Due to more people reaching retirement age and the declining interest in STEM-related education (science, technology, engineering and mathematics) in the west, the engineer deficit is growing. Industries such as aerospace and defence need far more scientists, technologists and engineers than soon will be available. Experts blame the situation on lack of engineering role models and the level of STEM-education―but also on limited knowledge of what an engineer actually does at work. The situation is deemed so serious, even the US President has become involved. To meet this challenge, employers find themselves at the forefront of a strong Employer Branding trend: branding for younger target groups, all the way down to nursery school.

Large corporations, organisations and non-profits all over the country collaborate to raise awareness and interest in math and science, as well as to improve the general STEM-education. This means new frontiers and new challenges, but also new gains, for those in the employer branding field.

By Kina Zeidler