How companies recruit talents of Generation Z
Generation Z is highly digital-savvy – hence the term Digital Natives – and espouses values different from earlier generations. For Generation Z to take notice of companies, these values need to be addressed, and recruiting strategies need adjustment.
In this article, we aim to show you why it is worth reconsidering your current recruitment strategy and what recruiting measures you can implement in your company to make it appealing to this demographic.
Who is Gen Z? What makes them unique?
Who is this Generation Z? Often referred to as Gen Z, they currently represent the youngest workforce in the market today, born between 1995 and 2012. This generation grew up in a world where technology is ubiquitous, with smartphones, social media, and the internet shaping their thoughts and interactions significantly.
What sets Gen Z apart are their values and expectations regarding work and life. They seek a balanced work-life ratio, advocate for sustainability and social responsibility, and look for purpose in their careers. Gen Z is characterised by its adaptability to change and a willingness to embrace innovations and new ideas.
Their pursuit of personal development and continuous improvement makes them a generation seeking a dynamic work environment where they can unleash their full potential. Fast (online) communication and information are the norm. This generation is not only shaped by technology but also by a strong desire for flexibility, diversity, equality, and social engagement.
Ideal recruiting methods to convince Gen Z
As Gen Z is almost constantly online, traditional methods like newspaper ads or bulletin board notices are no longer effective. However, understanding how to engage this generation through your advertisements is crucial.
1. Use Social Media Recruiting
To catch the attention of potential Gen Z talents, integrate social media activities into your recruiting strategy. This approach makes sense for several reasons:
1. Gen Z is highly active on social media platforms like Facebook, Instagram, TikTok, and LinkedIn. Your posts, stories, or paid advertisements will be seen by them.
2. By using social media, your company is perceived as modern, keeping up with technological advancements and adopting unconventional methods. This aligns with one of Gen Z's values: a willingness to explore and think beyond conventional boundaries. Gen Z is more likely to identify with your company.
3. Social Media Recruiting demonstrates adaptability. Showing that your company is willing to embrace change and leave its comfort zone to reach Gen Z is essential. Adaptability is a crucial value for Gen Z, and this approach makes them feel seen.
Social media is integral to recruiting, especially on LinkedIn, where Gen Z browses company profiles, gathers information and explores career opportunities. Direct interactions with company representatives through comments or private chats allow young talents to ask questions, express interest, and participate in crucial discussions. The inclusion of images and videos on LinkedIn appeals to the visually-oriented Gen Z.
However, do not neglect other platforms like Facebook, Instagram, and TikTok; placing ads there can also increase visibility. Some companies even offer recruiting through WhatsApp.
If your company is not well-versed in social media, consider partnering with an agency to build and expand your presence. Start small if needed, but the key is to take action.
2. Build Career Pages
Career pages and portals cater to Gen Z where they spend a significant amount of time – the internet. These platforms serve as first point of contact for potential applicants, offering essential insights into the company and career opportunities. Informative and user-friendly websites are crucial for Gen Z, as they are accustomed to quickly accessing information.
Career pages should not only list job openings but also provide insights into the company culture, values, and work environment. Visual elements like images and videos are appealing and offer an authentic glimpse into the workplace.
Gen Z values transparency, so career pages should include clear information about benefits and development opportunities. Mobile optimisation of the career pages is essential since Gen Z predominantly uses mobile devices. Interactive elements such as virtual office tours or employee testimonials can capture Gen Z's interest. These platforms not only provide information but also allow direct interaction through application forms or chat options for inquiries. Companies with engaging and well-structured career pages increase the likelihood of attracting Gen Z's interest and receiving applications from qualified talents.
3. Implement Gamification
Gamification in recruiting is a trend that brings fun to both parties, company and applicant, and aids in the search for talent. Using playful elements like quizzes, puzzles or tests, gamification assesses skills such as creative thinking, risk-taking, or decision-making. Gamification increases applicant engagement by making tasks enjoyable and motivating them to give their best. This approach adds a playful element to the application process and fosters a positive experience for applicants. Employers can captivate potential new hires during the recruitment process, improving overall selection and attracting high-quality candidates.
4. Strengthen Employer Branding
Strong employer branding is crucial for attracting Gen Z, as they value authenticity, transparency, and meaningful work. A robust employer brand positions the company as an attractive employer and piques the interest of talents. Gen Z conducts thorough research and relies on credible information about company culture, values, and reputation, beyond traditional advertising.
A compelling employer brand, authentically conveying company identity and values, builds trust and fosters talent identification with the company. Companies with a clear and positive employer brand can differentiate themselves from competitors and attract talents aligned with their values and goals. An authentic presentation of the work environment and development opportunities sparks Gen Z's interest in a career that offers not only financial rewards but also personal growth and fulfillment. A positive employer image enhances employee retention and encourages talented individuals to stay with the company long-term. Overall, effective employer branding is a crucial factor in attracting, convincing, and retaining Generation Z.
5. Produce High-Quality Content
High-quality content plays a central role in the recruiting process for Generation Z, as these young professionals are discerning consumers of content. Generation Z faces an oversaturation of information and they have developed a keen sense of differentiating relevant and authentic content from superficial or promotional material.
Therefore, it's crucial for companies to create engaging and informative content that not only captivates at first glance but also provides a deep insight into the company culture, values and career opportunities. Visual content like videos, infographics, and appealing images are preferred by Gen Z, as these formats capture interest and convey complex information in an easily understandable manner. Authentic stories and employee testimonials help establish an emotional connection and convince Gen Z of the benefits of a career with the company.
Additionally, this generation appreciates informative and easily digestible text content that answers questions and provides insights into essential topics. Companies can gain Gen Z's trust by providing relevant content. Targeted content marketing allows companies to attract attention, generate interest in their jobs and ideally persuade potential employees.
6. Offer a balanced Work-Life Balance
Generation Z values quality of life, personal development, and well-being. They seek not only a fulfilling career but also a balanced relationship between work and leisure. Companies offering flexible work models, home office options and clear work-life balance policies are more attractive to Generation Z. Such companies allow employees to be more flexible, enabling them to manage their work hours, personal interests, family, and friends independently. This signals to employees that their employer respects and values their quality of life and individual needs.
A balanced work-life balance also enhances productivity, creativity, and long-term employee satisfaction, crucial factors for Generation Z when choosing an employer. Companies recognizing this and taking measures to promote a balanced work-life balance have a greater chance of attracting talented Generation Z individuals and retaining them over the long term.
7. Embody an Authentic Corporate Culture
Generation Z appreciates companies that provide room for personal growth. By offering educational opportunities, whether through training, mentoring programs or webinars, you increase the likelihood of attracting Gen Z talents to your company. A constructive feedback culture is also appealing to this generation.
Furthermore, Gen Z wants to work for a company that shows appreciation and recognition for their work. Ensure that you emphasise employee appreciation within your company and develop corresponding rewards or gifts.
Demonstrate values like diversity, inclusion and sustainability. Fostering a diverse workforce and creating an inclusive work environment will attract Gen Z. This generation places significant value on workplace diversity and equality, seeking to work for a company that appreciates and celebrates differences.
Moreover, the integration of sustainability into company values is crucial for Gen Z. Companies advocating for environmental protection, social responsibility and support for local institutions are highly regarded by young people. Gen Z prefers companies actively taking measures to promote diversity, create inclusive workplaces and implement sustainable business practices. Integrating these values into the corporate culture signals to Gen Z that the company shares their beliefs, allowing interested Gen Z applicants to identify with the company and consider it as a potential employer.
8. Provide Comprehensive Health Programmes
Health and well-being are crucial topics for Generation Z. Offering a wide range of health services, including access to fitness centers, mental well-being courses and healthcare, makes your company very attractive to Generation Z. This signals that you care about the health of your employees and are interested not only in excellent job performance but also in their overall well-being. Explore ways to promote the physical and mental well-being of your employees, such as offering a course supporting stress management in the workplace. A comprehensive health programme in the workplace becomes a significant differentiator for companies looking to recruit and retain Generation Z professionals.
Recruiting Generation Z talents requires targeted adjustments to strategies. To successfully engage these young professionals, companies must create flexible work models, establish a strong employer brand and develop inclusive and sustainable work environments. Additionally, offering clear development perspectives and a balanced work-life balance is essential. Appreciation, transparent communication and meaningful work are attributes that Generation Z expects from an employer. Companies need to understand and implement the preferences and values of Generation Z to attract and retain them in the long run.
If you are unsure about how to convince these talents to join your company as an employer, feel free to contact us; we are happy to provide guidance.