It seems like every new generation entering the workforce gets unfairly labelled, and Gen Z is no different. I’ve seen firsthand how many companies struggle to connect with this group, often sticking to old-school hiring strategies that just don’t resonate anymore. But here’s the reality: Gen Z is on track to outnumber baby boomers in the full-time workforce in 2024. If businesses don’t evolve the way they attract and engage this new wave of talent, they’re going to fall behind—and miss out on the fresh ideas, skills, and perspectives Gen Z brings to the table.
The job market is changing fast, and if organisations want to stay ahead, they need to truly understand what makes Gen Z tick. That means rethinking recruitment and making it more aligned with the values and expectations of this digitally native, socially aware generation.
If you’re looking to refresh your hiring approach and better connect with Gen Z talent, here are a few important things HR solutions should keep in mind.
1. Embrace the Generational Shift
Gen Z is quickly becoming a major force in the workforce, and that’s not going to change anytime soon. Like it or not, hiring from this generation isn’t just a nice idea—it’s a must. Still, some companies are dragging their feet. A ResumeBuilder.com survey from January 2024 showed that 31% of employers are actively avoiding hiring Gen Z in favour of older candidates.
But here’s the thing: ignoring this generation doesn’t make the hiring process any easier. It could make it a lot harder.
If companies want to stay competitive in today’s tight job market, they need to meet Gen Z where they are. That means rethinking how they recruit and being open to change. Refusing to adapt could make it even tougher to fill roles, deepen skills shortages, and stall progress on important goals like building a diverse and inclusive team.
2. Refresh Your Employer Brand
To truly attract and keep Gen Z talent, companies need to take a hard look at how they present themselves as employers. This generation cares about a lot more than just a paycheck—they want to work for organisations that are transparent, authentic, and aligned with their values. Research shows that 80% of Gen Z are looking for work that matches their personal beliefs.
This is a group that’s passionate about diversity, inclusion, sustainability, and mental well-being. So if your company says it cares about these things, your policies and actions need to back that up, and you need to make sure you’re telling that story in a real and relatable way.
What does that look like in practice? Think less about polished corporate jargon and more about honest, human storytelling. Show what your company stands for. Highlight real employee experiences. And don’t be afraid to let your culture shine through. Gen Z can spot inauthenticity from a mile away.
3. Make the Candidate Experience Personal
Gen Z doesn’t want to feel like just another name in a spreadsheet. They expect a recruiting experience that feels thoughtful and personalised. That means going beyond the standard process and making real connections from the first click to the final interview.
Here are a few ways to do that:
- Meet them where they are: Make sure your application process is smooth and mobile-friendly. Use tech like chatbots or quick-response tools to keep the experience fast and user-friendly.
- Show, don’t tell: Share authentic stories from current employees through video, blog posts, or social media. Let your team be your best brand ambassadors.
- Be present on social media: A big chunk of Gen Z discovers job opportunities through platforms like TikTok, Instagram, and YouTube. If you’re not creating content there, you’re missing out.
- Make it interactive: Think about including assessments, short challenges, or even gamified tasks that give candidates a sense of what it’s like to work with you, while you learn more about them, too.
- Talk like a human: Tailor your communication. Use their names, reference their backgrounds, and avoid the dreaded “Dear Applicant” emails.
- Offer flexibility: Be open to different ways of doing interviews—video calls, asynchronous responses, or even texting for scheduling. This flexibility reflects the way Gen Z prefers to work and communicate.
- Give feedback: Even if someone doesn’t get the job, a quick follow-up or a bit of constructive feedback can leave a lasting positive impression.
- Ask for input: After the hiring process, check in with candidates about their experience. Use their feedback to fine-tune and improve the journey for future applicants.
4. Put Growth Front and Centre
Gen Z may be the most educated generation to date, but they’re also redefining what career readiness looks like. While a four-year college degree used to be the gold standard, today’s young professionals are more open to alternative paths. A 2023 study even showed that just over half of high school students are considering traditional college; many are now exploring trade schools, boot camps, and hands-on training instead.
That shift in mindset matters. If your job postings still demand specific degrees, you might be shutting out smart, capable candidates who’ve taken different (but equally valid) routes to get where they are.
On the flip side, companies that invest in growth, offering things like mentorships, professional development, upskilling programs, or tuition support, will stand out. So, take a second look at your job requirements and make sure they’re not unnecessarily rigid. Then, highlight all the ways someone can learn and grow with you. Gen Z wants to know that if they join your team, they’ll have room to advance and support along the way.
5. Keep It Real
There’s a lot of pressure to come across as polished and perfect when hiring, but Gen Z would rather you just be real. Some companies worry that talking about DEI (diversity, equity, and inclusion) or sharing internal challenges might turn people off. But actually, Gen Z appreciates honesty. They respect companies that acknowledge where they are now and talk openly about what they’re doing to get better.
Being upfront about your progress—or lack thereof—builds trust. And trust is big with this generation. In fact, according to a recent EY survey, 92% of Gen Z job seekers said being true to themselves is extremely important. That same expectation extends to employers.
You don’t need to overthink every word in a job posting or email. What matters more is that your communication feels human and authentic. A straightforward LinkedIn post, a quick video from your team, or a candid conversation in the interview process can go a long way.
Final Thoughts
When it comes to connecting with Gen Z, you don’t have to be perfect—you just have to show up with honesty and intention. This generation is looking for companies that embrace technology, lead with purpose, and care about people, not just profit.
And here’s the best part: many of the strategies that work for Gen Z—clear communication, flexible processes, and authentic employer branding—aren’t just good for them. They’re good for everyone. By adapting your hiring approach for the newest generation in the workforce, you’ll create a stronger, more inclusive experience for every candidate who walks through your (real or virtual) door.
