Lexicon A-Z

Our „Lexicon A-Z” provides several definitions for technical terms concerning personnel consulting.
It serves to gain a quick insight in this field and defines the terms briefly.


Best Ager

Best ager (also called: Generation gold, Generation 50 plus, Silver Ager, Gold Ager, Third Ager, Mid-Ager, Master Consumer, Mature Consumer, Senior Citizens, “over 50s”) are an audience in advanced age (most likely more than 50 years old).  The term “Best Ager” is a pseudo-Anglicism that derives from the expression “being in the best age”. It is not used very often outside Germany. In English the term “over 50s”  is more common.

In research and marketing there came up the differentiation between:

  • Youngster
  • Mid Ager
  • Best Ager
  • Senior


Demographic Change

The term “demographic change” denotes the changing composition of age patterns within society. The term neither is associated positively nor negatively, it can denote an increase or a decrease in population. The demographic development is influenced by the following factors.

  • Fertility
  • Life expectancy
  • Migration balance

The development of the number of citizens results in the account of migration balance and the balance between births and deaths within a specific area.

Diversity Management

Diversity management denotes “using social diversity constructively”.
The term does not only imply individual diversity of employees but also underlines it appreciatively. The aims of diversity management are a productive atmosphere in the company, avoiding social discrimination and ensure equal job opportunities. It is not necessary to focus on minorities but regarding all employees in its entirety having differences and similarities.

The differences imply externally noticeable features like gender, ethnicity, age, disability etc and internal, subjective features like sexual orientation, religion and lifestyle. Diversity management is part of Human-Resources-Management.


Employer Branding

Creating an employer branding is an act of business strategy in which concepts of marketing, especially concepts of branding, are used to present the company positively and set it apart from other business competitors.

Employment Rate

The employment rate describes the number of employees compared to all citizens being able to work. Full-time and part-time workers are treated equally as well as those whose work is put down due to e.g. maternity leave etc.

  • The gross rate of employed people: The number of employed people compared to the overall number of citizens
  • Standardized rate of employed people: The number of employed people compared to the number of citizens in specific age (older than 15)
  • Net rate of employed people: The number of employed people compared to the number citizens being able to work (in average: 15 years to statutory retirement age)

An ethnic group is characterized by the ideology of a collective identity. These actual or alleged similarities and connections might derive from different aspects, such as: language, history (same past), religion (same believe), culture (shared norms, values, rituals). The idea of a common origin does also play an important role. This doesn’t necessarily mean a genetic connection but it depends on the groups’ specific self-ascription.



The term “gender” separates the social or psychological sex of a person from the biological concept of sex. This Anglicism has been borrowed from the English language to help separating social sex (gender) from biological sex. The German word “Geschlecht” is used for both definitions.



“Headhunters” are personnel consultants who are specialized to search and select professionals and managers through direct search, meaning that they directly get in contact with experienced, well-trained people. In this way you find a group of suitable people that do not apply for a specific job.


Loyalty of Employees

The employees’ loyalty is crucial for economical success of a company. Mostly small but effective changes help to create ideal conditions. The result: Employees feel comfortable in their job, identify more easily with the company and expend more efforts than before.
The willingness to accept and support processes of change is much higher when employees are motivated. To bind top performers to the company it is important to stay as attractive as possible. Staff that is motivated and ready for commitment is a key for business success.


Personnel Recruitment

Through personnel recruitment the personnel requirements of a company are satisfied.  The “right” decision can be made after all potential candidates (m/f) have been taken into account. Due to incorrect strategies of recruitment this is not always possible. Only professional and differentiated job descriptions and appropriate publication of job offers ensure the recruitment of the best and most suitable candidate.


Selection of Personnel

The term “selection of personnel” indicates the process of assigning applicants (f/m) to their new workspaces. Therefore economical, legal, social and ideological conditions are respected and different techniques of recruiting and selecting are used to ensure suitability. Personnel selection is a very important part of recruitment and staffing.
Selection of personnel deals with:

  • Development of criteria
  • Prophecy of characteristic values
  • Grading of performance
  • Defining the correlation between prophecy of characteristic values and real performance
  • Selection of analyzed candidates
Staff Development

“Staff development” implies the processes of training, education and organization that a person or institution plans, realizes and evaluates in a target-oriented way. Furthermore it implies the increase of human capital to optimally achieve the company’s goals. While doing so the needs of an employee or a group of employees have to be concerned strictly.



The term work-life-balance denotes a well-balanced relation between work and private life. Many people do not think of money and career as their main interests in life. It is more necessary to find the right balance between private interests, family and work. This is possible if employees feel comfortable, have attractive jobs and have a good relation to colleagues and employers. To achieve that goal some waive their maximum income and work part-time. For this high flexibility of employee and company is needed.

For personnel policy of companies and organizations the orientation towards work-life-balance might cause competitive advantages on the labor market. The possibility of work-life-balance and the image of being a family-friendly organization lead to several advantages such as an improved social image and the motivation of employees. Furthermore it decreases the chance of staff fluctuation.