Millennials are a picky bunch. There's tons of research and we should know their motivations and drivers around career choice. Typically the things that will attract them are more about the employer brand of the organisation not the job itself. They will research culture, values and how they can make a difference and yet these things are more difficult for them to find particularly in a job post. They are more likely to have their "head turned" by a friend referring them than a job ad. They are emotionally driven and yet employers often fail to add any emotion into their job postings. The opportunity is there to stand out from the crowd and engage with this generation in the right way and attract some of the star people that are out there looking for the right home!
Hoping to attract star employees, companies post job ads with tantalizing perks -- boasting about their exciting opportunities, competitive compensation and flexible environments. The trouble is, today's job seekers -- particularly job-hopping millennials -- want things that aren't conveyed in typical job postings. They seek companies that feed their desire for meaning and purpose -- and run-of-the-mill job ads and career websites rarely differentiate companies or showcase purpose-centric cultures. One solution to this problem lies in addressing the disconnect between internal and external branding practices. For many organizations, external branding focuses on conveying brand promises to customers only. Employer branding, on the other hand, is often an HR-led endeavor that treats job seekers more like existing employees than an external audience.