Candidate Experience Generational Series: Gen Z
Candidate experience is a hot topic right now and for good reason. With the job market so competitive, and candidates being more selective than ever before, candidate experience should be high on the list of priorities for recruiters.
However, what a good candidate experience means can differ depending on the generation. What appeals to a 21 year old might be a terrible candidate experience for someone in the Gen X category.
It is important to note that candidate experience starts from the initial engagement with your company all the way through to the acceptance of offer.
The different generations in the workplace we will cover are Gen Z, Millennials and Gen X.
In our Candidate Experience – Different Generations series, we first delve into how to engage Gen Z.
Who are Gen Z?
Gen Z are classified as being born between 1997 – 2012 and are the tech generation. Unlike Millennials and Gen X, these digital natives have been born into a world of tech and so are very used to being connected and online 24/7. Other characteristics include being more diverse and inclusive, more independent and concerned about social issues.
When it comes to the workplace, Gen Z tend to value the following:
- Gig economy activity & entrepreneurial / independent
- Caring about purpose in their work
- More feedback, fast, especially in-person
- Expectation to work with modern technology
- Change and Flexibility
How does this impact Candidate Experience?
Now we have clarified what makes Gen Z different, let’s delve into what this means for candidate experience and how you can implement a positive candidate experience for Gen Z.
1. Purpose in work: Showcase your Culture & EVP online
As mentioned, Gen Z value purpose and belonging in the company that they work for. We already know that it is important to show authentically what your company culture looks like to engage the right candidates and this is especially important for Gen Z.
Gen Z are a group of people who are used to being able to access any information they need immediately at the tips of the fingers through the internet & social media, and if the information isn’t there, it can be perceived as not being as credible.
Showcasing your company culture & EVP through your careers site and social media will be highly beneficial in attracting Gen Z candidates. Examples of this could be snapshots from a work event, or a video from a staff member talking about why they joined. In particular, if you are putting up content that shows your company’s purpose, this will be extra attractive as will give Gen Z a reason behind the ‘why’ to engage with your brand.
Another big factor in Gen Z’s views on work is growth and opportunities to learn. More than 76% of Gen Z employees say they’re looking for opportunities to learn new skills and Gen Z workers are more likely to say they would accept a pay cut in exchange for roles that offer them the opportunity to learn. This means any examples of growth and opportunities to learn within your company within your employer value proposition should be shown online as this is a big green tick amongst Gen Z!
2. More Feedback, Fast: Get back to your candidates
We know that Gen Z candidates like feedback more than other generations. They are used to quick responses and immediately gratification. Think Instagram likes and TikTok views.
This means that in the workplace, Gen Z want to be able to get feedback, fast. In fact, over 65% of Gen Z employees reported needing frequent feedback. Forbes reports that 96% of Gen Z-ers said it's important they feel valued, included, and empowered at work.
In the candidate application process, getting back to candidates quickly is vital in conducting a great candidate experience. Your process should be efficient and should not be drawn out. An initial video interview could speed things up before moving on to a face to face and it is vital not to delay in getting back to candidates, whether they are suitable for the role or not. Even if they are not, the time that it takes to come back with feedback could impact how they perceive and communicate your employer brand to their friends and network.
3. Expectation to work with modern technology: Have a seamless tech experience
Gen Z were born into technology. This means that young workers have high expectations of technology and are happy to push back if their expectations aren’t being met.
According to the Workforce Institute, one-third of Gen Z employees expect their organisations to provide them with modern technology. And one in five say they won’t tolerate bad experiences at all.
The candidate experience is a glimpse of what candidates can expect in their job and so needs to reflect a modern & seamless tech experience., Clunky technology and inefficient application processes aren’t going to cut it. Make sure it is easy for candidates to navigate your website and have a user-friendly and mobile-friendly careers site, so that candidates can easily apply.
Have a look at our blog on what tech stack to include in your recruitment marketing strategy for more inspiration: [https://streamtalent.com/blog/the-best-recruitment-tech-stack-for-2023]
Overall, your Gen Z candidate experience needs to be fast, slick and ready for the digital native generation. Gen Z currently make up 30 percent of the world's population and are expected to account for 27 percent of the workforce by 2025. Focussing on these key aspects of the candidate experience will mean being able to engage with and attract top talent.
