Hamburg News: Trade and Finance. High-class shopping area in the city centre shown.
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Hamburg proving popular business location

People in Hamburg "very satisfied" with business location, survey by PwC finds - Hamburg's prestige rising across Germany

Around 92 per cent of people rate Hamburg positively as a business location while 90 per cent say the city is an attractive place to work, according to the results of a survey by PricewaterhouseCoopers released Monday. Some 95 per cent of those surveyed appreciate the diversity of sectors, 88 per cent the job offers and 85 per cent the reachability for commuters. Some 79 per cent appreciated the level of income and 74 per cent job security, according to the study by PricewaterhouseCoopers (PwC). Around 500 people in Hamburg were interviewed online for the representative survey.

Digital industry increasingly important

People in Hamburg appreciate the diversity of sectors in the region. Some 62 per cent of those surveyed viewed tourism as the most attractive sector followed by transport and logistics (61 per cent) and trade and consumer products with 57 per cent. Around 44 per cent view Hamburg as a media city while the digital industry ranked seventh with 27 per cent. “The relatively good rating of the fledgling start-up scene shows that Hamburg is no longer seen only as a port and media city but increasingly as a digital location,” said Claus Brandt, partner and head of PwC in Hamburg. The digital industry is a popular workplace among under 30-year-olds. “Today’s young generation have different expectations at the start of their careers than people had ten or 20 years ago,” Brandt noted. “If a company wants to profit from the skills of digital natives in the long-term, an employer’s attractiveness has to be reviewed constantly and the strengths enhanced. No branch can simply rely on former strengths.”

Every second person interviewed expects more workplaces in 2022 than at present. Only 14 per cent expect job cuts.

Hamburg popular across Germany

Hamburg’s labour market is a great draw across Germany. Some 21 per cent of citizens in Germany said Hamburg is the best place to work putting the city ahead of Berlin (15 per cent), Frankfurt (12 per cent) and Cologne (10 per cent). Only Munich was rated better with 26 per cent. Every fifth person said they would like to live in either city. “That’s good news for firms in Hamburg and the surrounding region. An attractive big city environment is a great advantage when searching for skilled experts,“ Brandt noted.

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