Three Ways to Improve Your Agency’s Message to the Next-Generation Workforce
There is a famous quote from Mahatma Gandhi you’ve probably seen on t-shirts and bumper stickers: “Be the change that you wish to see in the world.” Though he was born in the 1860s, this quote might make you think Gandhi was a modern-day 20- or 30-something looking for a new job.
Why? Because these generations do actually expect to change the world and rate culture above all other criteria when finding a place to work.
Government agencies change the world every day, implementing new regulations that could have a powerful impact on our collective future like climate change,health care, and space exploration. But are millennials and Gen Z absorbing your message? If not, the problem may be your brand. Here are three things you can do today to improve your agency’s message to its next-generation workforce:
1. Identify Your Agency’s Hook
What would you put on a bumper sticker to let people know how your employees are making the world a better place? If you don’t have an idea, a good place to start may be asking the people that currently work there. After all, they are the ones that tapped into your message in the first place. Plus, nine out of 10 federal employees say the work they do is important. Communicating your agency’s purpose as your brand is essential if your agency is going to compete with jobs in the commercial sector at startup companies.
2. Make Sure Your Brand is ACTUALLY Seen
To do this, you must deliver a digital experience to attract next-generation talent. Create a central online location where your brand shines through. This might include your mission statement, interviews with current employees, pictures of the agency softball team — things that create a personal impression to give millennials and Gen Z an idea of what a day in the office might be like. This site has to be mobile friendly to reach younger talent, especially considering that 21 percent of this demographic only use mobile devices to go online, and 46 percent of people will not revisit a website if it doesn’t display well on mobile.
3. Ensure Your Agency’s Content is Engages Your Audience
One great way to do this is through social media, where photos and videos make the biggest impact. Visual content garners 94 percent more views than content without any imagery. Many agencies are already doing this. The National Park Service, for instance, has a captivating Instagram, where it shows eye-candy landscapes from around the country and pictures from agency events.
Your agency’s next-generation workforce needs to feel a sense of belonging to apply to an opportunity. They want more than just a job, and money alone cannot entice them. On average, they’d give up $7,600 in wages to like their office more. Creating this attachment to your agency’s brand identity will help bridge the gap between attracting new talent and getting them to apply for a job.
Learn more from our Next-Generation Recruitment Resources.