What do candidates want? Much like the Mel Gibson movie of a similar name, employers may often wish they had a window into candidates’ heads just to try and see what on Earth these people are thinking.
The way in which candidates engage with potential employers has changed dramatically over the past few years. We’ve seen the rise of Facebook Jobs, gamified hiring and an increased focus on ethical responsibility.
Speaking to Mary Barroll, president of TalentEgg, she explained what your talent pools want – and how to give it to them.
“There’s a clear differentiation between the use of social media platforms across Millennials and Gen Z. Whilst Facebook is extremely popular with Millennials, as you shift into the Gen Z category, they seem to prioritize Instagram. That’s fascinating in itself, and it means employers must shift their messaging in order to engage. You have to ensure that the medium, as a recruiter, is appropriate to the audience you’re trying to reach out to.”
The form of media changes depending on who exactly you want to target. This is shifting the sort of advice that Barroll offers to employers, in order that they know who they’re targeting as potential future employees.
“We see that the kinds of content that young people like to consume in both Millennials and Gen Z is video-linked” she told HRD. “Short-form video on social media as well as slightly longer pieces (two to four minutes) are commonly found online. For years we’ve specialized in dealing with employer branding and workplace culture videos which help support the message employers are trying to get out to potential hires.”
A lot of it comes down to speaking to young people about their passions – coming down to their level to really engage them on an individualistic basis.
Both Millennials and Gen Z candidates are inspired by the potential of working for an organization that actually cares about greater causes outside of their bottom line. Increasingly, we’re seeing that companies’ corporate social responsibilities initiatives and the cause they support should be tied in with heir overall employer brand.
“Earlier this year I was shooting a video with Mercedes Benz – in which we see their employees and recent hires taking one day a week out to do some volunteering,” added Barroll. “We joined employees at a food bank and a soup kitchen where they were seen giving back to the community. The kinds of responses I heard when interviewing employees were really telling and inspiring. It was so emotionally fulfilling for them and they appreciated that their employer really wanted to showcase their commitment to the local people.”
It’s not about just wiring a check or ticking a box. When it comes to trying to source that much-needed younger skills sets, employers have got to prove their commitment to causes and engagement – rather than simply talk about it.
Actions, not words, will win over this talent pool.