Understanding the new generation of job seekers

By 2025, Gen Z will comprise 27% of the global workforce according to the OECD World Economic Forum. That’s a fair share of the talent pool you’ll be looking to connect with to fulfil job roles. So how does the way they see the world affect how you should engage with them to promote your clients looking to find the best people? What’s important to them in a job? And how do they go about finding one?

DI&B is of key importance

While 64% of Gen Z feel disillusioned with their country's leadership, they believe that brands hold the key to solving societal issues. By showcasing an authentic commitment to diversity, inclusion, and belonging (DI&B), you can position your organisation as a sought-after workplace for this generation. In fact, 81% of Gen Z job seekers prioritise a workplace that champions DI&B.

Salary is still important, but…

While the desire for fair compensation remains constant, understanding how Gen Z perceives the purpose of work and prioritises other workplace issues is essential. By aligning your messaging and job ads accordingly, you can effectively engage this generation and highlight what truly matters to them. We’ll discuss how to do so later in this article.

Gen Z also seeks work that goes beyond a paycheck, allowing them to craft a fulfilling life, shape their desired future, and indulge in their true passions. Our research revealed that their top priorities for their next job are financial security (37%), wealth (23%), and finding genuine passion in their work (12%)¹. 

With 74% believing that better work results in having a better life, what this translates to, beyond better pay and benefits, is flexibility (25%), appreciation (17%), developing skills (12%), career growth (10%) and less stress (8%)².

The propensity to be passive job seekers

Surprisingly, Gen Z tends to be more passive in their job search, with 1.4 x greater likelihood of feeling unqualified for the positions they desire³. Moreover, they express 1.7 x more worry about damaging their reputation by changing jobs⁴. However, you can alleviate their concerns by fostering an environment where job transitions are seen as a normal part of professional growth. By providing guidance on resigning gracefully and professionally, you can empower them to navigate their career journey with confidence. Recognise that they crave more confidence, connections, and opportunities in their job search, and position your organisation as a trusted resource to help them overcome these challenges.

So how different is Gen Z to other generations?

In a recent McKinsey and Company survey encompassing 18 to 24 year olds right through to younger baby boomers aged 55 to 64, we uncovered both surprising distinctions and remarkable parallels among these age groups.

Top reasons Gen Z left their last job

1. Lack of career development and advancement potential
2. Lack of meaningful work (overall: Lack of career development and advancement potential)
3. Inadequate total compensation 
4. Uncaring and uninspiring leaders 
5. Unsuitable work performance expectations

Interestingly, the primary motivator for Gen Z aligns with that of younger millennials and boomers, highlighting the imperative for enhanced diversity and inclusion efforts to challenge preconceived notions of the ‘ideal candidate’ across various job levels.

Top reasons Gen Z took new jobs

Strategies to better engage with Gen Z

These insights present great opportunities for forward-thinking recruiters to attract this new generation of workers. When crafting job ads and placement opportunities, keep the following in mind:

• When advertising job positions, prominently highlight the opportunities for career development and growth to attract candidates who prioritise these factors in their job search.
• If your company has a robust culture of DI&B, backed by positive employee reviews on platforms like Glassdoor, make sure to showcase this in your job descriptions. Emphasizing your strong DI&B culture can attract Gen Z candidates who value inclusive workplaces.
• While factors like career development and culture are important, it's crucial not to overlook the significance of salary. Including salary information in your job ads can lead to a 30%⁵ increase in applications, as Gen Z candidates still prioritise financial considerations.
• Given that Gen Z individuals are tech-savvy and heavily reliant on smartphones, ensure that your website and job application processes are fast, user-friendly, and optimised for mobile devices. Slow-loading sites and complicated navigation can deter Gen Z candidates from engaging with your organisation.
• By the same token, Gen Z applicants also value efficiency when applying for jobs. Streamline your application process, making it concise and easy to navigate. Lengthy and convoluted applications are more likely to be abandoned, leaving a negative impression on candidates.
• Clearly differentiate between mandatory skills and experience versus nice-to-have qualifications in your job descriptions. If your organisation is willing to provide training and development opportunities, highlight this to alleviate Gen Z candidates' concerns about lacking qualifications and demonstrate your commitment to investing in their growth.
• Make it easy for candidates to access various types of career support on your websites and apps, such as interview techniques, resume writing tips, and cover letter guidance. Providing these resources demonstrates your commitment to supporting candidates throughout their job search journey.
• Consider incorporating employee experiences into your recruitment efforts. Showcase behind-the-scenes glimpses of your organisation through videos or written testimonials to give prospective candidates an authentic perspective on what it's like to work with you. This personal touch can resonate with Gen Z and help them envision themselves as part of your team.