6 Strategies to Attract, Engage, and Retain Gen Z Workforce

Gen Z is considered one of the largest generational cohorts to join the global workforce. This generation, roughly defined as those born between 1997 and 2012, is considered the first generation to grow up with mature technologies like smartphones and tablets. Social media content may have heavily influenced their approach to work and life over time.

As older generations begin to retire, Gen Z is set to become more visible in the workforce. Finding skilled workers from this generation varies compared with older generations. While they tend to want some of the same things, they have other preferences which set them apart.

Attracting and retaining workers from Gen Z requires a little knowledge about how they view the workplace and their role in it.

Gen Z may not have a lot of experience, but they are interested in job growth and impact. In a recent workforce survey, more than 67% of respondents say they value job growth and educational opportunities. They want to know how their role aligns with the organization’s overall mission and if it will have a wider positive impact.

Use targeted messaging across mediums to convey the work you’re doing to make an impact on the local community and beyond.

Consider showing the connection between certain roles and the impact they may have outside of the company through employee quotes and short videos.

Gen Z prioritizes finding a healthy work environment. They value fair play, work-life balance, and seek autonomy. While they appreciate a flexible work schedule, just over half (56%) prefer to work in the office all of the time. A small percentage prefer fully remote work (17.6%). Gen Z has been paying attention to the horror stories of overworked and abused staff. Gen Z has concerns about job stability and the possibility of being mistreated or overlooked at work. Members of this generation have expressed fear of burnout.

Consider creating content with current employees which showcases how your company fosters a positive work environment. If you value outcomes over lengthy meetings to accomplish great things, showcase this for the Gen Z audience.

Gen Z is more likely to apply if they’re familiar with the brand.

Consider developing a rich social media presence to include short videos, reels, employee testimonials, and community-focused content. Use these platforms to tell a compelling story about your company, its successes, and employees.

A company’s reputation plays a key role in application decisions. A recent Handshake survey found that 75% of graduating seniors read employer reviews. They’re looking for insight into company reputation.

University career fairs give you the opportunity to begin recruiting for your paid internship programs and permanent positions. Career fairs are often open to second year students and above. Introducing students to your company early can have a positive influence on the jobs students choose to pursue.

University career management centers often have many other opportunities for companies to connect with students to fill internships and permanent positions. Just ask to find out what other opportunities are available for employers.

Gen Z is considered a digital-first generation because they have grown up using intuitive mobile technology and applications. However, they aren’t as tech-savvy as many have assumed. Gen Z tends to have very little experience with office technology, especially desktop computers and printers. They have an overall low digital literacy and may require extra training just to get started in the office. The good news is that Gen Z is open to gaining skills they need to do well in their jobs.

As with any generational cohort, it’s important to realize not all members of the group embody the worst stereotypes most publicized from the time they leave high school and throughout the college years. Gen Z is keenly aware of their generation’s reputation. They fear negative stereotypes are impacting their job prospects and overall career outcomes. Gen Z most wants to be given the opportunity to learn and grow into a position.

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Attract and retain Gen Z workers by connecting your company values and successes to the ways Gen Z wants to contribute to a company’s overall mission and vision. Embrace the opportunity to teach the next generation how to work hard and accomplish difficult tasks. Show the positive outcomes that can be achieved in healthy team environments.

At Advance Recruitment, we help businesses reach qualified candidates and meet hiring goals by crafting targeted messaging that appeals to young professionals. We deploy this messaging by combining social media marketing, digital advertising, career fairs (in-person and virtual), and employee referral programs.

When combined, these strategies help companies cut through the noise and position themselves as incredible workplaces where young people can make a difference. Deploying these techniques can allow your firm to reach the right candidates and outshine the competition, who often fail to meet hiring quotas and face project delays as a result.

Reach out to the Advance Recruitment team today to learn how we can help you craft a custom marketing campaign to source and hire the right candidates for your specific needs.