Is the office a thing of the past? Will hybrid working be the norm in the next 10 years? Will your job be taken over by AI?
Over the last few years, we’ve all been inundated with questions about the future of work. But one of the biggest changes in the world of work is more predictable – the next generation is entering it. Gen Z will account for 27% of the workforce by 2025, according to insurance group Zurich. When around a third of colleagues are in a new generation, we can expect different ambitions and fresh perspectives to shape how we all approach work.
In a bid to engage with this next generation, we’re seeing businesses move away from traditional recruitment processes and push their messages through social media. There’s nothing wrong with that; it’s important to engage with your audience on the right platform. But there’s the danger that businesses will put too much emphasis on appearing ‘fun’ and ‘different’, and miss the content that builds credibility as an employer.
Getting into the Gen Z mindset
Every generation is influenced by global events and societal shifts. For Gen Z, it’s a world in flux. Pandemics, climate change and geopolitical tensions all threaten to change life as we know it. As major shifts take place, the systems that underpin current society are brought into question too. Fast emerging technologies also promise to reset the world of work. This all paints an uncertain picture for Gen Z, which is a source of anxiety for many.
It’s not all bleak. Uncertainty can also look like opportunity. As witnesses to great technological change, Gen Z is an empowered generation that can see a route to breaking free from rigid systems.
The career changers
For a generation surrounded by uncertainty, a typical career ladder isn’t going to be appealing. What happens if a rung on the ladder breaks? Gen Z is expected to move jobs around 10 times between the ages of 18 and 34. So rather than climbing to the top, they want to move around an ever-evolving landscape of opportunity.
With eyes fixed more on the present, rather than the top of the career ladder, work-life balance is much more important for Gen Zs than those before. Nearly half (42%) say remote working and flexibility is a priority when searching for a job.
That doesn’t mean this generation will be turning their backs on pursuing a career, however. For 49% of Gen Zs, their job will be a core part of their purpose. This is an empowered generation that wants to be on the frontline of change. That could involve working for an organisation that spurs action. It could be making a difference within an organisation to improve the experience for employees. Or it could be selecting an employer that aligns with their views on diversity or the environment.
Engaging with the empowered through content
As demands around the workplace shift, recruitment content needs to change tack too. We are seeing a big push from clients to edit job descriptions to highlight the purpose of the role to the business and the wider world. It’s an effective way to make each job more appealing. So, how can businesses sketch out their culture, values and employee experience in an engaging way?
- Real people stories – There’s nothing worse than content that is trying too hard to be ‘down with the kids’. It’s also ineffective – Gen Z will quickly spot when writing or videos are forcing the fun. A much more effective way to show what life is like in your organisation is to bring real people into the spotlight. Quotes and stories from people across ages and demographics are a more authentic way to highlight your culture and values. They can also help people envisage themselves as part of the team.
- Give people direction, without dictating – During an uncertain time, many Gen Zs will be looking for mentors who can guide them in their decision making without taking away their autonomy. Creating guides to show different career possibilities will bring some level of comfort while enabling freedom of choice. Thought leadership pieces can also establish credibility in your field while embracing and celebrating innovative thinking.
- Be transparent – Gen Zs have grown up in a world where fake news feels very real. Greenwashing, overstating or overpromising will be an immediate turn-off. Any content around your diversity, equity and inclusion efforts or sustainability credentials should be transparent.
- Pre-empt questions – Doubt can be a driver of anxiety, so bringing clarity through the recruitment process can help the next generation feel at ease when entering the workforce. Make it easy to find information on things like employee benefits, expectations of the role, progression and the interview process to help people feel supported from the moment they decide to apply.
These pointers are just some ideas for how to engage with early talent through recruitment content. The most effective content will be geared towards your audience and constantly measured to find ways to improve performance through the candidate experience. Speak to our team for a more strategic lens on your recruitment content.
