After looking at industries that had the most jobs a few weeks ago, I wanted to know how certain industries stacked up in terms of applicant preference and interest. So I polled 6700+ Gen Y and asked how 9 industries compared in terms of overall appeal. Why these nine? I wanted to present industries that hired a wide spectrum of students and grads (healthcare and education tend to hire for specific skills sets and certifications).

As expected, technology and new media topped the list with 40% or more citing these industries as most attractive. Interestingly, liberal arts majors were just as interested in these industries as business and engineering majors, which signals the broad appeal of these types of companies.

I attribute their interest to the engagement that Gen Y has had with web 2.0 and social media and the fact that tech firms haven’t been mired in the recent Wall Street bank collapses and mortgage housing crisis that we have all been watching for the past 6+ months. I expect that these firms will have the “pick of the litter” this year in terms of talent.

On the other end of the spectrum are the least attractive industries - insurance and manufacturing. Two older industries with perceived slower growth and therefore less opportunity for Gen Y. The survey data clearly suggests that companies at the bottom of the list have a brand perception issue that they need to combat, because there are fast growing, exciting opportunities to be found in these sectors.

I can’t help but think that students and recent grads are overlooking companies in these areas simply because of an overall industry perception issue, rather than what one prospective firm can offer. A perfect example of this is GEICO, the fastest growing auto insurer in the nation who continues to take market share and win awards for best customer service. And I know for a fact that they continue to hire all types of majors to grow their business. Or if you look at the Inc. 500/5000, there are 400 manufacturing companies that make the list as the fastest growing private companies in America.

Of course, all companies need to put their best foot forward when recruiting, visiting campus etc. The challenge that these less attractive companies face is finding the right aspects of their business and company culture that appeal to Gen Y (stability, training, CEO that started at the bottom rung) that allows them to compete effectively with those in the top industries.