Hiring Gen-Z? Your brand had better stand for something
So, what do you stand for?
That’s a question many “zoomers” are asking today’s brands before following them. That’s if the findings from a recent study by Forrester are anything to go by. This research suggests 51% of Gen-Z consumers want brands to be aligned with their own values before buying from them.
But this generation isn’t just looking for a sense of purpose in the products they buy; now more than ever, the business they work for’s got to stand for something too. For example, research by DoSomething found 75% of Gen-Z respondents wanted to see brands prioritise employee safety in the workplace.
For Gen-Z, ”purpose” isn’t a catchphrase to slap on a packet or pepper throughout your online policies – not out of obligation, anyway.
Instead, it’s a standard they expect their employer to swear by.
Still not concerned about what this “woke” generation’s worried about? Well, now’s the time to start. Because in just two years, Gen-Z workers will make up a whopping 27% of the workforce.
This is a demographic your business simply can’t afford to ignore. But how do you attract the best and brightest Gen-Z talent?
Look beyond exponential growth and stand for something that matters
Finding that “higher purpose” is a daunting task, especially for established businesses. The last thing you want to be is inauthentic, so where on Earth do you start?
Begin by ensuring your company values are aligned. And not just to the needs of your customers but with those of your future employees too.
Because the most recent annual Deloitte Global Millennial and Gen Z Survey revealed 49% of Gen Zs surveyed made choices about the types of work they would do—and the organisations they’d work for—based on their personal values.
But what’s most important to Gen Z?
From Deloitte’s research, racial justice, inequality and climate change top Gen Z’s priorities. And attracting this group “…could mean ensuring the environment remains a priority, even in challenging times. Or reevaluating the way their organisations look at hiring and retention to promote diversity and inclusion”.
And that’s the point. Many organisations claim to be diverse, inclusive or sustainable, but empty commitments are actually more damaging in the eyes of Gen Z than not promising anything at all.
Practice what you preach
“Greenwashing” isn’t just a harmful tactic for marketing products; it’s now polluting the unsubstantiated claims of many job adverts too.
But just as Gen-Z is savvy to inauthenticity in the products they buy, this goes for their prospective employers too. The reality is: our world’s transitioning into new ways of working – so there’s going to be growing pains. But that also means it’s OK to admit you haven’t got everything figured out yet.
“If your brand is not fully where it wants to be on the sustainability front, acknowledge that — Gen-Z will appreciate and value your honesty and authenticity,” says Stephanie H at Gen Z Insights.
Essentially, employers should highlight their vision of where the business is trying to go – along with its corporate responsibility to employees.
But some industries may need to work a little harder than others to change perceptions.
Turning the tide on the “techlash”
The Tech industry used to be a highly desirable destination for candidates – until it wasn’t.
Because according to a study by Pew Research, the percentage of Americans who felt the tech industry had a positive impact on society dropped from 71% in 2015 to 50% in 2019.
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But why might the novelty of working in tech be wearing off?
Perhaps it’s a question of trust.
CNBC reported that job acceptance rates were down by as much as 50% after the Cambridge Analytica scandal.
Or maybe it’s time for employers to look to Gen-Z for solutions; instead of claiming they have all the answers themselves.
After all, this is the generation that was born into a digital society. They’ve never known a world without mobile phones, smart devices, or internet-networked appliances. And that means they’re in the best possible position to support employers that might be struggling with this new, connected workplace.
And evidence suggests they’re willing to help.
According to a study from Dell Technologies, more than three-quarters of Zoomers say they would willingly act as technology mentors to colleagues.
This isn’t a generation that’s entitled; it’s one that’s looking to be empowered.
But without being too cynical, this can’t be the be-all-and-end-all for Gen-Z, surely. What about the small matter of – you know – pay?
You might be surprised.
Putting purpose over profits
According to research from employee engagement solution WeSpire, Gen-Z is the first generation to put purpose above salary.
Xero surveyed 1,200 small and medium-sized businesses and found that 41% of Gen-Zers in the workforce were more likely to be motivated by “values and purpose” than money. That’s compared to just 28% of respondents across all other age groups.
Now that’s not an invitation to pay this generation any less than they deserve (especially in the ongoing costs of living crisis, they actually deserve additional support from you). Instead, it’s a rallying cry for employers to put as much stock in the planet as they do in their profit margins.
And hiring passionate applicants from this generation could help you achieve both.
But that’s not everything. Gen Z wants to thrive in your workplace, just not at the detriment to their mental health. So, give them the ability to choose how they work. This could form part of an employee value proposition – a must when looking to entice Gen-Z workers.
Use an EVP to show them what you’re worth
Above and beyond salary, an employee value proposition (EVP) is a unique set of benefits that an employee receives in return for their skills. It’s a great way to attract candidates and demonstrates the fact that you stand for something more than just the bottom line.
So, what should it include?
Well, according to Smarp, leaders in employee communications & advocacy, a good EVP includes:
Of course, this is just one component of a great job advert (we’ve got some more pointers for attracting Gen Z here) – and we understand that one size doesn’t fit all.
But the next time an applicant questions what your organisation stands for, just make sure your answer is more than a PR line. Because Gen-Z isn’t just searching for their own purpose, they’re looking for yours too.