Author: Jen Clark
While millennials — those born between 1981 and 1996 — currently dominate the workforce, observers project Gen Z workers to take the lead by 2035.1 Born between 1997 and 2012, Gen Z represents an outsized impact on today's workforce. As the first generation of digital natives, these younger workers are helping drive technology-enabled innovation that is rapidly transforming the workplace.
Yet, many employers find their traditional hiring approach falls short in recruiting Gen Z. This generation's use of public forums, where current and former employees widely share opinions of the employer, creates new challenges. Failure to align recruitment strategies with today's hiring environment — and with what Gen Z values in an employer — can lead to mistrust of both the hiring process and the employer among Gen Z candidates.
Build trust to overcome Gen Z workforce concerns
Selling your organization to the prospective Gen Z employee is essential, even in today's tightening job market. Broadly speaking, Gen Z is confident in the value of their digital fluency and, subsequently, the number of jobs for which they're qualified. Our consulting experience and data shows that Gen Z mistrusts the hiring process because they've experienced a disregard for their time, a lack of transparency and poor communication.
Trust-building is essential to any strategy for recruiting Gen Z. While HR leaders customize strategies based on the organization's profile and needs, for Gen Z, emphasizing transparency, communication, a sense of rapport and alignment of shared values will create a foundation of trust with this group.
Institutional transparency is key
Gen Z values institutional transparency. Extended periods with little feedback in the hiring process can create mistrust about employer transparency. Set candidate expectations and be open about your hiring process, including timeframes, the number of interview rounds and what each means, and how candidates will be advised of their status.
Be clear about any information you can't share about the process. Avoid making empty promises, especially regarding decisions or actions that aren't under your control.
While Gen Z has developed a reputation for "ghosting" employers — dropping out of the hiring process without notice — many of this generation believe employers began the trend by failing to follow up after interviews or provide feedback on their applicant status. This lack of transparency on the employer's part likely has contributed to the ghosting phenomenon.
Communications in Gen Z hiring
Communication stands at the core of a successful Gen Z hiring strategy. Before initiating a search, ensure alignment among all stakeholders concerning the job requirements and skills, work arrangements and pay range. Well-defined and communicated requirements enable the transparent and streamlined hiring process that Gen Z values.
Notify applicants promptly when they aren't selected to move forward in the interview process. For those still under consideration, let them know and stay in touch as the candidates move through the process, especially if the hiring process stalls. Provide honest and constructive feedback, as appropriate. Maintaining human contact with viable candidates goes a long way to keeping them engaged and building trust.
Establish an open dialogue with candidates and ask questions throughout the process to gauge interest. Job seekers may entertain competing offers or harbor hesitations about a role. Unless you ask directly, they won't bring it up. Open conversation helps keep candidates from ghosting your process.
Build rapport and align shared values
Building rapport during an interview will demonstrate to candidates that you see them as individuals, not just a means to fill headcount. Begin by asking questions unrelated to their qualifications. For example, ask about personal experiences listed on their resume, such as volunteer work or hobbies. If you share an alma mater, chat about that experience. Really listen to what they say and who they are as a person before diving into interview questions.
Devote some interview time to talk about what your organization values, company culture, growth opportunities and other topics that may be of interest. Gen Z cares about the whole package a company has to offer and seeks to feel a sense of connection. Many ask savvy questions in return. Don't assume what's important to them based on age.
This conversation helps candidates determine whether the organization is a good fit for them, while at the same time you assess whether they're a good fit for the organization.
Demystifying Gen Z to connect with top talent
Gen Z can present its own set of hiring challenges beyond those that cut across all five workplace generations, such as competitive demand for skills, work-life balance and hybrid work models. Employers may struggle to develop strategies in response to Gen Z-specific expectations and behaviors, many of which differ from previous generations.
Gallagher's national recruiting team offers comprehensive support that includes demystifying Gen Z and guiding HR leaders on recruitment strategies that will resonate with this increasingly important, youngest workforce generation.
