Should you overhaul your business to attract Gen Z? Not so fast

When it comes to what they want in a workplace, how different is Gen Z from the generations before them?

Not terribly, says Matt Gilbert, the VP of employer brand strategy at recruitment marketing tech provider Appcast. Employers need to make sure they're utilizing smart technology tactics to attract this population of digital natives, but at the end of the day, companies that present themselves as interesting, worthwhile and valuable — the same things that attract all other age groups — will come out ahead, he says. 

"[Gen Z has] some stylistic differences, and there are definitely some coming-of-age differences," says Gilbert. "They have never known a world without high-speed internet access, and that shows up in consumer trends and purchase trends. But when it comes to work, they're not looking for anything radically different than any other generation."

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What Gen Z wants

According to a McKinsey report, career development is a top priority for Gen Z, and lack thereof is the number one reason they leave a job. The same was found to be true for millennials and young baby boomers. Flexibility was the top reason Gen Z said they remained at a job — millennials said the same. Both of these generations also put a significant amount of weight on an employer's social values and efforts when determining whether to take a job — a trait that can have a positive impact on companies, says Gilbert.

"For Gen Z, not everything has to be about changing and saving the world. It could be improving the local community or improving the quality of life inside of the organization," he says.

And areas where Gen Z does stand apart shouldn't make employers nervous, as long as they have a good workplace culture and keep an open mind. McKinsey's data showed Gen Z places a large emphasis on purpose: Meaningful work ranked as one of the top three reasons why they would or would not stay in a job. They are also less likely to tolerate a hostile work environment or a job that negatively impacts their mental health. 

And as for their lack of professional experience, don't sell them short, emphasizes Gilbert — this is a group of tech-savvy problem solvers who bring a lot to the table.

"The way we've defined experience for the last century no longer applies, [and] this is where the employer and the job seeker are sometimes misaligned," he says, pointing to Gen Z's digital prowess as an advantage in the workplace. Employers are looking for people who know how to research and can solve complex logistical, qualitative and quantitative problems, and Gen Z does this on a regular basis. But because they're young, "it just hasn't been as an employee of a company," he adds.

Employers can feel good about hiring Gen Z job seekers with great potential but less experience by offering mentoring and coaching programs, professional development opportunities and other methods that get them caught up to speed and confident in the workplace.

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Catching Gen Z's attention

The key for employers is to showcase who they are and what they stand for on the multiple touch points Gen Z uses, Gilbert says. Based on what this generation cares about, broadcasting offerings like flexibility, career mobility and development, social impact, good mental health resources and a people-first culture is a great place to start.

When it comes to how Gen Z is influenced, social media has one of the biggest impacts. McKinsey found that nearly 40% of Gen Z is influenced to buy a product or brand by social media, compared to 25% of millennials, 13% of Gen X and only 4% of baby boomers. They also use it to research companies: Along with LinkedIn, Reddit and TikTok are just some of the platforms young job seekers use to get a well-rounded view of an employer. 

This means social media can be a great place for employers to connect with young talent — especially passive candidates — but Gilbert points out that this only works if what Gen Z sees is a realistic portrayal of the company, and what kind of people it's looking to attract. For example, if a very formal company creates a TikTok video of very casually dressed people goofing around in an office, that is the environment a job seeker will expect to find upon getting hired. This kind of misinformation will only backfire, says Gilbert.

"That's where you get [an interviewer] going on LinkedIn and saying, 'I can't believe this person showed up wearing sweat pants and dirty flip flops. Well, you just showed him a video that said that's who you are," he says. "One of the best things any employer can do is not exaggerate and not over-promise."

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It's time for employers to abandon the idea that there is a "secret sauce" to attracting all of the top Gen Z talent out there — instead, focus on finding the right people for the roles and culture you have, says Gilbert. He notes the value of seeking out a third party solution like Appcast to  help build the kinds of stories, advertising and content that can be used in job postings, social media, career sites and hiring events. 

"It really isn't about accommodating Gen Z," Gilbert says. "There's definitely an expectation that Gen Z is this mystery audience. They're not. They're professionals, even if they don't have a lot of experience, and they're looking for purpose, quality of life and belonging, just like the rest of us."