The pandemic elevates employer branding to an economic factor
Challenges of the 21st century - such as climate change or digitalization - confront the younger generations with a comprehensive uncertainty about the future. Many young people now want to take this future into their own hands. Almost every second German, for example, says that he or she would like to work for a large company in order to participate in larger [...]
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Herausforderungen des 21. Jahrhunderts – wie der Klimawandel oder die Digitalisierung – konfrontieren die jüngeren Generationen mit einer umfassenden Unsicherheit vor der Zukunft. Viele junge Menschen wollen diese Zukunft nun selbst in die Hand nehmen. So gibt fast jede*r zweite Deutsche an, dass er oder sie für ein grosses Unternehmen arbeiten möchte, um an grösseren und einflussreicheren Projekten arbeiten zu können. Gefolgt von rund einem Drittel, die am liebsten ein eigenes Startup gründen würden, um die volle Kontrolle über Karriereinhalte und die Auswirkungen ihres Businesses zu haben. Das junge Streben nach Sinnstiftung und Weltgestaltung zeigt sich gleichermassen darin, dass mehr als jede*r Dritte in einem niedrigbezahlten Job arbeiten würde, der allerdings für sie oder ihn bedeutungsvoll ist. Mehr als die Hälfte der jungen Deutschen erklärt ausserdem, lieber weniger arbeiten und dafür ihre Zeit den Problemen widmen zu wollen, die für sie Bedeutung haben. Im Generationsvergleich stehen dem zwei Drittel der Befragten aus der Baby-Boomer-Generation gegenüber, die dem nicht zustimmen – ein gesellschaftlicher Paradigmenwechsel.Principles put to the test
However, the younger generations' desire for change is not only driven by content; it also does not stop at the established rules of the game in working life. Whereas a university degree was previously considered unavoidable, three-quarters of the 18- to 34-year-olds surveyed now believe that careers and a successful life are possible even without such an educational qualification. The absolute majority, around 90 percent of young respondents, also say they would support an unconditional basic income for their generation - motivated first and foremost by the generation's increased need for security, but also flexibility, so that they can invest time in the issues that are important to them.Investment in employer branding important
"Young generations have not only had to forfeit essential experiences during the global health crisis, they have also witnessed how little has been done for them during these times. As a logical consequence, this gives rise to an increased need for security with a desire for their own control over their lives and an aspiration to help shape the world around them in a meaningful way," explains Sandra Onofri, Havas Germany Group Strategy Director. "Companies that can't or don't want to meet these demands, just like companies that don't have a compelling purpose to show for it, will lose key talent in the competitive labor market. This makes investments in employer branding, for example, an indispensable economic factor for any company."The Generation Covid" study was created by Havas and conducted as an online survey by Market Probe International. Around 17,500 people in 32 countries took part in the study. The report is available at Havas website. The post The pandemic elevates employer branding to an economic factor appeared first on Advertising week m&k.
