The economic slowdown brought on by coronavirus has pushed both companies and universities online, making it impossible for college recruiters to host career fairs and other events in person. Virtual recruiting provides a solution for navigating the current social distancing guidelines while simultaneously cutting costs. But in order to recruit college students online, companies need to understand what Gen Z workers are looking for.
A recent survey finds that almost 9 in 10 (85%) current undergraduates use YouTube regularly. Meanwhile, 6 in 10 (60%) believe a company’s social media activity can tell them a lot about the culture of the company and the people who work there. Recruiters should take advantage of how much time college students spend on YouTube by establishing their company’s brand and providing useful insights into the hiring process.
Half of the top 10 companies college students say they would be proud to work for have YouTube accounts dedicated to recruiting. Our analysis of those accounts finds four simple strategies companies of all sizes can implement on their own accounts in order to attract a wide talent pool.
Provide resume and interview tips
A majority (62%) of undergraduates want resume, application, and interview tips from recruiters. And companies can use this opportunity to attract diverse talent. Black students are more likely than white students to want this advice (69% vs. 59%), while female students are more likely than male students to say the same (67% vs. 56%).
Many of the top companies students want to work for have YouTube videos explaining how they hire, what their hiring managers look for, and how candidates can prepare for technical interviews. The Inside Amazon Videos account has a series on software development engineer interview preparation that explains how candidates should analyze and solve problems when interviewing at the company. This information can help students who might not normally apply feel more confident doing so.
Highlight specific roles and teams
Successful recruiting accounts center around short videos about a single employee or team. Have an enthusiastic employee explain what they do, why they love their job, and how they got there. “Day in the life” videos with a specific employee also give students a realistic idea of what working at your company looks like. On Dell’s career account, various college students keep an “internship diary” throughout the summer to talk about their experience working at Dell. While most people are working from home, ask a few employees to document their work day for a vlog.
Interview company leaders
More formal chats with company and team leads is a good way to help students familiarize themselves with your organization’s leadership, as well as get a glimpse into the company’s business ethos. While other employees can speak to the day-to-day operations, leadership can shed light on where the company is headed and what philosophies drive their decisions. The Working at Microsoft account, for example, includes an interview with Microsoft Board Member Hugh Johnston as part of its video series featuring members of the board of directors.
Show off employees’ workspaces
Right now, the only viable backdrop for a video is a home office. Nearly three-quarters (72%) of students say they would rather have a fully remote job than one in an office, so spotlight how your employees are working from home (even if it’s temporary).
When the country returns to work, show employees talking on comfy couches, grabbing a snack in the kitchen, or getting work done at their desks. Whether a video follows an employee through their workday or offers interview tips, it’s a good opportunity to show prospective candidates where your organization gets work done.
__________________________
To receive regular updates about this study, as well as other key college student insights, sign up here.
