While long-established marketing and recruiting methods have been successful for several years, it is now time to transition towards a more creative approach to engage the newest generations of talent. Gen Z individuals are always looking for new and exciting, the next “big” fad. A unique experience catered directly to the individual with attention to their desires for their professional career is commonly what Gen Zers look for. While there are many avenues companies and professionals can approach from, a few of the key strategies or areas that can be improved are discussed below.
Build Awareness of Short Attention Span
Gen Zers were born into a world built of instantaneous answers and many options for any situation that may be encountered. These individuals are known to have an average attention span of 8 seconds, meaning in a professional environment, it’s essential to make your content appealing to create an engaging atmosphere day in and day out. Gen Z employees will not only be excited about their overall purpose at the company but will also be motivated to continue succeeding and excelling with each project they are assigned.
Keep It Visual
As the world has become more and more visual, companies should bring this approach into their recruiting and overall structure. As Gen Z individuals have established a level of control over what media and content they consume, providing individual attention to how messages shared about the company and company culture on social media are delivered is a priority.
Video content can not only be delivered quickly, but it’s also simple and easy-to-follow. Transitioning the company onboarding process to a visual manner is also a beneficial step to take as new hires are less likely to feel overwhelmed with information and will feel as though their learning styles are being catered to.
Improve Your Company’s Career Site
These tech-savvy individuals crave a quick resource that is not only visually appealing and interactive, but an easy read to learn about a company’s brand and all the exciting benefits that they are rewarded, should they choose to pursue a company or accept an offer. Identifying an approach to showcase the items mentioned above in a clean, exciting way is incredibly beneficial to a company’s success with Gen Z candidates.
Health and Wellness
Society’s awareness about a healthy lifestyle continues to grow in importance and popularity as there are many different platforms already established or being introduced that display their methodologies daily. Many Gen Zers give heightened awareness to this when selecting the company they wish to pursue as it displays a sense of connection to their life away from work. Employers can establish a health and wellness program by providing a healthy snacks fridge or featuring in-company weekly yoga sessions or 15-minute shoulder massages.
Being translucent about the company culture is another detail that is appealing to Gen Z candidates. Highlight the journeys of regular employees and interns that come through your company as this provides material viewers can relate to. It’s also beneficial to highlight company events, outings, and community outreach opportunities as this shows candidates activities they can look forward to or areas in which they can influence the world outside of work and make a change.
Perks provided by the company should be displayed as this gives Gen Zers a further look into why your company may be the right choice and shows transparency as many employers hold this information until the time of hire. Candidates enjoy knowing what is included in a company’s benefits package, as this not only influences their well-being, but also opens the door of communication with both parties for offer negotiation.
Personalize the Candidacy Experience
These candidates give special attention to the overall appearance of the company, company culture, and what their candidacy experience provides. Gen Zers long for an exciting journey that is focused on their likes or dislikes. If making college visits, promote these visits by sending out emails to potential candidates showing you’re familiar with the university and details pertinent to that college specifically. Providing frequent updates regarding the interview process is also another factor to focus on, as overall interest in a company will be lost if candidates don’t regularly hear from a firm.
Surprise & Delight Candidates
Make the entrance into your company an exciting one that is unique to the new hire, and encourages that they’ve made the correct decision. If making an offer, personalize the experience by sending a thoughtful letter or small gift that falls into their likes or something position-specific — an engraved pen, a gift card to a local coffee shop or restaurant, or a handwritten note with a photo of the team.
Additionally, on their first day, welcome them with company swag and an introduction email sent out company-wide to make them feel welcome and cherished in their new environment. Ultimately Gen Zers look for unforgettable, memorable experiences that create a sense of importance and belonging.
Create a Nano-Influencer Network
Nano-influencers are becoming a popular, frequently utilized method of how marketers and companies target and gain traction with Gen Z consumers. This approach is successful because these individuals establish a sense of authenticity, which creates a peer-like connection with these candidates. Help your company transition to this by reaching out to current employees and interns that are passionate about what role they play within the company. Team members are encouraged to share and feature their day-to-day work lives in a multitude of ways.
- Showcasing a moment of achievement or feel-good situation
- Spotlighting an obstacle, they’ve faced with focus on growth potential
- New positions opening up within the company
- Overview of company culture (events, outings, achievements, etc.)
Providing insight into what current employees experience and enjoy about the company is an excellent way of establishing a trusting, transparent relationship with applicants. Gen Z candidates will be drawn to this display as nano-influencers feel like peers, thus presenting an authentic picture of your company.
Establish and Display Company Growth Opportunities
Providing a plan that shows the candidate’s future projection within the company is extremely useful. Gen Zers are drawn to these displays as it shows their professional and personal growth that will occur within your company and exhibits that the company is ready to invest in who they are as an individual. Maintain openness regarding career progression, internal hiring policies, and career flexibility should another area of the company be a better fit for the candidate down the road.
Companies are more commonly offering the opportunity to cross-train individuals or encourage them to make a lateral move into a different focus area should the candidate not be flourishing within their immediate assignment. This is becoming a widespread practice rather than transitioning to termination.
Make the Transition
Overall, companies should work to modify their recruiting and hiring experiences to cater to the new generations as they are ultimately drawn to a short time-to-hire process that is engaging, virtually appealing, and one they won’t forget. With talent continuing to grow, establishing the ability to adapt to new methodologies and trends is extremely important in the professional world to maintain resilience and positive outcomes for your company. Furthermore, be sure to utilize your resources and reach out to professionals to familiarize yourself with the ins and outs of the new generations.