Credit: Youth & Work / PwC Luxembourg

The "Future Generation" programme, which has been in place since autumn 2021, recently helped PwC Luxembourg experts develop a new TikTok strategy.

This programme, run by Youth & Work Sàrl SIS and reported to be unique in Europe, is a combination of learning-by-doing and problem-solving in innovative companies, where young adults with no work experience contribute their time and their creativity. They are accompanied both professionally and methodically.

"The idea is simple and intense in its impact: we propose to companies to apply for the commitment, the time and skills of young people to design and implement a project together with them. They must be projects that are important for the company or society," elaborated Ariane Toepfer, Managing Director of Youth & Work. "With this, we turn the tables, which means that the young people no longer act as supplicants. This gives them back the feeling that they are important and needed."

This group of young people working with PwC Luxembourg helped develop a TikTok market analysis, as well as in-depth research on TikTok’s best practices as part of the company's communications plan. In addition, the young people developed, shot and edited several videos. On 12 December 2022, PwC Luxembourg finally went online on TikTok.

"For the first time, I was taken seriously and was able to contribute my knowledge. A lot of it I had taught myself and I was surprised that it was useful for this global company,” said Anastasiia Kotor, one of the participants.

PwC Luxembourg said that taking part in the “Future Generation” programme was a rewarding experience. The firm appreciated the young people’s enthusiasm and their mentors along with their six-week presence. The support of the eight Youth & Work volunteers reportedly helped PwC Luxembourg’s digital team to better understand the do’s and don’ts of TikTok and to ensure its account will be a long-term success. The PwC team thanked them for their support and wished them all the best for their professional development, hoping that their journey at Crystal Park helped them to better understand what they would like to pursue in their future career.

"Future Generation is a practice-oriented example of interdisciplinary and unconventional measures to successfully integrate motivated young people looking for orientation and work into the labour market or into further education. In this context, orientation to future-oriented occupations is of particular importance. I point out that the youth unemployment rate is currently at 19.1%," explained Kristina Nincevic, partner and coach at Youth & Work, who coaches the young people both in this project and on a personal level.

In total, 270 young people will have the opportunity to gain professional experience, build their network, work in dynamic teams and find an apprenticeship or job within six weeks in a total of eighteen different collaborations with companies. The results of the first six collaborations so far confirmed that over 70% of the young people involved reached their goal.

Future Generation is funded by the Fondation André Losch and the Œuvre Nationale de Secours Grande-Duchesse Charlotte. It receives support from the Chamber of Skilled Trades and Crafts (Chambre des Métiers), the Chamber of Employees (Chambre des Salariés) and the Luxembourg Chamber of Commerce. Interested companies and young people looking for work can contact Youth & Work for more information: https://www.youth-and-work.lu/en/.