TalentEgg Trends

Today’s Talent, Tomorrow’s Leaders

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Category: Optimizing for Gen Y (page 1 of 24)

Doing Good Never Looked So Great: Why Your Employer Brand Needs CSR

In recent years the prominence of corporate social responsibility (CSR) has grown to become a core activity of most businesses, but why is it so important for you as an HR professional? CSR initiatives helps build your company image within your community, but it also improves your employer brand and helps to attract and retain top young talent. Showcasing your CSR initiatives as part of your employer brand is more important now than ever, as a growing number of students, new grads and early-career professionals actively seek out a caring culture in potential employers.

In our 2019 TalentEgg Survey, an astounding 90% of post-secondary students ranked social responsibility as important to very important, for a company to be involved in, and that’s 15% more than last year! You may be thinking: “Egg-cellent, my company has several CSR initiatives.” But it’s not just about participating in CSR initiatives. It’s critical that you effectively communicate your involvement to your target demographic and help them connect the dots between your commitment to community and your commitment to employees.

TalentEgg’s blog, “The Incubator”, provides various career-related articles to help students, new grads and early-career professionals navigate their way from school to work. Our range of topics cover everything from the importance of volunteering to different companies’ involvement in their communities.

We also work with employers to write custom editorials and produce videos to showcase their CSR initiatives to help them reach our audience of young and passionate job seekers. In 2018, we worked with Mercedes-Benz Financial Services to create a custom video about their changing corporate culture with a focus on collaboration and community work. The video follows employees spending the afternoon at their local food bank. Cindy Voskuil, an HR Business Partner at Mercedes-Benz says: “It gives you a sense of pride to see that your work actually wants you to go out and take you away from work to spend your time giving back to your community.”

Providing these volunteer opportunities for employees is also a vital part of engaging and retaining your talent. Our survey found that 81% of high school students, 75% of post-secondary students and 64% of early career professionals volunteer. An additional 65% of total survey respondents currently don’t volunteer but want to, they just don’t have the time or don’t know where to start. Providing your employees with these volunteer opportunities as a part of their work shows your commitment to not only your company values, but also your employees’ values and their development. 37% of survey respondents state that having an employer whose values match theirs is an important factor in choosing a potential employer.

“I think it’s awesome to give employees volunteering days (that are also paid). You sometimes forget to volunteer because it’s usually unpaid work and some people can’t afford to do this, but the fact that companies specifically want their employees to volunteer is awesome.”
Mallory Thompson, Western University, 2019

Are you searching for opportunities to get your employees involved but aren’t sure how or where to start? TalentEgg has various partnerships to specifically guide and encourage students, new grads and early-career professionals to volunteer. Our sister company CharityVillage is Canada’s most popular career resource for the nonprofit sector. We work with CharityVillage to curate our volunteer opportunities directly from their site and tailor them for our audience. We also work with our sister company Bmeaningful, that features purposeful jobs in the social good sector and provides helpful resources to help people connect purpose with their paycheque.

This year we partnered with World Wildlife Fund to encourage students to become Living Planet Leaders @ Campus. The certification provides students with an opportunity to make a difference on campus and in their communities, while teaching them teamwork and leadership skills.

Leaderboard Banner Ads: WWF

We have also partnered with Students Offering Support to help students make a real impact while gaining real-world experience. Through this program students are able to gain leadership skills and vital volunteer experience by leading campus workshops and helping their peers excel in their studies.

Partner Landing Page: SOS

It’s eggs-treamly clear that CSR is a must for employers to attract, engage, and retain top young talent. With our customized content and partnerships, we’ve made it easier than ever to connect with students, new grads and early career professionals all through one platform. Reach out to us to find the best way to promote your giving back initiatives and amplify your employer brand!

Leaderboard Banner Ads: WWF

Employer Editorial: Honda

Partner Landing Page: WWF

Partner Editorial: SOS

Tribranded Jobs Cross-Posting

Employer Custom Video: Mercedes-Benz Financial Services

Bridging the Gen Z Gap: Understanding how to help recent graduates successfully transition into the workplace

Bridging the Gen Z Gap: Understanding how to help recent graduates successfully transition into the workplace.

Throughout my 15+ years as a recruitment professional, I’ve always had a special place in my heart for helping new grads transition into their first corporate role. A deep desire to help them land their first job was a result of my own experience struggling to find my way in the world.  I want to share the personal wisdom I gained and help them successfully grow their careers through mentoring and coaching support.

What have I observed?

The challenges new graduates face have not really changed from Gen X, but in the last few years, I’ve observed, firsthand, a much larger disadvantage for Gen Z during this major life transition.  Gen Z is often confused as an extension of Millennials, but they are distinctively different.  They are the first generation to never know a world without wifi, social media, and instant gratification.  They were part of a democratic school system and households, where there was no traditional hierarchy of power and consequences, everyone was a winner and there were no losers or failures. Probably the most impactful trend was that they were a generation that was highly overscheduled and constantly stimulated, not allowed to be bored or unhappy. Boredom is critical for imaginative play/thinking, and learning to deal with negative emotion, is an important psychological coping skill.  The absence of learning to manage emotions and stretch brain muscles is likely the root cause for why overall, Gen Z struggles with much higher levels of anxiety and depression. They lack the resiliency to face the world that is run by Millennials, Gen X and Boomers.

What can educators and employers do to help bridge this gap?

First, understand, it is not optional. We must help Gen Z with this transition into the workforce, because having them tough it out (as we might have had to), will lead to a higher level of mental illness, in a generation where mental illness is already significantly higher1 and a future workforce that is not as productive.  Second, seek to understand their perspective and then give them the support and tools to empower them.

For employers, onboarding is important. On-going clarity of your expectations of them, and how they can own their own development and successfully navigate their career, is even more important.  They likely expect that they will be given continuous direction and rewards, and you will drive their career for them – so showing them they own their success and happiness is step one.

For educators, provide insights while they are still in a learning environment, on how to prepare for this critical life transition. Soon-to-be grads are on the brink of one of the most challenging transitions they will face.

So, what is the secret sauce?

Interestingly, the ‘secret sauce’ would likely help all of us be happier, in a world where we all spend less time being present than we should.  To fully accept the present moment as it is, without judgement, is the foundational skill I teach new graduates through learning mindfulness. It is the basis from which all else will follow.  Next, I help guide them in clarifying their purpose and values from which they will decide their goals, and where to focus their attention and talents.  Research reinforces that understanding personal values is paramount for career success; the least committed leaders are those who understand company values,  but not their own.2 So, first, learn to engage fully with the present moment, and then integrate purpose and values into being in all aspects of their job search (interview, personal brand), job performance, and career development.  A natural consequence of mindfulness and purposefulness is happiness – in both our professional and personal lives. Happiness is self derived, rather than an expectation for others to provide.  Moreover, mindfulness helps build resiliency, so that when failures or disappointments happen, they won’t be devastating.

What’s in it for me?

Once Gen Z is thriving and finding the right ‘fit’ in a company and on a purposeful path, we will start to see a big reward ourselves.  They will overperform, as they are driving to be a part of something bigger than themselves.  They will be extremely loyal, and unlike Millennials, will want to stick around for the long haul with your company.  They will give back and want to mentor others recent graduates entering the business.  As you can see, the dividends greatly outweigh the investment.  It really comes down to your willingness to help this generation bridge the gap!


1 American Psychological Association – March 15, 2019, Mental health issues increased significantly in young adults over last decade

2 James M Kouzes and Barry S Posner, The Leadership Challenge 4th edition


 Bio:

Lana Burton is a talent acquisition executive and founder of Be META, an organization that helps Generation Z to recognize and realize their potential.

As a working mother of two, she knows how to connect the intimate needs of others and still make time to do the work that we all need to do within.

Connect with Lana on LinkedIn or via email at Be_META@outlook.com.

How Your Recruitment Efforts Can Be Everywhere, All At Once (Yes, It’s Possible)

When dealing with digital natives, it’s only natural they would have a preference for online content. However, in the case of recruitment, post-secondary students highly value face-to-face interaction with potential employers as well, although increasingly in unconventional ways!

In our survey, we found that more students have attended Career Development events, such as workshops, information sessions and keynote speaker presentations compared to Career Recruitment events like career fairs. That being said, the survey results still support the importance of connecting with students on-campus, regardless of the nature of the experience. 60% of students attended 1-5 career development events versus 54% of students who attended 1-5 career recruitment events. This means with the high costs of travel and accommodation for your recruitment team, your time on campus should be wisely spent! With TalentEgg’s hard-to-miss, large format murals, your company can still maintain a brand presence on campus even after your recruiters leave and reinforce your EVP to more students in high-traffic areas.

Students who do attend recruiting events on campus still prefer Career Fairs as their number one choice, followed closely by networking events and information sessions. Make your time on campus meaningful by ensuring your booth stands out from the crowd. With TalentEgg’s in-house design team, we can create custom retractable banners and other event materials for your team to bring with you on campus.

“I think the on campus interview strategy is definitely very good. Sourcing talent from the spot is great and definitely helps relieve some of the anxiety around interviews (That I’ve definitely had) I like this idea.” – Mallory Thompson, Western University, 2019

Now, how about connecting with students on campus without physically being there? You can combine the best of both strategies with TalentEgg’s geo-targeted mobile marketing campaigns. Depending on your recruitment needs, we are able to geo-fence specific campuses, schools, and even academic departments and deliver to them engaging and compelling employer branding ads. Whether you’re looking for the best engineering students at McMaster University or the brightest communication students at Carleton University, we are able to reach your ideal candidate. With more than twice the industry standard in CTR (click through rate) we can measure how much the targeted candidates engage with your job opportunities and employer brand. We can even retarget them across devices after they leave the geo-targeted location for up to 90 days, to remind them on their mobile phone, their laptop and their tablet about your jobs and EVP. Using keyword search capabilities we can drill down to those who have demonstrated their interest in your industry or company as they search the web. It’s a perfect way to reach busy Gen Y and Z job seekers wherever they are and to reinforce your employer brand to the right candidates for your opportunities.

“I love the idea of strategically hiring at campus fairs. Truthfully, I hate going to a campus fair to be handed a sheet of paper telling me to apply online” – Sarah Pointer, Mount Royal University, 2020

Make the best use of your strategies on and off campus to reach your future talent pool. By utilizing all or a combination of the tactics above, you’ll be sure to communicate to students exactly the way they want to be reached! Strengthen your presence and stand out as an employer of choice with TalentEgg’s cutting edge digital marketing tools and on-campus services!

Mobile Marketing

Custom Employer Profile: Chick-fil-A

On-Campus Murals: Sun Life Financial

Mobile Marketing: Reynolds & Reynolds

Mobile Marketing: Reynolds & Reynolds

Why It’s More Important than Ever to Connect With Candidates Online

It’s common knowledge that employers need a web-presence and a digital strategy to promote their jobs and attract young talent. However, simply having a career website that posts job descriptions is no longer enough.

The first component of being online is indeed having a career website with compelling job descriptions and robust employer branding content. This is where you can showcase your eggs-ceptional culture, the benefits of working at your company, and your company’s competitive distinctions as an employer of choice. Your web presence is the primary tool for you to attract and engage young candidates and the go-to place where they will launch their job search. In our 2019 survey, 86% of post-secondary students stated that they look for jobs online (which includes social media as well as websites), which indicates that your online presence is vital to attracting young candidates.

“Having just the right amount of information on the website and it being easy to navigate makes the user’s life much easier and makes the website itself easier on the eyes.” – Saisurutyi Sridaran, Ryerson University, 2021

“In 2019 you definitely need to have a website that is optimized for mobile.” – Mallory Thompson, Western University, 2019

The second component is, of course, social media. It is a highly preferred method of job search and employer research among young professionals (1 to 5 years after graduation). 87% of early career professionals surveyed also prefer to look for jobs online, including social media, and there is a good reason for that. Employers who excel at finding the best candidates tend to have strong social media engagement by having authentic conversations with job seekers beyond the static one way posts. Employers with a strong social media strategy have a human voice and communicate their employer value proposition in a demonstrative way through their employees Instead of telling candidates, “working for us is awesome”, make sure to show candidates what a fun, inclusive workplace culture you have, as experienced by recent hires, who candidates can relate to, in video, Instagram Stories and testimonials, creating a compelling and authentic reflection of work life within your organization.

But each social media platform resonates with a different audience, and matching the content to the best platform for the right candidates can be difficult. Where exactly do students and recent grads spend their time? Our 2019 survey proved once again that Instagram is still king with 59% of high school students, 41% of post-secondary students and 49% of early career professionals preferring that social media platform over the others for employer branding content.

What type of content should employers post to attract maximum attention? You might have guessed it already, but video is still king as the medium of choice, and it’s popularity is only increasing. 82% of high school and 69% of post-secondary respondents prefer to engage with videos for career-related information on all platforms and media channels.

TalentEgg Talks: Live with Mercedes-Benz
Financial Services (Instagram and Facebook Live)

The main area of concern when it comes to social media is getting around tricky social media algorithms to ensure your audience is seeing your content. While we can’t fully predict algorithms, which are constantly evolving, we know that the more your audience engages with your content, the better it performs. Moreover, Facebook and Instagram are well known to favour video content and showcase it to more users on their platforms, so it’s truly a win-win. With our less text-focused content for those who like getting visual information, we are shifting how we deliver your brand messaging. We communicate your values by producing videos, hosting live Q&As with representatives of your organization in a simulcast video on Facebook and Instagram (TalentEgg Talks LIVE) and creating Instagram Stories. In other words, we’re bringing your employer messaging straight to the target candidate! Be exactly where your young talent pool is – on Instagram, and engage in an authentic way through Instagram Takeovers and TalentEgg Talks LIVE Events. The great value-add is that if your existing social media followers aren’t Gen Y and Z, we can help you build out that audience on your own social media channels. The video recording also makes great content for your Employer Profile on TalentEgg and can be repurposed and re-edited by TalentEgg for short video clips on social media to continually refresh your feed with snappy, well packaged video shorts.

Even though video is king and social media is rising, direct email remains a strong medium for the delivery of career-related information among students and recent grads. The convenience of receiving targeted job alerts in the candidates’ inboxes, the ability to customize which content reaches them, and the ease with which the job seekers can find emails tailored to their needs, all attribute to email’s continued popularity. Our research indicated that 60% of post-secondary and 52% of early career professionals prefer email communication for job postings, indicating that while candidates like learning about employers on their smartphones and social media, they still prefer to actually apply to jobs from their laptop. With our ability to personalize and create custom email blasts for our clients, we’re targeting your employer brand message directly to students and grads.

Year after year, our Incubator blog is an invaluable resource for students and grads who are hatching their careers. Our custom editorials highlight various features of your organization to amplify your employer brand and connect with our audience. In our 2019 TalentEgg Survey, we asked what type of content students and grads wanted to read about and they overwhelmingly connected to editorials that were easy to read in Q and A format, enjoy resume and interview tips, day-in-the-life stories about young relatable employees and appreciate interviews with recruiters, interns and co-op students from your organization. Many of these topics provide an inside look into the company’s culture – exactly what our respondents care about the most. Every demographic we surveyed said that the most important thing they look for in an employer is positive and friendly company culture (92% of all respondents, including high school students, post secondary students and grads, and early career professionals).

Managing a company’s reputation is another important task. 68% of post-secondary students state that negative company culture or workplace, bad online reputation and negative candidate experience are the most important factors when turning down an employer. That is exactly why it is so important for companies to tune into the social conversation about their brand, create a positive candidate experience, and highlight their engaged and inclusive employee culture!

94% of students believe that it’s somewhat to very important for employers to have a strong online presence. This includes your social media presence and website usability. If students can’t find what they are looking for easily and in an engaging way, they are on to the next thing. We know that students are busy with school, work and social lives, and if they need to search in multiple areas or click through multiple pages, you’ll likely lose their attention. That’s why our custom employer profiles are a one-stop place for job seekers to learn more about your company, as well as explore jobs and events. It’s also a great place to post your employer branding videos, social media clips and editorials.  

Testimonial from a student: TalentEgg helped me obtained numerous information regarding the internship opportunities with your all-in-one platform.

 

Keeping all of these factors in mind can be very overwhelming, especially during a busy hiring season. TalentEgg is here to help. With our trusted and talented team of writers and account managers, we can help you craft and execute your employer branding strategies to attract the best of the best in campus recruitment and beyond. Visit talentegg.ca and keep reading this guide to find out how eggs-actly we can assist you on this journey.

Custom Client Videos: Walmart Dare

Client Custom Editorial: Chang School

Custom Client Videos: EF Tours

TalentEgg Newsletter

Client Custom Editorial: Sysco

Email Blast BMO

TalentEgg Talks: Live with Career Connections (Instagram and Facebook Live)

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