Born between 1995 and 2009, Generation Z is the digital-savvy, social-media obsessed generation who will be joining the workplace in greater numbers over the next few years.
If you are an employer or recruiter looking for new talent, you may well be targeting this generation, and – as you will see below – this may mean they require a slightly different recruitment approach than usual.
So, who are Generation Z?
Of course, any characterization of specific groups whether by age, gender or other demographic can be problematic, so please bear in mind these descriptions do not apply to every individual!
What we do know is that members of Generation Z have grown up surrounded by technology and instant communication thanks to the proliferation of mobile phones (the average age to first own one is 10) and all the communication apps and social media platforms that come with them.
Due to being brought up around this technology, many members of generation Z are adept at multitasking, although arguably will suffer shorter attention spans because of this.
Another trait which can characterize people in Generation Z is their attitude towards work. Although often portrayed in the media as being lazy, most of Generation Z have grown up during an economic downturn and thus are often acutely aware of the value of hard work. The tech-savviness and work-focused mindset also displays itself in an entrepreneurial streak, with 72% of teens saying they’d like to start a new business someday.
This combination of growing up in a recession along with the higher tuition fees meant that they had to start thinking carefully about their careers quite early on in their lives, with many of them choosing a less conventional method to their target career by avoiding high education fees.
Should Employers Change their Gen Z Recruitment Strategy?
As mentioned above, members of Generation Z are more likely to be self-starters who prefer an autonomous working environment.
Therefore, when you are advertising or explaining the job to a potential new recruit, make sure you outline how the day-to-day working regime looks with a particular focus on exactly how the company values the individual’s ideas in different situations.
Top candidates will want to see social proof that the company is a great place to work in; they will value authentic Instagram and YouTube videos featuring testimonials from current employees.
Another defining feature of Generation Z is how blurred work and play have become. The abundance of instant access communication straight to mobile devices means there is less of a divide between the conventional formula of working in an office and relaxing at home. Because of this, companies may want to offer flexible working hours with the potential to work from home, which is seen as a major perk.
For many people of this generation, a job is about much more than just a pay packet; they want to be able to map out their path within the company and see how their influence can directly benefit the company. They also want to feel like the company takes its social responsibility seriously, whether it’s charitable, green or local community initiatives.
Communicating the role’s importance at an early stage to the potential employee is vital as well as outlining the company’s culture, values, and wider social responsibility.
Summary
Generation Z is the most tech-savvy generation we’ve ever seen, which brings up some positive and negative aspects as they enter the workforce.
In general, employees from Generation Z are willing to work hard, but value the company culture and their role within it as extremely important to the decision-making process. For employers or recruiters actively looking to attract talent from Generation Z, they need to communicate how their company understands them and are willing to adapt to their needs. Follow the five tips below to make jobs even more appealing to prospective Gen Z employees.
- Bitesize videos shared on YouTube and social media that showcase your company values and workplace culture.
- A short digitally-focused application process – Generation Z are put off by lengthy forms.
- Make the importance of the role clear during the application process and stress their value to the company.
- Where possible use social media messenger services to communicate with them during the application process.
- Consider a flexible working structure with the ability to work from home.
The tips and observations below have been based on testimonials from the recruitment agency Anderson Hoare when working with Generation Z and employers.