politics
- Health & Fitness
- Business and economy
- Online magazines (pay)
- National Geographic
- buzzfeed.com
- economist.com
- Influencer genres
- Gaming & e-sports
- Film & TV
- Health & Fitness
- Website and online service usage by type
- Online shops
- Social media websites and apps
- News websites and apps
- Purchasing settings
- Clothing and shoes must first and foremost be comfortable
- Online shopping settings
- Before making a major purchase, I research online
- Customer reviews on the internet are very helpful
- I usually manage ordinary / recurring orders directly via my smartphone or tablet
- Sources of inspiration for new products
- Search engines (such as Google)
- Online shops
- Friends and acquaintances
- In store
- Video websites and apps (like YouTube)
- Information sources for product research
- Search engines (such as Google)
- Online shops
- Price comparison websites
- High brand awareness by category
- Consumer electronics
- Smartphone
- PC / Notebook
- Relevance of digital services
- Check online if the product is available in the store
- Order online and pick up in store
- Return / exchange in-store products ordered online
- Online purchases by category
- Clothing
- Consumer electronics (e.g. TV, smartphones)
- Shoes
- Online vs. offline product research by category
- Consumer electronics (e.g. TV, smartphones)
- Household appliances
- Books, Movies, Music & Games
- Use of financial products
- Current accounts
- Credit cards
- Savings accounts
- Online payments by brand
- PayPal
- Smartphone by brand
- Samsung
- Cloud service usage
- Online data and images stored
- Online applications to create Office documents (such as Google Docs, Microsoft Office Online, ...)
- Online backup for computers or smartphones
- TV content preferences by genre
- Docs
- News (local or national)
- Thriller / Mystery / Crime
- Food consumed regularly
- Fruits + Vegetables
- Bakery products
- Potatoes
- Eggs
Labor market analysis by the Federal Employment Agency
- Occupational statistics:
- Employees subject to social insurance contributions in Germany 2023: 215,740; change compared to the previous year: +7.00%
- Of which skilled workers: 520
- Of which specialists: 181,600
- Of which experts: 33,620
- Of which trainees: 2,280
- Full-time: 191,100
- Part-time: 24,640; change on previous year: +10.00%
- Jobseekers: 13,438
- Unemployed: 8,065
- Registered jobs (incl. temporary work): 4.100
- Registered jobs (excluding temporary work): 3.756
- Registered jobs compared to the previous year: -5.00
- Vacancy period: 106 days
- Vacancy time compared to the previous year: +15.00%
- Demographics:
- Women: 35,590
- Men: 180,160
- Foreigners: 23,670
- Age under 25: 9,740
- Age 25-under 35: 50,090
- Age 35-under 55: 111,250
- Age 55+: 44,670
- Education:
- Without vocational qualification: 10,290
- Recognized professional qualification: 106,170
- Academic professional qualification: 88,280
- Salary:
- Total: € 5,544
- Women: € 5,138
- Men: € 5,619
- Nationwide median salary: € 3,796
- Source labor market analysis:
- Statistics from the Federal Employment Agency
Save as PDF
Latest comments