Great Expectations: What Employers Need To Do To Attract Gen Z Talent
Hiring Generation Z employees is not an easy task for organizations as candidates have several expectations and options today. Monster recently studied the emerging workforce and employers to understand the alignments and disconnects between them to help the latter develop appropriate hiring strategies.
The global workforce has undergone a sea change over the last few years. Baby boomers are retiring, and Generation Z graduates have entered the workforce. NACE’s Job Outlook 2022 report shows that organizations plan to hire 26.6% more new graduates than last year. Further, they are seeking out fresh candidates with the necessary skills but not necessarily degrees.
However, attracting and hiring Gen Z candidates can be challenging for employers. Monster recently surveyed employers and the emerging workforce to understand the disconnects and alignments when it comes to becoming part of the workforce.
The following are a few findings from the study.
Neither Group Thinks They Have Complete Control
About 57% of employers said job seekers have the upper hand in the entry-level job market today. About 72% also said they had increased the salaries (above inflation) for entry-level positions in the last year to attract candidates. However, about 58% of impending college graduates felt that it was the employers who have the leverage in the entry-level market, and about 45% of non-college grads felt the same. This could be reflecting their awareness of publicized labor shortages in certain industries like hospitality, manufacturing, and retail.
See more: How to Engage Generation Z in Workplace Learning & Development
The Great Resignation Has Impacted Entry-level Jobs
Like the Great Resignation hit the job market across industries, it also hit the entry-level jobs market. In 2020, about 55% of grads applied for jobs that weren’t the right fit out of desperation. In 2021, 73% accepted a job out of desperation.
Having said that, it has also brought some benefits to emerging and current graduates. For example, about 40% of graduates thought the Great Resignation allowed them to be more selective as organizations were desperate. There seem to be signs of desperation from the employers’ end. About 70% of employers would still consider a candidate who had ghosted them earlier. As mentioned earlier, several employers had increased the base salary for entry-level jobs, and 50% of employers did not think job-hopping was a red flag.
Graduates Have Certain Expectations From Employers
Emerging and current graduates know the value they bring to the table, and they expect employers’ value to match. Further, while they are willing to compromise on certain things, there are deal-breakers. For example, grads are not ready to join companies that do not offer:
- Flexible or hybrid work model (38%)
- Career development programs (33%)
- A diverse workforce (33%)
- Women in top leadership roles (24%), and
- Diversity in top leadership roles (26%)
Mental health is also extremely important for this generation of candidates. About 91% of college grads and 83% of non-college candidates felt they should feel comfortable talking about mental wellness at work. Simultaneously, 84% of employers, too, agreed that they need to invest more in mental wellness resources.
About 52% of grads also wanted to see the salary component in the job ad to attract them. About 37% wanted to see the career advancement component, and 36% wanted to see work-life balance evidence in a job ad. About 30% wanted to see the company’s commitment to diversity in its hob posting, without which they would not apply.
Candidates’ Job Journeys Are Driven by Digital
Among the tools used by Gen Z candidates to search for jobs, some of the top ones were job boards (24%) and career networking platforms (15%). Non-college candidates relied more on local job boards. About 29% also said that social platforms like YouTube and TikTok helped in their job search.
Ghosting Is Prevalent on Both Sides
Ghosting by candidates and employers exists though only a few admit to it. For example, only 40% of candidates agreed that they ghosted recruiters, while 74% of employers said they were ghosted. On the other hand, only about 34% of recruiters agreed about ghosting candidates, while 55% of grads and 42% of non-grads said they were ghosted.
On their part, graduates had certain reasons for ghosting employers. For example, 34% said employers were rude to them, and some said employers lied about the position. The top reason, according to non-college candidates, was that employers took too long to respond. However, employers feel that candidates have unrealistic expectations.
According to Giacomo Santangelo, economist, Monster, “People entering the labor market for their first job have unrealistic expectations built upon years of being able to get instant feedback on their thoughts (Twitter), their meals (Instagram), their dancing (TikTok), even ordering food (GrubHub). When they apply for a job, they have to wait. They may feel they are being ghosted, but only because no one told them how to manage their expectations.”
If employers can mention the approximate time it may take for the following steps, a few tensions between recruitment realities and candidate expectations can be eased.
Besides the above reason, 61% of employers felt candidates ghosted them because they got another job. About 58% felt ghosted because candidates lost interest.
The primary reason for employers ghosting candidates? About 20% of employers who ghosted candidates during the recruitment process did so because the candidate did not send a follow-up and thank you mail.
Strategies To Hire Gen Z Employees
As seen from the study, emerging graduates and young job applicants have certain expectations from employers, and companies will have to take certain steps to attract them during this tight talent market. The following are a few strategies you can deploy to hire younger employees:
- Offer work flexibility: The COVID-19 pandemic changed how people want to work. Now more than ever, people want work flexibility. If you are not willing to offer flexibility, then be ready to lose employees and job applicants. Various arrangements, such as hybrid or remote work and flexible working hours, help your employees stay productive while still maintaining a healthy work-life balance.
- Have a digital-first mindset: Given that Gen Z is a digitally native generation, you will have to incorporate technology to make work easier for your employees. Tech tools could be related to automation, communication and collaboration, and L&D, among others.
- Integrate training with their career goals: Younger employees want their jobs to have meaning. They feel that their work should add value to the organization. As such, their upskilling programs should be aligned with their interests and career goals to retain them.
- Place emphasis on diversity: Given that Gen Z candidates highly value diversity, you should ensure you have taken enough steps to promote it in your organization. Diversity has several benefits. One of those is that it can make your company a desirable place to work for. Companies can also show their commitment to diversity during the hiring process.
- Make hiring more attractive: You can make the recruitment process more attractive by taking several steps, such as timely communication and more efficient hiring tech. Technology can improve the candidate experience. You can also include salary and benefits components and your commitment to mental health and diversity in your job postings.
The rules of hiring have changed. The younger generation has more expectations and options today. Hence, follow the steps mentioned above to hire a high-quality talent during the Great Resignation.
What steps have you taken to attract Generation Z candidates to your organization? Share with us on Facebook, Twitter, and LinkedIn.
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