Also known as Gen Z, iGeneration or Post Millennials, they are currently the youngest generation entering the job market, born in or after 1997, making them in their early 20s right now.
From a recruitment perspective, it’s important that we understand what makes a Gen Z tick so that we can adjust our approach to suit. No point in rolling out the same style and approach you have for years, as that will just not work. A change is needed. Employers aiming at this market, need to understand this generation of young adults, in order to attract, recruit and retain them into their teams. An expectation that they will come around to your way of thinking is probably not appropriate and will be a costly and time consuming exercise.
What are the characteristics of Gen Z?
- Digitally savvy
- Never known life without smart phones or social media, 98% own a smart phone
- Spend most of their digital time on smart phones
- Content streamers rather than TV watchers
- Prefer honest and authentic brands and seek brands that share an affinity with their belief and reflect real life, not perfection
- Privacy is important in their social media choices, prefer Instagram and Snapchat that other channels
- Grew up during recession
- Focused on saving money
- Pragmatic versus their idealistic Millennial elders
Two greatest aspirations after Uni or College:
To be financially stable and find a dream job.
77% expect to work harder than previous generations
Two most important factors in a job:
Empowering work culture and potential for career growth
75% want to have multiple roles in an organisation
Two most important skills for succeeding in the workplace:
Communication and problem solving
72% prefer to have face to face conversations
Information Source: ZeroCater
Get ready for Generation Z
The need to properly understand what is ahead of us when this generation reaches dominance in the early 2020’s, is now.
Ultra-focused
Generation Z are the most marketed-to children of all time. As such, their shorter attention span should be viewed not as an inability to concentrate, but rather as a sophisticated filter evolved to help them seek out relevant content faster and more precisely, than any generation before them.
Helen Stacey’s Comment: This will have an impact on all areas of recruitment marketing, employers will need to get to the point quickly and precisely to keep interest levels high. No job description waffle and lengthy recruitment processes here!
Gen Z is Full of Early Starters
Many employers are predicting that more teens, between the ages of 16 and 18 will go straight into the workforce, opting out of the traditional route of higher education, and instead finishing school online, if at all. Would you make a major investment, possibly leading to years of debt to come—knowing there are new, more affordable (not to mention more convenient) online alternatives coming up every day?
Gen Z knows the true value of independence, and knowledge is no exception here. If a Gen Z knows they are capable of learning something themselves, or through a more efficient, non-traditional route, you can bet they’ll take the opportunity.
Helen Stacey’s Comment: What a great opportunity to make use of Apprenticeship schemes and NVQs, being able to learn and develop. Gaining qualifications in the job is going to be something really appealing to these young adults.
Gen Z is More Entrepreneurial
According to Gen Z marketing strategist Deep Patel, “the newly developing high tech and highly networked world has resulted in an entire generation thinking and acting more entrepreneurially.” Generation Z desires more independent work environments. According to one source, 72% of teens say they want to start a business someday.
Many Gen Z identifying factors can be traced back to the recession in 2008, from their frugality, to their value of experiences, and increased likelihood to become entrepreneurs. This is an interesting point to note.
Millennials: Now focused
Optimists, Idealistic, Dependant, Entitled
Gen Z: Future focused
Realists, Pragmatic, Independent, Persistent
Gen Z has Higher Expectations than Millennials
Millennials remember playing solitaire, coming home to dial-up internet and using AOL. Generation Z was born into a world overrun with technology. What was taken as amazing and inspiring inventions, are now taken as a given for teens.
“When it doesn’t get there that fast, they think something’s wrong,” said Marcie Merriman, executive director of growth strategy at Ernst & Young. “They expect businesses, brands and retailers to be loyal to them. If they don’t feel appreciated, they’re going to move on. It’s not about them being loyal to the business.”
Helen Stacey’s Comment: From a recruitment point of view this has huge consequences and for many employers will require a seismic shift in thinking.
Gen Z Is Big on Individuality
Gen Zs’ were born social. In fact, nearly 92% of Gen Z has a digital footprint. Arguably as a result of the celebrities and media they follow, Gen Z seeks uniqueness in all walks of life primarily through the brands they do business with, future employers, etc.
Helen Stacey’s Comment: More food for thought as to how employers approach their recruitment marketing.
Gen Z Is More Global
Millennials were considered the first “global” generation with the development of the internet, but as more of the world comes online — Generation Z will become more global in their thinking, interactions, and relatability. 58% of adults worldwide ages 35+ agree that “kids today have more in common with their global peers than they do with adults in their own country.” Diversity will be an expectation of Generation Z.
Helen Stacey’s Comment: How could this diversity be harnessed in your business?
Gen Z is addicted to digital
After asking people “Would you call yourself addicted to your digital devices? (computer, smartphone, etc.),” we found Gen Zs’ are 25% more likely than Millennials to say they are addicted to their digital devices. A full 40% of Gen Z are self-identified digital device addicts.
Helen Stacey’s Comment: There’s a need to understand this addiction in future employees and try to turn it into a positive rather than the negative it may seem for some.
Why should we care?
Recruitment Marketing to Gen Z requires a rethink, an approach much like marketers do with consumers;
- More so than any other prior generation, Gen Z’s approach the world as consumers. They’re digital-age kids, both in their own use of technology and in the way the modern world works around them. A recent study found that in their daily conversations, they talk about products, services and brands 33% more than people over age 21. To be candidate-centric with your Gen Z hiring, you need a recruitment marketing approach.
- Today’s candidate-driven talent market gives Gen Z lots of choices. Capturing talent depends on creating engagement quickly, then building an emotional connection, and finally, trust in you as their best choice for employment. Recruitment marketing creates a differentiating hiring experience. It also creates the foundation for trust by building an emotional connection.
- Recruitment marketing helps recruiters build higher ratios of qualified candidates in the talent pipeline. It supports improvement in key hiring metrics like speed to hire and new hire retention.
Further reading in this article.
Summary
Brands and businesses need to move fast to be ready to serve Generation Z when this group reaches consumer dominance in the early 2020s.
But companies also need to take the time to understand the idiosyncrasies of this cohort: Gen Z have an ultra-short attention span, but are hungry for authentic content; they are sceptical of financial institutions, yet want to save and be financially independent; they are immersed in social media, but also want to have a positive impact in the real world.
The time to engage Generation Z is now. But only those companies that genuinely grasp Gen Z’s particular behaviours, values and priorities are likely to meet with success.
Sources of information: