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  • Writer's pictureCaroline

Play to Win: Top Tips to Become a Desirable Employer Brand

Updated: May 22

In today's competitive job market, attracting top talent requires more than just offering a paycheck—it's about becoming a desirable employer brand. For workers aged 18-30, understanding their mindset towards brands is critical. Strong branding isn't only good for recruiting; it's just good business. Research from McKinsey shows that the top brands can outperform the competition by up to 96%. Read on to learn top tips to help you stand out and become the employer of choice in this demographic.

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Embrace Technology

This generation of workers is incredibly tech-savvy. With early and frequent introductions to technology, it has become an integral part of their everyday lives. While technology continues to change rapidly, consumer behavior is changing nearly as quickly. In the 18-29-year-old age bracket, more than half of job seekers use their phones as an integral part of their job search. To meet these job seekers where they are, consider using social media (especially TikTok!) as part of your recruitment strategy! Using technology such as mobile-friendly application processes in your recruitment strategy can make the process more seamless and engaging for job seekers, helping attract and retain top talent. 

Authenticity is Key in Employer Branding

Younger workers value authenticity and transparency and are willing to do the work to make sure they are making the right choice when it comes to the brands and employers they support. According to a recent JobGet study conducted on food service and retail job seekers ages 18-29, 43% look at Google reviews, and 38% seek advice from friends and family when considering a job. Understanding where job seekers are looking for their information can help you strategically build and enhance your employer brand, ensuring you are spending your time and resources in the right places.

Showcase your company's values, culture, and work environment honestly in your recruitment efforts. Highlight the real experiences of your employees to give candidates a glimpse into what it's like to work for your company. Craft a compelling narrative about your company that resonates with the demographic, and share it on social media to reach the right audience! The perception of your brand matters: highlight how your company is making a positive impact in the community or how it values diversity and inclusion, and get your local community (and staff) involved!


Millennials and Gen Z value work-life balance more than previous generations, and many hourly workers have multiple jobs and caregiving responsibilities. Consider adding flexible work schedules as a benefit for your team by highlighting flexible work arrangements or benefits that support a healthy work-life balance, such as paid time off or wellness programs. While we know that compensation is a top reason for applying to a role, more than 20% of JobGet users rank flexibility higher than compensation, indicating how important flexibility truly is to today's workforce. Meanwhile, more than 80% of Gen Z respondents showed interest in having a more flexible work schedule. By implementing some additional flexibility into your organization, you can cater to the majority and help to attract top talent.

Competitive Compensation and Benefits

While salary is important, we know you don't always have room for flexibility regarding compensation. Consider offering additional benefits that can appeal to young workers, such as student loan assistance, childcare support, free meals, discounts, or opportunities for remote work. Again, transparency is critical here, with 85% of Gen Z respondents indicating they are less likely to apply for a job if the compensation isn't listed. 

To attract and retain top talent, focusing on authentic, genuine brand building tailored to the needs of younger workers is essential. Reach out to us today if you are interested in learning more about how JobGet can help you fulfill your need to hire hourly workers. Your next great hire is just a click away.

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