Gen Z has notoriously set itself apart as the generation with higher standards for the workplace. They are asking for better pay, a positive balance between work and life, flexibility and more inclusive workplace cultures. According to a 2023 global survey conducted by Deloitte, less than half (48%) of Gen Z believe business is having a positive impact on society. Moreover, six in ten Gen Zers believe businesses have no ambition beyond wanting to make money. Though employers have made progress since pre-pandemic standards, there is still progress to be made to align brand values in a digestible package for job-seekers.  For companies looking to stand out to this finicky demographic, the answer may lie in the collaboration between talent acquisition and marketing teams.

Demonstrating Values and Crafting an Enticing EVP

When it comes to showcasing company brand and culture to catch Gen Z’s eye, a robust Employee Value Proposition (EVP) is the cornerstone of any employer’s appeal.  An EVP is the set of promises an organization makes to its employees in exchange for their time, knowledge and skills. Those promises can include pay and benefits, growth opportunities, recognition, culture, and belonging. If crafted effectively, your EVP communicates why someone would want to work for your organization and what they can expect to experience as an employee.

Gen Z scrutinizes potential employers through a unique lens in comparison to other generations in the workforce.  Though misalignment of values helps candidates to self-qualify, employers don’t want to bypass potentially great candidates due to poor packaging or a lack of thoughtfulness when developing their EVP. Moreover, the company’s culture and values should be an integral component of the recruitment marketing strategy. But, how can companies convey their values and EVP effectively in their recruitment strategy? Airtight partnerships between Chief Marketing Officers (CMOs) and Human Resources/Talent Acquisition teams are essential.

Selling Your Organization, Not Just Your Open Positions

Recognizing the need for innovative marketing strategies tailored to Gen Z’s distinctive job-seeking approach is imperative. That’s why the collaboration between a company’s CMO and TA team is so essential. By incorporating marketing experts to craft creative messaging, organizations can leverage responsive design and user-friendly interfaces to captivate the attention of Gen Z candidates. Creative-minded marketing pros, in-house or through a recruitment marketing agency, can also help HR build compelling career sites that power seamless candidate experience. A remarkable 67% of Gen Z attest to the influence of an organization’s career site on their decision to engage with that employer, so mobilizing the best and brightest to bolster your career site is a must.

Additionally, job board advertisements sway 55% of candidates in their decision-making process. Collaborating on these efforts also ensures that the EVP is strong and extended into every channel of an organization’s strategic recruitment outreach, which is no easy task when there are so many job boards and consumer marketing channels to consider. However, by nailing down which channels are most likely to reach your desired audience, this challenge becomes manageable, especially when analyzing the results of campaigns active campaigns and optimizing advertising dollars.

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