As Gen Z enters the workforce in growing numbers, talent acquisition teams need to understand the unique characteristics and preferences of this generation to effectively attract and retain top talent. Although Gen Z is relatively new to the world of work, by 2025 they will account for more than a quarter of the global workforce. With such a large presence, attracting and retaining Gen Z is the 2nd biggest challenge for recruiting teams in the next 5 years, according to a LinkedIn study of TA professionals.
Let’s take a look at what you should be thinking about when it comes to attracting Gen Z talent.
TA Teams Need to Appeal to Gen Z’s Values
Having come of age during a time of tremendous changes – from a global pandemic to social justice movements to rapidly advancing technology – there has been an undeniable impact on Gen Z. This has affected how they think about their own careers, as well as how they think about employers and the broader implications of their employment decisions. This generation cares deeply about working for companies that share their values. They are not willing to compromise their principles for a job; in fact, data shows that 65% of Gen Zers wouldn’t apply for a job if an employer’s values felt misaligned with their own.
To attract this generation, your employer branding needs to speak their language, meet their expectations and connect with their beliefs. Your employer brand is where you should highlight your organization’s values and stance on any relevant issues. Consistency and social accountability are hot topics: case in point, 90% of Gen Zers are convinced that employers should make efforts to address both environmental and social problems. So, it’s essential that your employer brand reflects a genuine commitment to engaging with and helping your community.
Developing a consistent and personalized employer branding messaging is the first step to attracting this pool of talent and should set you up for success in the next stage of engaging Gen Z.
Employers Must Meet Gen Z’s Expectations
Gen Z has made it clear that they won’t put up with workplaces that don’t meet their expectations – and this impacts how they think about and evaluate potential employers. And while the work of meeting these expectations does not sit solely on the shoulders of talent acquisition, in order to attract Gen Z talent, TA teams must deeply understand these expectations, advocate for them within the organization and find ways to communicate why they are an employer of choice in this context.
Even though candidate expectations are evolving rapidly across all generations, Gen Z takes it a step further. While compensation, work-life balance and flexibility are important for this generation, working for a company that offers professional development is also highly factored by potential candidates. Almost 9 in 10 Gen Zers recognize that their professional development is essential for growing in their career and value employers that provide them with the opportunity to gain new knowledge and skills. TA teams should work with employers to make sure their employer brand matches what future employees will experience in their day-to-day life. This is essential for retention and positive employee experiences, which will make TA team’s jobs that much easier.
As the most diverse generation yet, Gen Z candidates also prefer companies that demonstrate their diverse workforce in the hiring process. If your employer brand is ambiguous about its DE&I efforts, Gen Z may look elsewhere. To stand out as a potential employer for this demographic, not only is a demonstrable DE&I initiative critical, but TA teams must be strategic in amplifying this commitment within the TA process itself.
Candidates will first get a glimpse of an organization’s authentic commitment to DE&I in an effective employer brand, but they have little patience for organizations who talk the right talk yet fail to walk the right walk. Gen Z isn’t afraid to quit the hiring process or leave a new employer, as 31% of employees do within their first six months at a job, if the company fails to live up to the commitment of their employer brand or does not meet their expectations. Not only can this negatively impact retention, but it can also hinder your employer brand through negative reviews and social media sentiment.
Leveraging Technology is Crucial for Attracting & Retaining Gen Z
Gen Z are digital natives. Growing up in the digital world gives Gen Z high expectations when it comes to the use of technology throughout the candidate journey. They look for a seamless and streamlined approach all the way from applying to onboarding. In addition, this generation is not afraid of ghosting employers who don’t get back to them in a short time. You also shouldn’t be surprised if they decline to apply for a job if the technology and processes required to do so are outdated.
To attract and retain Gen Z, employers must be savvy about how their use of technology impacts every touchpoint across the candidate journey and ensure that candidates are engaged throughout the process. Communication, transparency, speed and user-friendly technology are what candidates want regardless of their generation, but Gen Z will continue to demand innovation in this area going forward. Does your TA team understand gaps between the expectations of Gen Z talent and the actual candidate experience? If not, now’s the time to investigate and build the business case for technology that helps meet these demands.
It’s Time to Make Your Recruiting Process Work for Gen Z
This new generation is finding its home in today’s job market as the Baby Boomer generation exits in historically large numbers, at a rate of about 10,000 per day, in a historically competitive job market. This creates even more pressure to attract this new talent pool and grow the next generation of workplace leaders.
Savvy TA leaders are adopting a fresh approach that aligns with Gen Z’s values and expectations, not only by innovating their messaging, sources and strategies for attracting this talent, but also by partnering for organizational change deeper within the business. By fostering a diverse and inclusive workplace, offering opportunities for growth and meaningful work and embracing technology, TA teams can win over top talent and help boost retention. Remember, it’s not just about filling positions – it’s about building a workforce that’s ready to drive your organization forward. And the good news is – evolving your talent acquisition process to attract Gen Z talent is a positive for every generation in your talent pool and workforce!
