How to engage with Generation Z?

The job market is greeting a new cohort: Generation Z. This group not only introduces a fresh perspective but also carries novel expectations into the workplace. Successfully recruiting Gen Z necessitates a reevaluation of conventional strategies. So how do you, as an employer, reach these young talents?
What Gen Z expects from an employer
Generation Z, born between 1997 and 2012, is the first generation to grow up in a fully digital world. Traditional "lures" such as a good salary and fringe benefits are still important, but Gen Z is looking beyond. They are looking for employers that value transparency, diversity, flexibility, and personal freedom. If as a company you know how to convey these values, you stand a better chance of a long-term partnership, but how do you go about it?
The image of your company is reflected in your communications and job ads, this is your chance to show what your company stands for. Think about emphasizing your diversity policy, using stories from experience and real photos of your employees. Mention in the vacancy texts how flexible (or not) you are, be honest about this to match expectations with reality. Notice that your vacancy does not match the above points? The chances are then smaller that you will attract young people, it is good to investigate if something needs to change.
Recruiter Amanuel also sees that this generation has different needs than predecessors. "I notice that Gen Z candidates value the culture and impact of an organization more than working for a big name, for example. They have become more critical, also look at social contribution of a company and what it stands for."

Revamping the recruitment process
Attracting Gen Z starts with scrutinising your recruitment process. Is it still relevant? Recruiting Gen Z requires a different approach than previous generations. By demonstrating that your company aligns with their values and needs, you’re more likely to attract young talents. But it’s more than just reflection; apply these values during the hiring process, for instance, by responding promptly to applicants. Understanding Gen Z’s characteristics is crucial.
“If young people feel misunderstood or not taken seriously, they’ll simply go elsewhere,” Amanuel explains. “Therefore, being transparent about the role and quick to act is crucial, or you risk missing out on this new generation in a competitive job market.”
How do you reach Gen Z?
According to research by Ipsos, Gen Z is exposed to media for up to 13 hours a day all together. To effectively reach this group, you need to be present on the platforms where they are. This means you need to go beyond posting jobs on traditional job boards and not get away with cliché job ads like "no 9 to 5 mentality. Actively using the right social media and other digital channels is key. Think for example of TikTok, Instagram and Youtube Shorts. On average, the group spends 3-5 hours a day on TikTok alone, according to the study.
Gen Z is visually oriented and has an average attention span of 8 seconds. Short videos therefore do well with this generation. The young talents navigate social media at lightning speed. For this reason, it is important to get straight to the point with a powerful, eye-catching and sincere message. Content that reflects your company culture and values captures their attention.
"Communicating authentically has become more important. You don't have to sugarcoat things. Are you transparent? Then young talent is more likely to be interested in a job," says Amanuel. "Young talent appreciates clarity about the position and the company, so make sure you also apply this during your recruitment process and communication."
Mentorship and inspiration
Gen Z looks for roles that are not only challenging but also offer opportunities for personal growth and development. They value a culture where feedback is welcomed and learning from colleagues and leaders is encouraged. Therefore, communicate the type of mentorship and growth opportunities available at your company.
“Young talent wants to be inspired by their work and employer,” Amanuel continues. “They’re drawn to companies that offer more than just a job but also the chance to contribute to something bigger. Show and tell how your company makes an impact and how Gen Z can be part of this mission.”

Future-proof recruiting
Recruiting Generation Z requires a new approach. They have grown up with the Internet and will therefore look at a company primarily online before applying. Focus on active presence on platforms such as TikTok and Instagram, and create authentic, visually appealing content. Involve them in the development process and highlight opportunities for growth, development and the impact they can have within your organization.
By applying these strategies, you can not only effectively reach Generation Z but also motivate them to become part of your team, creating a dynamic and forward-looking work environment.
For many years we have been the link between young professionals and clients in the financial sector. We have daily contact with young professionals to hear what their work needs are. On this basis, we ensure that our program is always in line with the wishes of the current generation and we can advise managers in the area of recruiting, binding and retaining young talent.
Let Gen Z think along!
Involving Generation Z in your recruitment process opens doors. An effective way to do this is by actively engaging with them on social media. Ask about their expectations and preferences in order to align your recruitment strategies with what they value. Generation Z appreciates it when their voice is heard and they can share their insights. By involving this generation directly in your recruitment process, you are already taking a step ahead of your competitors.
By making Generation Z part of the development of your campaigns, products or services, you make it more personal and harness their creativity. So don't just work for your target group, but with them. This significantly increases the chance that they will build a long-term relationship with your brand or organization.
Want to learn more about Gen Z?
A Deep Dive into Gen Z
To attract real applications for your vacancy, you need to truly understand your target audience. Are you focusing on entry-level candidates? Then read our Gen Z whitepaper to discover what this generation values in the workplace.
