Employer Branding x Gen Z

Gen Z is the emerging generation entering the job market. By attracting them, you are building a pipeline for your company's future talent needs. In the ever-evolving world of recruitment, connecting with the younger generation, Gen Z, requires a unique approach.

So, as a company, how do you attract and stay relevant to a generation that is arguably the 'coolest' generation yet?

Let's break it down into six things you should be looking at.

1. Easy-peasy application process.

Gen Z is a generation known for its quick decision-making and impatience, thanks to the technology they've grown up with. To capture their attention, you need to streamline your application process. Make it quick, easy, and hassle-free. Avoid unnecessary hoops and lengthy forms. Bonus points if you display the salary directly on the job ad. Transparency is highly valued by Gen Z, and it saves both their time and yours.?

2. Celebrate imperfection and authenticity:

Gen Z's affinity for authenticity has transformed the recruitment landscape. You don't need overly polished and corporate employer brand content to impress them. In fact, the more raw and organic your content, the better. Show the human side of your company, share unfiltered stories, and let your authenticity shine through. Imperfections make your brand relatable and genuine in their eyes.

3. Meaningful company values:

Gone are the days of vague corporate values. Gen Z is not interested in working for a company that merely lists 'integrity' as one of its values. They expect organisations to live out the values they preach. It's not about what you say; it's about what you do. Your company's values should align with real-world actions and initiatives. Gen Z is drawn to workplaces that prioritise purpose and social responsibility.?

4. Embrace the power of storytelling:

Gen Z is a generation that craves purpose in their work. They want to understand the "why" behind what they do. To attract them, tell compelling stories about your company's mission, the impact of its work, and the opportunities for personal and professional growth. Showcase real employees and their journeys, highlighting how their roles make a difference. Storytelling connects Gen Z with the human side of your organisation.

5. Channel-specific campaigns:

While LinkedIn remains a vital platform for employer brand content, don't overlook the power of TikTok and Instagram. Gen Z spends a significant amount of time on these platforms, where casual and fun content reigns supreme. Consider creating content that resonates with their style and interests on these channels to diversify your reach.

6. Influencer paid marketing:

Engaging 'office-tok' influencers who have a strong Gen Z following can be a game-changer. These influencers have mastered the art of maintaining professionalism while infusing a sense of humour into their content. They understand how to bridge the gap between corporate life and relatability. Collaborating with influencers like @corporatenatalie, who embody this balance, can help you reach and connect with Gen Z candidates more effectively.