‍‍We sat down with strategist Mollie, to find out what the trends are with Early Careers (EC) audiences. (Spoiler: it’s more than just TikTok trends, you can put the ring light down…)
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What trends are we currently seeing in Early Careers candidate behaviour?

There’s a lot happening, but one of the most noticeable shifts we’re seeing is the growing importance placed on culture, mission and ethics. Talent wants to work somewhere that understands their lore - somewhere that resonates beyond just the job description.

At the same time, we’re noticing that EC are spending much less time researching employers before applying than you’d expect - meaning first impressions matter more than ever. So whether it’s a people post championing your culture or a digital out of home campaign to connect with school leavers, messaging matters.
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How should an EVP be adapted to speak effectively to Early Careers audiences?

It starts with understanding who you’re trying to reach. EC isn’t a single audience - they're made up of many different groups with different motivations, behaviours, and barriers. The more we dig into those nuances through research, listening, and persona building, the better we can shape messages that resonate. 

That also means showing up in the right places. Pushing out Early Careers content on Linkedin isn’t going to cut through the sea of content they consume hourly if not  daily. They’re consistently streaming, scrolling, and searching for content - so making sure what you put out is both platform and audience relevant. 

How is early talent consuming media? And what platforms are most effective for outreach?

The EC audience is chronically online - across a variety of platforms  - and their habits are constantly evolving. Since the steep rise of video consumption, there's been a clear move toward content that's raw, real and human. Creator led formats and behind the scenes glimpses aren’t nice to have… they’re expected. 

It’s why we’ve seen such a rise in day in the life videos and unfiltered UGC. Once upon a time we probably would’ve considered the concept of watching someone's morning routine before work to be mundane - but from a trusted voice, it's magnetic. I even find myself refreshing feeds to catch breakfast updates from Emily Mariko. 

And that goes for the Employer Brand world too. UGC is king in helping our audience see, feel, and decide whether they want to work somewhere. Get your people to speak for you (check out our case study on this for Sanofi).

How do we evolve a long-term strategy to stay relevant to Early Careers talent year on year?

Treat your audience as creative collaborators. Test, co-create, even imagine ideas with audiences inside and outside of your business. It’s the best way to understand what really clicks with your audience.

If you don’t have the budget or the time for creative testing sessions, social listening is also one of our go too’s for keeping your finger on the pulse. It allows you to stay agile by tapping into culturally relevant moments. You only need to watch one of Loewe's TikToks to see the impact of listening, understanding, and responding - kudos to their social team.
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How important is workplace culture to early careers candidates, and how can employers communicate this authentically?

Culture isn’t just something to show - it's something people want to feel. Careers audiences want to see what it’s really like to work somewhere, and hear from people who’ve lived it. They’re looking for stories they can relate to, not polished soundbites.

The best employer brands we’ve seen are the ones that lean into empathy, honesty and personality. Knowing your audience well - quirks, motivational and doubts - allows you to tell stories that land, no matter how niche that may be. If it’s what your audience is responding to, it’s what you want to focus on.