Money and career can no longer inspire young people

The "Young Swiss 2018" study explores the question of how the working world of tomorrow must be designed in order to reach, attract and retain young Swiss people in the long term. What do teenagers and young adults expect from a good job? How can employers attract young talent when money and big names are no longer enough? Next Gen Marketing Agency jim & jim together with the German youth researcher Simon Schnetzer, surveyed a total of 2,691 teenagers and young adults aged 14 to 35 in German-speaking Switzerland online and in personal interviews about their living and working environment and analyzed the results in a scientifically sound manner.

Social media and smartphones promote pressure to perform and superficiality

Generations Y and Z are characterized, among other things, by the fact that they are constantly online on many different channels - and are critical of this state of affairs themselves. Most of the young people surveyed admit that social media and smartphones promote pressure to perform and superficiality, meaning that the younger generation is no longer prepared to give in to the pressure to perform without reflection. While their predecessor generations still followed rigid career models, the younger generations no longer find performance and careers primarily desirable. Family cohesion, friendship and health are more important to them.

The next gen motivation killers at work

Generations Y and Z cannot be satisfied in the long term with money, status, a well-known brand and promotion opportunities. Above all, a good work-life balance, flexibility in the job and a positive working atmosphere are important, and employers must actively cater to all these needs of the younger generation and develop strategies to not only attract young talent, but also retain it. This requires new approaches in HR and recruiting, but also a rethink among managers, who need to understand the mindset of the next generation in order to create productive cooperation between the generations. When it comes to digital communication channels, it is also important for employers to know the target group-specific channels and provide them with relevant content. Here, the study provides information on which channels the young target group uses online, searches for jobs and how they perceive companies' social media presences.

Value profiles enable the perfect match between companies and the Next Gen

The study offers marketing and employer branding specialists a practical tool: A total of five "young talent" types help companies to find talent that matches the company profile on the relevant channels and to address those talents who fit the company profile perfectly. Employers can thus ultimately reach not only the best, but also the right talents, attract them and retain them in the long term.