Employer Branding in 2024: A Must for Attracting Top Gen Z Talent

Halfway through 2024, the talent market is still as competitive as the latest season of your favorite reality TV show. But instead of roses or immunity idols, the prize here is top-tier talent. And guess what? The secret to winning this talent war lies in something called "employer branding." Yes, it's not just about the logo or the "swag"—it's about the whole corporate purpose of what makes your company the place to be, especially for the Gen Z crowd.

Granted, this article is written by someone too young to be a millennial, but too old to be a Gen Z... I do remember the days of "dial-up" and asking my mom not to make phone calls when I was playing my online games. but that is not what this article is about...

What is Employer Branding, Anyway?

Before we dive into why employer branding is your new best friend, let's get on the same page about what it actually is. Think of employer branding as your company's reputation as a place to work. It's the story you tell about your work culture, values, mission, and what makes your team members get up in the morning (besides their alarm clocks and coffee).

For instance, Forbes ranked Samsung the best employer for 2023 due to the fact they have a great reputation amongst their current employees (this is their 4th time straight too). Employees know that when they work for Samsung, they are going to be treated with respect and rewarded for their hard work. Most importantly, they are *recognized* for their hard work and it seems that Samsungs vision is clear to the whole 200,000+ workers they have.

So what does this have to do with Gen Z and employer branding?

Gen Z: The Purpose-Driven Powerhouses

Enter Gen Z to the slack channel—the new kids on the block who are rapidly taking over the workforce. Unlike previous generations, Gen Z isn't just looking for a paycheck (Although this is still important in this economy... Adobe found that out a couple of years back). They want to work for companies that stand for something. They're purpose-driven, and they crave meaningful work. Your employer brand is the beacon that tells them your company isn't just a place to work; it's a place to thrive and make a difference.

What Branding Areas to Focus On

1. Define Your Values and Mission: Your values and mission are the backbone of your employer brand. They tell potential employees what you stand for. Gen Z, in particular, is looking for companies whose values align with their own.
2. Showcase Your Culture: Use social media, your website, and other platforms to give a peek into your company culture. Show off team events, behind-the-scenes moments, and employee stories. Authenticity is key. THIS CAN'T BE STRESSED ENOUGH.
3. Invest in Employee Development: Offer opportunities for growth and learning. Gen Z values personal and professional development. Highlight your training programs, mentorship opportunities, and career paths. I remember highlighting "career tracks" as so important in one of my exit interviews at my prior employer.
4. Promote Work-Life Balance: Flexibility and work-life balance are big deals for today's workforce. Showcase your policies that support a healthy work-life balance, such as remote work options and wellness programs. Do you trust your management team to lead Gen Z's to get their work done despite a traditional outdated "9-5" office model? Post-covid world has shown that we can work around a traditional schedule.
5. Leverage Employee Advocacy: Your employees are your best brand ambassadors. Encourage them to share their positive experiences on social media and review sites. Authentic employee testimonials can significantly boost your employer's brand. Those viral moments on Instagram or TikTok can yield so many dividends. Just offer social media training and perks to them.
6. Be Transparent: Transparency builds trust. Be open about your company's goals, challenges, and successes. Gen Z values honesty and authenticity, so don’t be afraid to show your human side. Authenticity is the #1 thing I am seeing in the workplace now. "Is this really a hybrid role or just 1 strict day a week remote?" "Does the company support direct contact with the executives?" "Is the pay truly a livable wage?"

The ROI of Employer Branding

Investing in your employer brand isn't just about attracting top talent—it's about retaining it too. A strong employer brand can reduce turnover rates, boost employee engagement, and even enhance your overall business performance. Happy employees are productive employees, and they’re more likely to stick around.

Additional Employer Branding Examples

1. Google: Known for its innovative culture and employee perks, Google attracts top talent with its strong employer brand. From nap pods to free meals, Google’s employer brand highlights a commitment to employee well-being and creativity.
2. Patagonia: This outdoor apparel company is renowned for its commitment to environmental sustainability. Patagonia’s employer brand resonates with purpose-driven Gen Zers who value sustainability and ethical practices.
3. Salesforce: With a focus on social responsibility and community involvement, Salesforce has built an employer brand that appeals to those looking to make a positive impact. Their 1-1-1 model, which dedicates 1% of equity, 1% of employee time, and 1% of product to communities, is a major draw for purpose-driven candidates.

How We Can Help?

Crafting a compelling employer brand can feel like trying to build a Lego masterpiece without the instruction manual, or an IKEA dresser without the paper manual... That's where we can help. Our team at Vibrant 99 Solutions can find your company some of the top Branding Strategists with our network of consultants/workers. They can work with you directly, contract, or even corp-to-corp. Just let us know your current needs!

Conclusion: The Employer Brand Advantage

In the race to attract top talent in 2024, your employer brand is your secret weapon. It’s the magnet that draws in purpose-driven Gen Zers and keeps them engaged and loyal. By showcasing your values, culture, and commitment to employee development, you can create an employer brand that stands out in the crowded job market.

Ready to take your employer branding through staffing strategies to the next level? Let's chat. Contact us today to learn how we can help you find a brand strategist that attracts and retains top talent, making your company the place where everyone wants to work.

All the best,

-Cole

Quick question:

Have you ever worked with a recruiter before? If so, did they ultimately consult with you about your employee branding hiccups?

If not, how can we improve your candidate experience?

Let me know in the comments!

About me - I am a recruitment/staffing professional with 5+ years of industry recruitment on the agency side. Recently, I have transitioned into a hybrid business development role where my goal is to provide the best candidate-to-client and client-to-candidate experience that my team and I can give to you. Check out my agency here. Feel free to follow me on LinkedIn for more career search and/or staffing tips!