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Best of HR – Berufebilder.de®Naomi Ryland is co-founder and managing director of tbd *, a portal for social and sustainable careers. After completing her Masters in Intercultural Conflict Management, Naomi, like her two co-founders, was looking for a job with meaning. She started at Oxfam, where she was responsible for fundraising. In 2014 she took the plunge into self-employment. Together with Nicole Winchell and Nadia Boegli, she founded tbd * (then: The Changer) in 2014 as a career portal not only for purely social companies, but also for organizations and companies that drive social change. tbd * is based in Berlin Kreuzberg and now has several employees. Born in Britain, she takes care of business development at tbd *. All texts by Naomi Ryland.

Employer branding & the question of meaning: 5 things that young people want from employers

A task with Sense and compatibility with private life are particularly important for young people. In addition to a strategy for flexibility, employers should also have a sustainability strategy.

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Meaning is more important to young people than balance and money

Various studies show: Young professionals demand more meaning in their work. Only a small proportion of young people see the purpose of their work as being to earn money. Young people not only want a job with meaning, they pay attention to the social commitment of their future employer and want them to be more socially and environmentally responsible. The main questions that employers ask themselves are:

  • What do I wish for?
  • What do I need?
  • What do I really have to do?
  • What do I want to do in life?
  • And what do I want to do in my next job?

Young people do not find themselves in companies

These are some of the questions young people ask themselves when thinking about a future career. A lot of young people have a job, but many want another. In finance, IT and media - and even in large ones Company - Young people often feel unseen and ignored with their values.

According to studies, more than half of young adults are dissatisfied with their job or even have the idea of ​​leaving their current position. In addition, young adults are more likely than their older colleagues to be underemployed, have working hours that do not correspond to their educational level and do not work for personal reasons such as illness or vacation.

The question of personal goal and purpose

Young people are increasingly interested in finding meaning in the world around them, and many seek that meaning in their daily work. They don't want to work for just any company; they want to find a future for themselves and their families. Whether it's meaningful community service, meaningful work that makes the world go ahead, or just meaningful work that makes a difference, young people are increasingly interested in finding meaning.

Whether a young person is considering a job in finance or education, there is one main question they all want to know: what is your goal in life and what do you need to do to achieve it? The following answers often arise:

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  1. It is important to me that I work in a job that makes sense.
  2. Above all, it is important to me that the job fits into my (private) life.
  3. It is important to me to do good in my job.
  4. Above all, it's important to me to earn a lot of money.
  5. It is important to me that my employer shares my values.

Authentic Engagement = Employer Branding

Many young people are therefore looking for a meaningful job, but it is difficult to find employers who understand this need. This is exactly where employers can score!

For companies that means: watch out! Millennials want a clear system of values ​​and commitment from their own employer. However, they also see through greenwashing and unauthentic “We are here now” CSR campaigns. A good CSR strategy has to be credible and sustainable.

Once such a strategy is in place, it can bring existing employees closer to the company and its own objectives tie. When choosing an employer, companies can set themselves apart with authentic values ​​and goals. Existing engagement should definitely be integrated into employer branding measures.

The authenticity is in the detail

A company that really attaches importance to sustainability and social responsibility, takes this thinking into every area. Employees are continually encouraged to make small changes themselves. For example, I like the example of Unilever, where employees of a tea factory in England suggested that the paper labels on the tea bags could be reduced by 3 graph paper. To date, several tons of paper have been saved.

Such engagement comes about when the values ​​of employees and employers overlap. Employees who know that suggestions for more sustainability fit the company's positioning are more likely to dare to approach their superiors with such suggestions. A clear sustainability strategy, in which the employees are involved, creates a long-term cultural change that also ins Employer Branding radiates.

Time for commitment: Make free spaces possible

Regardless of whether a company is active itself or has yet to become one - there is a very simple method of giving employees the opportunity to be more committed. Because many young people find that they simply have too little time to be socially or politically active.

This is where companies can easily help by giving committed employees the freedom they need. Flexible working hours already help. But also internal incentives such as special “point accounts” for volunteer work. If such measures are offered, it is also easier to attract qualified employees, for whom "sense" is at the top of the wish list for the new job.

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6 responses to "Employer branding & the question of meaning: 5 things that young people want from employers"

  1. DSA youngstar says:

    Sustainability and Flexibility enormously important for Millenials:
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  2. Tandemploy says:

    #berufe pictures # workmanship
    What young people want in their work, read here:
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  3. talent Rocket says:

    What do young workers want today from their employer?

    - Recommended contribution 22hPxyufnP - Recommended contribution hYWvtXugRl

  4. REGIS GMBH says:

    5 things that millennials want in their job: meaning & work-life balance of
    Naomi Ryland

    via @berufebilder - Recommended contribution lFbwVawWHZ

  5. Thomas Eggert says:

    5 things that millennials want in their job: meaning & work-life balance of
    Naomi Ryland

    via @berufebilder - Recommended contribution PsUmlhpWk4

  6. Job college says:

    5 things that millennials want in their job: Meaning & Work Life Balance by Naomi Ryland - Recommended contribution AGsQBXjnOt - Recommended contribution DLYNQ85sqt

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