Recruiting and retaining Gen Z

Of course, it’s a stretch to label people born between roughly 1995 and 2010 as an entirely different "species." Yet, there are significant differences between generations of employees. That’s hardly surprising when you compare an experienced fifty-something with a recent graduate. But even between millennials (Generation Y, born between 1980–1995) and Generation Z, a considerable gap is already emerging.

Some of these differences can be attributed to the speed at which technology has evolved. However, the pandemic and the state of the world have also left a significant mark on the mindset of our newest generation of employees.

In this blog, we’d like to share some tips on how best to recruit and retain young people in the workplace. This is certainly no luxury, considering that within ten years, this generation will make up a staggering 58% of the workforce!

Below is a list of the different generations:

• 1940-1955 Baby Boomers
• 1955-1970 Generation X
• 1970-1980 Generation X (The "Patat" Generation)
• 1980-1995 Generation Y (Millennials)
• 1995-2010 Generation Z
  

1. Digital natives with high tech standards

For the first time, we are dealing with colleagues who cannot even imagine a world without Wi-Fi, smartphones, and Spotify. Simply because they have never experienced such a world. While we might still shudder at the memory of the infamous screeching of chalk on a blackboard, Gen Zers will just look at you blankly. After all, they grew up entirely online.

Gen Zers have a shorter attention span and hold their employers to a very high standard when it comes to digital tools.

Laptops, phones, and internet connections at work must be at least as good as what they have at home—and ideally, even better. It needs to feel professional and high-tech to win the trust of Generation Z.

2. Social media takes center stage

The life of Generation Z is online and revolves largely around social media. Learning new things, searching for jobs, applying, or deciding how to spend your weekend? You do that via social media. That’s definitely useful to know when you’re setting up a recruitment campaign.

But keep up! The attention of the new generation is constantly shifting. And it moves fast.

By now, Facebook is becoming almost as passé as the now-ancient Hyves (remember that?). So, make sure you know which social media are trending and which aren't. If necessary, ask your younger cousin for advice, or keep an eye on what your own children are using. And ensure you are as flexible as your target audience. Don't let yourself be lured into a multi-year contract with a single platform for posting your vacancies. Before you know it, you’ll be stuck in a black box.

3. A love for personal interaction

You could almost call it a childhood trauma: the forced distance during the years 2020–2022 has further fueled the need for personal contact. As digital as Generation Z may be, a live meeting with friends and colleagues is almost always preferred. While they are now well-trained to work remotely, they (unlike the generation before them) are very eager to return to the workplace. Not necessarily to work—they can do that at home, too.

It is precisely the personal meeting with colleagues that is central.

Therefore, set up plenty of spaces where face-to-face contact can take place. Turn the office into a pleasant meeting place (a trendy interior architect might even call it a "clubhouse"), where you can brainstorm with your colleagues over a good cup of coffee.

Where you can feel that you are truly part of an organization, full of like-minded professionals.

By the way, don't forget to provide sufficient hybrid facilities. That’s exactly what will keep millennials and other people who embrace hybrid work happy.

4. An employer with a mission

Generation Z loves action and cares about society. The impact of humans on the planet and the climate worries them. Gender equality and diversity are a given for them, and discrimination is an absolute no-go. Rightly so, of course, but whereas previous generations did see social issues and mostly took action on an individual basis (and sometimes didn’t), young people today have a clear opinion and actually expect something from their employer. 

So make sure your organization genuinely and actively commits to social issues. And do it visibly.

Mention it in your recruitment campaigns, show up as a sponsor at events, and put clear policies in place, holding people accountable when they don’t stick to the goals. 

5. Do it yourself generation

Actually, nobody wants to depend on others, but young employees really need autonomy to thrive.

Being able to make their own choices (and mistakes), keeping control over their own career, a good work-life balance, and getting responsibility for a project: that’s what makes your new Gen Z colleague happy. 

That craving for personal freedom can also have a downside. Younger employees often want to arrange their own work week, sometimes take on tasks that another colleague might have liked to do as well, and shifting working hours shouldn’t be a problem. That attitude gives many a scheduler a headache, and can cause confusion and irritation among colleagues from earlier generations. 

Keep everyone pulling in the same direction with careful communication.

Offer everyone a bit more flexibility in working hours, workplace, and free time. That can also prevent absenteeism among informal caregivers, young parents, and older employees. And what if all that freedom threatens to become unworkable? Then set your boundaries diplomatically but clearly. Sometimes business simply comes before pleasure. Even in 2023. 

6. Loves feedback and development

Forget the obligatory annual performance reviews. Someone from Generation Z would rather hear clearly and regularly where they stand.

A true Gen Zer sees feedback as a good learning moment that simply comes with the territory, and can usually handle it just fine.

Along those lines, one more tip: offer your Generation Z colleagues plenty of development and growth opportunities. Anything that can seriously contribute to a clear shape for their career path is welcomed enthusiastically. Where millennials still got excited about a company car or an office dog, today’s generation is happy with a career coach and a broad, challenging learning platform. Preferably full of gamification, because learning has to stay fun, says Gen Z!

7. Special recruitment tips

We’ll close with a few concrete tips on how to lure Generation Z to your workplace. 

• Write a surprising job posting with plenty of personal touches. Run-of-the-mill, copy-paste text won’t work. 
• Prevent this target group’s attention from flagging and them clicking away again. So don’t write endless job postings; keep your story to the point. 
• Generation Z likes it fast and snappy. An “Apply!” button works far better than asking people to send a cover letter. 
• Salary and a permanent contract weigh less heavily with this generation than social engagement and development opportunities. So rather put the emphasis on the latter.
• Provide a clear contact person who can give more information about the job and the organization.

Are you ready for the next generation?‍

Yes, a new generation on the job market does require some adaptability. Maybe you still feel some trepidation when it comes to digitalization? Or do you have no idea how to set up a smart learning environment that benefits not just Generation Z, but also, for example, baby boomers, the Patat generation, or millennials? Fortunately, you don’t have to do it alone; coming up with smart digital solutions is exactly our thing! Get in touch with us, we’re happy to think along with you!