62% are open to a new job
We interviewed 1,500 respondents (53% men and 47% women from the active population) spread across Flanders and Brussels who were then divided by generation. For the sake of completeness, we have included the age categories
- GenZ > 18-28 years old
- Millennials > 29-43 years old
- GenX > 44-57 years old
- Baby boomers > older than 57
Remarkably, across all generations 62% indicate that they are open to a new job, 54% of whom are latent job seekers. An important footnote is that the majority of active job seekers are part of GenZ, which should not be surprising though. They are just entering the job market and keen to acquire more experience.
What should definitely be remembered here? That the analysis of, and response to, the candidate journey is vital!
Commit to awareness
The first stage to focus on during the candidate journey is the attraction experience. Also referred to as: creating awareness about your employer brand. Ensuring that candidates consider you as an employer. To then finally persuade them to apply, based on the following steps: awareness, consideration and applying for the job.
How do you achieve this? By focusing on and projecting your image. By grabbing the attention of every talented candidate in the market. How this should be done according to our respondents? …
The top 3 are as follows:
- Provide an outline of your work environment (show colleagues, workplace, vibe etc.)
- Convey your company’s values and DNA
- Launch a creative and visually focused campaign
Keep in mind that 63% of GenZ indicate that social media is their preferred channel for picking up this information. Anticipating this is key.
Another striking aspect of our survey is that all age groups (67% and above) indicate that reviews from your current or former employees are highly valued. So make sure that you are and you do what you say. Walk the talk and practice what you preach because a lack of authenticity will have an adverse effect.
Media in the mix, which channels are consulted?
Our research surveyed which media are being consulted. The overview below paints a clear and surprising picture.
1. News media
The good news is that news is still being consumed in abundance, across all generations primarily via news brand websites. Among GenZ and millennials news brand applications are ranked second while GenX and baby boomers rank newspapers second.
Which news brands do different generations consume?
- HLN > 68%
- VRT NWS > 55%
- HNB/DE GENTENAAR > 42%
- DE ZONDAG > 32%
- DE STANDAARD > 28%
- DE TIJD/GVA > 25%
- DE MORGEN > 22%
2. Audio media
The first topic we focus on here is which audio media are listened to. Among baby boomers and GenX it is primarily radio (80% via device or online). Among millennials, we see this share drop to 62% (but it is still in 1st place) and among GenZ the share of radio loses its leadership position. The podcast is in a shared 3rd place across all generations. Note that podcasts have a greater impact among GenZ (30%) than among baby boomers (9%).
No less than 75% of GenZ primarily stream (e.g. Spotify or Apple Music). Half of GenZ no longer listens to radio at all!
What is the share of radio stations across the board?
- Q-Music > 26%
- Joe > 19%
- MNM > 19%
- StuBru > 17%
- Radio 2 > 16%
- Radio 1 > 14%
- Nostalgie > 12%
3. Visual media
What about viewing habits? Here the picture is hugely fragmented! Baby boomers and GenX mostly watch live and catch-up TV. Millennials on the other hand primarily watch paid for online video streaming (Netflix, Amazon Prime, Disney+ etc.) and video on social media (YouTube, Instagram, TikTok, Facebook etc.). With GenZ it is the opposite, with 66% watching video on social media. Paid for and free online video streaming follow closely behind. As with audio media, GenZ stands out from the other generations.
Which television channels and streaming services are viewed most often?
4. Social media
Not surprisingly, social media is eagerly consumed by all our target audiences. We focus here on the most significant differences. Compared to the other generations, GenZ focuses notably more on social media. Important to consider is that GenZ also consults a wider variety of socials.
Facebook still remains impactful amongst millennials, GenX and baby boomers. With GenZ a significant reversal occurs. Facebook is less popular than Instagram here (71%). This is the only group to frequently resort to TikTok (51%).
LinkedIn has a reach of 17% with GenZ as the main user. YouTube is popular among GenZ (66%) and millennials (51%) but not at all among GenX and baby boomers. Snapchat, being a relatively new social medium, scores well with GenZ but not at all with the other generations. The same can be said of BeReal.
5. Other channels
Which other channels are attracting our respondents’ attention? These media also deserve our attention. We want to give HR and marketing managers ammunition to make targeted choices in terms of the right media channels, no more gut feeling or that ‘matter of course’ sensation.
Specifically, the statement “It is very likely or likely that an advertisement here would attract my attention” will receive the following responses:
- Letterbox > 59%
- Vehicle signage > 47%
- Cinema > 47%
- Posters in restrooms > 38%
- Bus posters > 38%
- Placemats, beer mats, sandwich bags and billboards > 35-38%
With the exception of letterbox communications, we note that with many channels the attention claim is higher among young people. This ties in with other studies previously conducted by Ipsos into the attention value of advertisements. Young people invariably claim to be more attentive to ads across different channels.
Let’s ‘apply’!
Job sites are the most commonly used channels to search for a job across all generations. GenZ is also the only one showing a remarkably high interest in job fairs.
The most consulted job sites are:
- VDAB > 47%
- Jobat > 34%
- Indeed > 25%
- Stepstone > 18%
Alongside job sites (57%), corporate career sites get the silver medal (36%). Bronze goes to spontaneous job applications which score 27%. Our advice based on these insights? When building your career site provide the opportunity to submit spontaneous applications and do not limit it to current job vacancies.
What is the deciding factor to proceed with a job application?
In addition to all relevant data mentioned above, which does provide innovative insights, we also thought it would be useful to ask what really makes a talented candidate opt for a prospective employer in order to show the best way forward for you as an employer.
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In addition to all relevant data mentioned above, which does provide innovative insights, we also thought it would be useful to ask what really makes a talented candidate opt for a prospective employer in order to show the best way forward for you as an employer.
- The appeal of the job vacancy (insight and content) > 84%
- The reputation of the company > 79%
- Goals and successes achieved by the company > 54%
What kind of video helps to convince candidates to apply?
- Information provided by someone in the same job > 51%
- A virtual tour of the department or workplace > 45%
- Information provided by the immediate manager > 28%
- Notes from the recruiter > 20%
- Information provided by the CEO > 14%
