Project: Demographic Change - Public Relations and Marketing Strategy

Transcription

1 Project: Demographic Change - Public Relations and Marketing Strategy This project is funded by the Federal Ministry of Education and Research (BMBF) within the framework programme Innovative development of work The future of work Project Number: 01HH

2 Consequences of Demographic Change After 2010, the supply of human resources will inevitably diminish. Even high immigration rates will not be able to counter this trend. Fuchs, Thon (1999) Demographic change results in a surplus of labour which leads to a widespread lack of manpower. Distinct ageing of workplace populations (i.e. larger percentages of employees aged 50+) Recruitment of younger members of the community becomes increasingly more difficult Probability of qualification and regional mismatches increase 2 2

3 Solutions to Cope with Demographic Change Activating and promoting professional competence along the entire occupational biography Increasing the employment chances for seniors Creating an impartial image of the senior labour force Fields of action Improving cooperation between different age groups Maintaining and increasing operation efficiency and innovative flexibility Transfer Creating active and positive strategies for companies, associations, and politics Sensitization Consulting Target groups Politics & Associations Creation Science Business Employees 3 Fraunhofer 3 Institut Demographic Change: Public Relations and Marketing Strategy Project funded by BMBF, DLR - 01HH9901/0

4 Demographic Change: Public Relations and Marketing Strategy The main focus of the transfer project is: To develop, transfer and propagate solutions that consider the consequences of socio-demographic change for the employees (e.g. ageing workforce), enterprises and associations. To promote awareness, consulting and design of the challenges and opportunities linked to demographic change. Recent results: 4 4

5 Aims of the Project The project is based on the following action fields: Generate an impartial and appropriate image of older employees Increase occupation chances for older employees Activate and promote vocational competencies for the entire occupational biography Improve cooperation among different age groups within the company Maintain and increase entrepreneurial performance and innovative ability Devise action options for companies, associations and politics 5 5

6 Structure of the Public Relations and Transfer Strategy Input National & International Networking Exemplary Activities Target Groups Future Report Interim and final results of implementation projects Publications Kick-off Booklet Expert Pool Science Results of preceeding research projects Workshops & Conferences Internet Portal Info Brokerage & Databases Exhibitions Politics & Associations Companies Results of nonfunded projects Regional Mobilisation Early Transfer of Results Employees 6 6

7 Navigation Matrix Target Groups Balanced age structures and the innovative ability of companies Thematic Clusters Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees Company level Association level 7 7

8 Balanced Age Structures and the Innovative Ability of Companies GfAH Instrument for the early recognition of age structure problems on the company level in order to plan a balanced age mixture and improve cooperation between the generations Innovation audits to promote an intergenerative team constitution process and a sucessful cooperation between personnel and innovation management Dynamic design of work for younger and older innovators in order to secure and redevelop creative potentials (e.g. in R & D) Target Groups Company level Association level Thematic Clusters Balanced age structures and the innovative ability of companies Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees Concepts for a work environment that promotes innovation and consultation of SME 8 8

9 Ageing-appropriate Work and Personnel Policy BTU Cottbus Zukunftswerkstatt e.v. der Handwerkskammer Hamburg Innovative training concepts in software development in order to increase the duration of employment and to decrease the lack of specialists Career shaping concepts in the craft trade sector, which expects a lack of specialists, in order to enable a long-term personnel linkage Training modules for older workers within the craft trade sector which focuse especially on cooperation, service competence and health prevention Target Groups Company level Association level Thematic Clusters Balanced age structures and the innovative ability of companies Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees 9 9

10 Ageing-appropriate Work and Personnel Policy (continue) ISIS Designing work and careers to extend the occupational duration within the health and industrial sector Assurance of occupational effectiveness in geriatric care by means of special lifetime working-time arrangements Target Groups Company level Association level Thematic Clusters Balanced age structures and the innovative ability of companies Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees iso Development of effective and occupational ability by means of shaping ageing-appropriate group work and promotion of health within production and service companies 10 10

11 Employment and New Fields of Occupation for Older Employees Start of local initiatives and cooperations in the automobile trade in order to create new jobs in the area of recycling of old vehicles Creating awareness for private labour market participants (e.g. temporary work agencies) to the problems of older employees Target Groups Company level Association level Thematic Clusters Balanced age structures and the innovative ability of companies Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees SÖSTRA Regional mobilisation campaigns in Bavaria, Berlin and Thüringen in order to initiate an active labour market policy for older employees 11 11

12 Employment and New Fields of Occupation for Older Employees (continue) Sensitization and activation of intermediary institutions (e.g. trade unions and employers associations) to the problems of occupational ageing Promoting public relations and transfer strategies accompanying the sub-projects by means of national and international networking to distribute solutions and experiences of implementation Target Groups Company level Association level Thematic Clusters Balanced age structures and the innovative ability of companies Ageingappropriate work and personnel policy Employment and new fields of occupation for older employees 12 12

13 Consultation of Software Companies Institute Project Title BTU Cottbus Consultation of software development companies on the impact of changes in age structures Objectives Awareness of personnel responsibility by software developers and industry-wide participants Creation of career development solutions, training and the role of older software developers Results Best Practice examples Instruments (e.g. checklists and self evaluation tests) for personnel and training management Publications (e.g. technical and electronic literatures), checklists, charts, guidelines, and rules of thumb Workshops with industrial practitioners and associations Cooperation Partners Five software developing companies Target Groups Society for Computer Science, Federal Association of Information Technology, VDMA/ZVEI, BDI, DGB, and VDI Prof. Dr. Klaus Kornwachs, , BTU Cottbus, Institute for Technique Philosophy, P.O. box , Cottbus 13 13

14 Designing Careers in Small Firms Institute Project Title Objectives Hochschule Niederrhein Designing careers in small firms To show and implement exemplary types of solutions which: enable long-term personnel retention in the craft trade sector create and secure employment possibilities for older employees Results Action assistance as booklets for shaping occupational processes Implementation of compiled solution proposals in consulting and organisational activities, e.g. enterprise consultation by Chamber of Craft Trade Edited Best Practice cases Development of modules for executive and management seminars Cooperation Partners Roofers and small craft trade enterprises, Chamber of Trade Düsseldorf, District Craft Trade Neuss, and IKK Target Groups Craft trade enterprises, employees, organisations, guilds, and trade unions Prof. Dr. Lutz Packebusch, , Hochschule Niederrhein, Webschulstrasse 33, Mönchengladbach 14 14

15 Lifetime Working-time Arrangements in Geriatric Care Institute Research Society of Gerontology (FFG) Project Title Lifetime Working-time Arrangements in Geriatric Care Objectives Assurance of occupational effectiveness and readiness toward nursing staff who are becoming older Improvement of working conditions, extension of the occupational period, and the enhancement of the unlimited duration of occupational activity Adaptation to situation-oriented conditions and the objectives of nursing homes and flexible scopes within the organisation of work Results Development of assessment systems and action guidelines Experiences with individual and general working circles of firms Prelude and transfer workshops Cooperation Partners Associations and organisations supporting elderly homes in the regions of Westphalia, Lippe and Rhineland Target Groups Representatives of trade unions and staff associations from relevant areas Heads of geriatric care services and nursing staff Dr. Frerich Frerichs, , frerichs@pop.uni-dortmund.de Forschungsgesellschaft für Gerontologie e.v., Evinger Platz 13, Dortmund 15 15

16 Intergenerational Personnel Policy Institute GfAH - Gesellschaft für Arbeitsschutz- und Humanisierungsforschung mbh Volkholz und Partner Project Title Old and young in company workforces - Intergenerational personnel policy as a competitive factor Objectives Development of personnel strategies through a balanced age structure with permanent generation exchange aiming toward the future Structuring an age-mixed workforce in order to promote a productive cooperation between the generations by considering the age-specific strengths and weaknesses Results Manuals for the early recognition of present and future age-structural problems with direct reference to optional solution catalogues and analysis strategies The manual Intergenerational Personnel Policy Two meetings about result transfer and three Good Practice workshops Cooperation Partners EKO-Stahl GmbH Eisenhüttenstadt, PPS mbh Salzgitter Target Groups Large-scale enterprises in producing trade with "middle-aged" age structure Personnel and management consultants Dipl.- Soz. Annegret Köchling, , koechling@gfah-do.de GfAH, Friedensplatz 6, Dortmund 16 16

17 Demographic Change: Public Relations and Marketing Strategy Institute e for Industrial Engineering - IAO Project Title Public relations and marketing strategy for awareness, consultation and organisation within the context of demographic change (total strategy) Objectives Content-wise structuring and editing of the topic Demographic Change Networking and activation of the individual projects Linkage to surrounding fields Promotion of additional main topics Integration of non-promoted topics Publicity of the topics Results Meetings (e.g. two conferences and six workshops) Homepage ( Publications (e.g. conference proceedings and booklets) Cooperation Partners All sub-projects and external multipliers Target Groups National and international public relations specialists Intermediaries Enterprises Hartmut Buck M.A., , hartmut.buck@iao.fhg.de Fraunhofer IAO, Nobelstr. 12, Stuttgart 17 17

18 Awareness and Activation for the Problems Facing Older Employees in the Region politics, affected persons initiatives, advanced training institutions, and regional Institute Internationales Institut für empirische Sozialökonomie - INIFES and Institut für sozialökonomische Strukturanalysen - SÖSTRA Project Title Awareness and activation for the problems facing older employees in the region Objectives Information awareness and activation of the regional public and participants about the problems of older employees Inspire, accompany and advise those threatened by unemployment, the unemployed and the hidden reserve Results Accessibility to data and production of examples (e.g. company publications and booklets on an Internet platform) Activation means (e.g. Media campaign, workshops, etc.) Experience and final reports as documentation and transfer of action concepts with explicit action suggestions and manuals Cooperation Partners Relevant state ministries, labour administrations (Bavaria, Berlin and Thuringia) Target Groups Employed, unemployed, and non-employed persons Regional public (e.g. journalists, senior associations, women s groups, parties, etc.) Job market participants (e.g. Labour offices - administration committees; intermediaries) Prof. Dr. Ernst Kistler, , inifes@t-online.de INIFES, Haldenweg 23, Stadtbergen 18 18

19 Solving Used Vehicle Problems and Creating New Jobs Institute Project Title Institut für Sozialforschung - ISF Munich Solving used vehicle problems and creating jobs for older employees in the automobile trade trade through a non-destructive disassembly of old vehicles and the provision of Objectives Creation of employment opportunities for older employees in the automobile parts for current value fair-repairs that will to be put to use, provide, and secure suppliers. Results Action and implementation assistance (e.g. manuals, checklists, and implementation concepts) Information and work meetings Making contacts, and rendering support in building up networks Cooperation Partners & Target Groups Automobile enterprises, users, suppliers and the respective organisations; employees and unemployed with relevant training and vocational interests; representatives of employees, labour administrations, local institutions, and educational institutions Dr. Hans Gerhard Mendius, , hans.mendius@isf-muenchen.de ISF Munich, Jakob-Klar-Strasse 9, Munich 19 19

20 Sensitization of Private Labour Market Participants Institute Project Title Institut für Sozialforschung - ISF Munich Sensitization of non-public labour market mediators to the problems confronting older workers potentials and barriers Objectives Determine the prerequisites and conditions under which private labour market mediators are ready and capable of extending their services to older workers Awareness of these participants for the problems facing older employees Results Feasibility studies Awareness of private labour market mediators Starting points for private-public partnerships Cooperation Partners & Target Groups Private labour market mediators, temporary and hired labour enterprises, outplacement-consultants, personnel consultants, qualification enterprises, career consultants, business start-up consultants, and enterprises Dr. Volker Döhl, , volker.doehl@isf-muenchen.de ISF Munich, Jakob-Klar-Strasse 9, Munich 20 20

21 Designing Work and Careers to Manage Limited Working Lives in Intergenerational Exchange Institute Project Title Institut für Supervision, Institutionsberatung und Sozialforschung - ISIS Designing work and careers to manage limited working lives in the context of intergenerational exchange Objectives Extension of productive occupational duration, creation of health-wise favourable job adjustments, and client-oriented quality assurance Promotion of longer stay in employment Results Consulting and awareness concepts for personnel services in industries with a high female proportion Concepts for industry-wide intermediary participants of old-age pension insurance Workshops with pension insurance companies and nursing institutions Positive examples (e.g. brochures and the Internet) and seminar modules Cooperation Partners Service (e.g. hospitals nursing staff) and industrial (e.g. chemical and assembly) enterprises Target Groups Social security institutions, nursing service directors, International Commission for OH, private doctors, journalists, and relevant companies Prof. Dr. Johann Behrens, , behrens@em.uni-frankfurt.de ISIS, Lichtensteinstr. 4, Frankfurt a.m 21 21

22 Consulting Strategies for an Ageing-appropriate Work and Personnel Policy Institute Institut für Sozialforschung und Sozialwirtschaft e.v. - ISO Project Title Consulting strategies for an ageing-appropriate work and personnel policy Objectives Development and testing of consulting strategies Promotion of company sensitivity and competence in handling the ageing process Results Development and implementation of age-dependent organisational measures in cooperation with enterprises Practical and tested action assistance for industrial practitioners Addressee-related preparation of consulting and implemented experiences Cooperation Partners Volkswagen AG/commercial motor vehicle, Hanover; SICK AG, Waldkirch; Lufthansa Cargo AG, Frankfurt; and BMW AG, Munich Target Groups Industrial practitioners with consulting and organisational functions Entrepreneurial associations, RKW, trade unions, chambers, health insurance companies, professional associations, and healthpromoting institutions Dr. Martina Morschhäuser, , morschhaeuser@iso-institut.de ISO, Trillerweg 68, Saarbrücken 22 22

23 Sensitization and Activation of Intermediary Institutions Institute Project Title Prognos AG Sensitization and activation of intermediary institutions to the problems confronting older employees Objectives Activation of industry-wide participants to support ageing-appropriate employment Implementation of concrete measures with selected intermediaries Creation of broad awareness through the diffusion of experiences Results Diffusion of action potentials and experiences on an industry-wide level through publications and workshops Practical and tested action assistance for industrial practitioners Addressee-related preparation of consulting and implementation experiences Cooperation Partners Different intermediary organisations Target Groups Different units of trade unions and employers organisations Chambers of Commerce Institutions of health Henrike Mohr, , Prognos AG, Aeschenplatz 7, CH Basel 23 23

24 Dynamic Job Design for Younger and Older Innovators Institute Technical University of Hamburg-Harburg Project Title Dynamic Job Design for Younger and Older Innovators Objectives Long-term consulting concepts for the dynamic design of work for innovators Constant adjustment of job fields and organisational structures Results Longitudinal view through Follow-Up studies Examples of implemented strategies and targets (e.g. CD-ROM and written manuals) Cooperation Partners Enterprises of various sizes with a high R&D proportion and different age structures Regional associations Industrial medicine and sociological institutes Target Groups Employees in research and development, construction etc. Development managers, managing directors and industry-wide multipliers Prof. Dr. Klaus-Dieter Fröhner, , arbeitswissenschaft@tu-harburg.de TU Hamburg-Harburg, Arbeitwissenschaft, Eißendorfer Str. 40, Hamburg 24 24

25 Innovative Growth for all Age Groups Institute Unique Gesellschaft für Arbeitsgestaltung, Personal- und sentwicklung mbh Project Title Growing innovation with and for all age groups - Consultation services for small and medium-sized enterprises for the design of innovation-friendly work settings Objectives Development of concepts for innovative reorganisation Development of an interactive dialog consultation model for companies with an age-centred work force Results Consulting models that can be used by multipliers as guidelines with modules for small and medium enterprises (SME) Evaluation of consultancy models and the training of multipliers Cooperation Partners Four East German small and medium enterprises Experts from companies and external institutions Target Groups Industrial practitioners with consulting and organisational functions Entrepreneurial associations, trade unions, chambers, and health institutions Dr. Gerda Jasper, jasper@unique-berlin.de Unique GmbH, Grossbeerenstr. 89, D Berlin 25 25

26 Intergenerational Teams in the Innovation Process Institute VDI/VDE-IT Project Title Intergenerational teams in the innovation process Objectives Development of a consulting instrument for mix-aged team formation in the innovation process Integration of innovation and personnel management Results Consulting instruments for mix-aged team formation (e.g. self-evaluation guides) Good and Worst Case studies, and checklists (e.g. reader, internet, etc.) Network set-up Cooperation Partners Eight companies from mechanical engineering and plant construction fields, as well as the microtechnology field within the region of Berlin Brandenburg Target Groups Representatives of ministries, social politicians, further training institutions, employer associations, trade unions, and scientific companies VDMA Berlin, Association of Metal and Electrical Industry, Industry and Chamber of Commerce, T.IN.A./TSB, and RKW- Regional Committee Berlin Dr. Jan Wessels, , wessels@vdivde-it.de VDI/VDE-Technologiezentrum, Rheinstr. 10B, Teltow 26 26

27 Ageing-appropriate Flexible Work Arrangements in the Craft Trade Sector executive staff, persons threatened by unemployment and unemployed building Institute Zukunftswerkstatt Chamber of Craft Trade Hamburg Project Title Ageing-appropriate flexible work arrangements in the craft trade sector Objectives Development of innovative advanced training and consulting concepts for building and finishing trades, in particular within the area of cooperative service rendering (e.g. facility management in the craft trade sector) Protection of existing work and the creation of new employment opportunities in building and finishing enterprises Results Publication of craft trade magazines, Internet presentations, transfer manuals, and the transfer of Good Practice experiences Workshops, seminars, and exchange of experiences Integration of organisational and consulting tasks within existing services of the chambers and other institutions Cooperation Partners Small and medium enterprises (SME), labour administrations, institutions (e.g. ZDH, and Chambers of Craft Trade), guilds and advanced training institutions Target Groups Small and medium enterprises of building and finishing trades, specialists and craftsmen Stefanie Wöste, , swoeste@hwk-hamburg.de Zukunftswerkstatt e.v. Handwerkskammer Hamburg, Goetheallee 9, Hamburg 27 27