When I reach out to Generation Z, I’m always sure to make it personal. Much like the Millennials who came before them, this tech-savvy group wants to feel like they’re being sought after and spoken to directly. They’re fast-paced and digital, but they are also interested in taking the workplace to a new level.
When it comes to social media, Gen Z is all for it. For them, employer branding in their news feeds is something they’ve grown up with. Overall, 55 percent of Gen Zers do not want to see adverts from companies or employers in their social feed. But 82 percent is open to being contacted about specific job opportunities. And when they do see the content we send their way, they want to see employers and companies that stand out. I’ve learned that being funny, wacky or even showcasing charity work (something Gen Z-ers value) is priceless in terms of communication from companies. Even though they’re open to this priceless opportunity, nearly 70 percent of Generation Z has never been contacted by a company about a specific work opportunity.
I’ve found Gen Z to be a bit high maintenance in that, while they don’t mind future employers or brands they like on social platforms, we need to be careful about contacting them directly in a public way. Emailing or sending a message on social media is appreciated, as this generation wants to feel cared for. This is also a generation that prefers disappearing social platforms like Snapchat, though, and Gen Z-ers don’t want to hear about their future careers publicly on Facebook or Twitter where all of their friends can see it, too. They value privacy far more than Millennials.
Generation Z cares about flexibility, the company’s view on equality and diversity, and the style of office environment–in that order. The generation is also all about flexibility and self-starting, even more so than the Millennials who came before them. In terms of matching work culture to personality, those in Gen Z, just like the Millennials, want friendliness to be a perfect match. However, 37 percent of Millennials value brand image–more than the 30 of Gen Z that does.
Unlike Millennials, many members of Generation Z may not pursue a traditional education, and employers need to be ready for that. I have made sure my own company focuses on in-field education, because this group loves learning. They also grew up in a recession and are far less keen to take on loads of student debt than Millennials were.
To reach Generation Z, we need to remind ourselves of their standout traits, including their digital savvy, their desire to impact the world in a positive way and their entrepreneurial drive. By honing in on these key traits, companies will be successful in reaching Gen Z-ers.