Case Study – Profiling the Future Generation

Happiness To Work + P&G

Profiling the Future Generation

A New Challenge for a Mixed Generation

P&G’s recruitment team faced growing challenges in their hiring process. Hiring managers were searching for their elusive “purple squirrel,” leading to a staggering 80%+ rejection rate.

At the same time, generational shifts in job expectations made recruitment even more complex. Today’s candidates have access to global opportunities thanks to remote hiring, resulting in a 50%+ dropout rate after the second week of application.

Adding to the challenge, P&G had standardized its global hiring policy—raising the bar to ensure all candidates were measured by the same criteria, regardless of location. This placed immense pressure on recruiters to find top talent while maintaining efficiency.

The Struggle: Bridging the Expectation Gap

Despite P&G ranking among the top 43% of employers in Top of Mind awareness, students and young professionals were looking for more than just a recognizable brand name.

They craved a sense of belonging and, above all, a purpose-driven career. The “what” mattered more than the “who.”

For them, a job wasn’t just about employment—it was about making a meaningful impact.

The Hands-On Approach: Going Straight to the Source

To close the gap between corporate expectations and student aspirations, we went straight to the heart of the matter—universities.

Our teams engaged students where they were:
✅ Visiting campuses during peak hours to reach diverse talent
✅ Speaking directly with students and faculty
✅ Hosting classroom discussions
✅ Conducting in-depth interviews to understand their true needs

This immersive approach gave us real insights into what young professionals value most in an employer.

The Strategy: Creating Real Engagement

To attract and retain young talent, we focused on four key verticals:

🎤 Knowledge & Curiosity Talks – Covering trending topics like neuromarketing and the metaverse to spark engagement.

🎙 Recruitment Panels – Connecting students with recruiters to learn job search techniques and industry expectations.

🏢 Office Visits – Offering real-time exposure to P&G’s work environment, allowing candidates to experience the culture firsthand.

🌍 Social Impact Events – Partnering with local foundations and charities to align corporate goals with students’ desire for meaningful work. (See our recommended foundations here.)

The Findings: What Young Talent Wants

🔹 Preferred Career Paths: Product, Marketing, and Finance.
🔹 Work-Life Balance: Flexibility, recognition, and career growth matter most.
🔹 Hybrid Work Model: First-time job seekers prefer a mix of remote and in-office work to feel connected while maintaining flexibility.
🔹 Stability & Growth: A fixed salary, continuous learning, and clear development opportunities are key motivators.

The Results: A Win-Win for Everyone

Our strategy delivered tangible results:
🚀 20% increase in applications
🤝 Stronger connections between leadership and young professionals
🌟 A fresh new vision for recruitment at P&G

At Happiness To Work, we believe recruitment isn’t just about filling positions—it’s about building futures. And this case study proves that when companies listen, adapt, and engage meaningfully, they don’t just hire talent—they inspire it.