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Generation Z offers the workforce a number of good things. Born between 1997 and 2012, Zoomers are tech-savvy, bring a fresh perspective, and are particularly resilient, having come of age with a pandemic and the Great Recession under their belt. 

“Generation Z is poised to single-handedly make the biggest disruption in workplace culture the U.S. has likely ever seen,” says Jonathan Affalter, a digital marketing professional in Missouri. “With their huge emphasis on values, inclusion, and transparency, it will be imperative for organizations to learn how to harness this generation’s sheer potential in order to recruit and retain this incredibly talented group of young professionals.” 

Successfully attracting and retaining Gen Z talent is the second most-pressing concern for recruiters over the next five years, according to LinkedIn’s recent Future of Recruiting 2024 report.

And recruiting Gen Z comes with its challenges. While previous generations may have been wowed by the long-term benefits of working for a particular company, Generation Z is more likely to channel Janet Jackson and ask, “What have you done for me lately?” Though salary is important to them, they’re less motivated by money alone than other generations, so you need something more to get their attention. Having grown up in a world of intrusive technology, many have less patience for lengthy application and hiring processes. 

But any obstacles around hiring younger workers are worth overcoming, as Gen Z is poised to overtake Boomers in the workforce this year. Here are five strategies innovative companies are using that can help. 

1. Focus on their favorite social media platforms

Before you can successfully recruit members of Gen Z, you have to know where they are. While those who are actively job hunting are likely to be on LinkedIn, you can expand your recruiting efforts to attract Gen Zers by focusing on other platforms. 

More than 4 in 10 TikTok users are from Gen Z, which is why they are a primary audience for TikTok Resumes, an initiative that launched in 2021 to connect employers to the TikTok community. (TikTok’s future in the U.S. currently has a legislative cloud over it but no one seems to know how that will turn out.) A number of companies, including Chipotle, Target, and Shopify, signed on at the very beginning with the initiative that encouraged applicants to submit video resumes. Melissa Andrada, chief people officer of Chipotle at the time, said of Gen Z and Millennials: “Why not lean into their energy? TikTok Resumes is a way to engage with them in a way they already like to connect with us.” 

Snapchat is also a hit with Gen Z; in 2023 51% of the platform’s users were Zoomers. YouTube and Instagram are also popular with Gen Z, with 84% of Zoomers using YouTube and 56% using Instagram. 

2. Make branding a social affair

Even if you don’t want to use TikTok and other social media platforms to collect resumes, there are other ways you can leverage social media to attract Gen Z. Company branding has become critical as potential employees often consider what companies stand for and their reputation when making a job decision. Gen Z in particular wants to work for brands that have more diverse teams and that showcase their commitment to helping to solve global challenges.

Employee content can also shine a light on a company’s values. For example, one notable social media post published by Chipotle to celebrate Pride Month featured married couple and general managers Chrisonna Futrell and Jess Simms-Futrell in Raleigh, North Carolina, with their babies. The post read: “I met my wife because we could be ourselves at work, we were even supported in starting our family. That’s the kind of love I hope everyone feels this Pride.” For someone looking for an inclusive workplace, that post would make an impression.

Giving potential candidates a peek behind the curtain, so to speak, also lets you showcase your workplace culture as one they might want to be a part of. For example, OFRA Cosmetics showcases employees on their TikTok account. One post features an employee “spilling the tea” on the biggest makeup pet peeves among her coworkers. As she walks around the office asking each of her colleagues to share their thoughts, TikTok enthusiasts who are interested in makeup can come away with some good tips while noticing the smiling faces and a work environment that isn’t too stodgy or serious. It could be enough to prompt one to send in a resume.

3. Use influencers to tout your greatness

Every job applicant expects an employer to tout their strengths and the benefits of working for them. But when an influencer aligns itself with a company, it might cause some potential applicants to really stop and dig into what that company stands for. If they already follow and trust the influencer, they may be more likely to think positively of your brand in light of the collaboration. For someone who values diversity, a campaign using influencers of different genders, races, and ages to tout that company’s products, services, or actions is likely to stand out. For a climate change activist, say, an influencer discussing a company’s sustainable approach to product development might spur interest.

Some employers are finding success at leveraging internal influencers who have a social media following that’s not directly connected to the company. For example, Intuit has a recruiter, Emily Durham, who hosts a recruitment podcast and gives general career advice online, but Emily also mentions job openings at Intuit when they come up. Not only does she provide job applicants with advice to help them advance professionally but she puts Intuit on their radar.

4. Make the application process a “snap”

One thing about Gen Z: They don’t want to spend a lot of time going through the hiring process. In fact, one study found that 60% said they preferred the application process to take less than 15 minutes. 

McDonalds, aiming to recruit young workers, turned to Snapchat to create a recruitment process that was quick and appealing to its audience. Their goal was to increase the number of applications while leaving younger workers with a positive appetite for potentially working for the fast-food chain. 

To do this, they created Snaplications, a recruitment tool that let applicants forgo the traditional resume and sell themselves on video — in 10 seconds or less — about why they would be perfect for the job. The company received 3,000 Snaplications in the first 24 hours, four times more than traditional recruitment methods garnered in that period of time. They made their initial hire within the first two days. 

Even if you don’t follow this playbook to the letter, consider simplifying your application process if you want to keep Gen Z applicants engaged. 

5. Consider texting as a communication channel 

Raúl Machado, a mathematician in Miami, offers a solution to recruiters who complain that people don’t pick up their calls. “I wonder why recruiters don’t text more often,” he writes. If you want to reach members of Gen Z, that’s not a bad idea. 

It’s a good practice for recruiters to keep up with potential candidates so they have a relationship to build on if a role needs to be filled in the future. But just as Millennials shunned landlines for cell phones, 9 out of 10 members of Generation Z would rather text than talk on the phone. Some have even said that talking on the phone makes them anxious. Political campaigns have mastered the art of texting. Why not recruiters? 

Creating open — and comfortable — lines of communication is important to building a pipeline of younger talent that can fill critical roles in the years ahead. By sending an occasional text to stay on potential candidates’ radar, you’re positioning yourself for future success. 

Final thoughts

We can all appreciate the different strengths each generation brings. For example, Generation X is known for its work ethic, while Gen Z probably knows the most about tech. But with those different strengths come different preferences, different motivators, and different turnoffs. Recruiters must embrace all of the differences and adjust to them. 

You don’t have to throw out your current recruitment playbook. Some strategies will work across all generations. But now might be a good time to add a new chapter that speaks to the unique interests of the workplace’s youngest generation. Though those interests may evolve as the younger cohorts of Gen Z enter the workforce, your recruitment efforts will be in the best position to evolve with them. 

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