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Hiring - Seduce the Gen Z

Firstly, let's clarify that by "new generation", we mean Generation Z. By 2025, 27% of the global workforce will be made up of Generation Z. This generation consists of individuals born between 1996 and 2012. As the latest named generation, we might think of them as children and teenagers. However, the reality is that the oldest of this generation is now 27 years old! Indeed, Generation Z has been in the workforce for less than 10 years.

The generation that fundamentally changed the dogma of work is Generation Y. Still, Gen Z is set to push the boundaries even further. They are perhaps the most cosmopolitan generation in history and have a new language where the older generation sees a tool: digital technology.

In a previous post, we highlighted the shifting power dynamics between employers and employees. Due to increasing recruitment tensions, there's a need to adopt new postures and methods to enhance engagement and make companies more attractive.

Various studies conducted by different observatories have identified several levers:

1/ Identify the values carried by the company and communicate them. The majority of Gen Z job seekers say it's essential that their job has a purpose. They want to work for companies with strong values, either supporting causes or following an altruistic approach.

Companies should highlight the meaning and purpose of a job in every job listing. Gen Z will look for tangible evidence of this, be it through employee video testimonials, CSR reports, etc.

2/ Work on company culture. This can be done through company values, rituals, iconic figures within the organization, and storytelling. Social media offers an easy way to connect with this generation. Still, the editorial direction should be clearly defined to ensure clear messaging.

3/ Promote hybrid roles and, therefore, work flexibility. According to a Bloomberg survey conducted in the US, nearly half of millennials and Gen Z would consider resigning if their companies were not open to remote work. Other studies in France confirm this trend among French workers. Companies must now consider flexibility in telecommuting to meet employees' needs.

4/ Promote QWL (now QWLC - C for conditions) in the company. The past few years have exposed many to almost chronic stress. Generation Z is aware of the impact of work on mental health. Employees now expect their organization and managers to care about their well-being and show more empathy.

5/ Promote career development opportunities. Many Gen Z individuals are ambitious. Many under the age of 27 want to start their own businesses. To translate this into company strategy, clear career paths, training opportunities, and skills advancement should be highlighted.

6/ Promote inclusion and diversity. As mentioned earlier, Gen Z is the most cosmopolitan generation in history. According to a Monster survey, 83% of Gen Z candidates are very sensitive to this point.

7/ Improve the dedicated careers page (or site) and job listings. Ensure job listings on your site provide all the information Gen Z cares about, like commute time, salary, responsibilities, etc. This also helps in SEO, making your listings more discoverable.

8/ Utilize applications via social media. In 2021, studies showed that users aged 18 to 24 were especially likely to use Instagram (76%), Snapchat (75%), and TikTok (55%).

Understanding Gen Z behaviors means acknowledging several factors:

  • They were born into the digital age.

  • They witnessed their parents' concerns about job security due to various crises and also concerns about climate change, protests, and terror attacks.

  • They are a generation of entertainment.

These experiences can shape Gen Z's views on job longevity. They want to be prepared for unexpected changes and have the necessary tools to adapt to new working conditions or professional expectations.

In summary, the best ways to attract Gen Z are to provide purpose, be transparent, promote inclusion, show flexibility, and have commitment values. They also need a clear career path and a genuine company culture.


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