What do

graduates
want? 2024/25
Unleashing insights into the Gen Z mindset
 Contents
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

About the respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

About Bright Network. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

This year’s insights

1. Confidence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

2. Preparedness and skills. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

3. Generative artificial intelligence. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

4. Career preferences and application behaviours. . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

5. Aligning to motivations, values and background. . . . . . . . . . . . . . . . . . . . . . . . . . . 31

6. Expectations and flexibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

7. Reneges and long-term engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

Key advice from this year’s research findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

2
Foreword
Since our last annual research report, we’ve celebrated 10 years of Bright Network and
a decade of connecting the next generation with the opportunities, insights and
advice to succeed as the workforce of tomorrow. It’s been fantastic to reflect on the
impact we’ve made, working with leading employers to equip our members with the
tools they need to accelerate their careers and secure dream roles.

Our annual research gains a deep understanding of student sentiment and the
motivations driving the career decisions of Gen Z. Now in its ninth year, we’re pleased
to share invaluable insights and provide advice to leading employers who want to
attract and retain the best and most diverse emerging talent.

We’ve seen some significant shifts in sentiment this year, alongside some big
changes in the market. The economic environment is in a less stable position and I hope you enjoy the report
students are feeling worried about the effect this could have on their futures.
Application behaviours are changing, with the surging prominence in generative AI
and find useful takeaways.
usage and attitudes towards reneging introducing fresh challenges for employers. We welcome follow-up
For the first year since the pandemic, confidence has dipped and students have new conversations on any areas
expectations when it comes to workplace flexibility, location and remuneration.
you’d like to hear more about.
Throughout this year’s report, you’ll find tailored and focused advice to apply to
your graduate recruitment strategies, now and in the future. We’ve introduced
neurodiversity data and we dive deeper than ever before into the impact that
intersectionality has on student expectations and experiences. As always, we explore
Kirsten Barnes
what you should be focusing on to strengthen your employer brand and align it to Chief Executive Officer (Platform)
what matters most to students, so that you can attract and retain top talent. [email protected]

BRIGHT NETWORK
BRIGHT NETWORK RESEARCH
RESEARCH 3 3
 About the respondents
Our ninth annual What do graduates want? research report uncovers the sentiments of current students and recent
graduates towards their careers, their motivations and their concerns for the future. The report focuses on themes such
as confidence and skills, attitudes towards generative artificial intelligence (GenAI) and Gen Z expectations of the working
world.

The results from over 14,000 Bright Network members were collected through an online survey between November 2023
and January 2024.

New for this year, we’ve collected additional social mobility and neurodiversity data, as well as providing deep dives into the
sentiments of students from intersectional backgrounds. Throughout, you’ll find more tailored advice on how to apply these
findings in your current and future strategies.

Gender Ethnicity

Which of the following best describes your gender? Which of the following best describes your ethnic group?

Female 68% Arab 2%

Male 31% Asian/Asian British 31%
Non-binary & other 1% Black/African/Caribbean/Black British 22%
Mixed/multiple ethnic background 5%
White/white other 35%
Other 3%
Prefer not to say 2%

4 BRIGHT NETWORK RESEARCH

Sexuality School
Which of the following best describes your sexuality? Which type of school did you attend?

Heterosexual/straight 73% State school 85%

Bisexual 10% Private school 15%
Gay 2%
Lesbian 2%
Other 2% Graduation year
Prefer not to say 11% What is your graduation year?

Disability
48% 26% 13% 13%

Do you consider yourself to have a disability? Already 2024 2025 2026 &
graduated beyond

84% 11% 5%
No Yes Prefer not
to say
Future plans

Physical 18% What stage are you at in your career?

Neurological 68%
Applying for graduate jobs 35%
Both 14%
I’ve secured a graduate job 23%
Applying for internships/industrial
Free school meals
placement/work experience 22%
Were you eligible for free school meals at
Researching & considering
any point during your school years? my options 9%
No 66% Applying to further study 5%
Yes 24%
I have no idea what I want to do 4%
I don’t know 7%
Prefer not to say 3% I’m planning on taking time
out after university 2%

5
 About Bright Network
Our members 427,000 students and recent graduates in our network

1,000,000 14% 54% 27% 84% 42%

STEM State school First generation
Members Black Female
to attend
heritage educated
university

Growth of our student and recent graduate network over time

29% 55% 60% 2.8M

average annual average annual growth average annual growth applications to
growth of Black heritage of social mobility jobs and internships
members members* on our platform in the
last 12 months

* Members who attended state school and received free school meals or first generation to attend university

6 BRIGHT NETWORK RESEARCH

1 Confidence
Confidence in securing a role

Social mobility and confidence

Intersectionality and confidence

Challenges students face

The impact of neurodiversity

7
 Confidence in securing a role

i. Are you confident about securing a graduate role after university?

Yes responses from all students

60%
57% 57% 57%
55%
54%
50% 50%
49%

40%
39%
37%
33%
30% Key findings

This year, confidence has taken the

first dip since the 2020 pandemic.
20%

10%
January January January April October January October January January January
2018 2019 2020 2020 2020 2021 2021 2022 2023 2024

Pre-pandemic

8 BRIGHT NETWORK RESEARCH

 1. Confidence

What is the main reason making you feel less confident

Key findings
about securing a graduate job after university?
Comments from students tell us that they’re
experiencing a lot of rejection which has affected
their confidence. They’ve also indicated a lack of
I’ve not managed to secure useful feedback from employers when they do
get rejected.
internships or placements during 29%
my time at university

I’m not confident about passing What members are saying

the assessment processes for 26% “The assessment process is very
graduate roles
lengthy, different and irrelevant to
There doesn’t seem to be many the role and rejections are sent
roles out there that I want to 18% without feedback.”
apply for Anonymous respondent, 2024

I feel like I have skills gaps

that I’ve not been able to fill 11% Key findings
while at university The link between lacking internship Our advice
or placement experience and
I’ve not completed part time confidence is especially interesting Do more to underline
that students don’t need
and/or casual work to develop 4% as students ranked existing industry
experience as the number one industry experience to apply
transferable skills
thing they think employers value to your roles. Promote the
in candidates. You disagreed. percentage of last year’s
I don’t think the degree that I’m See page 18. graduate pool who joined
studying for is relevant for the 3% without this, or offer relevant
career I want to go into experience yourself, such as a
virtual programme.
Other 9%

BRIGHT NETWORK RESEARCH 9

 Are you confident about securing a graduate role after university?
Yes responses

2023 data This year’s data

70% 71%
66%
64%
60%
57%
54% 51%
49% 49% 49%
47%
44% 46%
44% 45%
41%

All Male Female Black State Private Free school LGBTQIA+ Disability – Disability –
heritage school school meals physical neurological
New New New

Key findings

Confidence in Black heritage students has Last year, the gap between private and Neurodiverse students are
increased since last year and remains significantly state school confidence was 13%. This less confident in securing a
higher than the overall student population. year it has reduced to 7%. Regardless of graduate role than physically
school type, confidence has dropped disabled students and both are
Females are just as confident as they were last
year-on-year, but more significantly for significantly less confident than
year, with males still feeling more confident
those who attended private school. the overall student population.
than them, but dropping year-on-year.

10 BRIGHT NETWORK RESEARCH

 1. Confidence
Social mobility and confidence
This year, to deepen our understanding of
students from lower socioeconomic backgrounds,
we collected additional background information.
When social mobility indicators are combined,
confidence in securing a graduate role
44% State
school Key findings
drops significantly.
37% 45% Considering the experiences and
challenges of candidates who intersect
39% these multiple demographics is
Low
income
45% 40% 49% Free school
essential if you want to support them
into your organisation.
background meals

Our advice

We’ve seen a shift away

from tailored coaching
programmes – consider
Intersectionality and confidence reintroducing these into
your processes to support
When you layer on gender and Black heritage backgrounds, confidence is impacted.
confidence in the students
40% who need it most. Be mindful
of the different experiences
of individuals when building

49% Female
64% Male
the support.

36% 68% 37% 78%

46% 52%
Social 39% 50% 71% Black Social 39% 50% 71% Black
mobility* heritage mobility* heritage

* All three social mobility indicators

BRIGHT NETWORK RESEARCH 11
 Challenges students face
Key findings
 ave you ever felt your background has hindered you
H 50% of students feel they’ve been hindered
in an application process for work or academic study? by their background in an application for
work or study. For those who selected

50% 50%
gender as a reason, 69% are female. Of
people who selected ethnicity, 35% identify
as Black heritage.

Yes No

 or what reason do you think your background has hindered

F
you in an application for work or academic study?
We asked students to select all that apply

61%
45%
29%
24%
15%
6% 4% 10%

Ethnicity Socioeconomic Gender Age Neurodiversity Sexuality Physical disability Other

background

The impact of neurodiversity Our advice

A new question in the survey this year has seen a large response from Get training in place for your hiring and line managers.
students telling us they have a neurological condition and when looking Build knowledge of what it means to be neurodiverse
at what condition, ADHD, Dyslexia and Autism are the most common. and the added value these graduates will bring to the
Regardless of the type of condition, these students voted their workplace. Communicate clearly where adjustments
neurodivergence as the biggest barrier in their journey so far. can be made and seek support from experts in the
sector where needed. Most importantly, take the time
to understand the individual behind the condition.

12 BRIGHT NETWORK RESEARCH

2 Preparedness
and skills
Preparedness

Barriers to success

The need for upskilling

Skills valued most

13
 Preparedness

Do you feel prepared to enter the world of work?

Yes responses
2023 data This year’s data
81% 79%
71% 70% 73%
66% 65% 68%
61% 63% 63% 61% 64%
59% 58%
51% 50%

All Male Female Black State Private Free school LGBTQIA+ Disability – Disability –
heritage school school meals physical neurological
New New New

Key findings Our advice

Despite confidence in actually securing a role being We’re hearing that preparedness is lower than
down, preparedness is high and up significantly expected in graduates joining your teams.
year-on-year. Students feel like they are doing all they There’s a clear disconnect here. Employers
can to prepare for entering the job market, but the must clarify what their expectations are of
competitiveness of the current employer-led market graduates entering their organisations.
and fear of rejection is making them feel that whether Get your message across in every aspect of
they are prepared or not, it’s out of their control. your recruitment campaigns.

14 BRIGHT NETWORK RESEARCH

 2. Preparedness and skills

 re you worried about how the current

A
economic climate will affect your
graduate job prospects?

I’m not concerned

at all

I think it will have a 11%

small impact
I think it will have
14%
on my job
prospects some impact
43% on my job
prospects

32%
Our advice

89% of students are worrying about their future

because of the economic climate. However,
I think it will less than 25% of employers told us that they’re
significantly impact decreasing hiring numbers this year. Where
my job prospects possible, emphasise your positive hiring outlook
and focus your messaging on why your roles
are essential to business needs.

15
 Barriers to success
Key findings
 hat is the biggest barrier to you pursuing
W Strong competition from other
the career path you wish? graduates has jumped up
from 15% to 25% year-on-year.
Our advice
Strong competition from other graduates 25% Ease student concern about competition
from other graduates by offering coaching
Lack of relevant experience 25% programmes for candidates in your recruitment
process. In your attraction campaigns, explain
Lack of network or contacts 14% how your assessment stages are fair and equal
for all, making sure there is clear guidance
My neurodiversity 8% and support so students can reach their
potential.
Economic factors 6%
A lack of confidence 6%
Lack of sector knowledge 3% Key findings

Certain barriers are being experienced more strongly

I don’t think my degree is relevant 3%
by students from intersectional demographics. 35% of
Absence of role models 2% state school educated males said lack of experience,
21% of Black heritage males chose lack of network
My ethnicity 1% and 30% of Black heritage females said competition
from other graduates.
My economic background 1%
My gender 1% Our advice

Despite there being progress, students from

My physical disability 1% underrepresented groups are facing these barriers to a
higher degree than the overall student population. Create
Other 4% communities in your organisations to connect students
with role models who can share honest insights. Showcase
these networks and make them easily accessible to
students, at application stage and beyond.

16 BRIGHT NETWORK RESEARCH

 2. Preparedness and skills
The need for upskilling

 utside of your university course, what do you feel you

O
most need to learn or upskill in before entering work?

Networking 18%
Key findings
Coding 13% Networking continues to grow as
the number one skill needed and
Core IT skills (e.g. Excel) 12% coding has jumped from third to
second place year-on-year.
Commercial awareness 11% Our advice

Students need support in learning the networking

Leadership or management skills 10% basics. Help them by communicating what it means
to build a network and play an active role by providing
Negotiation & persuasion 8% opportunities for students to network at events, both
in-person and virtually.

Presentation skills 7%
Expectations in a professional environment 7%
Only 20% of students see coding as a
Organisation/time management 4% very accessible skill to learn but over
50% would attend a coding course or
Problem solving 4% summer bootcamp if it was an option.
Find out more about students’ attitudes
towards the Technology sector in our
Resilience 4% Technology Academy Research Report.

Teamwork 2% Download the report here

BRIGHT NETWORK RESEARCH 17

 Skills valued most

Insights from students Insights from employers

Q What do you think employers value most Q What do you value most in graduates
in graduates joining their scheme(s)? joining your scheme(s)?

Existing industry experience 1 Passion for the business 1

Key findings
Problem-solving skills 2 Resilience 2
Students and employers have
Passion for the business 3 Problem-solving skills 3 become more aligned on
passion for the business this
Communication skills 4 Commercial awareness 4
year, which has remained
Confidence Communication skills employers’ top pick and jumped
5 5
up one place for students.
A 2.1 or above 6 Digital skills 6
Once again, however, the
Commercial awareness 7 Teamwork 7 biggest discrepancy is the
perceived importance of
Resilience 8 Leadership skills 8
existing industry experience.
Organisation & team management skills 9 Organisation & team management skills 9
And, although students have
Teamwork 10 A 2.1 or above 10
ranked resilience higher than
last year, they’re still not placing
Digital skills 11 Confidence 11 anywhere near as much value
in it as employers are.
Leadership skills 12 Existing industry experience 12

Our advice

We’re hearing that the resilience needed from graduates joining you is lacking in
areas such as taking constructive feedback and dealing with setbacks. Signpost what
resilience means in your organisation and offer guidance on your website. As well as
this, build focused resilience training into your onboarding processes.

To align on industry experience, it’s more important than ever that you
communicate clearly that students don’t need this when applying to your roles.

18 BRIGHT NETWORK RESEARCH

3 Generative artificial
intelligence
How students are using GenAI

Assisting the application process

Demographic impact

19
 How students are using GenAI

With generative artificial intelligence (GenAI) tools being used more commonly,
we asked students about their thoughts towards the introduction of it into
their everyday lives and in relation to their job applications.

How often do you use GenAI tools in everyday life?

Daily 19%
Key findings
Weekly 33% Overall, students seem
comfortable with the increased
Monthly 15% use of GenAI in everyday life, with
most seeing it as a positive thing.
Rarely 22%
When it comes to regularity,
Never 11% just over half of respondents are
using GenAI weekly or daily.

In terms of why it’s being used,

the biggest purpose for students
has been just for fun. However,
 ow do you feel about the
H 5% when you segment the data for
increased use of GenAI Very uncomfortable 23% the most regular users (daily
Very and weekly), the most popular
in everyday life?
23% comfortable reason is for applying to jobs.
Somewhat This indicates that it’s proving a
uncomfortable useful tool for those job hunting.

49%
Somewhat
comfortable

20 BRIGHT NETWORK RESEARCH

 3. Generative artificial intelligence
Assisting the application process

 ow much do you expect to be allowed to use

H  ave you already used GenAI when
H
GenAI when going through recruitment processes? making job applications?

6%
14%
I don’t know
39%
38% 62%
Yes
throughout the
I don’t expect to
No
recruitment process
be able to use it
1% at any point

during in-person
assessment stages

5% Key findings
during online
assessments Somewhat surprisingly, only 38% of students
have already used GenAI when making job
applications. When looking at expectations for
the recruitment process, 47% of students expect
to use GenAI, and for those who do, most expect

35% to be able to use it for help with CVs, cover

letters and application forms, rather than later
for creating a CV and cover letter as on at online assessment or interview stage.
well as completing application forms

BRIGHT NETWORK RESEARCH 21

 When making job applications, what are the reasons you use GenAI?
We asked students to select all that apply

Improving my own wording 75%

Time efficiency 75%
Easier to pass assessments/
improve quality of applications
23%

Because employers use it themselves 14%

Because other candidates are 12% Our advice

Students are telling us GenAI is helping

Other 3% with their wording and time efficiency
when applying to your roles. On your side,
GenAI usage is often translating as
Are you making more applications than last year and/or similar-sounding answers and seemingly
strong candidates that disappoint at
than you originally planned to because of the use of GenAI?
interview stage. Make sure students know
what’s expected by giving examples of
7% poor GenAI usage so they can avoid it.
No, I am
making fewer

Key findings

45% We know that application numbers are up

48% Yes, I am this year for a large number of employers.
About the making There is a clear link between this and the
more use of GenAI and this poses challenges for
same
employers when it comes to long-term
engagement and risk of reneges.

22 BRIGHT NETWORK RESEARCH

 3. Generative artificial intelligence

Would you use GenAI during a recruitment process

if an employer said you weren’t supposed to?

What members are saying

8% 79%
Yes “If it is detected when they’ve clearly stated that
No I cannot use it, then that would be setting myself
up for an instant rejection, and my application
would have been a waste of time.”
Anonymous respondent, 2024

13%
Key findings

Students are telling us they won’t use GenAI

Maybe in your process if you ask them not to, but
using these tools will become
increasingly common. To
strike the right balance, Our advice
you need to be clear on your
Clear guidance on using GenAI in your processes is
boundaries. GenAI usage can
key – 53% of you said you haven’t set guidelines yet.
be mutually beneficial as long
Review your assessment stages and decipher where
as students and your teams
GenAI shouldn’t be used and make this clear.
are aligned on how it can be
used with good intentions. You can support students on the correct use of GenAI
by providing guidance on how it can used as a helpful
tool, such as to structure and proof thoughts for a
CV, to get advice on how to prepare for the different
assessment stages and to support with refining and
articulating their own ideas for an interview.

BRIGHT NETWORK RESEARCH 23

 Demographic impact

Key findings

We found that Black heritage students have used GenAI to apply to jobs
more than white students, with 43% telling us they had, compared to
30% white students.

GenAI can be a great tool for neurodiverse students, helping level the
playing field when it comes to application processes.

What members are saying

“[GenAI] Helps with my disability, I use it as a reading

comprehension tool. Saying you’re not allowed to
use it is like saying you cannot use Google. It’s great
at structuring thoughts so neurotypicals can
understand you.”
Anonymous respondent, 2024

Our advice

GenAI is being used by diverse candidates to help support them

through your application process. Taking a vague stance or not
allowing it will lead to an adverse effect on diverse groups, who
may end up being disproportionately penalised because of their
higher usage rates. Don’t let GenAI mean a backward step in
your work to create a more diverse and inclusive process.

24 BRIGHT NETWORK RESEARCH

4 Career preferences
and application
behaviours
Location preferences

Industry interests

Application behaviours

25
 Location preferences

In which region would you most 71% 21% 8%

like to work in for your first With a location I don’t mind I’d like to work
preference where I work abroad
graduate job?
Down from 80% Up from 14% Up from 6%
in 2023 in 2023 in 2023

4% Key findings
Scotland Preference for working in a specific
1% Up from 3% in 2023
region is down this year with more
Northern Ireland
Same as last year
1% students telling us they don’t mind
what location they work in. With
North East
confidence in securing a graduate
Down from 2% in 2023
role down this year, students are

4% 2% more willing to relocate for a good

opportunity.
Yorkshire and the Humber
North West
Down from Down from 3% in 2023 For those who want to work in London,
5% in 2023
3% 3%
it’s career progression opportunities
and salary sending them there. For
West Midlands East Midlands
Down from 4% in 2023
those who picked another region, the
Same as last year
primary reason is to be near family or
1% 1% where they grew up, followed closely
Wales East by staying near their university region,
Same as last year Same as last year and a reduced cost-of-living.

2% 46%
London
South West
Down from 52% in 2023
Same as last year
3%
South East
Same as last year

26 BRIGHT NETWORK RESEARCH

 4. Career preferences and application behaviours
Industry interests

Which sector are you most interested in? Which sector are you least interested in?

Banking & finance 19% Arts 24%

Technology 18% Science & pharmaceutical 14%
Law 12% Banking & finance 14%
Consulting 10% Law 12%
Marketing, media & PR 10% Education & teaching 8%
Science & pharmaceutical 8% Technology 8%
Charity & public sector 8% Consumer, FMCG & retail 5%
Arts 3%
Marketing, media & PR 5%
Education & teaching 3%
Consumer, FMCG & retail 2%
Starting my own business 4%
Starting my own business 2%
Charity & public sector 4%
I’m not sure 5%
Consulting 2%

Key findings Key findings

Those who selected Banking & finance are attracted to the Those who picked Arts or Science & pharmaceuticals as their
sector for its salary and benefits, and for those who chose least favourite dislike it because it doesn’t fit their skillset
Technology or Law, it’s the interesting work that attracted or degree. The same goes for Banking & finance, but a close
them there. second reason was because it feels like an unhealthy culture.

When asked about a Technology career specifically, 64% told us they were interested, with the main reason
being the interesting nature of the work. However, over half felt held back from the sector due to a lack of skills
or their degree subject. At Bright Network, we’re removing this barrier to Tech through our Technology Academy.
Find out how we’re supporting students from all backgrounds, by transforming their potential into real capability.

BRIGHT NETWORK RESEARCH 27

 Application behaviours

How many job applications have you started this year?

We asked current undergraduates who told us they are actively applying

0 12%

1-5 32%

6-10 19%

11-20 14% Key findings

The majority (56%) have started six or more

21-30 9% applications this year. 37% have started
more than ten.

31-40 4%

41-50 3%
51+ 7%

Fewer than five Six or more

28 BRIGHT NETWORK RESEARCH

 4. Career preferences and application behaviours

How many successful applications that you submit do you decide

not to complete the next stage of the recruitment process for?

We asked current undergraduates who told us they are actively applying

What members are saying

37%
47% Fewer “It tends to be time
Every application than 25% consuming so I’m
I start, I complete
the assessment
unable to devote as
stages for much time as needed.”
Anonymous respondent, 2024

11% Our advice

2% 3%
Between The data indicates that you shouldn’t be too reliant
on the number of top of funnel applications you
Between 25-50% receive. To increase the likelihood of students
76-99% Between continuing their application, clearly communicate
51-75% the different stages of your process from the
start. Develop a powerful employer brand so that
students feel a sense of loyalty and connection
with you.

BRIGHT NETWORK RESEARCH 29

 Why do you decide not to complete all the stages after submitting an application?
We asked current undergraduates who told us they are actively applying

37%

22%
19%
15%
7%

The application I decide the I tend to make more initial The type or format of Other
process is role or company applications before deciding the assessment
long-winded isn’t for me which ones to prioritise

What members are saying

Our advice
“Long-winded processes, video
Review your assessment and
interviews and not enough time selection stages and ensure all
given on tests. Many companies say elements are essential to finding
top talent. Explain clearly the
they are about D&I but then make purpose of each stage of the process
the application process incredibly to candidates. Also, consider if it’s
accessible to students from all
inaccessible.” backgrounds.
Anonymous respondent, 2024

30 BRIGHT NETWORK RESEARCH

5 Aligning to
motivations, values
and background
Motivations

Commitment to causes that matter

Inclusivity in early careers

Sector perception

31
 Motivations

What’s most important when choosing a graduate role?

2023 data This year’s data

36%
33%
28% 29%
23%
18% 18%
15%

A company’s The characteristics Remuneration & advancement A company’s reputation

people & culture of the role within the company & image

Key findings

There have been modest dips in student Focus on remuneration & Females are placing most emphasis on
interest in a company’s people & culture and advancement jumps up to 28% people & culture, at 37%, and least on
reputation & image this year. when it comes to Black heritage remuneration & advancement, at 22%.
Emphasis on remuneration & advancement students and up again to 32% when Black heritage females value people
has increased significantly. This is in line looking at responses from Black & culture most too at 36%, but they
with worries around the economic climate heritage students who also have all place remuneration & advancement
and the hunt for stability. three social mobility indicators. next at 28%.

32 BRIGHT NETWORK RESEARCH

 5. Aligning to motivations, values and background

Here’s what students want to see from employers to demonstrate a strong company culture

Authentically Support for mental Storytelling from Honesty and Opportunities for
practicing D&I health and wellbeing real employees transparency growth and development

What members are saying Here’s what factors students are considering when
determining a company’s reputation and image
“I dropped out of a process because the
company’s goals turned out to contradict
Their ethics & values, Glassdoor
with my beliefs. I found out only after social responsibilities reviews
some of the recruitment stages were and commitment to
already complete.” the environment
Anonymous respondent, 2024

Global impact, History, awards

Our advice recognition and and prestige
ranking
There’s a clear link between background and
motivations for choosing which company to work for.
It’s essential you consider this and create personalised
and multi-faceted strategies.

BRIGHT NETWORK RESEARCH 33

 Commitment to causes that matter

 hat things have you seen employers do, in terms of diversity and
W
inclusion, that you particularly like?
We asked students to select all that apply

65%
55% 54% 49%
What members are saying
34%
“Be super loud about it,
not just on recruitment
Initiatives for Support for Consideration of the Career stories Representation
materials but every
a wide range candidates impact on people from the people role models single day.”
of different going through from more than one working at the in marketing
Anonymous respondent, 2024
demographics the recruitment underrepresented organisation material
backgrounds process group

Key findings Key findings

As we examine further layers of Sustainability is

intersectionality, the need for clearly an important
Our advice Our advice
employers to demonstrate that consideration for
they are considering the barriers Mentoring programmes can offer students with almost Gen Z want it all. That is, more
faced by those from more than one tailored guidance, especially if all (92%) saying synchronicity between their
underrepresented background your mentors are representative that they think it’s work and their life than previous
increases to 63% for Black role models. This will showcase important that generations. Where they work
heritage students who received your authentic commitment to employers have, or connects to their holistic view of
free school meals and to 68% for creating a culture that takes into are working towards, their world, so it’s important to
Black heritage students who account the individual, especially net zero status. highlight where your organisation
identify as LGBTQIA+. those who’ve faced barriers in aligns with their values in
their journey so far. your messaging.

34 BRIGHT NETWORK RESEARCH

 5. Aligning to motivations, values and background
Inclusivity in early careers

44% of students think the graduate recruitment space is inclusive of all

people entering the world of work, which represents a positive increase in Key findings
perceptions (up from 40% last year) but with a long way to go still. Despite Black heritage respondents being the
most confident about securing a graduate role,
their views on inclusivity mirrors the overall
Do you think the graduate marketplace is inclusive? population. This indicates an awareness of the
support in place for diverse talent at entry stage,
Yes responses
but that a lack of trust around inclusion once
working in an organisation is still a barrier.
All 44%
Our advice
Male 55%
The strides made to build more inclusive
processes over the last decade by early
Female 39% careers teams have been positive, but
there are still gaps when it comes to
offering an inclusive and truly diverse
Black heritage 44% place to work. A collective and joined
Our advice
up approach to inclusivity is needed
State school 40% To make your processes more across your organisation.
inclusive, students want to
see CV-blind interviews and
Private school 44% assessments, unconscious
bias training and coaching
Free school meals 41% programmes for candidates.
Key findings
When budgets are tighter and
internal expectations remain the A significant lack of inclusion in the
LGBTQIA+ 33% same, it’s vital for you to partner graduate marketplace is felt by those
smarter to have the best who are neurodiverse. As something
impact with diverse students
Disability – physical 35% and graduates.
still at the discovery phase for many
employers, the work being done here is
yet to be felt by neurodiverse students.
Disability – neurological 27%

BRIGHT NETWORK RESEARCH 35

 Sector perception

Are there any sectors which you perceive as lacking diversity and inclusivity?
We asked students to select all that apply

2023 data This year’s data

45%
42%

29% 30%
28% 27%
27% 26%
24% 24%
18% 18%
14% 13% 13% 13% 13% 12% 10% 12% 10%
10%

Banking Technology Law Consulting Science & Marketing, Arts Education Charity & Consumer, All sectors
& finance pharmaceu- media & teaching public FMCG & feel inclusive
ticals & PR sector retail to me

Key findings 81% of Black heritage members want to work in Technology vs. 64% of the overall
population. Despite this, the sector is just 2% Black heritage. Students suggested
Banking & finance is still
this is often down to a lack of diversity in Technology teams. One member said:
considered the least inclusive
sector and sentiment for “When I look at technology company pages sometimes I come across an all
this has risen year-on-year. white or male-dominated team, which can seem daunting as a woman from
The Technology sector has an ethnic background”. Anonymous respondent, 2024
overtaken the Law sector this
year and is now perceived as Download our Technology Academy Research Report to find out
second least inclusive. how you can engage with graduates from all backgrounds.

36 BRIGHT NETWORK RESEARCH

6 Expectations
and flexibility
Expected salary

Flexibility and in-person engagement

37
 Expected salary

What is your expected salary?

£31,627
£31,875
£29,675 £30,617 £29,152 £29,820
£29,158 £28,398 £29,066
£28,218

All Female Male State Private Black LGBTQIA+ Free school Disability
school school heritage meals neuro- physical
logical

Key findings

Although there are still gaps between them, there’s been positive
movement year-on-year between the expectations of males and
females and between state school and private school students.
Last year the difference in salary expectation for male and female
students was 10% – this year it has decreased to 8%. The difference
between private and state school educated students was 14% –
this year it has decreased to 9%.

38 BRIGHT NETWORK RESEARCH

 6. Expectations and flexibility

i. Salary expectation over time

£30,000
£29,920
£29,675
Salary expectation (first job)

£29,000

£27,437 £27,611 £27,270

£28,000 £27,200

£27,000

£25,315
£26,000

£25,000
2018 2019 2020 2021 2022 2023 2024

Results by year

Key findings

£49,373 There has been a small drop in expected first job

salary this year, which is in line with the current
challenging economic climate and student
expectations that this will affect their futures.

Average salary
expectation after five years
is down by 5% year-on-year

39
 Flexibility and in-person engagement

How important is flexible working for your first job?

It is essential for me 18% Key findings

It’s nice to have but not essential 70% Only 18% of students see flexibility
as essential in their first job, a drop
down from 26% last year.
It’s not a key consideration for me 12%

What does flexible working mean for you?

Key findings
We asked students to select all that apply
Most members consider flexibility to be having
some time in the week at home and some in the
82% office. Other than that, flexibility means choosing
their start and finish time and being able to attend
appointments during the day occasionally.

40%
38%
32% 30%
19%
15%

Being able to Choosing the Being able to Being able to A four-day Choosing the Being able
have some days time you start occasionally work from a working week projects that to work from
at home and and end the attend personal different country you want to home all the
some in the working day appointments during to where the work on time
office a working week main office is

40 BRIGHT NETWORK RESEARCH

 6. Expectations and flexibility

 ow many days per week do you want

H
to be in the office/place of work?
What members are saying

3%
Fully 3% “It’s healthy to have a mix of working from
remote 1 day home and the office as it’s good for your
mental well-being to get out of the house.
To work at home sometimes can reduce
long commuting time and cost.”
25% 14% Anonymous respondent, 2024

5 days 2 days

Key findings

94% of students want to work two days or more in

the office and more than half want to work there
28% four to five days.

3 days
27% Our advice

4 days Your flexible working policy can support

people from different backgrounds. Ensure
you showcase positive stories from those
working at your organisation that might be
impacted, like neurodiverse talent or those
with caring responsibilities.

BRIGHT NETWORK RESEARCH 41

 What do you want to get out of your time spent in the office?
We asked students to select all that apply

80%
76%

53%
50%
46% 44%

29%

The The chance Social Help with To be more A more Improved

opportunity to build my opportunities a healthy productive appropriate mental health
to learn from network routine working space
others

Key findings Key findings Our advice

Attitudes to flexibility have shifted significantly When they’re in their place If you’re able to, consider implementing
this year. Students want their jobs to work of work, they want to learn the types of flexible working students
more flexibly around their other responsibilities, from others, network are looking for. When you do, be clear
but they’re not expecting to make the rules. across the organisation, with the guidelines and support them
As early careers teams, it should be easier to socialise and use it to build to perform effectively within them.
meet them in the middle now. a positive routine. A little bit of trust will go a long way.

42 BRIGHT NETWORK RESEARCH

7 Reneges and
long-term
engagement
Feelings towards reneging

Considerations for retaining top talent

43
 Feelings towards reneging

I f you had already accepted an

Key findings
internship or graduate role offer,
Knowing that students are making more applications and using
would you reject it for another? GenAI to help with this, it’s not a surprise that students are more
comfortable to renege on a graduate job offer. Be prepared, your
renege rates are likely to increase.

57% The main reasons that would make students pick a new offer
over one already on the table were a more exciting role (33%),
a bigger salary (24%), a more prestigious company (16%) and a
better experience through the recruitment process (13%).

43% Key findings

Openness to reneging is up from 50% to 57%

year-on-year. This shows that despite it being
an employer-led market and a challenging time
economically, students won’t necessarily be loyal
to your brand, so building a strong
connection post-offer is key.
Our advice

We can’t predict what will happen,

but our insights show that reneges look
likely to be a big challenge for employers
this year. Get it right at attraction stage and
build loyalty in early year groups through
upskilling support and guidance.

Yes No
Post-offer, use role models in your teams
to keep candidates warm with personal
connections and a sense of belonging.

44 BRIGHT NETWORK RESEARCH

 7. Reneges and long-term engagement

Considerations for retaining top talent

Will you stay on your graduate scheme?  hat is the main reason that would influence
W
We asked graduates who told us they were on a your decision to stay?
graduate scheme

I will definitely leave

13% 1% 7%
Good company
8%
Other culture
I would consider leaving
23% Work-life
26%
Promotion to a
I have no plans to leave but I would balance
be open to options & offers 49% 8%
higher level

Opportunity for line

I’ll almost certainly stay 15% management or
extra responsibilities

16%
22% Salary being
competitive for my
Key findings Enjoyment in the
line of work & sector
work that I am doing
12
Of all students who had already graduated and were
on a graduate scheme, a shockingly low 15% said %
they were fully committed to staying at their current Salary increase
employer beyond the scheme. 49% said
they have no plans to leave at the moment, but
they’re open to other offers. When asked what
would make them stay with their graduate Our advice
employer, their top motivations were a
Promote top talent and make it clear what progression will look
promotion, enjoyment in the work and the
like as the graduate scheme progresses and beyond. To remain
salary becoming more competitive.
competitive, understand what other employers in your sector
are offering graduates. Decipher where you have a competitive
advantage and lean into your strengths.

BRIGHT NETWORK RESEARCH 45

 Key advice
from this year’s research findings

1 Candidate loyalty to employers is strikingly low. Invest in early engagement to build

meaningful relationships and improve candidate commitment.

2 Students from multiple underrepresented backgrounds are facing barriers in their

careers – prioritise intersectionality and understanding your audience to create effective
campaigns for these students.

3 Neurodiverse candidates will bring a positive impact into your organisation if supported
correctly – build processes and make adjustments that allow them to thrive.

4 GenAI is here to stay and with candidate usage high and increasing, you must make a
decision now to avoid confusing students and having an adverse effect on those from
diverse backgrounds. Have a definitive stance on the use of generative artificial intelligence
in your processes and communicate it clearly in your recruitment campaigns.

5 Students are looking for face-to-face connection, stability and balance. Meet students in the
middle when it comes to flexible working and support them to perform effectively working
both at home and in the office.

6 Reneges look set to be a big challenge this year. Prepare for this by building off-cycle
engagement plans, including post-offer keep warm activity, to solidify your approach and
be ready to run some targeted top-up campaigns to diverse groups.

46 BRIGHT NETWORK RESEARCH

Improving business
by building stronger
connections and a deeper
understanding of Gen Z.
Insights
What
that makedo
graduates
an impact.
want? 2024/25
Talk to us about your 2024/25 graduate recruitment strategy
[email protected]

Harnessing the power of Gen Z for business

020 3011 1612

[email protected]
employers.brightnetwork.co.uk