Talent Management | Employment Branding: Multi-Generational Employee Recruiting

ADP Research Institute®

Employment Branding: Multi-Generational Employee Recruiting

This insight is from: "Best Practices in Employee Recruitment"

Leading employers have determined that they must attract qualified workers from a multi-generational pool. That makes targeted communication a pivotal aspect of their employment branding.

A recent white paper published by The RightThing, LLC, an ADP® Company, examines employee recruitment best practices, including how to fine-tune your employment branding communications to appeal to multiple generations.

Employee Recruiting Requires Knowledge about Every Generation Currently in the Talent Acquisition Pool

For the first time, there are four generations in the U.S. workplace. Each has its own characteristics, experiences, and expectations, invalidating a one-size-fits-all communications approach to recruiting:

  1. Silents/Traditionalists (born between 1925 and 1942)*
  2. Baby Boomers (born between 1943 and 1960)
  3. Generation Xers (born between 1961 and 1981)
  4. Millennials (born between 1982 and 2004)

This paper provides distinct professional profiles of each generation.

Shape Your Employment Branding Messaging to Drive Multi-Generational Talent Acquisition

Connecting with each generation requires targeted communication using effective messaging – words and images, or, in the case of interviews, questions, backdrop, and body language. Effective messaging should be reflected through every channel, from your careers website and social media to all one-on-one communication.

The white paper discusses how to leverage various communication channels to ensure that your employment brand messaging resonates with multi-generational candidates, including:

Corporate careers site. Include images representing multiple age groups as they speak volumes to prospective employees as well as written and video employee testimonials which are effective because they allow candidates to see others like themselves who presumably have similar job requirements and life concerns. Be sure to address generational issues when creating videos or written testimonials, and all messaging must be authentic.

Social Media. Tailor social media messaging to the candidates you want to attract. Postings at Facebook®, Twitter®, LinkedIn®, or other sites that emphasize messaging targeted at specific generation groups should increase audience engagement and attract candidates.

Job Postings. Use hot-button words and phrases to connect with specific audiences. A company should also consider where it posts jobs.

Screening and Interviewing. Interviews can provide a generational hook. While the question and answer sessions are an integral part of the recruitment process, environmental factors play a key role. How to conduct interviews needs to be considered as it may vary by generation.

More detailed descriptions of how each channel can be used to attract the different generations are provided in the white paper.

Generationally Savvy Employee Recruitment Expands Your Talent Pool

When approaching employment branding from a generational perspective, keep in mind that group traits are not universal. Since research suggests that overriding traits are common, a generational approach to employer branding will result in a larger talent pool. However, generational traits may not apply to all individual candidates, so, once you have created that valuable pool, you can address the issue of individual preferences.

* Neil Howe and William Strauss, pioneers in the field of generational studies and authors of Generations and Millennials in the Workplace, among other books, identify members of the Silent Generation as those born from 1925 through 1942; Baby Boomers as those born from 1943 through 1960; Generation Xers as born from 1961 through 1981; and Millennials as born from 1982 to 2004.

*A complete list of sources and citations can be found in the full report.

About This Report: Subject matter was developed by The RightThing, LLC, an ADP® Company, a division within ADP specializing in Recruitment Process Outsourcing (RPO).

Keywords: Talent Management

Business Types: Research for Midsized Organizations, Research for Large Organizations

Roles: Research for Human Resources Professionals

Best Practices in Employee Recruitment

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