Society has named Generation Z (Gen Z) people born between the late 1990s and early 2000s. They are fast becoming a significant part of today's workforce.Experts have predicted that they will overtake baby boomers by the end of 2024 and comprise about 30% of the workforce by 2030.
Because Gen Z has grown up in a vastly different political and social environment than those before them, there's no doubt that the workplace is and will continue to change. From valuing sustainability, diversity, and work-life balance to providing opportunities for skill development and career growth, hiring teams must shift their focus based on what Gen Z candidates are looking for.
Recognizing that this generation grew up with the iPhone and Instagram as cornerstones of their culture, efficient, tech-centered hiring must be a priority to meet their expectations.
Learn more about what Gen Z wants out of the hiring process, how to engage these candidates where they are, and how to use automation, social media, and other technological advances for successful hiring.
Gen Z has grown up in the age of Snapchat, TikTok videos, and Instagram reels. Research shows that frequent exposure to digital media has reduced the attention span of those in this generation to just eight seconds. That's how long employers and hiring professionals have to capture their interest and attention.
Consequently, this means that recruitment content needs to be consistent and highly engaging. Because they have grown up with video and social media at the center of their lives, Gen Z is more responsive to visuals and interactive elements in just about any form of communication, including job ads.
However, it's also crucial for hiring professionals to understand that, in a world where so much is vying for those eight seconds of attention, it's also essential to pay attention to what is breaking through the noise. Being able to speak to Gen Z's values in recruitment marketing materials is vital.
Surveys have shown that 80% of Gen Z employees have experienced burnout as undergrads. Many in the generation are concerned about experiencing burnout in their careers. 65% or more of graduates entering the workforce consider work-life balance support to be "very important." They want to see flexible working environments and schedules to help them better prioritize family and relationships.
87% of Gen Z employees see opportunities for employer-sponsored learning and development as necessary, and 63% say developing advanced skills is essential to their definition of career success. Values alignment is also key, with 65% of Gen Z undergrads refusing to work for employers that don't value the same things.
Customizing job offers to appeal to these values should be a top priority, as is showcasing job roles, company values, and career paths. Social media photos and videos provide the perfect opportunity to do this authentically while reaching this generation where they spend so much of their time.
Retooling their hiring practices will prove essential for hiring professionals to meet the preferences and demands of Gen Z talent. One way to accomplish this goal is to leverage AI and other forms of automation to speed up recruitment. This may look like using AI to personalize candidate experiences, provide feedback after an interview, or improve real-time engagement with candidates (e.g., using chatbots to check application status).
Additionally, it's essential for hiring professionals to simplify application forms and reduce the steps to completing applications. Seventy percent of job seekers tend to abandon applications that take more than 15 minutes. Unfortunately, clunky ATS systems can sometimes have applicants doing double the work, re-entering information that is already available in their resumes.
Having mobile-friendly applications and "one-click apply" options can remedy this. Studies show that jobs with applications that can be completed on mobile phones attract more candidates and result in more completions. In fact, reducing the time it takes to complete an application using a mobile device by 10% can increase the number of completed mobile applications by 2.3%.
Incorporating mobile technology can also allow hiring professionals to introduce other, quicker forms of communication, such as texting. This ensures quick and responsive communication with candidates, especially for a generation that uses smartphones for an average of 4.25 hours each day.
28% of Gen Z shoppers have bought something online in the last month because of a social media influencer. Clearly, influencers have a lot of sway with those in this generation. It makes sense for hiring professionals to leverage these same avenues to reach and engage younger job seekers.
Recruitment marketing teams can use traditional influencer partnerships for this. They can also turn employees into influencers by showcasing employee testimonials or producing day-in-the-life content showing potential candidates what it's really like to work for an employer.
These tactics require building an active presence on popular platforms like Instagram, TikTok, and LinkedIn. Posting often and engaging with the audience via comments and direct messages is key, especially for a generation that thrives on engagement.
Employers should create shareable content that resonates with Gen Z, as this can help employers gain traction among a younger audience and build a solid employer brand.
Although Gen Z is entering the job market with new interests and expectations, recruitment marketing teams must avoid abandoning candidates that fall into other generational categories. Baby boomers may face retirement, but Generation X and millennials are still vital workforce sectors.
This highlights the need to maintain effective strategies that work across all generations. Hiring professionals don't have to eliminate job board postings and other tactics that have worked to attract previous generations, but adding new approaches tailored to Gen Z's preferences can certainly boost the search for top talent.
It's also crucial to stay updated with trends among Gen Z applicants and adapt recruitment strategies accordingly. Thanks to social media, trends move quickly, and staying on top of them ensures recruitment processes' long-term relevance and appeal.
As Gen Z graduates move into the workforce, employers and hiring professionals must prepare for their evolving needs. Though they may desire work-life balance and career advancement today, these needs can just as quickly shift into higher salaries and retirement savings.
Consequently, recruitment marketing teams should keep a hand on the pulse of this generation and invest time and money in continuous improvement and innovation in recruitment practices. Those who have input about recruiting Gen Z candidates should share their thoughts and experiences, as this can be helpful to others.
Tech-centered hiring is not just a "nice-to-have" for hiring professionals trying to attract Gen Z talent; it's essential. This generation has grown up with every aspect of their lives saturated in advanced technology. Recruitment processes must do the same to capture their attention.
However, mixing that technology with content that captures Gen Z's attention is also crucial. Shaping the future workforce by honoring Gen Z's preferences and needs will help employers achieve recruitment success. With unemployment low and the competition for talent so fierce, paying attention to what this generation values is what will help fill positions, eliminate skills gaps, and help organizations meet their strategic goals.
As Gen Z surpasses baby boomers and stands to overtake millennials in the workforce in the next 20 years, securing young talent is the way to ensure organizational success. Hiring professionals should embrace the necessary changes, invest in new technologies, and capture the interest of a new generation of workers ready to take a company to the next level.
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You can attract and retain top Gen Z talent by prioritizing technology-rich processes, aligning with their values, and leveraging social media.
At Recruitics, we specialize in creating cutting-edge recruitment marketing strategies that meet the needs of this new generation. Contact us today to learn how we can help you attract and hire the best Gen Z talent and future-proof your recruitment efforts.
