Bornbetween1997and 2012,GenerationZincludesabout67millionpeople.As the newestnamed generation, you may think of Gen Z as a group of children and teens.But the reality is thattheoldestof this groupisnow24 yearsold!That’s right, folks.Gen Z has officially entered the workforce.
To attract, engage, and hire Gen Z candidates, recruiters should take some time to understand the world they grew up in. Gen Z was born into a world full of digital conveniences – cell phones, social media, and Wi-Fi. But they also watched their parents uneasily navigate the 2008 market crash and were disproportionately at risk of losing their jobsduring the Covid-19 pandemic.
Recent surveysalso show thatcompared to previous generations:
- Gen Z was not likely to drop out of high school and more likely to enroll in college.
- Gen Z ismore racially and ethnically diverse.
- Gen Z hadless work experience in their teens and young adulthood.
Understanding Gen Z’s preferences, behaviors, and backgrounds may help recruiters create more effective strategies to attract this generation to the current workforce.
Here areseven tactics your TA team can use to appeal to Gen Z candidates.
1. Enhance career sites and job postings for Google
Your career site is a greatresourcefor Gen Z toquicklyfindinformation about open rolesand submit a job application.However, before some applicantsreach your career site,they’re diverted to third-party job sitesand tasked withfilling out repetitive forms and profiles. Search results from job boards can be a turn-off for Gen Zifthe contentis irrelevantor not a goodfit.
When you optimizeyour career site for Google, your open positions can befeaturedon Google’s search results pageswhen someone searches for a key phrase like “software developer Houston.”These jobpostingscan show information that Gen Zcaresabout,like commute time, salary, responsibilities, etc. Byprovidingas much detail as possible, candidates will find your open roles quicker via Google, leading to a simplified application process and a better candidate experience.
2. Create compelling and meaningful content
According to a recent survey, whenasked what they do with their free time, 74% of GenZrespondents say they spend it online.This indicates that TA teams may benefit from a digital content strategy.
Create and share content about your brand that’s compelling and speaks directly to the Gen Z candidate,such as content about your purpose, diversity and inclusion, culture, training, socialresponsibility,and industry-specific conversations (think women in tech, for example). Share content on your career and social sites to inform your candidates and promote organic search through Google. The more you create and publish relevant content, the greater chance you have of leading Gen Z candidates to your career site.
3. Use text recruiting for low-pressure interactions
Gen Zgrew up withtechnology inaway that no other generationdid.A2018 studyfound that 95% of13–17-year-oldshadaccessto a smartphone.But it’s not exactly the “phone” part that Gen Zlikes so much.Another studyfound that73.4% of U.S.Gen Z and Millennials would choose their smartphone’smessaging appoverthe phone app iftheycould only keep one.
Text messaging is a low-pressure interaction. It is quick to respondto(averaging90 seconds) and less formal than a phone call or email.
Recruiters can take advantage of textmessagingto communicate with Gen Z candidates in a way that is familiar andaccessible to them. With text recruiting software, recruiters can automatesending and receiving textsandsupportefficiency, compliance, and scale within their process.
Learn more about text recruiting software inour post,Why texting should be a part of your recruiting process.
4. Showcase diversity in your employer branding
TheiCIMS Class of 2021 reportfound that 58% of college seniors look for diversity to be showcased during thehiring or interview process. Gen Zlikelyvalues diversityat work so muchbecausethey are the most diverse generation.They are simply looking for their own experiences and communities to be reflected in their workplace.
Stock images and empty mission statements won’t cut it for Gen Z. Instead, they look for concrete displays of diversity, equity, and inclusionpracticeswithin your employer brand.Employee resource groups (ERGs),employeevideo testimonials,or a Chief Diversity Officer are all ways your brand can showcase a genuineand tangiblecommitment to DEI.
In addition, employersshould aim for consistentbrandingacross variousplatforms. Generation Z is the most connected generation– ifyour employerbrand differs from one platform tothe next, they mayquestion your values andbeturned off toyourbrand entirely.
5. Use social media job applications
Companies canusesocial mediato showcase their employer brand and allow Gen Z candidates to apply for jobs from their mobile devices.There arevarioussocial media platforms available, so it’s important to identify exactly where Gen Z spends their time.In 2021,studies have found that users age 18-24are especially likelyto use Instagram (76%), Snapchat (75%),andTikTok(55%).
In July of 2021,TikTok launched a pilotresume programthat allowedcandidates tosubmit job applications directly through the app.Snapchat hasalso implemented featuresthatenableglobal brands like McDonald’s to attract and engagejob applicants through the platform.
These experiences mirror the types of consumer and entertainment experiences Gen Z is already familiar with and has come to expect from brands on social media. To capitalize on this trend, TA teams can create mobile-optimized career sites and job applications. These foundational elements can be more easily integrated into a social media campaign, and ultimately, provide a more seamless experience for digital native Gen Z applicants.
6. Implement an employee referral program
A great way to attract candidates from any generation is through an employee referral program. However, it may be easier to attract Gen Z candidates through word-of-mouth referrals than previous generations.
A 2018 study foundthatGeneration Z and Millennials are 43% morelikelyto engage in “pass along” word of mouth. This means they“heard goodthings” about a product or servicebut did not experience it directly.When Gen Z employees refera friendto your company, that friend may, in turn, refer your company to a third person becausethey“heard good things”about your company culture or benefits.
Your TA team can support this word-of-mouth chain with a robust employee referral program.Starting with your talent acquisition software, employers can implement a well-functioning and sustainable employee referral program that makes it effortless for Gen Z employees to share open positions with their peers. With a thriving employee referral program, your current talent pool could be your company’s best source for hiring Gen Z
7. Provide development guidance
InGen Z’slifetime, they’vewatched their parents navigate the2008 market crash, lost their jobs due to the Covid-19 pandemic, experiencedprotests, riots, and the effects ofglobalclimate change.These events have proven to Gen Z that the future is uncertain.
These experiences mayaffectGen Z’s views on workplace longevity.They want to be prepared for unexpected change and have the tools necessary to adapt to new working conditions or job expectations.
Provideclear career paths, mentorshipprograms, and trainingtohelpattract Gen Zto yourcompany. Theseprogramscanprove to Gen Z candidates that youvalue them for the long-term potential they bring to your company, not just for their ability to fill an entry-level role.
Additionally,investing in the future of your entry-level employees can reapsignificantrewards for your company overall.Building an internal pool of qualified talentcan enableyour TA teamstofill open positions more quickly. Reduced time to hire can often lead tocompany cost savings and improved recruiter productivity.
Attract Gen Z talent with the iCIMS Talent Cloud
Gen Z wants personalized communications,equitable hiring practices, and the potential for career advancement.We’ve just scratched the surface with seventactics, and there aremany more creative and effective ways to attract Gen Z candidates.
Download our Guide to Attracting Talentto learn more about how the iCIMS Talent Cloud can support these hiring best practicesand attract the newest generation of employees.
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