Any conversation about the future of work must include Gen Z. Born between 1997 and 2012, Gen Z is the youngest cohort in today’s workforce. While Gen Z’s influence will only continue to grow, recruiters are struggling both to attract them and retain them, with some recruiters even being ghosted by Gen Zers during the application process.
So it’s no surprise that engaging Gen Z was a hot topic at Talent Connect. In one session, Liam Walsh, a senior director of talent acquisition at LinkedIn, spoke with Sophie Wade, a workforce innovation specialist with Flexcel Network; Valerie Vadala, the former head of talent acquisition at Shutterstock; and Nicky Vallelly, head of talent attraction and engagement at Google Deepmind, about how recruiters can do a better job of appealing to Gen Z talent and leveraging their strengths in a multigenerational environment.
Here are five steps they proposed for recruiters who want to create a culture where members of Gen Z — and all age groups — feel valued and thrive.
1. Explore Gen Z’s motivating factors
There is a lot of data that sheds light on how members of Gen Z act and what they value. For example, they prioritize diversity and inclusion and they yearn for a sense of belonging. While most people say they want to work in an organization that has a supportive culture, Gen Z is the generation that is the most likely to walk away if their workplace doesn’t have one, Valerie noted. They also expect their employers to care about their physical and mental health.
But to truly understand Gen Z, it’s helpful to take a step back and consider why those factors resonate with them so much, Nicky said.
For one, they came of age during a global pandemic, which put a spotlight on the importance of staying healthy. “So, it stands to reason,” Nicky said, “that they’re going to be looking for organizations that will prioritize their well-being.” They’ve also learned how to work from anywhere, so they value flexible options around where they work, how they work, and when they work.
On top of that, “this generation has grown up in some of the most multicultural societies we’ve ever seen,” Nicky said. “That has really fostered in them a deep appreciation for the power of diversity and the importance of having diverse perspectives represented within an organization.”
2. Reframe their reputation for job-hopping and provide the upskilling they’re looking for
Another thing we’ve learned from data: Generation Z changes jobs more often than previous generations. While some may consider that a negative trait, Sophie had a different take. They have no job security, she said, so staying competitive — and upskilling to do so — is top of mind. When they can’t upskill and move up within their own organization, they will go elsewhere.
But that creates an opportunity for employers who are willing to provide Gen Z with the upskilling opportunities they desire. For job seekers looking for career growth opportunities, a robust learning and development program can be an enticing factor.
It’s also important to recognize that times are different than when previous generations entered the workforce. “A job for life doesn’t exist anymore,” Nicky said. That idea of coming of age, entering the workforce, and staying with the same company until you’re ready to retire: “That model,” she said, “is gone.”
3. Adapt recruitment strategies to match the Gen Z reality
Just as employers in years past used newspaper want ads to reach talent, employers today must interact with candidates through media that they are comfortable with. “What do your job ads look like?” Nicky asked. “Is your job description 10 pages long? No one’s reading that on their mobile phone. You have to ensure it’s mobile-friendly.”
A hiring process that drags on for weeks might also be counterproductive if you’re hoping to recruit Gen Z. “Gen Z’s entire lives are customized,” Nicky said. “They don’t have to wait for anything. They can watch an entire TV season in one day, then a system will recommend what they should watch next. They don’t have to work hard to find information — it’s presented to them readily, in user-friendly formats. It stands to reason, then, that they would expect exactly the same when they interact with your organization.”
4. Give Gen Z work that has meaning
Gen Z wants to work in an environment where they get to have an impact quickly. If you ask a Gen Zer to create a deck that nobody’s going to look at or come up with recommendations that no one is going to follow, you’re not giving them an incentive to stay in an organization, Valerie pointed out. “They don’t like to do that kind of work,” she said. “They want to feel like what they’re doing has some level of impact and that it’s not just ‘busy work.’”
While Baby Boomers or Gen Xers might hesitate to share ideas and feedback with those high up in leadership, Gen Zers tend to be less intimidated by hierarchy. They don’t believe seniority makes you more valuable to an organization, which is why a skills-first strategy is appealing to them.
If you’re a recruiter, Nicky said, “you really do have to adjust your hiring policies and think, ‘Are [we] actually bringing someone into a role that plays to all of their strengths? Are we utilizing the skill set that they bring in?’”
5. Foster a spirit of co-creation
Every generation has strengths. When you build a working environment that leverages all of those strengths, everybody wins. Valerie emphasized the word co-creation to describe the act of giving everyone a seat at the table and allowing them all to contribute. Boomers and Gen Xers might share what they’ve learned through their many years of work experience while younger generations may be instrumental when it comes to new technologies such as generative AI.
One way to bring generations together, Sophie suggested, is through cross-generational mentoring programs. Such experiences give employees of different ages a safe space to learn about each other and appreciate the knowledge that their varying backgrounds bring.
Final thoughts: Create a culture that bridges generations
At a time when the workplace is being transformed by AI, tech-savvy Generation Z is poised to make a huge impact across organizations that are willing to listen to them and understand their needs. But at the same time, older generations have wisdom to impart from their own unique perspectives in an environment that appreciates their contributions.
Recruiters can help organizations understand and speak to Gen Zers while ensuring that other generations aren’t ignored.
A skills-first environment allows employees to shine no matter what age group they fall in or how long — or short — their tenure has been with the company.
