Students enrolled in the Bachelor’s program Human Resource Management explored this question as part of a practical project with project partner hokify (a mobile job and candidate platform).
The task, which was set directly by the practical partner, enabled the students to conduct empirical research on issues that are highly relevant to real-world practice.
The working worlds of tomorrow – from the perspective of the younger generation
The study examined the expectations, desires, and challenges of young professionals between the ages of 12 and 20. This is a generation growing up in a digitalized world characterized by sustainability and individualization. The focus was particularly on so-called do-it-jobs, professions that often form the backbone of the economy and society and often work behind the scenes to ensure that everyday life runs smoothly, but nevertheless often receive little attention: warehouse workers, nursing staff, service employees, accountants, etc.
Research-based learning with practical relevance
In six independently organized project teams, 35 students worked on specific questions, including:
- How will young people look for jobs in the future?
- What do they expect from employers and managers?
- What does an ideal application process look like?
- What influence do parents or educational concepts have?
The teams conducted qualitative and quantitative studies, including interviews and surveys, and used the findings to develop well-founded, implementation-oriented recommendations for action for companies, training institutions, and managers.
Results with practical added value
At the end of the semester, the students presented their results to hokify and submitted their project reports. These reports not only contain theoretical analyses and assessments, but also practical perspectives for the future working world.
Among other things, concrete recommendations for action were developed to optimize the digital application process for the hokify platform. The tension between efficiency and digitalization, as well as humanity and personal control in the process, was a recurring theme throughout all presentations. The focus was on the key needs of Generation Z and Alpha, in particular the desire for more transparency, control, and humanity in the application process. Suggestions included visual application tracking, clear information on the use of AI, and mobile-optimized job postings in simple, respectful language. Authenticity and a sense of closeness should also appeal to applicants and build trust.
The high importance of simple and fast application methods, especially one-click applications, was also emphasized to meet the expectations of a digitally savvy target group.
Conclusion: What is desired is an application process that is efficient and digital, while at the same time creating personal closeness and trust.
Finally, we would like to express our sincere thanks to Julia Gerstmayer and Markus Wirzlberger from hokify for their great cooperation!
>> More information about the Bachelor`s program Human Resources Management