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Graduates seek fulfilment

Thu, 05 May 2011 10:52

According to a 2010 US report entitled New Normal: Sustainable practice your future employees will demand, which surveyed 180 students in that country, recent graduates all want to work for organisations that demonstrate a commitment to sustainability and responsible practices.

Research published in the Harvard Business Review in 2009 also found that 75% of US workforce entrants saw social responsibility and environmental commitment as important criteria in selecting employers. In South Africa, third year students surveyed from Rhodes University had similar views.

Masetshaba Faith Mpete, currently studying journalism and drama, said that she wants to work for a company that has good sustainability policies “because these companies have integrity and there is a certain pride that comes with being employed at such a company,” she said.

Nwigwe Jacob Sunday, who is studying his bachelor’s degree in pharmacy, commented that he would not work for a company that does not have ethical and environmentally-friendly policies.

According to Samantha Crous, General Manager of the CRF Institute South Africa that publishes the Careers SA Guide (a guide that gives graduates insight into companies’ culture, areas of business and the opportunities they offer), these studies point to an emerging trend among young graduate talent and young professionals that will challenge the branding and recruitment strategies of companies for years to come.

“What we’re finding in the professional talent market, but more noticeably in the graduate market, is a desire for greater meaning associated with career choices and employers. This ‘meaning’ is not so much a desire to meet personal needs (although these remain important), but rather a strong desire to be a part of something bigger.

“A brand new ‘economy of meaning’ is emerging where the market place is driven by the supply and demand of ethics, positive development activities, and integrity. This is the new challenge that companies face in attracting and retaining younger, smarter generations of talent,” said Crous.

Joanna Preston, head of graduate recruitment & development at First National Bank (FNB), one of the companies profiled in the 2011/2012 Careers SA Guide, commented that students these days are generally more conscious of being socially responsible, having grown up hearing about the importance of issues such as climate change, poverty, education, etc.

“I think that fundamentally students and graduates needs have not changed that much. They are still interested in further training, international travel opportunities, and being able to really use their degrees in the workplace. However employers need to understand that today’s graduates also have a natural affiliation to sustainable companies because they have been exposed to messages about social issues and encouraged to make a difference,” she said.

She added that at FNB, they communicate social responsibility, which includes their green initiatives, through the use of social media, career fairs and publications like the Careers SA Guide.

Tania Thornton, Talent Attraction Manager at Old Mutual, said that they continuously seek ways of enabling positive futures, and giving graduates a platform to learn is one such endeavour.

“We are mindful of the changing environment that today’s graduates experience; as a result, our company continues to fine-tune ways of upholding its good reputation, while being a responsible corporate citizen. We appreciate that a sustainable company, with a proven track record, is usually the right fit for today’s students,” she said.

Crous added that to engage with the new generation of talent, companies need to think differently, and understand that graduates are willing to trade their time, effort and commitment to be a part of something that matters – to their communities and to the environment.

“Graduates are entering the workforce with a need to know what employers offer and to see what companies view as important and how this matches with their life-view. They desire honest, clear and direct communication in easy-to-find places.

“Careers SA, through its multi-media approach is bridging the clear communication gap between employers and our up-and-coming graduates. Our use of Facebook, Twitter and YouTube means that we can communicate with graduate readers on their favourite mediums,” said Crous.

Companies with graduate programmes are highlighted in the guide and are only a click away online as well. www.careersa.net. Organisations can contact Lindsay Gibson on 021 425 0320 to be included in the next edition. The Careers SA Guide is distributed to Universities and Colleges across South Africa.