Så rekryteras en It- Student : En intervjustudie om den gröna omställningen, kompetensbrist i Norrland och sociala medieplattformas roll i rekrytering

Sammanfattning: The green transition in northern Sweden is creating more jobs but also highlights a shortage of competent personnel. The green transition involves a more environmentally friendly industry and the expansion of sustainable-focused work within the northern regions. Therefore, a recruitment effort of trained individuals is essential. In this interview study, we have charted the experience, preferences, and behaviors of generation Z, more specifically newly examined IT students, in recruitment. Generation Z can potentially help to fill the competence gap in this part of Sweden as they represent the future of the workforce. We have seen a lack of knowledge regarding to attract the younger generation to firms and specifically in the northern regions of Sweden, where climate, infrastructure, and work industry looks different from big cities in south regions of Sweden. To tackle the issue of identified competence shortages in Norrland, we have mapped out what companies currently do to attract students in the early stages of their recruitment process. Additionally, we looked at what generation Z considers to be the most important factors in a workplace, as well as how they are searching for future jobs. We approached the situation by doing semi- structured interviews with individuals from three different groups. These different groups were generation Z IT-students, IT company personnel and field experts. Based on this, we found out that not only social media platforms can attract these students by communicating effectively through those platforms. But also, how to get into generation Z:s feed, what type of content employees should focus on in their posts to reach out, what makes students apply for jobs, and how to promote face-to-face with students. On top of this, we targeted what would make the students in this northern region stay after their degree. This can potentially help the firms in the northern region to handle the lack of competence and how employer branding can help attract generation Z to their workplace. The study brings a greater knowledge on how generation Z values the usage of digital platforms and how they want to be approached by companies.