Overhauled approach

Major corporations have overhauled their approach in the scramble for talent.

General Mills began using virtual reality headsets to allow candidates to see themselves working inside General Mills, including using the company's gym.
Two Volvo engineers recently built a Baja racer for collegiate competitions to attract young engineers to the legacy truck builder.
General Electric's humorous "What's the Matter with Owen" television campaign said bupkis about GE products. Instead, Owen touted the company's geek chic HR brand as a bespectacled new employee being effusive about his job of programming life-changing technology to help people.
McDonald's eschews traditional media to engage 16 to 24-year-old candidates via Snapchat, offering "Snaplications" and video clips of young McDonald's employees talking about their jobs.

Not everyone can serve up cold brew coffee in a corporate cafeteria. Still, there are practical steps most firms can take to enhance their brand for millennial and Gen Z values.

Does your organization operate with a high degree of transparency?
Is it socially responsible?
Do employees have paid leave for volunteer work?
Are young team members valued and encouraged to contribute to relevant and visible projects and products?

Are there ways to present your products and services to be more relevant and important to society? For example, a textile manufacturer might not actually make exciting products anyone can buy, but its fabrics are used in the space program or to save lives in emergency rooms. Maybe a law firm has a pro bono clinic for low income families.

Special Reports /

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