Careers Report ​2017

The new generation of jobseekers

In a world of rapid change, where people can easily move from country to country motivated by their thirst for knowledge, experiences and adventure, it is important, now more than ever, that companies are able to attract and keep the right candidates.

Today’s generations know no barriers or borders. They constantly pursue what is new, what is challenging and what is best and they are not afraid to step outside of their comfort zones. So, how can companies capture the attention of these curious so called Millennials?

A study conducted by networking site LinkedIn found that the new normal is for Millennials to jump from job to job, at least four times, before the age of 32. This is a trend that may worry companies, as they may lose good employees more often and therefore need to recruit more often as well. This finally leads to the question: how can organizations attract talent?

The answer is simple: COMMUNICATION

Interview with

Q1: How do you make sure you are attracting the right candidates?

A1: We have reviewed our job ads to make sure they are similar across all PostNord and foment one and only identity for all the Nordic countries. In PostNord we focus on what we expect from the candidate and at the same time what we can offer as a workplace. Because the latter can be hard to explain, we have developed our Employer Value Proposition to ensure that we deliver consistent, true and relevant communications. We also have what we call employeeship and leadership to describe what we expect from our employees. Finally, we have created an ambassador program where specialists write posts to our website and LinkedIn page showing what is it like to work at PostNord and at the same time to give a personal and authentic touch.

Q2: How do you make sure you are recruiting the right applicant?

A2: We target our ads on LinkedIn when we want to recruit for manager positions or specialised jobs. We also invite our employees and bosses to share the job advert in their personal accounts. We think that this peer-to-peer mindset is very important nowadays.

Q3: Do you feel that current recruiting processes are suitable for today's generations?

A3: No, not really. However, changes don’t happen overnight. New media (social media, open source, apps, etc.) provide innovative ways to develop and modernise many, more traditional, HR processes. This can be applied to the recruitment process, for example: video interviews, gamifications as a test tool, testing the candidate not only via a questionnaire but also through the candidate's networks (e.g. LinkedIn) and so on. There are many angles that can be addressed.

Q4: What is, in your opinion, the most challenging thing that recruiters face nowadays?

A4: We get something completely new to relate to when what had already been a hit in the USA finally arrives to Scandinavia. A new world is created when employees and former employees rate their workplace online in the same way one can rate a car purchase or a restaurant visit. When an employee shares his honest opinion online instead of us trying to write their words, for instance in our website, authenticity and credibility are greater. So, ratings made by employees and peer-to-peer network will be the challenge that the future holds.

Tina Østergaard

PostNord HR strategic employer branding





In order to understand this and other trends, every year we survey students, employees, self-employed professionals and people between jobs, from a wide group of ages and countries. This year 58% of the respondents are between the age of 18 and 34, from 24 different countries, who work within more than 20 industries and sectors.

Every year we seek to learn what information the audience wants to find in companies’ communication channels, such as the corporate website and social media. We look not only for tendencies but also to how preferences evolve every year.

Our ultimate goal is to help you to better understand the audience of your career section, namely job seekers, so you can communicate with them the best way possible by telling them what they really want to know.

By breaking down the survey results and by combining the findings with our 20 years of experience and expertise, we are sharing with you this report, where we will be providing tips on how to create relevant content and where to share it.