Talent Attraction in a Digital World
Connecting with Gen Z
In just 10 years, the workforce will consist of more Millennials and Gen Zs than Baby Boomers and Gen Xs. More than ever, it’s critical to communicate the factors that are important to Gen Z from work, including organisational culture and values, DEI and employee experience and mental health support when it comes to talent attraction.
Communicating this narrative requires a multi-faceted approach. Gen Z have never not known the internet, smart phones have been standard, and their experience of accessing a global world will often begin through digital engagement. Immersive social media communication should be part of a talent attraction strategy, with innovative content that presents authentic insights of the workplace. Our social media campaigns across LinkedIn, Instagram and TikTok engage directly with the future workforce, showcasing the sector in a way which resonates with Gen Z.
However, when it comes to finding out about jobs, is digital communication enough? The anecdotal feedback from students with whom we engage in schools, colleges and universities tell us not. We’ve seen increased demand from future talent for insight opportunities and their preference is often for in person activities.
This experience resonates highly with Cibyl’s School Leaver Research 2023 which found that 6 in 10 students prefer to interact with employers in person, with work experience, employer visits/open days, and employer presentations are the top three career activities that students would like to use.
And demand we have had in bucket loads for in-person activities based in the workplace. Since September, the Investment20/20 careers and talent team have delivered over 16 workplace visits (with many more still to come!), providing more than 465 students with an opportunity to see what happens behind the glass front doors of member firms.
A big thanks to Investment20/20 members who have hosted workplace visits this academic year:
Aegon Asset Management
BNY Mellon
Columbia Threadneedle Investments
Fidelity International
J.P Morgan Asset Management
LGT Wealth Management
Lombard Odier
M&G Plc
PPF
Redington
Savills IM
Schroders
What’s the value of immersive career experiences, however? The teachers and career leaders with whom we partner are clear: to truly understand the opportunities students must experience them. They need to get through the doors, meet people and ultimately feel comfortable in the environment.
Workplace visits give students the chance to complete hands on activities, and our members have been incredibly innovative in their approach! From property investing and ESG analysis projects to risk based activities, students were able to apply their new knowledge to work based briefs.
"As an educator, I have seen first-hand the transformative impact that in-person experiences can have on students. There is a high demand for these experiences as students have an appetite for in-person networking and authentic exposure to the workplace. Many students have been in school environments all their lives, and it is important for them to see the working world for themselves. This is particularly crucial for those from disadvantaged areas, as it can provide them with a glimpse into a world that may seem out of reach. When my pupils attended M&G in February 2024, they said that it was one of the best visits they had been on. I believe that this was due in part to the opportunity they had to simply be in the environment and get comfortable. They were able to engage in activities such as playing pool and table football, use the coffee machines, and have lunch in the restaurant. These experiences allowed them to feel more at ease and to truly immerse themselves in the workplace culture."
Ashae Mederick, Careers Leader, The Petchey Academy
"Students see talks from employers and employer site visits as a valuable insight into the world of work giving a chance to see the unknown. It is an opportunity to discover a range of different job roles and see themselves in settings where they might not normally imagine that there is a place for them."
Ann Lawrence, Careers Manager, Saint Francis Xavier Catholic Sixth Form College
The Investment20/20 talent attraction strategy is one of breadth, engaging with prospective talent across a range of methods and media platforms, giving the industry a tone of voice which speaks to many and opens access to all.
To find out more about our talent attraction strategy, contact Jenny Barber.
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