An exploratory interview study on the Austrian career and education fair “BeSt”

Abstract

Trade fairs play a central role in German-speaking countries and cover a wide range of different areas, including career and education fairs. However, there is little empirical evidence available on the role and significance of these fairs. This article therefore examines the significance of education fairs in general and how educational institutions can present themselves at such events. To this end, guided interviews (N=10) were conducted with stand managers from secondary schools exhibiting at Austria's largest career and education fair, “BeSt.” The evaluation was carried out using the grounded theory approach. The results show, among other things, that the role of education fairs is viewed as ambivalent overall: on the one hand, there is a lack of financial resources and clear strategies for professional presentation and targeted communication with visitors. On the other hand, education fairs are seen as a useful preliminary stage for school advertising activities, such as open days. Based on the overall findings, the article derives strategic considerations in terms of a fair participation strategy, which requires appropriate framework conditions, the creation of which is also the responsibility of the education administration.