More so than any other prior generation, Generation Z (or Gen Z for short), colloquially also known as ‘Zoomers’, is the demographic born mid to late 1990s as starting birth years, meaning the Zoomers are now reaching their 30’s. So how do we understand them to reach them for candidate positions and what is the new competitive edge with these diverse, tech-savvy candidates entering or currently in the workforce?

As the first social generation to have grown up with access to the Internet and portable digital technology from a young age, members of Generation Z have been dubbed "digital natives". According to research, members of Generation Z in some developed nations tend to be well-behaved, abstemious, and risk-averse.

Recruitment marketing to this demographic involves developing and communicating a prospective employer’s value proposition to candidates and building rapport through technology to create a candidate-centric hiring experience. These are the digital-age kids that act like consumers – they are concerned with brands, community and belonging - the demographic that not only wants a job, but wants meaning and fulfilment from the job, and take pride in who they work for and with.

Today’s candidate-driven talent market gives Gen Z lots of choices. Capturing top talent in this demographic requires creating engagement quickly, building an emotional connection, and finally, trust in you as their best choice for employment. Using technology with solid systems and automations with this demographic, as we do at Construction Recruitment, helps develop qualified candidates in the talent pipeline and speed to hire metrics.

In 2022, modern recruitment is about personalisation, continuous candidate engagement, the digital hiring exprierience and the ability to build rapport quickly with a candidate to help them understand a prospective employer’s brand and value proposition. It requires high level technology, and high level staff that understand not only the candidate, but the client exceptionally well.

So how do we capture the attention and align with these modern young candidates:-

Understand their motivation

In today’s fast moving market, it is crucial that you personalise your outreach to this demographic and think from their perspective. Besides the usual WIFM (what’s in it for me) that all candidates assess, think about why would they choose you, what does your employment experience offer them and how does your employer value proposition (EVP) describe the experience of working for your company and what your vision and culture is. Address the priorities of Gen Z like:-

• 74% of Gen Z strongly believes work should have a greater purpose.
• 84% of Gen Z identify the potential for career progression and growth as their top priority when looking for an employer.
• 8 in 10 Gen Z job seekers would like employers to help them develop job-specific and soft skills.
• 70% of Gen Z say they are motivated by money.
• They prefer video and text content.

Engage an Expert Recruiter

According to research, 32% of candidates in this demographic say they exited the interview process because of poor recruiter rapport (up from just 11% one year ago). Outdated recruitment focused on getting candidates into a funnel and poor attention and communication thereafter.

In a modern candidate-centric environment and particularly in our candidate-driven market we are experiencing today, the experience that starts with ‘Apply’ needs to be consistent, high level, thorough and strategic throughout every stage of the hiring cycle and to give them the high tech, high touch experience they expect.

A top level recruiter (yes like us), needs the technology and processes to communicate regularly and the ability to build rapport quickly to capture, maintain and engage them through every stage of the hiring cycle. The experience needs to be consistent from application to engagement.

7 Interview Tips for Gen Z’ers:-

• Focus on the employment experience and what candidates can expect;
• Show them you care about them by offering the high tech, high touch experience they expect;
• Emphasise the long-term employment experience;
• Be clear on what they can expect as they start working with their manager and team;
• Use video interviews;
• Include a pathway for their career progression
• Include a plan for their development and growth.

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