Employer branding, employee loyalty & mosaic careers: 5 tips for recruiters

Career 4.0: A Term, many ideas. The change in the world of work changes career paths and ensures higher employee turnover. How do companies deal with this? 5 tips for employer branding.

Employer Branding: This is how a career works today

From baby boomers to Gen Z: Every generation has its own idea of ​​a career and the ideal working conditions. Companies have to face up to these changed demands and Recruiting and employee retention new ways Yourself

The change in the world of work not only changes markets and job descriptions, but also the understanding of careers. From 16 to 65 in the same job? That was once! Today, career paths can no longer be left on the drawing board to plan, but they can be shaped. Each generation has different wishes and demands for their ideal work situation. Anyone who wants to remain attractive as a company for younger generations must adapt to the changed concept of career on account carry.

What do careers look like in the future?

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Most understand “make a career” as symbolically working your way up a ladder, rung by rung, but they usually only differentiate between management and specialist careers. The future concept of career is much more diverse. will be soon People complete around five to eight training courses in the course of their lives. Hybrid careers are on the rise – part employed and part self-employed. The advantages of this mixture lie on the Hand: Being employed gives people a certain amount of security to be able to realize their dreams independently.

The separation between employees and externals is becoming increasingly blurred. As companies become more and more agile, it is wise for both sides to stop being in Features, but to think in roles. A project manager or a sales assistant can fast be rationalized away. A lateral thinker or a "customer understander", on the other hand, is agile and versatile. Here is one too klare Tendency away from topic responsibility towards project responsibility.

1. Mindset and Motivation of Baby Boomers and Generation X: From Growth to Crisis

The development is understandable: many people, diverse careers. Never before have so many different generations been on the labor market at the same time as they are today. And the pace of change will increase. Although many expectations of employers are similar across generations, each age group has a different focus when it comes to needs at work. The nature of the baby boomers (from 1955), for example, is strongly shaped by economic growth and traditional values ​​such as a sense of duty and Discipline. In this generation are diligence, discipline, Performance and Respect Strongly represented in front of authorities, but also the desire for individuality, more participatory Guide as well as more personal Communication created.

Generation X (1960s-1980s) grew up under the impression of shortages, the oil crisis and increasing uncertainty about old-age security. It is not without reason that she strives for professional and material advancement prosperity and follows a strong achievement motive. However, she has already expanded her concept of a career and wishes for a stronger one Orientation in your own life planning. Often, Gen Xers have witnessed the downsides of the traditional Baby Boomer view of careers.

2. Employer Attractiveness: Gen Y Expects Career Security

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With Generation Y (1980-2000), people are entering the job market for the first time who have experienced the technological development towards digitization from an early age. It shapes not only their communication behavior, but also their view of the Welt. The representatives of Generation Y, also known as Millennials, are used to quickly growing up Background and to access other things. This results in a great openness to Improvisation. They evaluate situations based on their own advantages and keep as many options open as possible. Many invest in your own development. They are looking for opportunities, both professionally and privately, to realize themselves and to make a positive contribution to society.

Because these millennials know that the way to pension is long, they attach great importance to a balanced relationship between work and leisure time, but have nothing against the blurring of rigid boundaries in the sense of Work-Life- Blending. Employers are for this Digital Natives are attractive when the usual technical possibilities are available. Opportunities for personal development as well as meaningful work and a positive Company– and feedback culture attract them more than leading position. Millennials do not expect job security, they expect career security: companies that support their employees in strengthening their own employability reap loyalty. The flexible career orientation of Generation Y also accommodates the possibility of switching between specialist and managerial careers.

3. Employee wishes of Generation Z - Demand and diversity are growing

Even if Generation Z (since 1995/2000 until today) overlaps with the Millennials, the complete digitization of their everyday life is even more evident: This generation is characterized by a stronger desire for immediate satisfaction of needs and the short dwell time on topics or activities. At the same time, Gen Zers are very pragmatic and adaptable. They are able to reduce the complexity typical of their time to the essentials and quickly grasp crucial aspects of complex issues. Not bad Expertise in the world of work Future.

With regard to the world of work, this generation would like to see a stronger distinction between Job and privacy. She seeks self-fulfilment, especially in her free time. She is critical of a high willingness to perform because she has seen the downside, for example in the form of burnouts at her parents. She makes her commitment dependent on whether the task Sinn results and fits their value system. The demands on employers are therefore very high. Some want a safe one Workplace, which explains the growing interest in public sector jobs. However, if one's own expectations are not met, loyalty to the company is low and most leave the company within two years.

4. Mosaic careers and employee turnover: skills that companies need

Not just the claims of CandidatePeople are changing, and the skills that companies will need in the future have also changed. The future requirements for employees are divided into four areas. Personal competencies are divided into interpersonal and intrapersonal competencies. They are supplemented by technical and methodological skills.

In the intrapersonal area, these are already existing characteristics such as trust, curiosity and creativity. Interpersonal skills are becoming particularly important as networked work in different roles will become more and more the norm in the future. This requires empathy and emotional Intelligence. Interdisciplinary and methodological skills are required rather than technical skills, i.e. not just fractional calculations, but more analytical skills; not just spelling, but more project management. This allows employees to react more flexibly and agilely to changes. The methodological skills are not only about knowledge, but about its active use and situational Implementation. In terms of media competence, for example, it is not about knowing different media such as e-mail or Instagram, but about one's own Set helpful to use.

5. New world of work: Mindset is more important than perfection

If you take a closer look at these requirements and ideas, you get the impression that companies are looking for the perfect person. Just as there is neither the perfect company for everyone, you are also on the wrong track with the "perfect man". What smart companies should therefore pay attention to is a certain mindset. Most skills can be developed by people, but only if the attitude is right. For companies, therefore, it is precisely those employees who are characterized by a great willingness to acquire the skills that they do not bring with them.

Businesses are looking for people who are able and willing to take care of themselves to organize, to resolve conflicts, to make agreements, to bring about discussions and to develop further. In addition to this self-management skills, more and more people will be needed in the future who understand how a company works. This ability shows up when it comes to responsibility, it shows when people are willing to make decisions under uncertainty and Lust have to design something without knowing if it will work.

Conclusion: mosaic careers and a new world of work as a win-win for employees and companies

In the future, people no longer want to work for just one company. And companies can no longer afford to use employees purely as labour. The changes in the world of work pave the way to an increasingly complex win-win relationship. If employees see the opportunity to develop at their workplace and meet their needs, and if the company supports them in strengthening their own employability, they benefit Company by loyal, committed, creative and motivated intrapreneurs.

Executives and HR- Those in charge who also understand that every generation wants to shape their career differently and who adapt their structures and management styles to these changed needs will not have to worry about finding and retaining employees in the future either.

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