Quick recap: what’s employer branding again?
Employer branding is nothing more or less than building a strong employer brand. The goal? To attract potential candidates and retain current candidates. A good strategy towards the outside world is therefore just as important as one towards current employees.
Employer branding often starts with an EVP. Another trendy term. An Employer Value Proposition describes all the things you have to offer employees. And those characteristics with a nice bow around it, is your employer brand.
Why is adapting to the Gen Z workforce so important right now?
Simple: within a few years, Gen Z will make up a huge part of the world's population. They are the young professionals starting their first jobs now or very soon. Young people are the future, and those young people are Gen Z.
Gen Z is a very diverse generation with a strong focus on individuality. And that's exactly why you need an employer branding strategy that specifically targets Gen Z.
6 things Gen Z look out for in an employer brand
The different values of Gen Z also translate to the workplace and to finding a job. These are 6 things that Gen Z look for in a employer brand specifically.
1. Alignment between company values and theirs
Gen Z is particularly value driven and have a strong sense of purpose. They wish to have full financial freedom and independence, but not at the cost of sacrificing a meaningful job. For companies, then, this means that merely offering a competitive salary is not enough. Equally important is to clearly communicate social responsibility values and efforts.
Generation Z is very focused on achieving their goals and desires clear understanding of how their work fits in with the company's overall success. To motivate and engage employees of this generation, companies should link personal goals and aspirations to the organisation's mission and strategy.
2. Career growth opportunities
Gen Z wants to learn. Continuous learning and career advancement are so important to them, that a lack of these things could be a direct result of them quitting their jobs.
Gen Z is incredibly tech savvy and therefore prefers to use digital tools for learning and development. Moreover, they value personalisation. Make sure to provide online tools with personalized learning experiences, for instance through video tutorials or gamification.
Subsequently, Gen Z values feedback and mentoring. Ongoing feedback is important to them to evaluate whether they are reaching their goals. This is mainly because this generation wants to understand how their work fits into the bigger picture. Therefore, context is key. Explain how the skills and competencies being developed are connected to the company's mission and strategy.
3. A healthy work-life balance
Prioritising work-life balance is a trend we have already seen with millennials and that has been catapulted into the mainstream by covid. Likewise, Gen Z’s goal is to create a harmonious work-life balance, where work enhances their lives instead of consumes them. They desire a workplace which caters to their individual requirements and supports their well-being, leading to a healthier and more satisfying work experience.
The assignment for organizations is quite simple: let go of traditional, rigid values that only exist because they were. Allow remote work, whether it's from home or an island in the Philippines. Consider shorter hours, with the likely reward of more efficient employees who get the same sh*t done in fewer hours and are happier for it.
Also, consider adding mental health and wellness initiatives to your list of employee benefits. A weekly yoga session, an annual wellness day, or paid subscriptions to apps like Calm or Headspace.
4. Inclusive and diverse work environments
Gen Z is a very diverse generation with a strong focus on individuality. Therefore, a company's commitment to diversity and inclusion is not a nice to have, but an absolute necessity.
As retention is now arguably more important than attracting new employees, simply stating you care about diversity to lure them in is not going to cut it.
To Gen Z, diversity is about more than age, religion, gender, race, physical ability. It is about being your own individual and about how different point of views that come with are accepted and valued. Consequently, a standardized approach to diversity isn’t what you’re looking for.
So, instead of proclaiming that you value ‘diversity’ - meaning something different to different people - focus on this. And claim inclusion only when you can make it true.
5. Social impact and sustainability
Gen Z understand that businesses are important in shaping the future. They want to belong to organizations that are committed to creating a better world for themselves and the next generations. Gen Z prefers employers who prioritise sustainability, social justice, and ethical leadership.
Just as Gen Z wants to know how their work fits into the company's overall success, they also want to know how the company's efforts fit into the world.
Being used to having easy access to information, Gen Z values employers who are transparent. This includes providing regular updates, forums for questions and feedback, and being honest about business decisions and challenges.
6. Technological integration
Again, Gen Z is incredibly comfortable with technology. Don't underestimate the power of this. Incorporating new and innovative technology into work processes can greatly enhance your employer brand.
For Gen Z, technology is not just a tool, but a way of life. They use it to communicate, learn, work, and play. With a strong preference for mobile devices. Gen Z expects personalised experiences from technology; they expect it to cater to their individual needs and preferences.
Telling your company story through Intractive allows you to capitalize on these characteristics. With Intractive you can tell stories in a manner that feels like social media and personalise content to the viewer.
What would be effective employer branding strategies to attract Gen Z talent?
There is not one easy answer to this question. However, here are some boxes your strategy should definitely check:
- A clear stance on all six areas mentioned above.
- Don’t forget about internal employer branding.
- Strong social media presence: it’s where your audience is.
- A great visual identity and unique content.
Not sure where to start? Read this article on how to build an employer branding strategy in 3 simple steps.
Get started building a Gen Z-proof employer brand today
There’s really no reason to wait. Get started building a Gen Z-proof employer brand today. Interactive can give you just the competitive edge you need to be considered by the newest generation. Not convinced? Click here to try it out, free of charge and free of obligation.