From Youth Marketing to Employer Branding:Harnessing YMS London Insights to Shape Tomorrow's Workforce
It’s that time of year where we start reflecting on some of our highlights. Whilst there were many in 2024 a real stand out for the team was YMS.
At first glance, a youth marketing event like YMS London may not seem central to employer branding. But for those shaping workplaces for the future, it offers unexpected and transformative insights into the minds of the next-generation workforce. As we navigate the complexities of attracting and engaging top talent, the lessons from YMS provide a powerful lens to anticipate trends, craft authentic messaging, and design workplace cultures that resonate with Gen Z and Gen Alpha.
The Power of Indirect Knowledge
In a fast-changing world, indirect knowledge—insights gained from other industries—can provide fresh perspectives and tools that empower employer brand professionals to stay ahead of workforce trends. YMS London excels at highlighting what matters most to today’s youth: purpose, authenticity, and a balanced approach to the digital and real-world divide.
For employer branding agencies, these insights act as a bridge between understanding what drives younger generations and implementing meaningful strategies that align with their evolving expectations.
How YMS London Helps Us Attract Tomorrow's Talent
YMS directly informs the strategies we use to help our clients attract and retain young talent. Here’s how:
Helping Market Purpose-Driven Early Career Programs
According to YMS research, 77% of Gen Z prioritise purpose over pay. They seek meaningful work and are drawn to companies that align with their values. This insight helps us guide clients in developing early career programs and internships that emphasise purpose.
Blending Nostalgia with Innovation
Gen Alpha, despite their digital-native identity, shows a surprising fondness for nostalgia—a yearning for simpler, tangible experiences. YMS highlights this juxtaposition, human connection and tactile experiences alongside cutting-edge technology.
Mental Health and Resilience
Hearing from thought leaders on the importance of mental well-being underscores a critical trend: younger generations prioritise mental health as a cornerstone of professional success. This insight informs our recommendations to clients on enhancing workplace mental health programs and building resilient teams.
From Insights to Action
At YMS London, the talks, panels, and research findings are not just interesting—they’re actionable. Here’s how we translate these insights into strategies for our clients:
- Design purpose-driven early career programs: Highlight the positive impact roles can have on society.
- Incorporate nostalgia into workplace experiences: Create moments of connection through in-person events, creative office designs, or team traditions.
- Enhance mental health benefits: Prioritise resilience-building initiatives like coaching, flexible schedules, and wellness programs.
- Understand emerging trends to stay competitive: Use YMS stats to inform client branding efforts for young professionals.
Bridging the Gap Between Employers and Emerging Talent
The statistics and trends presented at YMS London help us better understand how to connect employers with the emerging workforce. For example, over 70% of companies report challenges in attracting young talent, largely due to a disconnect between workplace culture and youth expectations. Armed with YMS insights, we help clients bridge this gap by crafting authentic employer brands that reflect what younger generations truly value.
An Event That Keeps Us Ahead of the Curve
YMS London has become a cornerstone of our annual calendar—a chance to connect with speakers, researchers, and brands leading the way in youth culture. The panels and expo sessions offer fresh perspectives, from YouTubers discussing content authenticity to universities sharing survey results about student career aspirations.
Each year, we return not just inspired but equipped with actionable data to drive our work forward. It’s a recurring reminder that even in areas where we have a lot of knowledge, there’s always more to learn.
What’s Next?
As we continue transforming these insights into strategies for our clients, we’re excited about the possibilities ahead. The world of work is evolving, and with it, the expectations of the next generation.
What trends do you see shaping the future workforce? Let’s discuss how we can bring these insights to life together.
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