Career choices, supports needed, preparing for the job search, and more!
by Gloria Welton
In 2021, more than 17,000 students from 190 different post-secondary institutions across Canada completed a survey by a company called Brainstorm Strategy Group Inc., based in Toronto.
“The company focuses on attracting, recruiting, and engaging students and graduates, says Founder and President Graham Donald. “We advise and train employers that hire students and the educators who support student career development on campus.”
The results of the survey were compiled into a report called 2021 Student Career Interests.
Here are some findings reported by Graham:
How has the school experience changed because of the pandemic?
40 percent of the students agreed their school transitioned well to teaching virtually during the pandemic. “However, there was another question about the supports in place for the student and that indicator was lower.”
Only 68 percent said they were very likely to graduate. “This is something that institutions should be very aware of and offer more support.”
Confidence in choice of school
As well, only 32 percent of students strongly agreed that they would enroll at their present school if they had a chance to do it over again. Graham says schools should dig into the reasons behind the low percentage.
How should schools prepare students for the world of work?
Students listed the following skills and experiences in order of importance:
- Real experience in the workplace
- Career planning
- Financial planning
- How to succeed in the workplace
- Critical thinking
- Technical skills
- Creative thinking
- Entrepreneurship
- Presentation skills
- Written communications
“The job market in Canada is hot right now. There are a lot of opportunities and finding work should be easier. However, there are questions around if Co-op programs and internships offer time to explore and if the cost of participating is a worth-while investment.”
70 percent of the students agreed or strongly agreed with this statement: “I want to get work experience with an employer (example co-op, summer employment or internship) before being hired by them full-time.”
Graham says offering short-term work experience is a strong way for employers to introduce graduates to the work setting.
How do we equip more students for a career?
Graham points out that students are sending a profound message with the answer to this statement:
I think there should be a required course on career planning and finding a job as part of curriculum at my school. – 66 percent agreed (20 percent were neutral and 13 percent disagreed)
“A lot of business schools have gotten this message, but there is a lot more work to be done to make this a universal educational priority.”
Students’ top skills
Sixty-nine percent of students agreed or strongly agreed that they are more resilient and more able to recover from future challenges. Here are the top skills they say they have:
- Adaptability and resiliency
- Problem solving
- Critical thinking
- Collaboration & teamwork
Over the last few years, Brainstorm Strategy Group has been asking employers to list the top skills they look for. Here are the most recent results:
- Critical thinking
- Collaboration & teamwork
- Communication
- Problem solving
- Adaptability & resiliency
- Job/industry specific knowledge
- Creativity and innovation
Who do students say most influence their career decision making?
- Parents
- Role models such as professors, friends, girl/boyfriend, and spouse
“Parents have always been at the top of the list, but students are also influenced by people working in a specific career that interests them. Alumni could play an important role in connecting with students in a mentorship capacity.”
Internet use
The survey found that students spend a great deal of time on a wide variety of social media sites. “We can use popular online platforms such as Instagram, Facebook, YouTube, Snapchat, and LinkedIn to reach students. YouTube, Pinterest, and TikTok are among the sites that are gaining more attention than before.”
Career goals listed
- Achieve work-life balance
- Serve a greater cause or good
- Achieve secure employment
- Maximize my income
Graham says employers who tell their story and help job seekers fulfill their goals will stand out.
How do they feel about the job search?
The 2020 survey indicated that 75 percent of the students agreed or strongly agreed that they are worried about their job prospects in the current economy.
In 2021, the response was down to 67 percent. Graham says he suspects this number will drop further as the demand for workers continues to grow.
Which of the following job search tools and strategies are you well-prepared for?
- Creating a resumé
- Interviewing
- Reaching out to friends, family, and other contacts for opportunities
- Knowing when to start looking for jobs
- Evaluating job offers
- Participating in networking activities
- Finding good job opportunities
- Participating in information interviews
- Negotiating a better compensation package
“Students said they were somewhat prepared to create a resumé and handle an interview, but the rest of the points were rated very low. Students don’t feel they have the right resources and tools to know how to explore and find the opportunities that are a fit for them.”
What are the biggest challenges in your job search?
- Standing out from other applicants – 48%
- Knowing where to find the right opportunities – 36%
- Getting responses from employers of interest – 48%
- Finding opportunities that offer a good salary and benefits – 25%
Graham says other survey results done by the company indicate that employers say their top hiring challenges are standing out and conveying information about the opportunities they offer. “Both sides show a lack of awareness on how to gain attention.”
The survey also revealed the connection between the labour shortage and low salaries and the steady rise in inflation. “Wage levels have not seen a significate jump and this needs much more attention and action.”
Has working remotely opened up job options?
“More students seem to recognize that the opportunity to work remotely has allowed them to consider jobs they would not have been able to do before. Also, employers are realizing they can hire people from locations they would not have considered before.
“Employers are telling us that even when restrictions ease and things start to open up again, many jobs will remain virtual, especially in the digital economy.”
Thirty percent of students indicated that they would like to work from home at least part-time when the pandemic is over and it is safe to go to work.
“We have learned over the years that job seekers have always wanted a job with a flexible schedule, but now there is a chance to be flexible with location. I think the majority of new graduates are saying they want to be in a work setting and engage and interact with other staff, but they want flexibility when possible.
“However, the top priority for students in relation to an ideal work workplace is to feel safe and free from harassment.”
Where do graduates look for work? Which job search sites are most useful?
- Indeed
- Employer websites
- Campus career centre website
- Canada Job Bank
- Glassdoor
“Those in the business, computer science, and engineering fields, rated LinkedIn as number one, and I think this speaks to the need to network. All students could benefit from connecting to employers in this way.”
For more about this report and many others, email [email protected]
Visit www.brainstorm.ca