To recruit Gen Z nurses, healthcare organizations should offer strong financial benefits, specialty career paths, work-life balance, and mental health support. Employers must be tech-savvy, value-aligned, and communicate via video and social media.
Key Takeaways
- Gen Z nurses care about DEIB and want to work for an organization that shares their values.
- Many Gen Z nurses are burdened with school debt and driven by pay.
- Prioritizing social media channels and communicating by text is recommended.
Generation Z, also known as iGen, Digital Natives, or Zoomers, includes anyone born from 1997 to 2012. They make up more than a quarter of the U.S. population and are poised to surpass Baby Boomers in the workforce. Understanding how to reach this demographic should be a priority.
As the most diverse generation, Gen Z brings unique perspectives and expectations to the nursing workforce. They are more tech-savvy than previous generations, with a strong preference for digital communication and online platforms.
This generation is characterized by a greater emphasis on work-life balance, social responsibility, and mental health. They are not just looking for a job; they seek roles that align with their personal values and offer a sense of purpose.
Gen Z challenges workplace norms and traditional hierarchies and prefers a collaborative work environment where their opinions are valued. They are more inclined to advocate for diversity, equity, inclusion, and belonging (DEIB) initiatives, pushing organizations to be more transparent and accountable.
Moreover, Gen Z's financial concerns, driven by student debt and the high cost of living, have made them more financially conscious. They prioritize job stability and benefits that support their financial wellness, such as student loan repayment programs and fiscal coaching.
Employers looking to attract Gen Z talent must adapt their recruitment strategies to meet these expectations. Here are ten things to consider.
1. Gen Z nurses are burdened by school debt and care about money.
Gen Z nurses generally place compensation and benefits first when choosing employers, partly because of the high levels of student debt they carry. EY surveyed Gen Z and found that 52% were either very or extremely worried about not having enough money.
When looking at student debt, the St. Louis Fed reported that Gen Zers had, on average, $20,900 in student debt, which is 13% more than Millennials. When looking at the average debt nurses face for a four-year program, $30,300, as reported by Nurse Journal, it's no wonder that Gen Z nurses are stressed.
Because of their concerns around financial wellness, many Gen Zers, 45% according to Credit Karma, work multiple jobs. Their digital upbringing has opened up many opportunities to gain access to income and they may put as much time and effort into a side gig as their nursing practice.
Employers who offer resources for fiscal coaching, financial wellness, student loan repayment, financial support to further education, or other solutions that address financial planning may stand out amongst peers. It is recommended that content about the company's financial wellness support be included in job ads or conveyed through other channels.
2. Gen Z prefer to move into a speciality quickly.
According to Tipton Health, Gen Z nurses prefer to move directly into a specialty upon graduation rather than go into medical-surgical nursing (med surg) to gain experience. This desire may exacerbate shortages of med surg nurses unless health systems get creative with how they approach career planning. Incorporating med surg into a rotation may help nurses achieve their goal of landing their desired specialty.
Messaging through branded content or recruiter talk tracks about what this career path looks like may encourage new nurses to take on a med surg role.
3. Most of Gen Z have job offers at the time of their graduation.
According to the American Association of Colleges of Nursing, 84% of BSN graduates have a job offer at graduation. The percentage increases to 96% at four to six months after graduation, a significant increase compared to the placement rates across all degree disciplines.
Using residency programs to build talent pipelines is a great way to catch these new nurses before they start looking elsewhere. Residency can also impact retention rates, a crucial point since the average cost of turnover for an RN is $52,350, according to Beckers. These programs can also help build new nurses' confidence and decrease burnout.
4. Gen Z want to do more than just survive at work.
According to a McKinsey study, 77% of Generation Z prioritize work-life balance. According to a Deloitte study, they rank it as their top consideration when choosing an employer. Gen Z also rank the ability to maintain a positive work-life balance as the top trait they admire in their peers. Highlighting flexible working arrangements in job ads to attract younger nurses is paramount.
Gen Z experiences higher levels of anxiety compared to other generations and this can be seen in the nursing workforce. A survey by Incredible Health found that 80% of new healthcare workers found their training overwhelming and rushed.
Healthcare systems that pair younger nurses with mentors who train them may alleviate some of the anxiety. Highlighting these training and mentorship programs in branded or job ad content is essential.
Gen Z places a big focus on well being and mental health. The standard two weeks of PTO and basic medical plans are not enough to attract this generation's nurse. For example, they want benefit packages that include mental health services and access to therapists at affordable rates
Helping nurses address their mental health may also move the needle with job satisfaction and retention. According to AMN, “nurses who address mental health issues at least four times a week have greater career satisfaction (69%) than those who do not address their mental health often (47%).”
5. Gen Z care deeply about DEIB.
Gen Z as a whole is the most diverse generation to date in terms of demographics, beliefs, and attitudes. As such, they are invested in diversity, equity, inclusion, and belonging. If an employer says it cares about DEIB, Gen Z wants accountability and to see measurable results.
Nurse candidates are looking beyond the company website to see what is happening from a DEIB perspective. They are also scouring sites like Glassdoor to see ratings and to see if the company is really walking the talk. Candidates can filter reviews on Glassdoor by job title and can see scores broken down at the DEIB level. Ensuring the company has a strong review response strategy in place is one tactic to show that hiring professionals are listening to and valuing the perspectives of their employees.
6. Gen Z are less likely to recommend nursing to their peers.
According to AMN's Survey of Registered Nurses, younger generations of nurses (both Millennials and Gen Z) are less satisfied with their nursing jobs. Also, satisfaction rates continue to dip overall. This study, in particular, found a 10-point decrease in satisfaction from 2021 to 2023 responses.
Generation Z are less likely to encourage a peer to pursue a nursing career: Forty-two percent compared to 62% of Baby Boomers. The likelihood of recommending nursing is directly tied to their satisfaction, stress, and education levels.
New nurses are also rethinking their careers. Incredible Health reports that 55% of nursing grads don't plan to stick with the profession through retirement. Adjusting strategies to hold onto these nurses will be critical as the U.S. population ages, driving the demand for more healthcare. Stay interviews would be an excellent place to start if healthcare systems don't have that implemented as a tool.
7. It's easier to reach Gen Z through video and digital audio channels.
Gen Z watches a lot of video content. According to Statista, streaming video is the top form of media consumption for this generation. YouTube, TikTok, and Instagram are used frequently, and along with high levels of channels like Disney+, Prime Video, and Hulu. Incorporating video content into a recruitment marketing strategy is essential. Consider day-in-the-life, employee testimonials, or brief overviews of open positions.
In addition to video, Gen Z also spends more time listening to music than other generations, to the tune of 40 minutes more per day, according to the Edison Research. Their genre preferences include Hip Hop, R&B, Top 40, and Alternative Rock. If hiring professionals have all the boxes checked for other down-funnel media tactics and want to layer in some employer branding, digital audio could be viable to meet these candidates where they are.
8. Gen Z expect companies to use technology to the fullest extent.
Gen Z is technologically proficient and expects communication through a variety of channels. They spend a significant amount of time online, with the average reported screen time being about nine hours daily. Talent acquisition professionals should recognize that texting or using apps like Facetime is second nature and should be used to communicate with these candidates.
Artificial intelligence usage among Gen Z is high. When job hunting, they use it to write resumes and cover letters, and to apply for jobs more quickly. According to Intoo, Gen Z also use it for career advice, 47% said they turn to AI to get advice rather than their manager.
9. Gen Z look beyond Google for search.
While Google is an always-on strategy, it is essential to note that Gen Z's search behavior differs from that of other generations, often searching via images, voice, or AI chatbots.
Many Gen Zers prefer using TikTok over Google for searches. According to the Search Engine Journal, 64% turn to TikTok as a search tool. Maintaining a strong employer brand presence on TikTok helps establish authority in the space and ensures companies connect with candidates where they are actively seeking information.
Stats from Handshake also back up the value of using TikTok or other forms of social media to attract new grads. Twenty-one percent of the Class of 2023 said they relied on social media to find a job, up from 13% for the class of 2022.
10. Value alignment is critical to Gen Z.
Gen Z is focused on social responsibility and want to use their careers to make a positive impact on the world. They want transparency and to know what a company stands for. According to Deloitte, 77% say working for a company whose values align with theirs is vital.
A clear employee value proposition is essential for attracting new nurses. While all healthcare organizations share a mission to help people, it's important to go further and highlight what makes them unique. To stand out, they must communicate transparently about how they are addressing critical issues that matter to Gen Z, such as climate change. This messaging should be prominently featured in an easy-to-find section on the career site.
A new generation of nurses has arrived, and understanding them is key to attracting the talent needed to provide quality patient care. This includes leveraging social media and video platforms for engagement, offering flexible work arrangements, and fostering a strong organizational culture that aligns with Gen Z’s values. By recognizing and addressing their unique needs, healthcare organizations can successfully integrate this new generation into the workforce, ensuring a dynamic and forward-thinking future.
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If you need an agency partner to help with your nurse recruitment efforts, contact Recruitics to learn how we help companies succeed in healthcare recruiting.
Editor’s Note: This blog was originally published in March 2024 and has been completely revamped and updated for accuracy and comprehensiveness.
