Observed Signal · Oct 14, 2021 · Survey / Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Diversity, Equity & Inclusion Shape Job Seekers' Preferences
A Dynata survey of 12,600 people across 11 countries, including Germany, finds that Diversity, Equity and Inclusion (DEI) engagement influences job decisions. In Germany, about 45% of respondents say DEI is important when deciding to take a job, with 62% among Gen Z. Leadership respondents (68%) prioritise DEI, followed by 51% in mid-management and 40% of non-management staff. The study also notes that DEI initiatives can improve a company's reputation, with 60% of respondents aware of DEI programs saying their view of a company improves; Gen Z rises to 68%. Key DEI program focus areas include valuing all forms of diversity (43%), anti-bias education (33%), and internal childcare services (29%). The piece cautions against superficial DEI marketing and advocates authentic integration into corporate culture.
DEI in hiring and employer branding; moderate industry impact
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Key Takeaways & Evidence Grounding
- Dynata conducted a survey of 12,600 people across 11 countries, including Germany.
- About 45% of German respondents say DEI engagement is important for job decisions; Gen Z at 62%.
- 68% of leadership respondents value DEI in job choice; 51% mid-management; 40% non-management.
- 60% of DEI-aware respondents say DEI programs improve a company's image; Gen Z at 68%.
- Top DEI focus areas: appreciation of all diversity (43%), anti-bias education (33%), internal childcare (29%).
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Gen Z Demands: Pay, Growth, Credibility
New insights from JobTeaser’s 2026 Career Barometer in Germany reveal that Gen Z applicants approach entry-level roles with clear priorities: salary, sector alignment, and credible, transparent employer interactions. The study surveyed 1,133 students and recent graduates and found that 86% demand an attractive salary, while 79% know the sector they want to work in before evaluating employers and 41% require a personal connection in the recruiting process. AI plays a growing role in job seeking, with 83% using generative AI to optimize applications, 79% editing resumes with AI, and 73% researching companies via AI tools. First jobs are viewed as learning stepping stones, with 17 months as an ideal duration and 85% expecting not to stay beyond two years. About half feel underprepared for AI in studies, and 42% fear future job devaluation. The piece stresses security, transparency, and clear development paths as key factors for employers.
IAB TCF Vendor List and Consent Disclosures Published
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