Forward-looking companies are interested in keeping their talent pipeline full, not just in the present, but for years to come. Attracting Gen Z talent is one key to accomplishing this objective.
Gen Z is typically defined as the generation born anytime between the mid-to-late 1990s and the early 2010s. And by 2030, there will be an estimated 51 million Gen Z employees in the workforce. While Gen Z workers share many of the same goals and concerns as other generations, employers need to understand how they differ from other age groups to incorporate them into their workforce successfully. Here are some important points to keep in mind:
Fair Pay Is Essential
Gen Z employees have to deal with the rising cost of living and other expenses the same way Millenials and Gen X-ers do. They will strongly advocate for fair, competitive pay, and will consider other opportunities if their expectations are not met. It’s important to note that Gen Z has access to unprecedented pay data. They will diligently research the market rate ahead of time (such as median pay in the U.S., median pay in a specific city, or what other companies are paying for equivalent roles). They will also weigh factors like the cost of commuting when evaluating an employer’s offered wage.
In addition, Gen Z highly values pay transparency. They want to know what to expect in terms of compensation, benefits, and equal pay. Giving Gen Z candidates visibility into your pay structure can play a huge role in easing their concerns.
Modernized Benefits Are Very Appealing
There’s been a recent focus in the corporate world on modernized benefits, such as health & wellness stipends, employee assistance programs (EAPs), and mental health days. Gen Z workers are very interested in such benefits. As with other generations, many of them deal with a great amount of stress in their personal and professional lives. As a result, they’re interested in resources that will relieve some of that pressure. Companies that highlight their health and wellness offerings will likely see enhanced interest in open positions from Gen Z candidates.
Work/life Balance Can Be a Difference-Maker
Many Gen Z workers love the idea of fully remote and hybrid schedules. They often view those options as huge contributors to a sustainable work/life balance. If it’s feasible for your organization to offer such schedules, consider doing so to attract the Gen Z demographic. In addition, think about other ways to promote a healthy work/life balance, such as flexible weekly schedules — like four 10-hour days vs. five 8-hour days, or work times outside of regular 9 to 5 business hours — and a robust PTO policy.
By the same token, many Gen Z employees feel like their work and personal lives are deeply intertwined. They are often looking for a sense of community, even within a remote or hybrid setting. To fill that need, consider using Employee Resource Groups as a foundation for building connections within your organization.
Career Growth and Advancement Opportunities Are Important
Many Gen Z employees are keenly interested in career growth and advancement opportunities. In some cases, they may even consider clearly defined opportunities for advancement as more valuable than their current salary rate. Can you present Gen Z candidates with clear pathways for internal mobility and promotion? What about the ability to advance their career through professional development and ongoing education? If the answer is yes, then your company is in a prime position to attract Gen Z to open roles.
Moreover, you will be even more appealing as an employer if you can highlight a consistent coaching and feedback process. Many Gen Z workers desire mentorship, support, and transparency in their roles. Providing encouraging and constructive coaching on a regular basis will help them feel appreciated, perform better in their current position, and grow professionally.
Companies Must Embrace (New) Technology
Gen Z was born into the Digital Age. As a result, they are very comfortable with technology. To attract Gen Z candidates, employers should embrace technology in the workplace. Additionally, be willing to adapt to changes in technology. Companies that have updated systems and invest in new software programs to increase productivity will likely be more appealing to Gen Z candidates.
Using popular social media platforms is also a powerful way to recruit Gen Z candidates. For example, a recent survey found that over 81% of LinkedIn users are between the ages of 18-34 (with the majority between 25-34). When companies reach out to Gen Z candidates on their terms, they’ll be more likely to attract top performers.
Making an Impact Is Critical
Gen Z candidates are very interested in making an impact: for themselves, their community, and their company as a whole. They are often drawn to organizations that emphasize social responsibility, perhaps in the form of charitable giving, mission-driven work, or a commitment to sustainability.
In addition, many Gen Z candidates are very interested in diversity, equity, and inclusion (DEI). They are passionate about social justice. They expect consumer brands and employers to be just as passionate as they are. Research indicates that 69% of Gen Z job seekers would be more likely to apply to a company where DEI is clearly emphasized in its recruiting materials. Companies that offer a transparent breakdown of workplace stats (like team and leadership representation) may attract more Gen Z talent compared to companies that don’t.
Of course, there are several other perks and benefits not mentioned above that will appeal to Gen Z candidates, such as employer-provided meals, access to in-house gyms, etc. The bottom line is that employers may have to think differently to attract top performers from this age group.
If you’d like to learn more about how your company can successfully attract top Gen Z talent, be sure to reach out to our team of experts at The Doyle Group today. We’d be happy to answer any questions you may have!