I am currently preparing a new consulting assignment and workshops on the topic of “Employer Branding in Times of Corona”. In the process, I came across this very insightful survey, which fits in wonderfully with the topic of “New Working”. The annual study “Recruiting Trends 2020” by the Centre of Human Resources Information Systems (CHRIS) on behalf of Monster Worldwide Deutschland GmbH has this year published a topic special “Generation Z – The Workers of Tomorrow”.
This study provides an interesting and diverse look into how Generation Z thinks and works. Generation Z comprises people born from 1994 onwards and, partly because they are the first generation to have grown up entirely with digital technologies, they are characterized by specific attitudes and behaviors that are particularly relevant to employers looking for young professionals.
Status Quo of Generation Z Recruiting
According to the survey, recruiting Generation Z candidates is important to a majority of companies surveyed. However, few understand how they need to position themselves for this and which added values are the right ones.
Topics such as home office and flexible working are especially relevant to Generation Z. But companies have not yet optimally adapted to this. According to the study, the three most important measures include measures around specific job offers, attending target group-specific recruiting fairs, and creating flexible working conditions, space concepts and benefits.
Social Recruiting & Active Sourcing
In order to reach Generation Z, sometimes very different recruiting channels are required, depending on the group to be addressed.
Here, however, trainees differ from students. For Generation Z students and trainees, social network platforms are among the most frequently used channels for job searches, while for students it is the company websites. Therefore, both channels must be used optimally to create the best added value.
The active search for talent is also necessary in this generation, because in the war for talent, new and flexible approaches must be taken.
Building and expanding the employer brand is as important as ever for Generation Z. Offering work-life balance, home office offerings and even the complete application process are all part of building this employer image. Negative experiences in the application process are particularly prevalent among Generation Z candidates.
The values of the employer brand also play a major role. In order to attract Generation Z candidates to your company, it is essential to know their values in your employer branding and to adapt your recruiting strategy to them.
Are your recruiting pages optimized for mobile use? The study shows that Generation Z candidates use both mobile and stationary devices when searching for jobs, but overall are more likely to search for jobs than the average across all generations.
However, a slight majority prefers applying via app over traditional measures and would like to see more commitment from companies in this area.
Summarizing the findings of “Generation Z – The Workers of Tomorrow”, it becomes clear that Generation Z wants to be valued more and places flexibility and work-life balance above all other activities. They want home offices and an employee who fits in and corresponds to their values, because they state that they “live to work”.