Generation Z is the latest cohort, succeeding Millennials, with the birth range from late 1990s to the early 2010s. Gen Z is the first fully-digital generation, as they have not been exposed to a pre-internet world. This generation is now leaving education and entering the world of work, so what differences must you be aware of between recruiting Gen Z candidates and Millennial candidates?
• Salary
• Duties
• Work-life balance
• Texting
• Social media
• Video calls
• Face-to-face
• Frequent
• Continuous
• Connected
• Realistic
• Socially responsible
• YouTube
• TikTok
• Snapchat
• Design/media
• Sales
• Psychology
• Salary
• Career growth
• Work-life balance.
• Emailing
• Texting
• Phone calls
• Digital
• Frequent
• Casual
• Goal-orientated
• Flexible
• Collaborative
• Education
• Mathematical
• Business/financial operations
There are clearly significant differences in Gen Z’s preferences from job factors to communication. These differences may largely be due to the vast digital exposure Gen Z receive, during their childhood. The differences are then clearly replicated in the occupations they enter, with Gen Z entering occupations which hold greater creative opportunities such as design and media, allowing them to express themselves within their job. With these differences in mind, what are the implications on how Gen Z candidates search for jobs?
If you want to attract generation Z employees, then you must be able to understand their job search habits.
Research suggests that over 60% of Gen Z prefers referrals from current/former employer’s employees. Gen Z people seem to highly regard referrals, more than previous generations, as research suggests over 90% of working graduates refer their friends and peers to companies that they have experience in working for. This highlights the importance of ensuring current employee satisfaction, to ensure they refer your company to fellow Gen Z working graduates.
Gen Z is a generation who admire compelling and meaningful content, more than any other generation. Due to mass digital exposure of evolving media, the generation are more appealed towards visually appealing content. Company websites are very highly regarded by Gen Z, therefore, successful design and honest job description are crucial, as Gen Z candidates are highly likely to be interested in the role if the company website appeals to them.
Gen Z job seekers are highly enticed by roles, if they have a successful relationship with their recruiter. If they trust the recruiter, they are likely to be interested in the role. Gen Z heavily value meaningful personal relationships, suggesting that long online application processes may be a deterrent, rather opting for engaging personal relationships with recruiters.
Due to the vast differences in the way Gen Z job seekers search for jobs and look for different factors within roles, compared to the Millennial generation, recruiters need to become more creative in attracting candidates.
Gen Z job seekers expect fast replies and quick offers, usually within a week after the first interview. Providing Gen Z job seekers with frequent updates across a variety of different communication applications from email to calling to LinkedIn messages, as they like variety across communication platforms to keep them interested and engaged with the process. Frequent follow-up meeting in person throughout the process are vital, as research suggests over 50% of Gen Z job seekers prefer face-to-face communication, to develop personal relationships.
As Gen Z job seekers heavily rely on referrals when looking for potential employers, therefore, it is highly important to engage with your current employees to increase their job satisfaction, and build relationships with them so you can encourage your current employees to attract Gen Z talent. This may also be achieved through current employee’s posts on social media, to showcase your company culture.
As Gen Z have new priorities regarding work importance, in comparison to the Millennial generation, job descriptions need to be updated to meet these new priorities. Job descriptions must be appealing through stating flexibility in work, ensuring that they are aware that their work-life balance can be met. Gen Z place a high importance on the duties that the job will entail, so alongside listing benefits, list the duties in full so Gen Z job seekers are aware of their duties, encouraging applications.
Gen Z job seekers place high detailed attention to visually engaging media. Through modernising your careers website, the foundation of your recruitment strategy will be significantly engaging to Gen Z job seekers encouraging application and website engagement.
Gen Z have very high technology expectations due to their exposure to advanced technology day-to-day, this enforces that recruitment technology must be streamlined during the hiring process to encourage applications and engagement during the the hiring process.
Users aged 18-24 spend the majority of their social media use on Snapchat, TickTok and Instagram. To target and attract Gen Z candidates social media job applications advertising may be an effiicient recruitment strategy. Snapchat has implemented features allowing brands to attract applicants through the app, alongside TickTok launching a resume programme allowing candidates to submit job applications through the app. Capitalising on these features would be an effective strategy in engaging Gen Z job seekers as they are already familiar with brands on social media. Developing mobile-optimised career sites, which can be integrated into social media, would be an effective strategy for this new job seeking generation.
Generation Z is the newest generation entering the world of work. With this, attitudes and priorities are changing. As previously stated, Gen Z job seekers highly value referrals and building personal relationships, rather than job descriptions and online application processes. Due to this, we may see a world in the not to distance future where traditional online recruitment strategies are uneffective and instead move towards a referral-based recruitment strategies with a majority face-to-face process. Once generation alpha enter the job seeking world, this may even evolve further…
