[Data]Generation Z job-hunting survey 2022 by Dentsu

[Data]Generation Z job-hunting survey 2022 by Dentsu

On September 29, Dentsu announced the results of the “Generation Z Job Hunting Survey 2022”.

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Norihiro Kuraya) as an in-house cross-sectional lab for Generation ZDentsu Youth Research Department (Dentsu Wakamon), a planning and creative unit researching the actual situation of 1.2, we conducted the “Generation Z Job Hunting Survey 2022” (hereinafter “this survey”) for 863 university and graduate students nationwide who have finished job hunting and are scheduled to graduate in 2023.

 

Generation Z youths are said to have a strong ability to question assumptions because they have witnessed the global recession, terrorism, and unprecedented disasters, and have grown up in an environment where the concept of “ordinary” does not apply. In recent years, the demand for marketing and branding targeting such Generation Z has been increasing, and especially in terms of recruitment activities, competition between companies is intensifying due to the fact that the total number of Generation Z in Japan is small due to the declining birthrate. .

 

The purpose of this survey is to clarify the latest trends in Gen Z job-hunting students. From the survey results, we found that the values ​​characteristic of Generation Z are also reflected in job hunting activities, and that the perspective of corporate branding is necessary for recruitment activities of Generation Z job hunters. In the future, it is expected that more companies will work on recruitment activities for Generation Z as a project directly under management, not only with the human resources department, but also with the advertising department and public relations department.

 

[Main results of this survey]

① Through job hunting89.4% of job-hunting students answered that “the image of companies and products has improved”, while there are also those who “had deteriorated”.63.5%. The company image is greatly affected by job hunting.

(2) The most important thing when choosing a company is “good openness in the company” (42.4%)。ZJob-hunting students of the next generation tend to focus on the company’s “corporate culture.”

③ To collect information on job hunting,63.3% use video media,SNSabout6percent. First of all, we collect information from familiar tools.

(4) When job-hunting students consent to a job offer, they must use the “job-hunting word-of-mouth site” as well as “parents/family/relatives” (20.7%) is affected. Recruitment communication is important not only for the individual, but also for the parent generation.

*Composition ratios (%) in this survey are rounded off to the second decimal place, so totals may not add up to 100%.

 

[Details of each result]

① Through job hunting,89.4% of job-hunting students answered that “the image of companies and products has improved”, while there are also those who “had deteriorated”.63.5%. The company image is greatly affected by job hunting.

When job-hunting students were asked, “Have you ever had a better or worsened image of a company or product through job hunting?” reached 89.4%. On the other hand, 63.5% of the respondents answered that they “had worsened” or “somewhat”.[Chart 1]

 

Although the company’s image improved after job-hunting, the top reason for the deterioration of the image was “I didn’t get a good impression from the interviewer” (67.1%), followed by “I felt that the corporate culture was old-fashioned” (38.1%). Job-hunting students think that their values ​​do not match those of their generation, which leads to a negative image of the corporate brand. In addition, “The selection results were announced late” (31.8%) tied for third place, which can be said to be a characteristic of Generation Z, who are conscious of time performance.[Chart 2]

 

 

 

 

The most important thing when choosing a company is “good openness in the company” (42.4%)。ZJob-hunting students of the next generation tend to focus on the company’s “corporate culture.”

The most important factor for job-hunting students when choosing a company is “good openness within the company” (42.4%). The result was higher than “future potential of the company or industry” (40.3%) and “stable profitability” (38.8%). There is a tendency to place more importance on the company’s corporate culture, and this reflects a sense of values ​​that emphasizes open and flat relationships rather than competition for career advancement or aspirations for advancement.[Chart 3]

 

 

③ To collect information on job hunting,63.3% use video media,SNSabout6percent. First of all, we collect information from familiar tools.

Job-hunting navigation sites have traditionally been the mainstream for information gathering in job-hunting, but in this survey, digital platforms such as video media and SNS were often used. The total of 63.3% answered that they “used YouTube quite a bit” and “somewhat used” in job hunting.[Chart 4]

 

In addition, the most used SNS for job hunting is “LINE Open Chat” (59.7%) and “Twitter” (59.0%), and it is said that people are “distracted from searching” because they gather information from familiar tools first rather than macro search engines. The result reflects the trend of Generation Z.[Chart 5]

 

 

 

(4) When job-hunting students consent to a job offer, they must use the “job-hunting word-of-mouth site” as well as “parents/family/relatives” (20.7%) is affected. Recruitment communication is important not only for the individual, but also for the parent generation.

Factors that influenced the decision to accept a job offer were “ONE CAREER” (22.6%), where word-of-mouth of the prospective candidate is known, “open work” (19.8%), which is evaluated by employee word-of-mouth, and “parents/family/relatives” (19.8%). 20.7%) ranked high. It is said that “Oyakaku (confirmation of parents)” affects the acceptance of a job offer, and it is thought that the “closeness to the family” that is characteristic of Generation Z is a factor. Recruitment communication is also important to approach the parent generation.[Chart 6]

 

 

[Overview of “Generation Z Job Hunting Survey 2022”]

Survey target: University and graduate students who are registered with the career support NPO “Encourage” and are scheduled to graduate in 2023

Target area: All over Japan

Number of valid responses: 863 (Humanities 611, Science 252 / University students 697, Graduate students 166)

Survey method: Internet survey

Survey period: July 16-26, 2022

Research agency: RECCOO Co., Ltd.

 

*1: Young people born between the mid-1990s and early 2000s. They are an important generation that will play a central role in future consumption, and are attracting attention as a group that influences the values ​​and trends of the world.

 

*2: A planning and creative unit that explores the realities of young people in their teens and 20s, mainly high school and university students, and seeks hints for building better relationships between Generation Z youth and society. Standing between young people and society, we aim to create business for companies and revitalize Japanese society while facing each other on an equal footing. https://dentsu-wakamon.com/

 

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