Media designer, health manager, psychologist: these are the jobs Germans want most
- Gisma University of Applied Sciences analyses which job titles Germans search for most frequently on Google
- The keywords ‘mediengestalter jobs’, ‘gesundheitsmanager jobs’, ‘marketing jobs’ and ‘marketingkommunication jobs’ are searched for most frequently
- Over the last twelve months, interest in the job of industrial clerk has increased the most
Potsdam, 26 November 2024 – Jobs as a media designer, healthcare manager, in marketing or marketing communications are the most popular in Germany. This was the result of a study by Gisma University of Applied Sciences(www.gisma.com), which determined how often certain job titles were searched for via Google over the past year. The study was based on the job titles listed by the Federal Employment Agency. The four jobs or occupational fields jointly lead the ranking with an average of around 6600 search queries per month.
Flight attendant, salesperson or IT – these jobs are also frequently searched for
With an average of 5400 search queries per month, the second most frequently searched for jobs are psychologist, IT or information technology and sales. With around 4400 searches per month, interest in working as a flight attendant or salesperson is only just behind. Fourth place belongs to professions with an average of around 3600 search queries per month. This includes a variety of areas such as project management, social pedagogy, controlling and logistics, as well as specific jobs such as educator or social worker. Occupations such as quality and event manager and sports scientist, as well as the fields of medical technology and sport, are behind with an average of 2900 search queries per month.
Jobs in AI are searched for comparatively little
On the other hand, a total of 19 job titles and areas performed rather poorly with an average of only 1000 search queries per month. These include various search queries for jobs as a draughtsman, musicologist and alternative practitioner, as well as areas such as clothing technology and sociology. Also not good, but still just ahead, are a total of 21 search queries with an average of around 1300 search queries per month. This includes the field of AI, but also specific job titles such as cultural manager, physicist, teacher or electronics technician. A total of twelve job titles receive an average of around 1600 search queries per month. These include dental technician, mathematician, pharmacist and baker.
Public relations loses the most popularity
The most popular job over the past year has been that of industrial clerk. The corresponding search queries on Google have increased by 85 per cent over the last twelve months. Searches for flight attendant jobs have also seen a strong upswing. In the last twelve months, the search volume has increased by a total of 83 per cent. Close behind in third place in this ranking is the search for jobs as a service employee (82 per cent). By contrast, the occupational field of PR has lost the most ground with 23 per cent fewer search queries over the last twelve months. Search queries for jobs as a professional driver are just ahead, with a decrease of 21 per cent over the last year. The third-last place is shared by three professions: Veterinarians, food technicians and dental technicians were each searched for 19 per cent less on Google than a year ago.
Dr. Anastasia Kiritsi, Professor of Associate Professor of HR, Business, and Leadership at Gisma University of Applied Sciences, comments on the study: “The comparatively low demand for jobs in the field of artificial intelligence can be explained, for example, by high qualification requirements, i.e. the much-cited shortage of skilled labour. Here, companies should work more on lower entry thresholds for these professions. The decline in PR shows how important it is to continuously modernise job profiles and communicate their importance more clearly in a changing world of work. In short: PR communicates about others by profession, but less about itself and therefore runs the risk of being perceived as a black box. In general, sectors that are losing their appeal can become more relevant again through clear messages, a stronger presence in digital communication and attractive employer branding. The results make it clear that it is not only the actual demand that matters, but also the perception and image of a professional field.”
About the study
For the study, the average Google search volume per month for all job titles and occupational fields listed by the Federal Employment Agency was surveyed. The respective search term is made up of the occupational field or title and the word ‘jobs’. For the increase over the last twelve months, the search volume result from November 2023 was compared with the result from November 2024. In order to achieve a representative result, the original 3547 job titles were clustered, keywords with a search volume of less than 1000 were filtered out and a ranking with the 100 most searched keywords was created.