Systematic talent development: Parker's success strategy for Gen Z is working

The talents of Generation Z are in high demand. Not least in the fields of IT and mechanical engineering, where companies have to make special offers to attract the best minds. Parker, a global leader in motion and control technologies , has successfully met this challenge. With its own graduate program, the company specifically addresses the needs of young talent and reaches them with job teasers directly at colleges and universities while they are considering their careers.

Successes for Parker on the JobTeaser platform in Germany:

●      Two out of six hirings through the shortlist function

●      High response rate of 30 percent for direct approaches

●      Almost 15,000 impressions on job advertisements

●      More than 1,000 clicks on the company profile

The objective: Increase awareness and attract talent

Although Parker has been operating worldwide for more than 100 years, the brand is still little known in Germany - a potential disadvantage when competing for young talent. The challenge was to increase visibility and attract newcomers with up to five years of professional experience. Parker had a good starting point with a high level of employee loyalty and attractive benefits. There were also already points of contact with universities, but these had previously been used in a decentralized and inconsistent manner. The task was to effectively communicate and draw attention to the Parker Graduate Program in a targeted manner. The program is a unique offer with a lot of added value for potential employees. It is at the heart of the employer branding strategy and is designed to integrate young talent into the company in the long term.

The solution: Graduate program and targeted approach per click

The Parker Graduate Program offers young talents not only an entry-level opportunity, but also an exceptional learning experience. Over the course of two years, graduates spend time in four areas of the company, one of which is abroad. Participants get to know different locations, departments and functions, which enables them to discover and develop their individual strengths and interests. The assignment abroad is particularly exciting for many - the graduates have a large say in the choice of country. Each graduate is accompanied by an experienced mentor who supports them in their career planning. After completing the program, a permanent position is guaranteed - a clear competitive advantage in recruiting that creates perspective.

But a good offer alone is not enough. In order to reach the target group, Parker opted for a partnership with JobTeaser. The platform makes it possible to cover a large number of universities with just one click. The profile on JobTeaser gave the company a uniform appearance that all locations can use. In addition, the company profile on JobTeaser generated almost 15,000 impressions and over 1,000 clicks, which significantly increased the visibility of the brand. JobTeaser's shortlist function was particularly valuable for recruiting:

Shortlist offers a proactive solution for approaching talent directly. Companies create a list of potential candidates based on specific criteria. They are then contacted individually and have 72 hours to respond. If the response is positive, recruiters receive direct access to the talent's CVs. This speeds up the recruiting process considerably and minimizes wastage.

Success: effective recruiting with measurable results

The results speak for themselves: two of the six open graduate positions for Germany were filled directly via the JobTeaser shortlist.
"Not only were we able to increase our visibility, but we were also able to attract highly qualified talent. The response rate of 30 percent was above average, especially in comparison with LinkedIn, for example," reports Kathrin Utrup, Location HR Manager & HR Project Specialist at Parker.

The company's own strategy also works: once the students are familiar with Parker and the graduate program, they quickly become enthusiastic about the company. Parker relies in particular on direct contact at the universities and also brings active graduates with them who can report on their experiences. Ms. Utrup's recipe for success for good recruiting: show presence, create entertaining content and be authentic.

Parker has not only increased the quality of applications with this strategy, but has also positioned itself as an attractive employer at German colleges and universities. With the planned expansion of the partnership with JobTeaser and a further focus on authentic insights into everyday working life, Parker aims to reach and retain even more talent in 2025, committed to its Purpose of engineering breakthroughs for a better tomorrow.