Niche Recruitment

Posted by Niche Recruitment
25th September 2024

Hiring and Retaining Gen Z: An Employer’s Guide

Hiring and retaining Gen Z talent starts with attracting a Gen Z audience. Working their way up through the ranks in the working world, Gen Z will make up 27% of the world’s workforce by 2025.

Born between 1997-2012 into a digital first world, their values and expectations differs to that of Gen X and Millennials.

‘Transparency, impact and authenticity combine to form a defining golden thread.’ – Joanna Watchman, Content Coms.

Employers need to adapt if they want to future-proof their talent pipeline, but knowing how to connect with Gen Z and building a recruitment strategy around that is often new territory for hiring managers.

Content Coms, a Certified B Corp strategic communications and specialist content agency, know a thing or two about storytelling, marketing and ESG communications. Their latest book in a series of free guides ‘Connecting with Gen Z: A communications guide for businesses’ gives you all you need to know about what makes Gen Z tick.

We recently had the opportunity to sit down with the authors, Sophie Crossley & Siân Clay, to chat all things Gen Z, recruitment and how to connect with the next generation of business leaders!

ATTRACTING GEN Z

According to Deloitte, more than half of Gen Z research a company’s environmental impact before accepting a job offer and 90% of Gen Zs say purpose is important to their job satisfaction.

So, it’s no surprise that authentic and purposeful work is a topic covered in Content Coms book. Showcasing why you do what you do is essential, as is your commitment to be truthful rather than perfect.

As a Gen Z looking for a job in 2022, I knew that for an organisation to ‘hit the mark’, they had to walk the walk when it came to being transparent and authentic in their values. Now, that’s the key market driver organisations need to be aware of – Gen Zs are raising the bar both as consumers and as workplace talent. – Sophie Crossley

Building high-performing teams across the South West, we’ve experienced first hand the shift in priorities when it comes to Gen Zs job search. Salary is no longer the biggest driving factor and despite 40% of UK employers making a counteroffer in the past 12 months , Gen Z are embracing impactful and purposeful companies and job roles.

RECRUITING GEN Z

Take your message to your audience’s space, a key takeaway from the book when it comes to recruiting Gen Z. A staggering number of Gen Zs own a smartphone, and with the rise of social media platforms like TikTok, you’ve got a very short space of time to hook them in and read more.

We’re already seeing the influence of Gen Z, reflected in both industry feedback and peer conversations. Gen Z value a purposeful workplace and are quick to spot disingenuous messages. Honest communications which share real experiences are taking the lead when it comes to connecting with this generation. – Siân Clay

Getting creative with your advertising methods is key and implementing innovative tools, like our video interviewing technology, is engaging the Gen Z audience. Likened to a video cover letter, we’re proud to champion the person behind the profile. A short 10-minute video with our specialist recruiters covering ambitions, motivators and cultural fit.

RETAINING GEN Z

A recent poll on the Niche Recruitment LinkedIn Page showed that 69% of respondents preferred to work on a hybrid basis. And, more broadly speaking, flexibility and progression are the two most common factors we encounter when speaking with job seekers.

A study by Perkbox showed that 79% of Gen Z had thought about moving jobs in the last 6 months, looking for the chance to move to a company with better career development. And, Legal & General reported that 45% of Gen Z expect to work from home 2-3 days per week.

KEY POINTS TO CONSIDER

Attracting, recruiting and retaining Gen Z talent requires a deep understanding of their values, priorities, and the digital-first world they grew up in. Set to make up a significant portion of the workforce by 2025, employers must evolve their recruitment strategies, emphasising transparency, purpose, and authenticity.

Gen Z is looking for more than just a salary—they seek meaningful work, flexible environments, and genuine company values. By embracing creative recruitment methods, honest communication, and opportunities for growth, businesses can successfully engage this next generation of talent and future-proof their workforce.

“We have seen first-hand how Gen Z’s expectations are shaping the future of hiring. It’s no longer just about offering competitive salaries—Gen Z is driven by authenticity, purpose, clear progression and professional development opportunities. At Niche Recruitment, we’ve adapted our strategies to connect with this new generation of talent by embracing innovative tools like video interviewing and more emphasis on attraction through social channels.

Sharing our insights and fantastic research like this piece from our friends at Content Comms is one of the many ways we demonstrate our commitment to partner with our clients to shape their employer branding and enhance candidate attraction methods. If employers fail to meet these needs, they will find it increasingly challenging to not only attract but also retain Gen Z talent in the evolving job market.” Michelle & Nick, Co-Founders & Directors, Niche Recruitment.