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

With social networks consolidating as strategic communication channels, candidates especially from Generation Z and Millennials ARE increasingly discerning when choosing where they want to work. For them, a brand is more than a name; it is a reflection of values, culture and purpose. According to a survey by Infojobs, 70% of professionals consider the company's reputation a decisive factor in accepting a job proposal. In addition, 76,2% of respondents search opinions and reviews on social media and public opinion pages before applying for a vacancy.

For Hosana Azevedo's, Head of HR at Infojobs and spokesperson for Pandape, HR software, this happens because today's candidates are not only looking for a job; they want to be part of a company that is aligned with their beliefs and aspirations: “These new generations follow the accounts of companies on platforms such as LinkedIn, Instagram, Tiktok and Twitter. They note not only what is said in ads, but also what is shared by employees. Every post, comment and interaction can influence your application decision”. 

For Generation Z, who is at the beginning of their professional career, and Millennials, who prioritize environments aligned with their values, the digital presence of a company is crucial. Therefore, social networks should not only promote products, but also reflect the vision and values of the brand, arousing the interest of the right talents.

“Companies need to understand that online reputation is not just about marketing, it is a reflection of internal culture and practices adopted. For young professionals, transparency and authenticity are essential.In addition, organizations must adopt proactive communication. This implies both responding to comments and criticism and creating content that reflects their values and organizational culture. Campaigns that highlight employee stories, social responsibility initiatives and inclusion practices are effective strategies to build a positive image”, comments the expert.