The Russians talked about the important criteria of the company when choosing a job

Every fifth representative of the zoomer generation in Russia pays attention to news articles about the company when choosing a place of work. According to the study, for 20% of young job seekers between the ages of 18 and 24, media mentions of a potential employer are a significant factor in building brand confidence. Analysts of the Zen platform and the Eksmo-AST publishing group told Izvestia about this on December 11.

"The majority of respondents (46%) are looking for vacancies on specialized websites, 20% are studying chat rooms with job offers, and 18% are monitoring thematic channels. The key criterion when choosing an employer for zoomers was a flexible schedule and the possibility of remote work, which was noted by 43% of respondents," the study said.

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Opportunities for learning and growth came in second place (32%). The company's reputation in media and social networks is important for 26% of young people, while transparent career paths are important for 21%.

Forming an opinion about an employer among young people largely depends on the experience of other people: employee feedback affects 44% of respondents, and the company's openness to dialogue is important for 35%. Trust is aroused by specific information occasions: the brand's participation in large-scale industry events (36%), reports from the office or from production (35%) and interviews with the company's top officials (31%). Charitable business activities are positively perceived by 25% of respondents.

"Irregular work schedules are the leading factor in reducing interest in vacancies (39%), followed by an unpleasant interview experience (36%). Inappropriate content on a company's social media can ruin the impression of 30% of zoomers, and the dubious reputation of top management can ruin the impression of 25%. For 18% of respondents, an alarming signal is that the company is in a crisis that has been actively covered in the media," the analysts noted.

The activity of an employer in the media field increases the likelihood of a response to a vacancy: for 35% of respondents, it significantly increases interest, and for 45% — a little. Almost half of the respondents (46%) believe that the publicity of the leadership affects the perception, but is not decisive. At the same time, for 16%, the personal brand of the head can significantly influence the choice, and 26% believe that the discrepancy between the declared image of the company and reality can become a key argument when making a career decision.

Psychologist Ekaterina Yemelyanova told Izvestia on December 4 that modern people are increasingly faced with a condition where they do not have the strength and cannot force themselves to work. According to her, in this case, laziness can be a way to resolve an internal dispute: one part of the personality longs for realization and recognition, the other is afraid not to endure potential failure.

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