Advertisement

Employer Branding for the iGeneration

Employer Branding for the iGeneration
From Recruiter - August 15, 2016

While this article explores employer branding for Generation Zin a Scandinavian context, we think it raises some interesting points that should be of value to HR and recruiting professionals around the world.ed. note.

What Is Generation Z?

Generation Z, also known as the iGeneration, is composed of those born between the mid-1990s and today. The generations defining feature is its Internet usage. The iGeneration grew up with the Web. Their social lives are highly integrated with social media platforms, and they are first movers when it comes to technology. Generally, they are among the first to adopt new social platforms. Their interests decline quickly when new options pop up. Though they often feel inspired by having access to multiple channels at one, the downside is that this very same access sometimes makes them feel insecure.

Employer Branding for the iGeneration

The iGenerations general character traits have a significant impact on how organizations should carry out their employer branding strategies. To reach this generational cohort, you will have to push your branding via several channels. Youll also need to push your branding steadily over long periods of timeperhaps even for up to a full year before making a hire. As a result, youremployer branding budget will probably have to increase in order to support the intensive strategies youll need to attract the best talent of Gen. Z to your company.

Employer branding strategies will also have to target younger and younger candidates, especially in business niches that have a hard time attracting talent. For example, in Denmark, we are facing a lack of engineers and specialists, so companies have begun to reach out to college campuses and even high schools in order to fill these roles. And these companies are not simply visiting schools once or twice: Many are trying to set up long-term mentorship programs.

Employer Branding in a Scandinavian Context

The Dutch social psychologist Geert Hofstede has described national and regional cultures along six dimensions. For example, one dimension is masculinity. According to Hofstedes analysis, the U.S. ranks high on the masculinity index, making it a relatively competitive and materialistic society. Scandinavia, on the other hand, is characterized as very feminine. That means that in Scandinavia, collaboration and conversation are more important. Employers ask for and value their employees opinions. Instead of claiming credit for an interns idea, managers in Scandinavia are not afraid of making sure the interns get the limelight.

Advertisement

Continue reading at Recruiter »