Finding skilled workers: “Your success factor is locality”

There are various reasons for the decline in pharmacy numbers. The ongoing shortage of young skilled workers is undoubtedly a contributing factor. In Bavaria, the decline in pharmacies is even more evident than nationwide , as Hans-Peter Hubmann, Chairman of the Bavarian and German Pharmacists Association ( DAV ), at the Bavarian Pharmacists’ Day in Regensburg underlined.

Fittingly, the topic of recruiting young talent was also a part of the program at the Regensburg Marina Forum. Lisa Dühring, Professor of Strategic Communication at Ostfalia University of Applied Sciences Braunschweig/Wolfenbüttel, spoke on the topic of "Employer Branding in the Healthcare Sector. How Pharmacies today can find and retain young talent.

Sure, good pay is important – but studies have long shown that employees value even more: a successful work-life balance, opportunities for professional development, and flat hierarchies. Pharmacy owners could communicate these values ​​in a targeted manner, says Dühring. "What interests my employees? What can I emphasize?" should be the questions.

According to Dühring, social media has long been established as the primary information channel for job seekers, especially Instagram and TikTok among younger people. Job boards and search engines are also used. Personal recommendations remain an important and "extremely trustworthy" source of information – particularly suitable for pharmacies with their close relationships with their customers. "Use your own employees as ambassadors," suggested Dühring.

According to Dühring, local pharmacies have a special ace up their sleeve. "They have the local factor for success." Pharmacies should take advantage of this because: "They are extremely close to their target audience."

To actively engage and inform potential employees, pharmacy teams could use materials provided online by the ABDA (German Association of Pharmaceutical Industries). Dühring found these to be well-prepared. The communications scientist assessed the ABDA campaign "How to sell drugs offline (fast)," launched in February 2024, as "high-quality communication on a purely professional level." However, Dühring noted that the influencers also addressed problem areas such as "closures, fears of losing their jobs, and low salaries" could be counterproductive.

When looking at what individual pharmacies are doing to recruit staff, Dühring pointed to the Adler-Apotheke pharmacy in Leipzig. Its website, which features a "Careers" button, offers a positive example. The friendly appeal "Work with us" draws interested parties' attention to this opportunity – easily and without much effort.