Gen Alpha will enter the workforce in 2026. To attract them, use video-first recruitment, a presence on gaming platforms, purpose-driven branding, and streamlined hiring processes that value mental health.
Key Takeaways
- Gen Alpha is the most diverse generation in U.S. history. Gen Alpha will bring strong values around inclusivity, mental health awareness, and purpose-driven work as they enter the workforce.
- Video and gaming platforms dominate Gen Alpha's digital habits, making video-first recruitment marketing and creative engagement within gaming environments essential strategies.
- Traditional hiring practices will become obsolete as Gen Alpha expects AI-driven personalization, instant results, and alternatives to resumes.
We've heard much about Gen Z, but what about Gen Alpha?
Next year, the oldest members of Gen Alpha will turn 16 and begin entering the labor market. This means it's time for companies—especially those hiring hourly workers—to start considering how best to reach and engage this emerging workforce.
Generation Alpha includes people born between 2010 and 2025, making the oldest 15 years old. This generation is tech-savvy, diverse, and values-driven. Read on to explore Gen Alpha’s digital habits, predicted workplace expectations, and strategies for talent marketers to evolve their recruitment approaches to connect with this next generation of workers.
Play, Watch, Repeat: Games and Videos Dominate Gen Alpha’s Digital Habits
YouTube Dominance
According to the Statista study below, YouTube is the clear leader for Gen Alpha. As reported by Gen Alpha parents, 90% of YouTube users use the platform daily.
YouTube also has the highest ad recall rates, with TikTok following closely behind.
Key insight for recruitment marketers: Video-first recruitment marketing will be essential for reaching Gen Alpha. Companies should focus on short-form video content to maximize engagement, which aligns with how this generation consumes media.
Gen Alpha is engrossed in video content and actively engaged in other digital environments, such as gaming.
A Focus on Gaming
Gaming is a significant part of Gen Alpha’s life. According to GWI, 69% of Gen Alpha owns a gaming console, and their favorite games include Minecraft, Roblox, and Fortnite. These games foster creativity, innovation, and teamwork. These platforms aren't just entertainment; they’re shaping how kids collaborate, problem-solve, and develop social skills—all critical for the future workforce.
Key insight for recruitment marketers: As talent acquisition teams shift toward skills-based hiring, gaming platforms are becoming a launchpad for skill-building. Games are actively influencing career interests, exposing Gen Alpha to different industries and roles in a way traditional recruiting never could.
There’s massive potential for creative recruitment advertising within gaming platforms.
Creative Recruitment Ideas for Talent Marketers
- Create a company-themed world: Virtual hospitals where players take on the role of nurses (a role that is seeing declining rates of interest in higher education).
- Sponsor a virtual career event: Host a career-themed event where players visit a virtual booth to learn more about specific job paths.
- Offer limited edition badges: Offer exclusive in-game badges to players who learn a new job-related skill within the platform.
There are also opportunities to partner with gaming influencers with massive reach and strong player trust. An influencer-led recruitment campaign could be the perfect way for companies to create an immersive experience that truly resonates with Gen Alpha.
Purpose, Inclusivity, and Well-Being: What Matters Most to Gen Alpha
Diversity and Inclusion
Gen Alpha is the most diverse generation in U.S. history. Its members have grown up in multicultural environments and have built-in values around acceptance, equality, and representation. Ninety-six percent say they believe in fair treatment, showing that equal representation is already on their minds.
It’s safe to assume they will expect diverse and inclusive workplaces.
The chart below shows Gen Alpha’s demographic makeup as of 2022. More than half belong to a minority group, highlighting the growing importance of diversity.
Mental Health and Well-Being
According to a recent Razorfish study, 75% of 8-10-year-olds are already thinking about their mental health. The report suggests that mental health support will influence their future purchasing decisions. It’s reasonable to believe that this will also extend into workplace expectations. Employers must prioritize well-being initiatives to attract and retain Gen Alpha talent.
Desire to Make an Impact
The Razorfish study also found that Gen Alpha is deeply motivated by a sense of purpose. Thirty percent want a career focused on making a difference, while 15% aspire to turn their hobbies into careers. This foreshadows a continued rise in entrepreneurship, gig work, and freelance work. According to the study, Gen Alpha's top two career choices involve helping people or animals in need.
Chart Source: Razorfish
Key Takeaways for Employers and Talent Marketers
- Purpose-driven employer branding will be key—Gen Alpha wants work that makes an impact.
- Mental health benefits will be expected and should be promoted prominently.
- Diverse environments are the norm, and companies should highlight authentic commitments to diversity, equity, and inclusion.
As Gen Alpha enters the workforce, these engrained values will influence what they seek in an employer.
Gen Alpha Will Disrupt Traditional Hiring and Recruiting
AI, Personalization, and Immersive Experiences
Gen Alpha is already fully immersed in technology and will expect AI-driven personalization in job searches and recruitment. Virtual reality office tours and other immersive recruitment experiences will become the norm, as will AI-driven career coaches like Pathfinder.
To optimize the process of reaching Gen Alpha, recruitment marketers should consider gamified assessments and virtual job previews, and should lean into personalization and enhancing AI capabilities.
The Decline of Traditional Degrees
It’s projected that two-thirds of Gen Alpha will work in jobs that don’t exist today. Learning will be continuous, requiring this generation to embrace ongoing online courses, boot camps, and micro-certifications. Many may bypass traditional four-year degrees and opt for more affordable solutions that align more closely with the skills they aim to develop.
Many employers have already shifted away from strict degree requirements, and this trend is expected to continue as Gen Alpha enters the workforce. Focusing on skills and partnering with specific boot camps or certification programs will be effective.
Speed is the Name of the Game
Gen Alpha has shorter attention spans and is accustomed to instant gratification. As a result, they will expect their recruitment process to be fast and seamless. Quick, mobile-friendly job applications will be necessary, and same-day interviews and immediate job offers will be expected. They may also expect app-based experiences, particularly around scheduling, such as the instant ability to shift swap. The speed of the talent process will be what wins these candidates.
Goodbye to Traditional Resumes
Gen Z already doubts that traditional resumes will be effective five years from now. Job board profiles, video introductions, personal websites, and social media profiles are rising in popularity as alternatives amongst this generation.
Given that Gen Alpha is tech-savvy and video-first, they will likely follow in Gen Z’s footsteps when it comes to alternative ways to apply for jobs. Companies should start exploring these options now. One great place to start is leveraging TikTok to ask candidates to submit video introductions.
The Future is Gen Alpha. Are You Ready?
Gen Alpha is diverse and values-driven. They are digital-first and expect instant results, so traditional hiring tactics will not be effective. Companies should leverage emerging recruitment marketing channels to attract Gen Alpha talent, lead with short-form videos, embrace AI, and embrace immersive recruiting. They must also prioritize speed, flexibility, and purpose-driven branding.
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