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LinkedIn reports — recruiters today believe that attracting, hiring and retaining Generation Z will be one of their biggest challenges in the coming years. So how does this generation actually function in the world of work? And what will it take to create sustainable work-related relationships in the future? Here we answer this and much more, so keep reading.
Generation Z are individuals born between 1995 and 2012, or sometimes they also count 1997 to 2012. They are individualists, a digital generation that has been able to tailor their interests and dreams, thanks in large part to social media. The “same time, same channel” principle no longer applies to this generation, they have not had to adapt in the same way. As”Digital Natives“, meaning that they are the first generation to grow up with the internet as a natural part of everyday life, Generation Z has its own distinct style and preferences.
The Podcast SMW TALK has had the privilege of being visited by Linda Åhnbrink, process manager at areas of expertise, part of Göteborg Region. You can view the full episode here: SMW TALK Generation Z or continue reading for an in-depth understanding of Gen Z and the recruiting landscape of the future.
Linda begins by emphasizing that although we speak of Generation Z as “a generation”, it is extremely important not to generalize them.
“They represent a whole generation with significant differences and are actually the most heterogeneous generation ever” — Linda Åhnbrink
Linda explains that a characteristic of Generation Z is a willingness to contribute to something greater; they are socially conscious and not afraid to speak their minds. Broadly speaking, one might describe these individuals as incredibly driven, but they also expect commitment in return.
By 2025, Generation Z is expected to be over a quarter of the global workforce, which according to LinkedIn's recently published report Future of Recruiting 2024 raises new questions as many of today's recruiters feel unsure how to attract and retain this young talent pool. In fact, recruiters are even suggesting that this is one of the biggest challenges in talent acquisition going forward. We have long talked about it being a”candidate's market“, and in light of this, it is now more crucial than ever that we understand the candidate journey that our future talents undergo to ensure the supply of skills going forward.
Diversity and Inclusion. Diversity and inclusion are ethos and values that Generation Z holds in high regard. According to Linda, a workplace characterized by diversity and inclusion gives companies the opportunity to show that they accept people as they are — that they accept each individual just as they are. It also creates a sense of security where you feel free to be yourself at work, with social and psychological safety. Linda points out that the requirement for such safety factors, which extend beyond just job security, is something that distinguishes Generation Z from previous generations.
This becomes especially significant because 80% of Generation Z would not apply for a job at a workplace that does not share their values.
Development. If you want to attract and retain Generation Z, you need to be able to offer personal development. They expect a workplace to be able to answer the question, “What's the next step?” As an employer, you must also be able to back up your promises.
“We know that Gen Z really values learning and development opportunities. If you're not investing in their growth, you're not going to be able to hold onto them. They will prioritize their own career development over any long-term commitment to an organization“— Nicky Vallelly of Google DeepMind
Work-life balance. Work-life balance is a crucial issue for Generation Z, who are moving away from work structures that do not prioritize mental well-being.
The digital era has expanded the physical boundaries of the workplace, creating new challenges for both employees and employers. According to Linda, Generation Z's digital upbringing may have made them more inclined to set boundaries in the new digital work environment—something they are significantly more skilled at than many others. In this context, Linda also dismisses a common myth about Generation Z: that they are lazy. According to her, they aren't lazy; they are boundary-setters. She raises the question, “Do we live to work, or do we work to live?” which she believes is a central focal point for Generation Z.
“It’s not based on egoism, as many might assume when they call them an individualistic generation. Rather, it’s about them not wanting to feel unwell, whether at work or at home. Mental well-being is a key issue that defines this generation, and in this regard, managers and leaders play an important role.” — Linda Åhnbrink
It is therefore not surprising that 77% of Generation Z prioritized work-life balance as one of the most important benefits of an employer today.
Engaged leadership. Through her work, Linda often interacts with individuals from Generation Z, and she describes a growing concern regarding poor leadership. Generation Z has higher expectations and is more likely to actually change jobs than previous generations. In this context, Linda believes that leadership is incredibly important. According to her, Generation Z wants leaders they can respect—someone they want to follow and can grow with.
Authenticity. No more empty words of praise—now it’s time to prove it! And according to Linda, it doesn’t have to be perfect. Generation Z is tired of the perfect facade showcased on Instagram. They are looking for authentic leaders and companies that live up to the expectations they create. Linda uses the Tinder analogy: you don’t want to be surprised by something that isn’t what it seemed.
Linda emphasizes that it is important to note that Generation Z is not a homogeneous group, and the idea that companies should tailor products and services to suit the unique needs of every individual is outdated. She suggests that it doesn't work in practice, nor is it an authentic approach.
“Instead, ask yourself: Who are you? And communicate your values. That is authentic.” — Linda Åhnbrink
No one can have it all, so it’s important to communicate clearly what is actually being offered.
“Give and you shall receive.” Linda believes that is the foundation for engaging Generation Z. She clarifies that giving doesn't just have to involve monetary benefits or gifts. What Generation Z wants is more relational outreach, emotional support, and personal coaching and development. According to Linda, that is the A and O of creating engagement.
Given the challenges recruiters face globally when it comes to attracting, recruiting, and retaining Generation Z, it’s no surprise that employer branding will remain a critical priority in the coming year, based on the findings of LinkedIn's report. Future of Recruiting 2024
LinkedIn reports that for the second year in a row, employer branding is expected to be the recruitment function that receives the biggest increase in budget. Whole 57% of the TAs who participated in LinkedIn's report predict an increased budget for employer branding in the coming year.
Generation Z prefers to communicate through digital channels such as social media. Linda highlights the importance of storytelling and video formats to engage Generation Z by pushing emotional values. She also stresses the importance of collaboration and encourages companies to offer internships, graduate work and attend trade shows.
In early February, ads in ChatGPT began testing in the US and have since been gradually rolled out to more markets. In August, the service was launched in 31 European markets, with Sweden being one of them. Now, ChatGPT Ads are taking their place in the advertising mix, giving companies another channel to explore for reaching potential candidates, alongside platforms like LinkedIn, Meta, and Google. And yes, we are naturally curious.
The job market is changing rapidly. New technology, AI, and shifting skill requirements are impacting both employers and employees. Skills that were highly valued just a few years ago are not necessarily what is in demand today. To remain competitive in the future, we need to understand the trends shaping the world of work. Does this sound like something for you? Read more and check out the article!
What do your potential candidates actually think of when they hear your company name? Perhaps they think of a product or service. A LinkedIn post. A fun TikTok video. Or maybe a former employee who shared what it’s really like to work for you. And this is exactly where the difference (and the interplay) between your brand and your employer brand becomes crucial.
