How To Recruit Generation Z
Just when the HR industry finally mastered adapting its hiring strategies to accommodate Millennials, Generation Z comes into the picture. Though it may be hard for some of us believe, those born in the late ‘90s or early ‘00s are already entering the workforce. In fact, in 2018 Ernst & Young projected that Gen Z will comprise nearly a quarter of the workforce in 2020. What does that mean for recruiters? New tactics, revised strategies, and a pivot in hiring if they want to capture the massive influx of new talent on the market. But first, a primer on this new social demographic.
The A to Z of Gen Z
Generation Z are the first true digital natives—they don’t know a world without the Internet, smartphones, or social media. Making up about a third of the global population, most Gen Zers were raised by Generation X, came of age during a time of economic instability marked by the Great Recession, and are the most diverse generation to date. These factors have shaped their collective worldview and identity, and consequently the way they approach employment and the workplace. If you’re looking to attract, hire, and retain Gen Z, consider these techniques.
Revise Your Social Media Strategy
Being entirely comprised of digital natives, Gen Z naturally has an extensive online presence and a mastery of all things Internet. While Millennials are digitally fluent as well, Gen Z actually interacts with social media much differently than their predecessors. While other generations overwhelmingly opt for Facebook as their preferred social media platform, Generation Z favors Snapchat, YouTube, and Instagram. If you’re looking to get a job posting in front of Gen Z eyes, consider leveraging those channels. As primarily visual mediums, you can even take the opportunity to share photos or videos that showcase the company’s location, office space, and culture.
Be Open and Transparent
Growing up on the Internet, Generation Z has firsthand experience witnessing the spread of misinformation campaigns and countless corporate social media blunders, ranging from tone-deaf missteps to full-on scandals. That’s arguably why Generation Z prizes authenticity in the brands and companies they interact with. As shrewd and careful consumers, they’re curious about a company’s mission, values, and ethics. For recruitment, this means being as open and transparent as possible during the hiring process—be honest about what your company is offering and contributing to the world and be open about the challenges they’re facing. Being authentic doesn’t mean co-opting Gen Z slang—it just means clearly communicating who you are to potential hires.
Offer Flexible Schedules and Telework
Another consequence of Gen Z’s digital upbringing is the demographic’s fierce independence. The answer to any question they might have has been essentially at their fingertips for as long they’ve lived, so they’re much more likely to Google how to do something before they seek out external resources. It’s this independence that’s formed their belief that companies should offer flexible working perks and promote a healthy work-life balance. In fact, a survey by Ernst & Young found that 50% of Gen Zers prioritized flexibility when choosing a job. So if your HR department offers those benefits, be sure to emphasize them during recruitment. And if not, consider implementing them if Gen Z talent is something sorely needed in the office.
Originally featured in UBA’s February 2020 HR Elements Newsletter.
