Young people no longer expect a job to be all about career and money
Employers need to rethink if they want to secure the next generation of talent. Teenagers and young adults expect more from their future employers than a decent salary and good opportunities for advancement.
The study "Young Swiss 2018" explores the question of how the working world of tomorrow must be designed in order to reach, attract and retain young workers in the long term. To answer this question, the research team of the Next Gen Marketing Agency jim & jim together with the German youth researcher Simon Schnetzer, surveyed a total of 2,691 adolescents and young adults aged 14 to 35 in German-speaking Switzerland online and in personal interviews about their living and working environments, and analyzed the results in a scientifically sound manner.
Social media and smartphones promote pressure to perform and superficiality
Generations Y and Z are characterized, among other things, by the fact that they are constantly online and on many different channels - and are critical of this state of affairs themselves. Most of the young people surveyed admit that social media and smartphones promote pressure to perform and superficiality.
The younger generation is therefore no longer prepared to give in unthinkingly to the pressure to perform of their time. While their predecessor generations still followed rigid career models, the younger generations no longer find performance and career primarily desirable. What is important to them above all is family cohesion, friendship and health.
The Next Gen Motivation Killers on the Job
Generations Y and Z cannot be satisfied in the long term with money, status, a well-known brand and opportunities for promotion. What is important above all is a good work-life balance, flexibility in the job and a positive working atmosphere. Employers must actively cater to all these needs of the younger generation and develop strategies not only to attract young talent, but also to retain it. This requires new approaches in HR and recruiting, but also a rethink among managers. Here, understanding for the mindset of the Next Gen must be created in order to be able to create a productive cooperation between the generations. With regard to digital communication channels, employers also need to be aware of the target-group-specific channels and provide them with relevant content. Here, the study provides information about the channels on which the young target group is online, searches for jobs and how they perceive companies' social media presences.
Value profiles enable the perfect match between companies and the Next Gen
The study offers marketing and employer branding specialists a practical tool: A total of five "young talent" types (see image above) help companies find talents matching the company profile on the relevant channels and address those talents who fit the company profile perfectly. In this way, employers can ultimately reach not only the best, but also the right talents, win them over and retain them in the long term.
The "Young Swiss 2018" study can be downloaded at www.jungeschweizer.ch be acquired.
