How to Win Over Gen Z Talent: Convey Transparency and Upskilling in Your Talent Brand

By 2025, they will make up one third of the global population. They evaluate employers on factors beyond salary and benefits. They have grown up with social media and want multiple points of view. Engagement matters hugely to them. Most of them have side hustles and view it as a way to learn new skills. It is time for employers to learn how to communicate with Gen Z.

As part of my book tour I have had the opportunity to speak to students in colleges in US and to readers in India. What I have learnt:

• Career 1.0 where the educational degree guarantees employment for life is fading.
• Monetizing a side gig (Career2.0) is an idea that resonates with a student debt laden Gen Z
• Diverse career paths (Career 3.0) need to become part of organizations that have relied on one size fits all. Limited mobility is cause for dissatisfaction and disengagement.

The young and the restless

Gen Z, the generation born between 1997 and 2012, is a formidable force. They are true digital natives, having grown up with social media as a fundamental part of their lives. This familiarity with online communication and collaboration is not just a convenience for them; it's a way of life.

As of 2023, Gen Z already makes up approximately 15% of the workforce in the U.S. and UK. By 2031, that share is predicted to?climb to 31%, second only to millennials.

And many in this young,?up-and-coming labor force ?are more open about seeking alternative employment compared to their older counterparts:

Gen Z works to live

BBC says , 'Millennials and Gen Z watched their parents struggle in corporate jobs during the 2008 economic crash, and some of these young people are mired in student debt with low-paying jobs themselves. They’ve also had their early work experiences shaped by Covid-19, with the youngest workers never even having stepped a foot inside an office. These stressors combined, says Brigham, have meant younger workers – particularly Gen Z – are prioritising mental health, happiness and positive work environments.'

Work is a contract and hence Gen Z is going to do what they are paid to. They choose employers based on factors beyond money and benefits. But the factor that they value is support of well being. ?They want more paid time off. They value mental health to a degree that older decision makers cannot relate to.

Career advice and live quitting on TikTok

Gen Z gets career advice on TikTok. A new survey of workers aged 21 to 40 by ResumeBuilder.com found that half of Gen Zers and millennials are getting career advice off the app. Two in three users surveyed say they’re very trusting or somewhat trusting of the advice they receive. (Read more )

They are live quitting on TikTok. The #quittok videos are quite the rage. These #quittok videos mean filming resigning on a live Zoom call, or live-streaming the moment of handing over a letter of resignation – each clip captures the real-time moment when workers quit.

1. Create opportunities for mentoring with trusted leaders
2. Invest heavily in upskilling that prepares them for bigger responsibilities.
3. Your employees (including your leaders) are your biggest brand ambassadors. Leverage them.

Leverage the 'influencers'

Gen Z trusts social media and distrusts traditional authority figures. They rely on influencers who challenge experts. Take for instance financial advice. Dave Ramsay has been a financial advisor to millions. Now there is a parallel wave on TikTok where Dave Ramsay is being challenged.

In my conversation with business leaders I have found that they struggle to leverage the biggest influencers they already have - their employees. By leveraging the creators among the employees they can share authentic stories about the culture of the workplace. An employee talking about the work practices or investment in upskilling is more believable than the employer putting out cliches like, "Employees are our biggest assets".

Here is Harsh Pamnani author of Booming Brands sharing his advice on how to build an employer brand.

The advantage of having a leader on social media can be a powerful tool to build trust with the Gen Z Talent Pool. When a CEO responds to bouquets and brickbats on social media without hiding behind a PR firm, it serves as a reassurance that the leader is authentic and not afraid to have an open conversation.

However, what truly sets Gen Z apart is their values. They prioritize authenticity, diversity, and social responsibility. When seeking employment, they look for organizations that align with these values. For employers, this means that to attract and retain Gen Z talent, they must showcase these qualities in their talent brand.

What are the actions employers can take

1. Building a Strong Talent Brand: A talent brand is the reputation and perception of an organization as an employer. It's not just about offering competitive salaries and benefits anymore. Gen Z is looking for a deeper connection. Learn to communicate this on social media.?Gen Zers expect relatable, ultra-personalized, easily digestible, and engaging content from people who look and sound like them. They prioritize how and who presents the content, often at the expense of quality and accuracy. <read how to recruit Gen Z >
2. Leveraging Employee Advocacy: One of the most powerful tools in building a strong talent brand is leveraging your own employees as influencers. Employees are the most trusted source of information about a company. Encouraging them to share their stories and experiences on social media can help organizations reach and engage with Gen Z candidates. When leaders also actively participate in social media, they can showcase their thought leadership and vision, building trust and credibility with potential and current employees. <read more about media habits of Gen Z >

Conclusion: In conclusion, Gen Z is not just another generation entering the workforce; they are a force driving change. To compete for talent in this digital age, organizations must build a strong talent brand that reflects their values and purpose. By leveraging their employees and leaders as influencers, organizations can connect with Gen Z candidates who are seeking authentic and meaningful work experiences.