Understanding Gen Z Job Hunters! Considering Internship Approaches from Both Corporate and Student Perspectives

As recruitment activities start earlier, the importance of internships offered by companies is increasing. Following the government's 2023 revision of internship rules, about half of companies now hold "direct-hire-linked" internships (Nikkei survey).

Conversely, the shrinking student population due to demographic decline has intensified the competition for talent. Therefore, it's crucial not just to hold internships, but to create compelling reasons for students to apply.

This time, based on Dentsu Inc. 's " Recruitment Branding Expert " report "Generation Z Job Seekers: A Comprehensive Survey 2025" ( details here: ) and external research findings, we explore what constitutes a "valuable internship" from both the company and student perspectives.

The Importance of Internships is a Well-Known Fact

With declining student numbers and fewer companies per applicant, competition for talent in the recruitment market is intensifying. In this context, the "Generation Z Job Seekers Survey 2025" asked students what influenced them during their job search. "Internships" were cited as an influential measure, on par with company information sessions and word-of-mouth. They were particularly recognized as effective for "promoting understanding (of companies and businesses)" and "fostering entry intentions."

However, the points mentioned above may seem like preaching to the choir for companies involved in recruitment. This is because most companies already implement internships. According to the "Corporate Survey on New Graduate Recruitment (July 2025 Survey)" conducted by Careerist, 77.7% of companies plan to offer internships for the 2026 graduating class, indicating that a significant number of companies recognize the importance of internships.

"Direct-to-Hiring" Internships: Both an Attraction and a Risk

The reason so many companies focus on internships is, of course, to spark student interest, but the revision of internship rules in 2023 also played a significant role. Meeting conditions such as "a duration of 5 days or more" now allows for "direct-hire type" internships, where evaluations from the internship can be used in the main recruitment process.

Indeed, more companies are implementing direct-hire internships, and the ability to "directly approach" promising students is a major draw for them.Students also recognize the benefits, leading to more participants joining internships with an eye toward future employment. Particularly among science majors and graduate students, there is a strong emphasis on "direct job offers." Given limited time, they seek to intensively understand job responsibilities and "efficiently secure job offers." In essence, this rule is appealing to both companies and students.

On the other hand, since all companies operate under the same rules, relying solely on the incentive of "direct hiring" is highly precarious. A survey conducted by Recruit, "Job Search Process Survey (Class of 2025) - Status of Job Offers as of June 1, 2024," shows data indicating that "while the rate of early job offers is rising, so is the rate of job offer rejections."

This likely reflects an increase in students pursuing an "aggressive job search" strategy: securing early tentative offers to narrow down target companies and then concentrating their selection efforts on those they desire most. Obtaining an early offer does not necessarily influence a student's level of interest in the company.

Internships are the "first meeting" between students and employers. First impressions matter!

Here, we again present findings from the "Generation Z Job Seekers: A Comprehensive Survey 2025."

While more students are pursuing an "aggressive job-hunting approach," we also found that "an increasing number of students decide to join companies they formed a positive impression of during an internship." It might seem obvious, but now that many companies offer internships, the key differentiator lies in "how well they can shape the student's impression of the company."

To make a lasting impression during an internship, two factors become crucial: "experiencing a job role the student is genuinely interested in" and "communicating the company's culture and ethos." Indeed, when asked what they prioritize when choosing an internship company, these items ranked highly.

These two points are akin to human encounters. Even with people you've heard about from friends or met online, you often don't truly understand "how they communicate" or "what kind of person they are" until you meet them in person. Furthermore, that first impression becomes the watershed moment that shapes future interactions.

Internships are the "first meeting" where companies and students face each other for the first time. Here, the corporate equivalent of a first impression—in other words, the company's self-introduction as an employer during the job hunt, revealing "who they are" and "how they can excite you"—becomes a crucial point. To achieve this, it's essential to effectively convey the employer brand to students through the internship experience.

To be specific, in recent years, many students choose companies not based on specific industries or companies as a whole, but rather because they aspire to a "specific job type."This is why the term "assignment lottery" has become widely used. To spark the interest of such students, it's crucial to design internships that deepen their understanding of the specific job role they aspire to, rather than offering a vague, broad experience of the company's operations. Experiencing what daily tasks are performed in that role and who they are surrounded by in that environment is what truly captures students' interest.

Aiming for Valuable Internships

We've covered the importance of internships thus far. While many companies do offer them, relying solely on the incentive of "direct hiring" won't fully convey your company's appeal. How effectively you communicate your employer brand is the crucial point in developing a "valuable internship." We hope this article aids your internship development efforts.

Next time, we'll share development tips based on the actual content of an internship program hosted by Dentsu Inc.

What is an "Employer Branding Expert"?
A specialized consulting team within Dentsu Inc. that supports branding in talent acquisition.
https://dentsu-recruit-branding-expert.com

Dentsu Inc. Recruitment Branding Expert Secretariat (Nishii, Iwabe)
Email: recruit-branding-expert@dentsu.co.jp

【"Generation Z Job Seekers: A Comprehensive Survey 2025" Overview】
・Purpose: To understand and analyze Generation Z's attitudes and trends regarding job hunting
・Target Area: Nationwide Japan
・Subject Criteria: University and graduate students scheduled to graduate in 2025 or 2026
・Valid Responses: 483
・Survey Method: Online survey
・Survey Period: February 20 to March 7, 2025
・Survey Agency: RECCOO Inc.