More and more millennials are graduating and entering the workforce. This generation is subtly different from the ones that have come before and if they want to capitalise on their potential employers need to understand their needs.
If brands are looking to hire students after university, they first need to understand this demographic and get their brand on the map within the student market.
Millennials are acutely aware that a job may not last forever. They witnessed the financial crisis as it happened and whilst they carry no illusions about permanent job security, this concern impacts the businesses which students choose to apply for job roles with as financial security is a priority. Their loyalty has to be earned and they must feel like they aren’t a disposable asset. Businesses that actively employ students for their knowledge from university should advertise their brand whilst the young adults are still in university so that when the time comes for students to look for full time employment, they know where they will be most valued.
Students firmly believe in a separation between their personal and professional lives, during and after university. Recently an article stating that employees should be willing to abandon family time for work emergencies went viral. Millennials were outraged at the idea that this could be required of them. Due to this reaction, this shows businesses that students are looking to work with brands that are fair and understand their need for a good work life balance.
Students have grown up with technology more than any other generation before them. They are used to apps making life convenient and having access to near limitless information all the time. If an employer supports their technological expertise, the work output will increase. In particular, employers should look for ways to incorporate technology into the working day as well as other skills students may bring to the table that their current team may not have.
More than Money
Students value the opportunity to continue to develop professionally and personally. These young adults thrive on being individualistic and want to be able to let their true colours show within the workplace. Not to say that they do not value pay, quite the contrary. It is simply that they will react favourably to having more opportunities to grow which long term will help them financially. These can include developing new skills or finding ways to improve the skills they already have. Also, millennials appreciate the opportunity to try new things such as travelling to new countries via international partnerships.
Diversity is important to this age group, they have seen the injustices and imbalance in the world and they want to make things right. Many employers claim that they support equal opportunity and diversity programs. The ethics of brands is very important to students, with 73% of students saying they would pay more for products if they are eco-friendly.
Thanks to the Internet and social media, the millennial generation is more connected to the rest of world than previous generations. They are interested in the social issues that affect other countries, and most have many friends who live internationally. If there is any kind of international travel program millennials are much more likely to be interested.
Looking to advertise your job roles to students? British American Group provides brands with many effective advertising solutions such as email marketing, digital publications and on-campus events to help boost brand awareness in the student market. Contact us now on 0121 616 2211 or via email at firstname.lastname@example.org to see how we can help put your brand on the map.