Navigating employer branding challenges to attract and retain young graduates

Young graduates seek employers that align with their aspirations and values. While salary maintains its position as one of the top deciding factors, the younger generation looks beyond that. They place significant emphasis on a company's social responsibility, diversity, and inclusion in a work environment where everyone is valued. Their preference lies with employers who acknowledge the equilibrium between professional and personal life, with flexible policies and well-being-focused benefits (health programs, ergonomic and welcoming work environment).

Young graduates are also eager to find learning and professional development opportunities. They are drawn to companies that provide training initiatives and pathways for career progression. According to a PotentialPark study on talent expectations in Europe, developmental prospects rank as the foremost priorities for the younger generation. Therefore, companies must effectively communicate these opportunities to candidates, whether through website or in their job listings.

By genuinely communicating on its CSR initiatives, a company can pique the interest of young graduates and attract them. It is better to demonstrate rather than assert, showcasing tangible examples of achievements and involving employees who serve as the best advocates for the company. The initiatives should be impactful and genuine, as young talents readily discern attempts at greenwashing or the promotion of initiatives lacking real significance. "For some companies, CSR engagement is more of a facade than a reality. Sometimes, large companies invest a lot of communication into a minor action that has no impact, and we feel that it's just an attempt to reassure us" explains Emma Linglart, an HR strategy consultant and a 2023 graduate of emlyon's Grande Ecole program.

Young talents value information that allows them to envision themselves in the company. For instance, career tips, insights into the recruitment process, introductions to the work environment, and success stories about employees' achievements within the company can really interest them.

Recent graduates are becoming more connected and well-informed. Prior to making decisions, they extensively research the companies that capture their interest. They explore online feedback, social media channels, and employer review platforms (such as Glassdoor, Indeed, Kununu) to shape their perception of the company's standing. These platforms furnish insights into employee satisfaction, the workplace environment, salary levels, and potential for professional growth, among other aspects.

A strong employer brand facilitates transparent reputation management by aligning with the company's values and initiatives, all the while upholding a positive image. This approach also encourages employees to share their positive experiences, thereby enhancing a positive perception.

Moreover, students and young graduates have pointed out the importance of companies proactively engaging with them, often at school and university recruitment events. Victor Gateault, a 2023 emlyon graduate, explains, "Reaching out to students sets a significant point of differentiation. When a company visits the campus to interact with students and brings both junior and senior employees, it demonstrates a genuine interest in attracting student applications."

Furthermore, by sharing inspirational narratives of employee achievements and spotlighting growth and development prospects, companies establish a strong emotional bond with potential candidates. This emotional connection serves as a key factor in standing out amidst competition and attracting the most promising young graduates. These individuals seek not merely a job, but a genuinely enriching professional journey.