Creation of a brand in analogy to a "Great place to work" (http://www.greatplacetowork.de/best/index.php) but with the objective to promote companies who support people according to their performance instead of their age.
According to the article "Die Ausgesperrten" in the magazine "Capital, 21.6. bis 18.07.2012" there is a great problem of youth unemployment in most European states even if there are already a lot of programs initiated. There is support for young entrepreneurs under 35 which want to create their own company. They can start with a capital of 1 Euro and notary fees are paid by the government. Companies which offer apprenticeship places have reduced taxes. Despite this effort the youth unemployment is tremendous.
Once in a company young people are the first out in times of crisis due to their contracts. Salaries are too low to pay the rent. Therefore "two out of three Greek men and every second Italian man live with their parents". This decreases mobility.
Frustration and wrong qualities are established, when not performance but age and getting to know important people are the most key factors in order to get a job.
In order to solve this problems companies will change from a age-based compensation system to a performance based system. Not only young people get a chance - the performance of the company increases as well.
The "We love performance" label will evaluate companies in order to their willingness to value performance. A criteria catalog will be worked out in order to establish a ranking of companies. Campaigns will support the effort to promote the companies which give opportunities to the high performers - regardless of the age.
Best practice examples will be established on a homepage of the initiative. Additionally a kit for managers with guidelines and the potential for the company which "loves performance" will be provided as download. Also there will be a stories of young people who are successful in the new system.