Sitting across from Jim, a new hiring manager I started working with, I could feel his frustration simmering. “We need fresh talent,” he said, tapping his pen on the table. “Our workforce is aging, and we’re missing out on the energy and innovation that recent grads bring. But none of them are biting. What’s going on?”
As a recruiter, I’ve heard this concern more often than I can count. Jim’s company had a solid reputation in the industry. Their positions offered great pay, benefits, and stability — the kind of package that should have been a magnet for ambitious, career-hungry recent grads. Yet, job postings for entry-level roles were going unanswered, and interviews were hard to secure.
It wasn’t a lack of effort. Jim’s team had attended career fairs, beefed up their internship program, and even overhauled their LinkedIn job ads with splashy graphics. Still, the elusive Gen Z candidates weren’t showing up.
That’s when it clicked: it wasn’t about effort; it was about strategy. To attract Gen Z, the company needed to rethink how they were selling themselves, because Gen Z isn’t buying what older generations traditionally valued.
Understanding Gen Z: It’s About Values, Not Just Jobs
Gen Z, born roughly between 1997 and 2012, are unlike any generation before them. They’ve grown up in a digital-first world, navigating global crises and an increasingly competitive job market. Their priorities often differ dramatically from their Millennial, Gen X, or Baby Boomer counterparts. Here are some of the key elements they value:
Purpose Over Paycheck
Gen Z wants to work for companies that align with their values. A job isn’t just about financial security — it’s a reflection of who they are. They seek roles where they can make a difference, whether that’s through sustainability efforts, community impact, or ethical business practices. If your company isn’t telling a compelling story about its mission and culture, you might lose them before they even click “Apply.”Flexibility Is Non-Negotiable
This generation values work-life balance and flexibility. They’re drawn to companies offering hybrid or remote work options, flexible hours, and a results-oriented approach that prioritizes outcomes over rigid schedules. A traditional 9-to-5 office job may not appeal to their lifestyle preferences.Growth and Development Opportunities
Gen Z places high importance on learning and growth. They want to know: How will this job help me grow professionally and personally? Companies that emphasize professional development, mentorship, and clear career paths will stand out to this generation.Authenticity and Transparency
Gen Z has grown up with access to limitless information, making them savvy researchers and discerning skeptics. They’re quick to spot companies that are disingenuous in their messaging or fail to live up to their promises. Authentic employer branding, real employee testimonials, and transparency about your company’s challenges and strengths go a long way.
Steps to Win Over Gen Z
If you’re struggling to attract Gen Z candidates, it’s time to reevaluate your approach. Here are some actionable steps:
Refresh Your Employer Brand
Take a hard look at how you’re presenting your company. Is your mission clear and compelling? Does your brand convey values like inclusivity, sustainability, or innovation? Highlighting these aspects can create an emotional connection with Gen Z candidates.Offer Flexibility
If your company is resistant to hybrid or remote work, it’s time to reconsider. Offer flexible working options whenever possible, and be transparent about how these policies support employee well-being.Be Social Media Savvy
Gen Z spends a significant amount of time on platforms like Instagram, TikTok, and LinkedIn. Use these platforms to showcase your company culture through behind-the-scenes content, employee spotlights, and engaging videos.Create Pathways for Growth
Build internship programs, mentorship opportunities, and leadership training pipelines to show that your company invests in its employees’ futures. Share stories of employees who’ve grown within the company to illustrate these opportunities.Listen and Learn
Solicit feedback from younger employees about what drew them to your organization and what keeps them engaged. Use their insights to refine your recruitment and retention strategies.
Closing the Gap
After a deep dive into Gen Z values, Jim’s company made some changes. They revamped their job descriptions to emphasize purpose and professional growth, updated their career site to feature authentic employee testimonials, and introduced a flexible work policy. The result? Applications from Gen Z candidates increased dramatically.
The key takeaway: If you’re struggling to attract Gen Z talent, it’s not because they’re uninterested in working for you. It’s because you’re not speaking their language — yet. By aligning your recruitment strategies with their values and priorities, you’ll not only attract Gen Z candidates but also inspire them to thrive within your organization.
Are you ready to close the gap?