Just with one visit to a search engine, potential workers can look up a company’s brand and learn everything about it based on their website, social media, and reviews on job posting sites. As a result, more information is democratized — meaning more people can easily research a company, its history, and its values. From growing up in this environment, members of Gen Z are far more likely to turn down a job from a brand they don’t align with.
Building an employer brand that attracts Gen Z talent is critical for companies, especially in the constantly evolving business world of today. Generation Z — the generation born between 1997 and 2012 — is a significant part of the current workforce, and their expectations, values, and needs are different from baby boomers, Generation X, or even millennials. Therefore, if you want to attract the best talent for your clients, you must understand the unique preferences and the most important standards of this generation.
What is Important to Gen Z Workers?
What is Gen Z talent looking for in a potential employer? Here are a few things that are important:
- Equitable pay as well as benefits;
- Honesty and transparency regarding the potential salary and benefits;
- A brand that participates in social justice;
- A good work/life balance;
- The ability to learn, grow, and develop — particularly for the long term.
Although most other generations desire these working conditions, Generation Z is becoming unique in that they won’t tolerate a job without these equitable working conditions.
Create and Highlight Your Strong Company Culture
One of the most critical aspects of building a strong employer brand is company culture. Generation Z wants to be employed by companies that share their beliefs and values. Therefore, businesses have to showcase their culture on their website, social media, and also other channels used to recruit new employees,
One way to help a candidate learn more about company culture is to share employee stories, testimonials, and also experiences. This can be extremely helpful when it comes to candidates having a better understanding of company culture.
It’s also important for companies to emphasize their dedication to employee well-being as well as work-life balance. Offering perks like flexible work hours, remote or hybrid work options, and health and wellness programs can illustrate how committed a company is to its employees.
Use Social Media Effectively
In this day and age, social media is an important part of our lives. Generation Z, especially, is extremely active on social media platforms like Instagram and TikTok. It is, therefore, a good idea for organizations to leverage social media to promote their employer brand.
Utilizing social media platforms like Instagram, Twitter, and TikTok can help a brand reach a broader audience and show its culture and values. Businesses should also encourage employees to share the work experiences they have had on social media. They can also increase visibility by using relevant hashtags.
Recruiters can also use social media marketing to participate in the trends that will allow them to attract new talent. Some of these trends can include ephemeral content, live streaming, and avatars.
Encourage Social Justice
When compared to previous generations, Generation Z is much more socially aware. They need to work for companies that are dedicated to social responsibility. This is why it’s a good idea for businesses to highlight their efforts to give back to the community.
Promoting sustainability initiatives, taking part in volunteering opportunities, and also donating to nonprofits and charities that are doing socially responsible work are a few ways organizations can demonstrate their commitment to social justice. Additionally, companies can show examples of their social responsibility efforts on their social media and website.
Equitable Pay and Transparency Related to Salary
No matter what generation you are a part of, salary and benefits are typically the most important considerations when seeking a new job. Generation Z is not different in this way. However, they do value fairness as well as transparency regarding compensation.
For this reason, a business should be upfront about the pay structure and benefits package that accompanies an available position. Organizations should also make sure their salaries and benefits are fair for all employees. Providing benefits like paid time off, healthcare, and also retirement plans can do a lot to attract and retain talent.
Efforts in Diversity, Equity, and Inclusion (DEI)
Generation Z is also very much concerned with DEI. They want to be employed by an organization dedicated to ensuring an inclusive and diverse workplace.
This is why companies need to display their DEI efforts. A few ways this can be done are to hire candidates that are diverse, implement DEI training programs, and encourage an inclusive company culture. It’s also a good idea for a business to include a DEI statement on its website or social media.
Emphasize the Availability of Development Opportunities
Another thing that is extremely important to Gen Z is having opportunities to grow and develop in their careers. They want to work for organizations that offer these sorts of opportunities so that they are encouraged to grow personally and professionally.
It’s, therefore, a good idea to highlight your learning and development programs. You can demonstrate your company’s commitment to employee growth by offering training/development opportunities as well as mentoring programs.
Ainsley Lawrence is a freelance writer from the Pacific Northwest. She is interested in better living through technology and education. She loves traveling to beautiful places and is frequently lost in a mystery podcast.
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