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Culture hero

How advertising a progressive company culture is more likely to bring in Gen Z graduates

23 / 01 / 2020Fiona Doherty

When you jet-set off on holiday to a far-away and exotic country, you absorb the culture. You observe how they do things, their values, their beliefs, their pastimes and how the people welcome outsiders into their home.

Recruitment is no different. Just as a country advertises its way of life as positively as possible through tourism, organisations could benefit from taking the same approach regarding how they attract graduate applicants.

According to research by communications technology provider Teleware, 43% of under-45-year-old workers have said that they believe company culture is more important than salary. Moreover, 86% of potential employees would not apply or continue to work for a company that has a bad reputation with former employees or the public for its negative culture. Having a positive culture can lead to 33% higher revenue as applicants feel happier in their organisation and are therefore more likely to work harder.

The facts are clear, job-seekers and graduates value a company’s culture as a priority. Companies who strive to create a progressive, positive, and attractive culture only stand to benefit in terms of their recruitment drive and overall performance.

But what questions should you ask yourself to improve your company’s cultural appeal to applicants?

  1. Is my company diverse?

Candidates will be attracted to an employer that is lenient and progressive with its employees. People want to feel welcome in their prospective companies; thus, if your organisation is diverse with an inclusive working environment, candidates will be more attracted to participate in the culture. Trendence’s 2019 Annual Graduate Study shows that 84% of students believe that diversity and equality in an organisation is important or very important. A culture that welcomes all equally, attracts all equally.

  1. Do we offer contractual benefits?

Benefits do what they say on the tin. They are gifts or perks that you offer candidates in order to sweeten the deal and make them feel wanted and valued in your company. Our Graduate Insights Report 2019 found that just listing benefits on your job vacancies can increase click-through rates by 5%.

Benefits can include: holiday days, pay bonuses, paid company trips, social gatherings, the cycle-to-work scheme, and discounts on gyms or other products. Essentially, you decide the benefits. The level to which you do this is entirely up to your discretion but the more competitive and progressive your benefits are, the more likely they are to bring in top-quality candidates.

  1. Do we offer learning opportunities for personal growth?

The Trendence survey also showed that 95% of students listed personal development as being very important or important in a job opportunity. People apply for jobs in order to grow their skills, mature as a professional in their chosen field and progress in their industry. Consequently, by offering internal or external opportunities to participate in courses or be mentored to learn new skills, your business will likely attract further applicants. A company culture that encourages learning, growth, and progression is ideal for graduates.

  1. Do we have a modern, innovative approach to work?

Progression isn’t just about your personal human culture, but it also includes your technological and practical culture. Do you keep up-to-date with the latest software, technologies and working practices in your respective field, or do you tend to make do with outdated technology and disregard the latest innovation as overpriced and overhyped? Well, if you are the latter, then this could negatively impact your ability to sell your company culture to applicants.

Trendence also revealed that 79% of students surveyed believed that innovation was important or very important in a prospective company. Lots of graduates want to join companies who are moving towards the future and trying to grow alongside innovation and new exciting technologies. To attract you must innovate, and to innovate you must attract.

  1. Do we encourage internal progression and support for graduates?

Graduates want to progress. They want to become future leaders and managers that achieve big things and lead the way for their company. Therefore, in providing a culture of internal progression, reward and support to achieve personal goals, companies can appeal to these graduates.

To find out more about how you can attract the best graduates and young talent, contact or call 01491 826262.

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