As more members of Gen Z join the workforce, they have increasingly shunned traditional hiring practices, seeking jobs via social media instead — and employers need to keep up.
For Gen Z, using social media is second nature. Over half of Gen Z spends four hours or more on social media daily, according to a survey by Morning Consult. Being accustomed to brief communication across multiple networks impacts their expectations about all areas of life, including employment, and makes the practice of completing long, arduous online applications simply archaic. Research by talent engagement platform AtlasJobs shows that the average
"The most progressive generation America has ever seen is walking into one of the oldest environments we have," says Jo Webber, CEO of AtlasJobs. "There's a disconnect with employers."
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Recent research shows that eight out of 10 job seekers use social media, with that being how 73% of job seekers aged 18-34 found their last job. At the same time, 75% of companies are reporting they are having trouble hiring, says Webber. It is not just making people aware of available jobs, but making job postings and the application process more enticing as well. Here is where social media-style communication stands out: transparency is crucial, and what matters most to job seekers —
"Targeted messages using social media platforms help make people aware these opportunities exist," adds Chris (CW) Warwick, chief marketing officer at AtlasJobs. "When you partner that with a great experience it's a whole different way of engaging people, especially Gen Z."
Few realms of communication are as diverse as social media, and employers and recruiters are not only posting jobs, but using platforms like LinkedIn, Facebook and Twitter to identify skilled candidates who may not be actively searching for a job as well. According to Zippia, 92% of employers and 94% of recruiters find social media useful for filling job roles, with 56% of recruiters saying this is the way they find their best talent.
"Sometimes the best candidate for a job isn't actually looking for that job right then," says Warwick. "The approach we take with our clients is, 'Let's understand the role you're trying to fill. Let's try to understand the type of people that you're looking for. Let's also do that through a lens of diversity, equity and inclusion. And let's be proactive and put these messages out in the marketplace in a way that says this great organization within this specific geography is looking for these specific types of people.'"
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Bottom line: Social media is how Gen Z decides what's important, says Warwick.
"Gen Z is not flocking to set up a LinkedIn profile; that's not in their sphere of influence," she says. "You have to be able to communicate and connect in ways that are relevant and meaningful for this generation. In many cases, we can accomplish that through social media."
Another way employers can set themselves apart and connect with potential talent on social media is through public stances on social issues such as
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Social media can be a win-win for both the employer and job seeker. While social media can help companies creatively attract new talent, Gen Z has access to a familiar set of resources for the job hunt.
"To the extent that employers can go out there and be as transparent as possible — whether it be a day in the life, exploratory conversations with the hiring manager or leveraging video conferencing — these engagements are going to lead to more meaningful conversations and better matches," says Warwick. "At the end of the day, that's what it's about. We're trying to bring the right people together."
