Generation Z workers prefer to use Google for their job search, despite younger users favour social platforms, particularly Instagram and Tik Tok as their go-to-search engines.

attracting the generations of talent

New survey results from Randstad Hong Kong’s 2022 Employer Brand Research showed that 45% of Gen-Zers aged between 18 and 25 years old use Google to look for jobs.

The survey also revealed that recruitment agencies are the top channel for job search for 44% of Millennials in Hong Kong SAR and 38% of Generation X workers.

top channels hongkongers look for jobs
top channels hongkongers look for jobs

Randstad, the world’s leading human resources solutions agency, released the Employer Brand Research Generations Report in Hong Kong SAR. Commissioned by Randstad and independently conducted by Kantar TNS, the Randstad Employer Brand Research explores the talent expectations and job search behaviours across working generations.

why hongkongers engage with recruitment agencies?

One of the biggest challenges Hongkongers face when looking for a job is not knowing what it is like to work for the company. Specialised recruiters offer invaluable insights into the job responsibilities and workplace environment that many job seekers look for.

Trusted recruitment agencies like Randstad help prepare job seekers for interviews and follow up with employers to gather useful feedback that will help increase their chances of securing the job. Recruiters  also assist job seekers in negotiating salaries on their behalf, ensuring that they receive a fair salary from their new employers.

One of the key challenges job seekers faced is how to stand out in a highly competitive job market. Many experienced professionals engage a recruitment agency to assist in their job search to find a job or company that will provide them with the best development opportunities and experience.

how to use social media platforms to attract talent?

In this social revolution and the younger generations’ increasing use of social media like Instagram and Facebook, HR professionals will need to employ an omnichannel digital talent attraction strategy to be successfully. 

Sharing employee stories using short-form video content, infographics and short written interviews would help job seekers better understand your company culture and know what it is like to work for the organisation.

gen-zers and millennials ranked work-life balance more important than salary and benefits

When asked what the top employee value proposition (EVP) factors Hongkongers look for in an ideal employer, 61% of Gen-Zers and 59% of Millennials said that they want ‘work-life balance’.

Gen Xers aged between 42 and 57 years old ranked ‘salary and benefits’ over ‘work-life balance’.

top 3 EVPs of different generations for an employer
top 3 EVPs of different generations for an employer

Hong Kong SAR is a fast-paced city and many people are getting restless after more than two years of lockdowns.

Even though salary is a top priority for many job seekers, many of those we surveyed are looking for something different, be it working environment or job scope. They also value working with employers that proactively organise social events so that they have the opportunity to do something fun for a change.

When other countries lifted their travel restrictions, Randstad Hong Kong launched the Workaway programme. Through this initiative, our employees get the opportunity to work from anywhere in the world, allowing them to spend more time abroad to create meaningful memories with their families and friends. This programme not only offers our employees greater work flexibility, but also a sense of liberating freedom that they don’t have to sacrifice their career or annual leave for travel quarantine or limit the time they have when they are abroad.

get a free copy of the 2022 employer brand generations report

The 2022 Randstad Employer Brand Research provides employers with a unique opportunity to uncover new insights and validate their assumptions of employees and job seekers. This independent research is the most representative employer brand study in the world, reaching out to more than 163,000 respondents across 31 markets, including 3,027 who are based in Hong Kong SAR in January 2022.

Fill in the form below to download the complimentary digital report.

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Reach out to our recruitment specialists if you're looking to hire skilled talents. We've got a diverse and broader network of talent pools to arm your future workforce. Alternatively, if you are looking for professional career growth, visit our job listings and apply for a job that fits your skills and qualifications.

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