Vocational training of the future

What factors make apprenticeships attractive?

IT Skills Shortage

According to the latest Swiss Job Market Index, published since 2016 by Adecco in collaboration with the University of Zurich, demand for IT jobs is “higher than ever in the second quarter of 2021”. Compared to the same period in 2020, the number of IT job advertisements has increased by 55 percent. In particular, demand is high for programmers, webmasters, systems engineers and IT project managers. 

With the Corona pandemic, parts of various professions have been digitised. This is also shown by the fact that the number of IT professionals has increased by 14 per cent. In all occupational areas, the Index has increased by 28 percent compared to the same quarter last year. In addition, the number of vacancies has almost returned to the pre-pandemic level (first quarter of 2020). The IT sector is the only one to have exceeded this level, along with the industry and transport sectors.

Objective of the study

We want to understand what factors lead to an apprenticeship being perceived as attractive by students. In particular, we investigate the influence of information and communication technologies (ICT) on perceived attractiveness.

ICT skills are of major importance for living and existing in the 21st century. What factors lead to ICT being perceived as attractive? Are there gender-specific differences with regard to career aspirations and if so, how can these be explained? 


The study uses the conjoint analysis as a methodological approach. Students see two hypothetical apprenticeship profiles and then have to choose the more attractive of the two profiles.

You offer us…

… an 8th grade class that agrees to participate in our survey. The conjoint analysis consists of a questionnaire that must be completed individually by each student. The students have to complete the survey online on a computer, laptop ot tablet. 

We offer you…

… a feedback report that represents the key results of the survey. 

University of St. Gallen
School of Management, Economics, Law, Social Sciences, International Affairs and Computer Science