Employer online advertising influences job choice for 59% of job seekers — this is according to joint research by Avito Jobs and Avito Ads on career expectations of Gen Z and Baby Boomers. For 15% of respondents, blogger advertising and digital channels became the primary factor in choosing a company, while another 27% regularly notice relevant job postings on marketplaces and classified platforms.
The results demonstrate the growing role of influencer marketing in HR communications: employer brands increasingly use influencer partnerships to attract candidates, especially from younger audiences. Gen Z responds to employer advertising more actively than older generations — among them, the share of those who cite digital promotion as the main selection factor is highest.
Gen Z and Baby Boomers evaluate career success differently
The research revealed differences in career priorities between generations. For 49% of Gen Z, the main sign of successful career growth is high income. Baby Boomers more often choose a different benchmark: 47% of respondents from this generation link success to stability and confidence in tomorrow.
The difference persists when choosing an employer. Company stability matters to 33% of Baby Boomers compared to only 18% of Gen Z. A comfortable team and calm atmosphere were mentioned by 37% of older professionals versus 27% of young specialists. Gen Z tends to view work as a platform for professional launch: they pay attention to early-career support, opportunities to retrain, and the ability to combine work with studies or other pursuits.
For half of Gen Z, high income is the main sign of career success, while Baby Boomers prioritize employer stability
Salary expectations align across generations
Despite different career orientations, Gen Z and Baby Boomers assess comfortable starting income similarly. The most popular range for both groups is 50–70 thousand rubles. The average comfortable amount for a junior specialist was 75.8 thousand rubles per month for Gen Z and 71.8 thousand for Baby Boomers — a difference of less than 6%.
The closeness of these figures suggests that the labor market shapes unified expectations for base income regardless of age. Employers should consider not only salary size but also how they communicate their advantages to different age groups: to young people — through growth and income opportunities, to older generations — through stability and social benefits.
Blogger advertising works for candidate attraction
Avito data confirms the trend of using influencer marketing in HR communications. The reach of employer advertising campaigns on classified platforms and in digital channels extends to a significant portion of job seekers. Meanwhile, younger generations interact with such content more actively — Gen Z more often names online advertising as a decisive factor.
Employer brands are beginning to build media plans considering job seeker behavior in the digital environment. Influencer partnerships allow companies to showcase corporate culture, working conditions, and career prospects through influencers familiar to the audience. This format is particularly effective for attracting young professionals, who trust recommendations from opinion leaders more than traditional job postings.
For HR campaigns in the influencer marketing segment, precise blogger selection based on audience demographics and interests is critical — candidates should match the target employee profile. Proper media buying and KPI forecasting help optimize budget and deliver measurable results in job application responses. In this task, the ETC team builds employer promotion strategies through opinion leaders — from audience analytics to campaign launch and effectiveness evaluation.
Frequently asked questions
What percentage of job seekers pay attention to employer online advertising?
59% of job seekers notice and consider online employer advertising when choosing a job, according to Avito research. For 15% of respondents, digital advertising and blogger promotion became the main factor in choosing an employer company.
What salary do Gen Z and Baby Boomers consider comfortable for starting a career?
Both generations name the range of 50–70 thousand rubles as a comfortable starting income. The average expected amount for Gen Z is 75.8 thousand rubles, for Baby Boomers — 71.8 thousand rubles per month.
Does blogger advertising work for employee recruitment?
Yes, influencer marketing is effective in HR communications: 15% of job seekers name online advertising as the main factor in choosing an employer. Gen Z responds to influencer partnerships more actively than older generations, making this channel particularly promising for attracting young professionals.
In short
- 59% of job seekers consider employer online advertising when choosing a job, 15% call it the main decision factor
- Gen Z responds more actively to company digital promotion and influencer partnerships than Baby Boomers
- 49% of Gen Z link career success to high income, 47% of Baby Boomers — to stability and confidence in the future
- Both generations assess comfortable starting income in the range of 50–70 thousand rubles, with average expectations differing by less than 6%
- 27% of survey participants regularly see relevant job postings on marketplaces and classified platforms
- Influencer marketing is becoming an effective channel for HR communications and candidate attraction in younger audiences
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
