The new generation of MBO, HBO, and university students and recent graduates is entering a dynamic job market. Employers are eager to attract young talent, but those who truly want to meet their needs must look beyond the standard package of benefits. What drives these young professionals? We’ll highlight the key similarities and differences, based on our data and conversations with this important target group.
MBO students often feel disadvantaged. They report facing discrimination during internships and explicitly mention being perceived as “less valuable.” What do they value most? Flexibility, proper travel reimbursements, and sufficient paid leave. Additionally, 30% say that having enough budget for personal development is important to them. When asked about flexibility, 60% of MBO students indicated that the number of working hours per day matters more to them than the specific timing of those hours (Figure 2).
The HBO group is diverse. Some seek stability and routine, while others aspire to be more independent or entrepreneurial. What unites them? A strong desire for development opportunities—33% consider this important. They also place high value on a good salary and a positive working atmosphere (Figure 1).
University-level students (WO) are more likely to pursue a traineeship or further education. They look for intellectual challenge, but also place strong emphasis on flexibility in working hours and location. According to the data, 68% of WO students name working hours as the most important form of flexibility (Figure 2). Their student loan situation also plays a role—employers that offer financial security or repayment support are especially appealing.
Across all levels, the same themes keep surfacing: this generation wants autonomy over their schedules, room to grow, and a pleasant working culture. A permanent contract is less important than long-term perspective. Employers who offer learning and growth opportunities are more attractive than those who offer only stability.
In short: there’s no one-size-fits-all strategy for campus recruitment targeting MBO, HBO, and WO students and recent graduates. To truly appeal to young talent, you need to address the differences between these groups—based on education level and field of study—and focus not just on flexibility, but on opportunities for personal and professional development. Tone of voice also matters: 75% of MBO students and 66% of WO students prefer persuasive over neutral or formal communication.
The Campus Dashboard from Intelligence Group provides up-to-date data on what MBO, HBO, and WO students value in work, communication, and employment conditions—segmented by field of study. Discover where your target audience is searching and what really triggers them to act.
The insights in this article are based on sessions and roundtable discussions with MBO, HBO, and WO students, combined with our own labor market data. These conversations were conducted and analyzed by the Intelligence Group research team. We also continuously collect data on campus recruitment, which forms the foundation of the Campus Dashboard—detailing the preferences, expectations, and behavior of the campus generation by education level and study area.
