How Companies’ Handling of Their Commitments To Entry-Level Employees and Interns in Wake of COVID-19 is Influencing Student Brand Perception
College students who, a few months ago, had secured a job or summer internship are now faced with a vastly changed world. The advent of COVID-19 means that students are beginning their careers with delayed start dates, remote work, or the disappointment of having their programs canceled. RippleMatch recently surveyed 2,210 college students to learn not only how their professional plans have changed, but also to understand the impact of how Gen Z now perceives their future or would-be employers based on the decisions companies made regarding commitments to jobs and summer internships.
In general, employers that made modifications to employment plans rather than outright cancellation were more likely to experience a positive increase in brand perception. For example, 62% of survey respondents whose job or internship were switched to remote had a more positive view of the company during COVID-19 compared to before the outbreak. Not surprisingly, 47% of students with rescinded job offers had a negative view of how their would-be employer handled the situation. The students who were most likely to have no change in employer perception were those with shortened internship programs, delayed start dates, and internship cancellations.
For those students whose job or internship offers were rescinded, some employers offered additional resources or assistance. Some offered a financial stipend (11% for both interns and full-time roles), while others offered to consider them for future roles (46% for interns and 68% for full-time positions). Some employers also offered to put those interns and employees in touch with other companies who were proactively hiring. Qualitative feedback from the survey found these actions from employers also contributed to more positive brand perception. By contrast, those that abruptly canceled programs or rescinded offers without further resources or compensation were perceived as unprofessional. Students understand that so much of the current circumstances are out of an employer's control – but they do recognize what companies are directly responsible for. An additional theme uncovered through qualitative feedback was the importance of communication; regular updates and personalized contact with hiring managers or recruiters eased students' anxieties and contributed to a positive brand perception. Meanwhile, companies who failed to provide regular updates throughout the process – and ultimately canceled or rescinded offers – were viewed much more negatively.
It's clear that the way a company treats its new or prospective employees during this crisis will have a long-lasting effect on Gen Z’s perception of an employer’s brand. Even with the uncertainty caused by COVID-19, it's important for employers to remember that they can control how they handle their commitments to entry-level jobs and internships, from the communication they give to the support they provide in the aftermath.
To find out more about how entry-level roles and internships were impacted at the onset of COVID-19, download our Navigating Entry-level Jobs & Internships During COVID-19 report.
