Rules of Attraction: Attracting & Retaining Your Future Workforce

The rate of unemployment for 18-24 year-olds is higher than the rest of the working population. Employers should first understand what it is young people are looking for in a job and build their attraction campaigns accordingly.


Neil Millett, Research & Event Manager at reed.co.uk shared insights from an in-house study of 500 Gen Z jobseekers. Below are Neil’s 6 rules of early talent attraction, as per reed.co.uk’s study:


  • Understand the motivations of young people looking for a new job: When asked what information persuades them to apply, salary and job location came first for 18-21 year olds, followed by career development opportunities. The average time Gen Z talent expects to spend in an organisation is 1.5 years.
  • Be in the right place at the right time: The mediums most used in job search include job boards, careers websites, search engines. Neil pointed out that we must consider targeting career influencers like parents, close friends and teachers in our attraction campaigns as they play a key role in young people’s first working years.
  • Candidates are customers too: Young jobseekers agree that negative experience during recruitment will have an impact on how they perceive the company’s employer brand. 70% will share bad experiences with family and friends. 80% expect confirmation of application and 75% expect to be informed of unsuccessful application. Give people a timeline to manage their expectations, Neil advised.
  • Celebrate inclusivity: Jobseekers are looking for the employer’s commitment to workforce diversity. Neil revealed that 25% of people of all age ranges felt discriminated at some stage in their search for work. So you must aim to openly communicate your Diversity & Inclusion mission in your hiring programme, show how diversity is represented in your company.
  • Shout about success: A third of jobseekers consider organisational health and stability when applying. 29% associate recognised brands with job security. So show your career development paths, talk about your CSR and any charitable work you may do.
  • Rewards and benefits: Some of the perks that young jobseekers were shown to value most include work/life balance, healthcare & pensions, and happiness & wellbeing programmes.

View Neil Millett's presentation


Neil Millett, Research & Events Manager, reed.co.uk

"Rules of Attraction: Attracting & Retaining Your Future Workforce"