How to engage Gen Z on YouTube: A Guide for Employers

In a recent discussion between Chris Le'cand-Harwood, Content Marketing Consultant, and Conor Cotton, Managing Director of Not Going to Uni, they delve into YouTube's decisive role in reaching and engaging audiences, especially for employer branding and recruitment.

Is it one of the most underrated platforms in our sector? We think so.

The Significance of YouTube

YouTube, one of the original social media giants, continues to thrive with a staggering 2.49 billion monthly active users. This immense reach places it on par with platforms like Facebook and Instagram. In the UK, around 24% of YouTube users are between 16 and 24 years old, while 44% are aged 25-44. These demographics highlight YouTube's broad appeal across different age groups.

YouTube's Untapped Potential for Employers

Despite its vast user base, YouTube is often underrated in employer marketing and branding. Many organisations use it as a place to upload their videos without fully leveraging its potential. However, successful YouTubers run channels like TV networks, regularly creating content that resonates with their audience. This business model, exemplified by creators like MrBeast, showcases the platform's substantial financial and audience growth capacity.

Engaging Content and High User Engagement

YouTube's monetisation model offers significant earning potential for content creators, driven by the platform's high engagement rates. In the UK alone, children spend an average of several minutes daily on YouTube, totalling 23.1 hours per month globally per user. This extensive engagement underscores YouTube's importance in social media, often overlooked as merely a streaming service.

Adapting to Trends: YouTube Shorts

YouTube's introduction of Shorts, a direct response to TikTok and Instagram Reels, highlights its adaptability. With 1.5 billion monthly active users for YouTube Shorts, the demand for short-form video content is apparent. This innovation reflects YouTube's commitment to evolving with user preferences and trends.

Practical Tips for Employers

For employers looking to maximise YouTube's potential, here are some practical tips:

1. Engage with the Platform: Spend time on YouTube to understand popular content and trends.

1. Diversify Content: Move beyond traditional content like behind-the-scenes videos. Create educational and inspirational content that can engage and inform potential employees.

1. Repurpose Content: Adapt your TikTok and Instagram content for YouTube Shorts, ensuring it fits the platform's style and avoids watermarks.

1. Utilise Live Streaming: Leverage YouTube for live events and Q&A sessions, which can be done with minimal equipment.

1. Highlight Employee Expertise: Feature your employees' insights and experiences, similar to the work we've done with the Find Your Force podcast for the Royal Air Force.

Learning and Entertainment Hub

YouTube is also a central hub for learning and entertainment. It is the second-largest search engine globally and is often used for how-to content. Whether fixing a coffee machine or learning a new skill, users turn to YouTube for its practical, follow-along videos.

So, get on to YouTube and find some inspiration. And see if your careers YouTube Channel is actually a YouTube Channel...or a place to house your videos. There's a big difference!