Dive Brief:
- Older big brands like IBM and GE are turning to new techniques and marketing tactics, including new advertisement campaigns, to enhance their appeal to younger talent, Fortune reports.
- GE created TV commercials to appeal to younger job seekers, sending more visitors to its career page. IBM hired NBCUniversal talent branding specialists to create targeted ads that produced 73 new engineering hires.
- These campaigns are designed to tap into the desire to do something bigger and meaningful in the world — a value that most millennials hold dear, Fortune writes.
Dive Insight:
Taking the time to understand candidate needs and values is a huge win for companies that want to attract and retain the best talent.
However, this must be done with authenticity and not just through a short-term marketing process. Have older tech firms changed their corporate cultures to match with their recruitment campaigns?
Surely, it's still an opportunity to work with a well-known brand, but millennials are happier working for companies where they feel they have some influence over their careers and the direction of things. They want to make a difference. It will be interesting to hear feedback from these hires in the coming year.
