Online reputation weighs on the decision of new generations when choosing a job

With social media solidifying itself as strategic communication channels, candidates—especially Generation Z and Millennials—are becoming increasingly discerning when choosing where they want to work. For them, a brand is more than a name; it's a reflection of values, culture, and purpose. According to a survey by Infojobs, 70% of professionals consider a company's reputation a decisive factor in accepting a job offer. Furthermore, 76.21% of respondents research opinions and reviews on social media and public opinion pages before applying for a job.

For Hosana Azevedo'sHR Head of Infojobs and spokesperson for PandapeHR software, this happens because today's candidates aren't just looking for a job; they want to be part of a company that aligns with their beliefs and aspirations: "These new generations follow company accounts on platforms like LinkedIn, Instagram, TikTok, and Twitter. They look not only at what's said in ads, but also at what's shared by employees. Each post, comment, and interaction can influence their application decision." 

For Generation Z, embarking on their professional journeys, and Millennials, who prioritize environments aligned with their values, a company's digital presence is crucial. Therefore, social media should not only promote products but also reflect the brand's vision and values, attracting the right talent.

Companies need to understand that online reputation is not just about marketing; it's a reflection of internal culture and adopted practices. For young professionals, transparency and authenticity are essential. Furthermore, organizations must adopt proactive communication. This involves both responding to comments and criticism and creating content that reflects their values and organizational culture. Campaigns highlighting employee stories, social responsibility initiatives, and inclusion practices are effective strategies for building a positive image," the expert commented.