Gen Z decides before the interview.
Career pages, reviews, job posts, social: young people form a view of a company long before first contact. Here is what they look at.
By the time a company meets a young candidate, the most important decision has often already been made. Not by the company: by the candidate, who spent the previous weeks reading, comparing and ruling out.
Signals, not promises
GPI is built on Signaling Theory: organisations send signals, and outside observers use them to estimate what they cannot see. A generic career page, a vague job post, reviews nobody answers: each is a signal, and Gen Z reads them all.
Where candidates look
- The career page: real growth paths or boilerplate?
- Job posts: pay, timing and hiring steps.
- Reviews: what employees say and how the company replies.
- Social media: who works there, how people talk about it, what is really shown.
The rule that makes the difference
Our method applies the Claim Cap Rule: a claim without public evidence cannot reach a full score. Saying you are inclusive or growth-minded is not enough; it has to be visible. It is the same logic a twenty-year-old uses to choose where to work.
GPI team · NextGen