Gen Z - Attracting Diverse Talent in 2024

This article includes survey analysis, data and discussions from panellists during a ‘live’ LinkedIn event held by Tobi Ogundipe , founder of DIVERSE. who supports approximately 8,000 young people for free; providing events; workshops; job opportunities; and job boards.

Gen Z* panellists delivered their take on what they prioritise when applying and survey results provided defined outcomes. *(Gen Z are those born late 1990s to early 2010s).

The backgrounds of the 8,000 involved in the survey, comprised of Black Heritage (68%), Female (55%), Low-income backgrounds (40%), Non-Black ethnic minority (26%), Neurodivergent (17%).

What locations are Gen Z looking for work?

The South (67%), The Midlands (15%), The North & Scotland (18%)

What are the salary expectations for Gen Z?

• 34% - ￡25-29k
• 40% - ￡30-34k
• 14% - ￡40k
• 10% - ￡35-￡39k
• 2% - ￡20k-￡24k

What current sources are used by Gen Z for job searches?

Instagram provide inspiring graphics which draw you in to advertised opportunities, thereby eliminating the need for an initial list of job requirements.

LinkedIn for receiving relevant job alerts based on a specific criteria; in-depth research into current employees; and being able to message hiring teams to connect.

TikTok is useful for coaching via influencers and creators and considered an undervalued platform for attracting large numbers of Gen Z talent. Videos are popular and a great way to engage e.g., Tour of the office, Day in the Life.

Job Fairs are great for networking, asking specific questions in-person to current employees who were once in the same position.

Glassdoor is often read for employee reviews and as is obvious, if the overall rating is low and reviews are bad, they won’t apply.

What do Gen Z prioritise when applying?

The recent survey placed the following in order as follows:

1. Progression opportunities – what does this looks like, what is the process, are there clear expectations and how are these communicated? Quote: "I'm looking for a company that offers potential to grow where I can imagine a long-term commitment. Rather than hopping from job to job, I aspire to grow with a single organisation, gaining experience and insights over time.”
2. Skills development – how are skills developed and progressed towards a career? Quote: "I'm eager to continuously gain and develop new skills, taking on every opportunity to learn and grow.”
3. Impactful work – meaningful work and being proud of the work is important, and if applicable to the industry, to understand how the work impacts the real world. Quote: "I'm excited by the idea of purposeful and meaningful work, especially in industries that spark my passion, those that I’m already interested in outside of work.”
4. DEI – Gen Z are socially conscious and care about employers who want to create positive change, they seek to find where this is backed up, for example, Quote: “I always look on LinkedIn to understand what the level of diversity is like, and I check the company website to see what diversity and inclusion initiatives they've created. If I don't feel represented, I probably won't apply.”
5. Stability – this is the first time this has been a priority, resulting from issues with the economy and large numbers of lay-offs – can you offer any statements to address these concerns in your literature as they would be very valuable? Quote: "I place a high value on stable employment, especially given the uncertainties of mass layoffs and rising living costs.”

The event panellists provided their individual priorities on what is important to them offering some individual context and detail:

Company Culture – Gen Z are not afraid to reach out to speak to employees and find out what they have to say – this is a top consideration and possible deal breaker. Sharing stories from current employees can help to convey the culture so these are key to use on your website/advertising channels.

Salaries – companies offering ￡22k are unrealistic in London for those supporting themselves and salaries should be confirmed at the point of applying to avoid wasting time on applications.

Flexible/hybrid working – Gen Z expect this and are aware of the new legislation stating flexible working can be requested from day one.

Work/Life balance/Wellbeing – Finance and Banking was an industry a few panellists were not applying to as they valued their mental health and work/life balance over salary. Team socials are also important for all of these.

Support – it is important to know you will be given support at the start of a job and be allocated a work buddy and a mentor providing regular check-ins.

Connection – when looking at websites it is important for Gen Z to feel connected, so stories such as how the company started, what it took to get there, and their values will encourage interest to apply.

Trust – not being micro-managed and trust are key to avoid job hopping.

What information should be included when advertising an opportunity?

• The role expectations, with the essential criteria identified.
• The salary or a salary bracket, to avoid applying when a salary is unrealistic.
• An emphasis on support and having mentors when starting a job.
• Using images to show there are employees of Gen Z age who work at your organisation.
• An emphasis on support and having mentors when starting the role.
• Posts that are fun and engaging instead of an advert block with lots of wording.
• Confirming there is work/life balance through numerous team socials.

What can organisations do to encourage Gen Z applications?

Aside from attending relevant careers fairs and advertising your opportunities via Instagram, LinkedIn and TikTok, to enable a clear picture of your organisation, communicating images and videos on what employees do in the office are highly desirable. Consider updating your website graduate pages to include ‘A Day in the Life’ for employees via blogs or videos to enthuse candidates to apply.

What were Gen Z saying in 2022? What has changed?

Further to my article in 2022, Gen Z were confirming a similar wish list; they wanted their creative skills to be embraced and to be developed as individuals; they wanted to feel a sense of belonging, align their values to the company they work for and were seeking hybrid working in a supportive team environment. The desire to be back in the office to make connections was emphasised but with quality time spent with senior colleagues to enable learning and feedback.

With regard to graduate salaries, last year graduates were seeking, on average ￡33,500 for their first job (source of information via my article on ‘Engaging and recruiting graduates in 2023 covering a survey of 65,000 students).

Does your organisation need support with recruiting diverse talent?

If you are seeking to hire diverse talent and would like to discuss your strategy with Tobi Ogundipe at Diverse, they can advise you on onboarding via hosted focus groups, job board promotion to advertise your roles, careers events for you to meet candidates, and mentorship programmes to enable retention and performance!

For more information visit their website at www.wearediverse.com and email Tobi directly at [email protected]