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The hipster—I find it such an elusive term. It’s a group of people that has existed for quite some time, yet constantly changes. Now, I know I shouldn’t generalize, but that’s exactly what I’m going to do in this article. Because the hipster culture is precisely what more and more companies are tapping into. The so-called ‘hipster jobs’ are popping up like mushrooms. But who are the hipsters, what are hipster jobs, and are these two really such a good match?
The hipster
After some internet research, I can conclude that ‘the hipster’ is generally someone who rebels against modern society. When it comes to physical appearance, it’s someone who buys their clothes at secondhand shops or from relatively unknown brands. Tattoos are often present, as well as beards among men.
In their free time, they enjoy visiting coffee bars, brewing their own beer, and photographing with an analog camera. In terms of age, they fall into the category of roughly eighteen to thirty years old. They prefer to get around by bicycle. Yes, that last one seems to be a real hipster thing.
Beard or no beard?
The irony of this lifestyle is that while the hipster thinks they’re rebelling by looking different, the opposite is happening. Scientific research has shown that the hipster believes they are unique, while in fact, they end up looking very much alike.
According to Jonathan Touboul, a researcher at Brandeis University in Massachusetts, this isn’t all that surprising. He studies how people process information and the effect it has on society. He sees a clear pattern: hipsters consistently do the opposite of what most people do. For example, if everyone shaves their beard, hipsters will grow one. Then, when everyone starts growing a beard, they’ll shave it off again. This way, the group ends up looking the same.
Hipster jobs
Aside from the hipster group, you also have the so-called ‘hipster jobs.’ Dutch job search site Indeed researched these roles. These include jobs like barista, bartender, tattoo artist, and yoga instructor. It turns out that the demand for these positions increased by 120 percent between 2015 and December 2018.
According to Sander Poos, Managing Director of Indeed Benelux, hipster jobs have crossed over into the corporate world. “A few years ago, baristas were mostly working in trendy, independent coffee shops, and it was unthinkable that employers on a larger scale would be looking for baristas. Now, we see that in the top 10 companies searching for coffee experts, it’s mainly corporates and chains that are hiring.”
How hipsters and hipster jobs polish a company’s image
Why would all these big companies be hiring baristas en masse? I discussed this with Ilse Verweij, HR expert and committee member of the NVP Application Code.
Verweij: “Nowadays, you see job descriptions becoming increasingly creative. I recently saw a job listing for an ‘expert in happy customers.’ This person was supposed to give customers a ‘wow-feeling’ every day.
Similarly, nowadays, companies are also looking for ‘foodies,’ ‘coffee geeks,’ and ‘juicers.’ It seems these are the same people who were once called hospitality staff. This is essentially a way to polish the company’s image and make your brand seem more appealing. Google has a slide, and I know of companies that offer their employees mindfulness classes. So, baristas have become a marketing tool as well.
But on the other hand, it’s also a nice and effective way to take care of your employees, to make work more comfortable and enjoyable. Moreover, there are studies showing that this approach can reduce absenteeism. So, it’s good publicity, both internally and externally.”
Hipster looking for a hipster job?
Okay, so on one hand, you have the hipsters who rebel against society while all looking the same. On the other hand, you have the companies creating these hipster jobs. Are hipsters actually looking for these hipster jobs?
Verweij: “That’s a good question. Everyone is, of course, different, and so is every hipster. But you do see a good match between the type of people and the hipster jobs that are being offered.
First of all, these roles are often part-time or on a flexible basis, which fits well with the age group. These are often young adults who are still studying and can earn extra money as a barista. Moreover, the educational requirements for these jobs are usually not very high, so it’s easy to do this work while you’re still studying, or if you’re not pursuing or have not completed a degree.
Of course, the aspect of interest and representation also plays a role. These people are aware of their appearance, which is also a common job requirement. After all, you are the company’s business card. Generally, these people also have an above-average interest in food and drinks. So, it’s a good combination.”