How to Recruit a Value-Driven Generation? Staying Ahead of Key Market Trends
Employers face unique challenges with attracting the talent now entering the workforce - a generation who want to remain true to themselves and their values. They are value-driven, concerned with social responsibility, sustainability and diversity efforts. Emerging talent communication channels interest them and they are eager to consume engaging and motivational content. So, how can employers meet the demands of this generation? The Potentialpark Talent Communication Study gathers the voice of students and graduates around the world to gain insights into what the up-and-coming workforce want, and how employers can become leaders in talent communication.
Class of 2022 - from Online to Optimistic
Pre-pandemic data from 2020 indicated a relatively high level of confidence among European candidates, with 62% having a positive outlook on the job market. This optimism took a harsh reality hit when students and graduates found themselves graduating alone in their bedrooms on Zoom and having to hastily develop their online networking skills to make great first impressions on remote interviews. The confidence levels of this generation dipped dramatically to 51% in 2021 but has since risen back to 60%.
This rising wave of cautious optimism presents a challenge for employers; attracting and retaining talent who had the time to upskill and reassess their priorities and values during the pandemic. In this past year, aptly described as ‘The Great Reshuffle’, candidates have seen an abundance of better opportunities on the job market. Armed with new skills and heightened levels of optimism, more candidates are boldly reaching for new opportunities. Companies are faced with fierce competition from other employers who are all rushing to present their versions of “new work” - hybrid work models and a range of benefits.
It’s not enough to do the right thing, you need to be seen to be doing the right thing
Disruptive events often cause people to stop and reassess their purpose and priorities. Candidates are emerging from the pandemic with a clear commitment to social issues such as sustainability, diversity and inclusion. In Europe, this value-driven generation wants to see employers actively engage in making the world a better place: by making the work environment more sustainable (73%), investing in companies or projects that work towards sustainability (54%), taking active steps towards a diverse workforce (62%), and promoting internal advocacy and awareness (60%).
For this enlightened and always connected generation, it is not enough for a prospective employer to simply do the right thing but to be seen doing the right thing. Candidates are not afraid to hold employers accountable and will turn to review platforms, job fairs and other sources to seek out employers who are truly aligned with their values. 90% of employers in Europe have active communication about these topics on their career websites, making differentiation based on employer values extremely challenging. Therefore, employers need to have these actions in place while also communicating effectively on how they are genuinely engaging in these areas.
Last boarding call for the TikTok Train
If employers want to engage a talent pool largely made up of Gen Z, a social media presence is necessary - but not all social media platforms are created equal. The potential for employer branding on Facebook is stagnating, with a downward trend in candidates seeing career-related content on the platform (70% in 2018 to 43% in 2022). Conversely, the amount of candidates seeing career-related content on Instagram has risen (19% in 2018 to 47% in 2022). Instagram has also overtaken Facebook in terms of frequency of usage; 79% of candidates use Instagram multiple times a day, compared to 46% on Facebook. Being aware of the passive and active job seekers on social media, it is unsurprising that 70% of companies in Europe use Instagram for talent communication.
Alongside established social media platforms, TikTok has become a viable employer branding and recruitment platform with 73% of candidates in Europe using the platform at least once a day. While candidates are open to seeing career-related content on this platform, specifically about the social life of the company (56%) and career tips (55%), a meager 3% of employers in Europe are using TikTok in their talent communication strategy. Instead of waiting to see what other employers will do on TikTok, those who invest in creating content on the fastest growing social media app in the world will have the opportunity to shape the future of talent communication on this channel.
Motivate your Listenership
Podcast consumption exploded this year with close to half of European candidates actively listening and a further 18% are open to the idea. Podcasts provide listeners with mobility, control over the individualized content and the ability to escape their immediate surroundings, all while being entertained and informed. If employers are tempted to simply create an audio version of their career website to deliver information in an alternative format, they need to think again. A majority of candidates in Europe (54%) clearly indicate that they are seeking motivation and inspiration in career-related podcasts.
As listeners are able to connect with the unique voice of an employer, podcasts allow companies to cultivate a community of loyal listeners around shared topics of interest. Yet only 10% of employers in Europe actively use podcasts in their talent communication strategy. At a time when candidates are feeling overwhelmed by information, employers need to find a more relatable way to reach potential candidates. Listening to podcasts while taking a break from screen time is a great way for employers to connect with talent.
The Potentialpark Takeaways
The value-driven workforce is entering the new year with a renewed sense of optimism but they present unique challenges for employers. They place pressure on employers to differentiate themselves to attract the best talent. This generation is incredibly concerned with seeking out employers that are aligned with their values. It is necessary to demonstrate how sustainability and diversity are an integral part of the core company culture. Employers should continue to use established social media platforms to engage with the talent pool. However, to become leaders in talent communication, employers must find creative ways of communicating their unique value. Engaging and connecting on TikTok, or motivating via podcasts can help them achieve just that.
Rankings Summary
ams OSRAM is the biggest winner: in their first year, immediately claiming the top spot in the Potentialpark 2022 Europe Talent Communication Ranking. In 2021, they already made a very impressive jump in the Asia and US Rankings, landing as second and first respectively. This year they have made a dream entrance into the Europe Rankings by taking over the top spot from thyssenkrupp, who nevertheless remain awe-inspiring stable placing 2nd with their top-notch talent communication. Continental completes the top 3, performing exceptionally well across all topics, showing that you need to be a real tour de force to make it to the top of the Europe Rankings.
SAP, Accenture and AstraZeneca all made an inspiring entrance into the Career Website Top 10, by climbing more than 20 places each. Dell made an equally impressive jump in the Applying Online rankings: by increasing performance on all stages of the application process are now ranked #7. In Social Media a special mention for BCG: they rise 34 spots to claim top eight. They did not only improve their talent communication on the established channels, they are also one of the trailblazers on TikTok.
Top Climbers for this year include Accenture, NN Group and Bayer, all climbing more than 20 places to get into the Potentialpark top 20 for 2022.
Top 10 Potentialpark Ranking
The Potentialpark Ranking reflects the performance of employers across all topics included in the Potentialpark Study:
Career Website, Applying Online, Social Media, and Mobile experience.
| Rank | Employer Brand | Difference from 2021 |
|---|---|---|
| 1 | ams OSRAM | New |
| 2 | thyssenkrupp | ↓ 1 |
| 3 | Continental | ↓ 1 |
| 4 | SAP | ↑ 5 |
| 5 | BASF | ↓ 2 |
| 6 | AstraZeneca | ↑ 10 |
| 7 | Henkel | ↓ 1 |
| 8 | Dell | ↑ 11 |
| 9 | Accenture | ↑ 33 |
| 10 | NN Group | ↑ 26 |
Top 10 Career Website
The Career Website Ranking shows the employers who are best at attracting, informing, and converting candidates with the right content.
| Rank | Employer Brand | Difference from 2021 |
|---|---|---|
| 1 | ams OSRAM | New |
| 2 | BASF | ↓ 1 |
| 3 | thyssenkrupp | 0 |
| 4 | Swisscom | ↑ 6 |
| 5 | SAP | ↑ 28 |
| 6 | Accenture | ↑ 31 |
| 7 | AstraZeneca | ↑ 20 |
| 8 | Continental | ↓ 6 |
| 9 | TÜV NORD | ↓ 4 |
| 10 | Deloitte | ↓ 2 |
Top 10 Applying Online
The Applying Online Ranking shows the employers with the most transparent application processes, best job search and functionality.
| Rank | Employer Brand | Difference from 2021 |
|---|---|---|
| 1 | thyssenkrupp | ↑ 4 |
| 2 | TÜV NORD | ↑ 2 |
| 3 | OSRAM | New |
| 4 | NN Group | ↑ 4 |
| 5 | DHL | ↓ 2 |
| 6 | BASF | ↑ 2 |
| 7 | Dell | ↑ 54 |
| 8 | Henkel | ↓ 2 |
| 9 | T-Systems | ↓ 7 |
| 10 | Swisscom | ↑ 19 |
Top 10 Social Media
The Social Media Ranking shows the employers with the best content mix across major social and professional networks such as: Facebook, Twitter, Instagram, LinkedIn, YouTube, Xing, and Blogs.
| Rank | Employer Brand | Difference from 2021 |
|---|---|---|
| 1 | ↑ 10 | |
| 2 | SAP | 0 |
| 3 | BT | New |
| 4 | thyssenkrupp | ↓ 3 |
| 5 | Continental | ↓ 1 |
| 6 | Dell | ↓ 3 |
| 7 | Jaguar Land Rover | ↑ 25 |
| 8 | BCG | ↑ 34 |
| 9 | Philips | ↑ 16 |
| 10 | CERN | ↑ 17 |
Top 10 Mobile Experience
The Mobile Ranking shows the employers with the best candidate pathways on mobile devices.
| Rank | Employer Brand | Difference from 2021 |
|---|---|---|
| 1 | ams OSRAM | New |
| 2 | thyssenkrupp | ↓ 1 |
| 3 | TÜV NORD | ↓ 1 |
| 4 | BASF | ↑ 1 |
| 5 | Swisscom | ↑ 6 |
| 6 | NN Group | ↑ 8 |
| 7 | Henkel | ↓ 3 |
| 8 | AstraZeneca | ↑ 8 |
| 9 | Continental | ↓ 3 |
| 10 | SAP | ↑ 19 |