The company has an image the right candidates cannot relate to.
At the end of the last century, the defined visions and strategies were focused on the company. It was all about being a market leader, innovator, and far ahead of the competition.
These goals generally do not fit to the younger generations, especially to Generation Y or “Why”, as it literally questions everything. This attitude is wonderful, as it gives older generations the opportunity to consider whether the strategy still makes sense, or whether it is simply a continuation of a declaration that is now obsolete.
The values that appeal to younger generations are different from those that appeal to older generations. Not growth at any price, but sustainability, social responsibility, ethics, and the environment play a role for younger employees. If these issues are not featured in a company’s presentation, the respective companies will not be of any interest to young people. And issues like “what is the management like?”, “what is the corporate culture like?”, “how are ideas dealt with?”, also play an important role in the decision-making process.
Companies that actively address such issues and present their answers will have an advantage in the quest for talent. It is even more convincing if this kind of thinking plays a role in the presentation of the company: What does the management look like on the photo? Does it consist exclusively of middle-aged men in suits, or are there also younger people and women? How long have important executives already been at the company, and has a career changer with a short company recorded already achieved initial career steps? How important is the issue of human resources in the company? Is it a C-level position or hidden somewhere in the area of finance or administration?
All of this shows potential candidates how the company wishes to bring employees on board. It is therefore particularly important to hone the company’s own appearance and to adapt it to the goals and visions of the company in all areas (not just on the website, but also in the company itself).
Another aspect of corporate image refers to the impression you want to make on the decision makers. A few years ago, a German industrial company promised to enable a ‘global career’ for young professionals. But that did not appeal to all candidates. Because, many of the eligible candidates were influenced by their parents, particularly their mothers, when it came to the selection of the first employer. And these mothers were usually ‘not amused’ to read that their child would soon be working in China. The company corrected the job opportunities and again focused more on its image as a traditional company, with the result that they were pretty-much flooded by applications.
Yes, this did indeed happen a few years ago, but it could happen again with the Generation Z, i.e. those born after 1995. In this generation, the sense of family is experiencing a renaissance. What is wanted is a better separation of private and professional life, a safe workplace, and clear structures. The opinion of the parents plays a bigger role than in the previous generations. And today’s parents that are disparagingly referred to by the media as “helicopter parents” are increasingly providing input, while the parents of Generation Y still gave their offspring complete freedom of development…
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