Job Market Spain: Employer Branding for Generation Z in the Corona Crisis

Young people in Spain between the ages of 15 and 25 are affected particularly hard by the health and socio-economic consequences of the COVID 19 pandemic. How is this affecting the new generation of employees in our European neighbour and what factors can employers use to gain points there now?

Over the years, people experience economic, political and social events that define them as a generation. The post-war boom for Baby Boomers, the fall of the Berlin Wall for Generation X, the attacks of 11 September 2001 and many other terrorist attacks for Millennials are just a few examples of drastic events that have shaped personal perceptions and attitudes. This also affects the criteria that are considered important for future professional life. The Full Moon team in Madrid has analysed the current developments in the Spanish employment market (based, in part, on the current Adecco white paper) and described the concerns and needs of Generation Z in Spain. How do the results affect successful employer branding?

New reality, new priorities

For young people, the importance of the family as a "place to go for help and protection" has increased, and the factors of religion and spiritual support are also playing an increasingly important role. Eight out of ten young people consider the protection of nature a priority issue and 90% gender equality.

Social media is a primary source of entertainment for young people in Spain, but also of social pressure. 25% of respondents from recent studies have been attacked, abused or bullied online in the past year. The relevance given to friends and acquaintances in social exchanges has decreased from 62% (2017) to 49% in 2020. This reflects the importance of social platforms, which employers must also take into account in order to successfully place themselves in the employment market.

Generation z and the spanish job market

The relationship between companies and Generation Z has not only changed in terms of consumption. Companies not only have to adapt their products and services to new values and needs, but also understand what young talents expect from their employers. The pandemic has changed not only the course of their careers, but also their entry into adulthood.

In Spain, 16-29 year olds make up 13.5% of the working population, yet only 2,480 of them found employment by the third quarter of 2020. Unsurprisingly, 52% of young people surveyed consider it very likely that they will need to emigrate to improve their quality of life or find better-paid jobs.

Factors for successful Employer Branding

Those born between 1996 and 2002 are less idealistic than Millennials. They value flexibility, security and appreciation of their work.  Young people want to be proud of the company they belong to. It is also relevant for them to be able to identify with the goals and communicated values of their employer. Therefore, it is essential to develop an employer branding strategy that, on the one hand, makes it clear through concrete measures that the employer values and cares about the well-being of its employees. On the other hand, the corporate culture must be clearly defined and corporate values must be lived authentically in everyday working life.

For companies that want to attract and bond young talents, it is advisable to position themselves on topics such as work-life balance and to establish company preventive measures in the area of health. For successful employer branding, it is also crucial to create an environment that promotes diversity, transparency and professional development opportunities.

Interpersonal skills are a key characteristic for future leaders, as 70% of the young people surveyed say. In addition, the desire to keep skills up to date through continuous learning characterises Generation Z. Young professionals are independent and want alternatives to the classic full-time job. Professional flexibility, opportunities for further training and recognition are crucial. Feeling valued at work is something most Generation Z employees strive for. The results of a 2019 survey show that more recognition and benefits would make 79% of respondents more loyal to their employer. However, 50% believe managers do not currently recognise strong work performance. 51% of young employees believe it will no longer be necessary to have a university degree to become a CEO in 2050, according to Adecco's survey. Living Brand Relations is a priority at Full Moon. We would be happy to advise you on how to reach the younger generation of professionals in Spain or Germany with targeted employer branding measures.

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For further reading, please refer to the Adecco Group's white paper "Resetting Normal".

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