Firms change their online approach to engage with Gen Y candidates


Organisations are changing their approach to engage with new generations entering the workforce and are making particular efforts to promote themselves online to ‘Gen Y’ candidates.

This is according to the latest Online Talent Communication (OTaC) report published by PotentialPark, which explores how organisations engage with talent communities using online channels.

It identified an ‘innovation battle’ among employers keen to meet the expectations of Gen Y candidates, and highlighted how firms such as Accenture, Intel and EY had made particular efforts in this area. The report also suggested firms are aware of the value of their employer brand and of improved communication when reaching out to Gen Y.

According to the report, 2015 saw many firms increase their efforts to be more visible online, with employer brand prioritised at a higher level within organisations. The report said evidence of this change could be seen in employers’ work to improve their websites, overhaul their applicant tracking systems, strengthening their content on social channels such as LinkedIn and Facebook, and also exploring the use of newer channels such as Snapchat, Instagram and WhatsApp.

However, despite highlighting how firms are using social channels to complement their corporate websites when communicating to candidates, the report said some still arrive ‘too late’, and are inflexible in their approach. It pointed out that rigidity within organisations is the reason for too many firms making the use of social channels – as an example it pointed out that only 14% of employers use Instagram to discuss jobs, while 57% of graduates are using it.

The report also showed an increase in organisations’ efforts to engage with candidates via mobile, with 74 out of 81 surveyed companies investing in some sort of mobile functionality – an increase from 66 last year. However, the report suggested there are still too many cases in which it is difficult to candidates to apply via their mobile devices, when Gen Y candidates are ready and willing to do so.

The report ranks firms in the UK and Europe based on their efforts to engage with candidates online.

Björn Wigeman, UK country manager at PotentialPark, said: “This year, the companies at the forefront of the rankings are those that have shown courage, investing both in known communication channels and in innovative approaches that have not yet been proven.

“These companies already have enough applications each year but want to use their HR communication as the spearhead of a broader communication, to develop their image as a forward-thinking and engaged company.”

The UK 2015 rankings in full:

Wednesday, 23 March 2016

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Firms change their online approach to engage with Gen Y candidates
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