How to attract Gen Z talent to your business

Sarah Fallon our consultant managing the role
By 2025, Generation Z will account for 27% of the global workforce. With increasing numbers of people born between 1997 and 2012 joining the workforce, it is inevitable that they will play a vital role in shaping the future of work. However, Gen Zer's are proving to be much harder to recruit and keep than their older counterparts. Research from LinkedIn has shown that people who are earlier in their careers are changing roles at double the rate of millennials.

This is leaving hiring managers and talent acquisition professionals with a challenge: how can you attract and keep young talent in an increasingly competitive market?   

Transitioning into the workplace post-COVID 

Firstly, talent acquisition professionals need to understand the context in which many of Gen Z grew up in. Research has shown that compared to older generations:

  • Gen Z is more ethnically and racially diverse  

  • Gen Z are more likely to stay in school and attend higher education 

  • Gen Z had less opportunity for work experience in their teens and young adulthood  

These factors are also compounded by the fact that many grew up in a highly convenient and digitised environment, meaning that Gen Z’s approach to the workplace is going to be extremely different to millennials and Gen X.

Moreover, younger people had their lives completely upended by the pandemic. Those still in school had their education decimated for the best part of two years. People attending university were sent home and forced to study remotely. And young workers were disproportionately more likely to lose their jobs during the pandemic. It is to this chaotic backdrop that Gen Z enters the workforce. 

Go digital with your talent attraction strategy       

It is no secret that young people are comfortable with technology and social media. A study from the World Economic Forum found that Zoomers spend around three hours a day on social media. Companies should use social media to reach and engage Gen Z workers. A 2022 Pew Research Centre Survey found that TikTok (67%), Instagram (62%), and Snapchat (59%) are the most popular social sites for Gen Z, so it would be worthwhile to try and work these channels into your recruitment campaigns. 

Additionally, use your job adverts and descriptions to highlight your tech stack and digital capabilities. Sophisticated communications platforms and automated tools show potential applicants that your organisation is modern and invests in their business. 

Flexibility is key      

As we have discussed, Gen Z has gone through a tough time as of late, and research has shown that this has deeply affected their approach to the workplace. One thing that really matters to them is flexible working. The pandemic has shown that flexibility at work is not a dream. And your worth as an employee is no longer measured by the length of your commute. Our annual Market Insight and Salary Trend report, which collates the sentiments of over 1,200 professionals, overwhelmingly found that a minimum 25 days holiday and flexible working (remote and flexitime) are the most important benefits for people considering a new role.

Offering flexible working arrangements is not only essential in attracting and keeping Gen Z talent, but it’s a huge opportunity to make workplaces fairer and more inclusive. 

Evaluate your business culture  

A study from EY reported that 63% of Gen Z workers felt that it was very or extremely important to work for a company that shared their values. For this generation, simply being a big player in your industry is not enough. Your brand and approach to business must be authentic. Misrepresenting your business culture or exaggerating the impact of your business is not something readily ignored by many, but Gen Z have shown themselves to be particularly ruthless when it comes to disassociating themselves with brands which don’t match with their values.

Businesses that want to attract and retain Gen Zer's should support what inspires them. This could be environmental issues, committing to social responsibility and putting equality, diversity and inclusion at the heart of their business strategy. By highlighting your commitment to these issues in an authentic and impactful way, your Gen Z team are more likely to be engaged and satisfied.  

Help them learn and grow    

Young workers love to learn. According to LinkedIn, 76% of Gen Z employees believe learning is essential to a successful career. LinkedIn’s Workplace Confidence Survey found that 40% of Gen Zers are willing to accept a 5% pay cut for a role that offers better career prospects, compared to 26% of the overall workforce. 

Another factor of job attraction for Gen Z is room for progression. You must set out a clear career path, then your employee can visually plan out and imagine themselves working their way up. This includes being transparent about the salary expectations for each role.   

For example, with a finance assistant role, you can outline that the advertised role can lead to becoming an assistant management accountant, then onto management accountant and higher finance management duties. Specificity can help bring life to the possibilities, rather than just listing ‘career progression’ in the job description. 

Do you want help recruiting the next generation?  

Organisations partner with Marks Sattin, not only to tap into the network we’ve built over the last 30 years, but also because of our commitment to EDI, but our commitment to building careers. 

It’s more difficult than ever to attract the talent. This is where we step in. As specialists in finance and accountancy recruitment, we have grown an extensive network of clients who trust us to help them build a diverse team.

If you’re looking to hire your next Accountant, CFO, Payroll Supervisor, or Fund Manager, then submit a brief and we’ll be in touch for a chat.

 Or if it’s time for a career change, find out more about our live opportunities at Marks Sattin. 

26/10/22
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