Students are blunt: “Formal and vague”
During conversations with MBO, HBO and university students, a clear picture emerged: job descriptions do not align with their world and expectations. Students often find the content vague, formal and not very relevant. For this group, if a job description is unclear or difficult to understand, their orientation stops immediately. The intention to apply doesn’t disappear — they just don’t take action.
In particular, MBO and HBO students indicate that they don’t know where to look and don’t feel addressed by the content.
Orientation shifts to visual and informal channels
Instead of checking job boards, students turn to social media channels such as Instagram, TikTok and YouTube. There, they look for visual impressions of the organisation: what the work looks like, who works there, and whether the culture fits them. The focus is not on the job description itself, but on context and atmosphere.
Video is the most effective format. Our sessions clearly show that for the campus target group, video is the dominant orientation tool. The traditional job description now plays only a secondary role in this process.
Opportunities for employers
A generic text-based approach is no longer sufficient. Employers who want to reach students and starters should formulate their recruitment message visually and tailored to the target group. This requires a strategic shift: from text to imagery, from telling to showing. During the Seminar GenZpiratie, you will discover how to truly connect with Generation Z through data, practical examples and creative formats.